For young adults living at home with their parents, receiving mail in the post is a novelty in a world where most of their communication is digital, reports Steve Hemsley.
Ahead of the Creative Business Symposium at SohoCreate, which is being held in partnership with Marketing Week sister title Creative Review, Sir John Hegarty shares his views on the role creativity should play in driving business growth and what it takes to be a modern marketer.
The idea of content as some sort of messianic marketing device has stuck so well that, regardless of business, product or market, there has been a compulsion to simply ‘do content’. With securing and retaining permissions, building relationships and earning trust more important than ever, is it time for content to integrate more with the rest of the marketing mix? Barclaycard Europe’s former head of marketing content provides a fresh viewpoint.
Black Widow’s release on Disney+ alongside cinemas hit the film’s box office revenues, but what Disney wants is proximity to the consumer and the insight that comes with it.
Investment platform IG Group’s CMO and global head of advertising explain how consumers have come looking for greater control over their economic fortunes – and how they help newcomers get to grips with financial market volatility and unexpected developments in stocks and shares.
While demonstrating a positive ROI is powerful, as a metric it should be viewed in the wider context of creative effectiveness, says Mars insight boss Sorin Patilinet.
Account-based marketing is not necessarily a bad idea, but B2B brands focus too much on personalisation, targeting and loyalty when executing it.