Marketing’s influence in creating an organisation’s vision has arguably never been stronger but the task of attracting and retaining the visionary marketers of the future, building the right structure and team balance has never been more challenging.
Customers’ paths to purchase differ widely between brands and sectors, but as Marketing Week’s panel finds, some best practice is universal and always proceeds from the same starting point: put the customer first.
Following this year’s inaugural Vision 100, Marketing Week and Adobe brought together members of this list of visionary marketers to ask what it means to be one, the impact on business and whether it can be learned.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From P&G’s improvement in marketing effectiveness to the rise in investment for market research, it’s been a busy week. Here is my take.
While more than a third of marketers expect to see new hires over the next three months, expansion plans have begun to tail off since hitting a peak last year.
Targeting some “fairly lofty growth aspirations” in 2022, Volvo plans to use its “marketing machine” to attract a new generation of customers.
Rising inflation and energy price increases have dampened consumers’ confidence in January, but marketers are warned to “hold firm”.