How to build a marketing team from scratch
Managing a marketing team is one thing but creating one from the ground up in line with rapid business growth requires additional focus.
The secret of managing marketing teams across borders
Charlotte RogersAlthough most marketers would like to have local team members based in each market where they operate, it is not always realistic so how can brands best set-up and manage international teams to create global growth?
What leadership qualities do marketers need to build the most effective team?
Lucy TesserasMarketers from Instagram, Taylors of Harrogate, Microsoft and Eat share their thoughts on what it takes to get the most from their team.
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Outdated marketing team structures are hampering brands’ chances of achieving a single customer view
Charlotte RogersCompanies of all sizes see achieving a single customer view as a top priority, but their efforts are being thwarted by outdated organisational silos that split marketers by channel, not customer, new research finds.
Brand diagnosis and the cost of living crisis: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the need for brand diagnosis ahead of setting strategy to Premier Food’s investment in brand, it’s been a busy week. Here is my take.
‘Smartphones on wheels’: Why Ford is prioritising innovation as cross-category comparisons rise
Lucy TesserasConsumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.
What to consider when measuring influencer marketing
Econsultancy TeamAs brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.
Algorithms are powerful new agents of double jeopardy
Grace KiteThe algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.