How the metaverse could change our lives
Marketing Week PartnerThere are countless ways the metaverse may affect how we live, work and play – but with the future still unwritten, how should marketers plan for it?
Brands’ biggest AI opportunity is in making customers believe the bullshit
Mark RitsonArtificial intelligence is mostly a distraction from marketing fundamentals – unless you convince your market AI makes your brand better than the competition.
How brands are bridging skills gaps
Molly InnesMarketers are noticing a data and analytics skills gap at work, with most organisations looking to fill the void by hiring ahead of upskilling.
AI has reached a tipping point: How could it be transformative for marketers?
Marketing Week PartnerAI has finally moved from being a speculative technology to a commonly used tool. Behind the hype, here are its key applications today and in the near future.
Which brands will survive the rapid grocery delivery downturn?
Niamh CarrollRapid grocery delivery is a ‘hugely capital intensive’ business, meaning many of the pure-play brands which took off during the pandemic are now struggling with costs. Meanwhile, the more established players are doubling down.
Brands’ secret weapon: Why metadata will make you a better marketer
Erica GunnImage recognition within digital asset management software can now assign keywords and other metadata automatically, cutting the time marketers waste searching for files.
‘A big transition’: How Boohoo Group’s marketing strategy is evolving
Molly InnesAs Boohoo Group integrates new brands into the fold and expands into the US, it has become more customer centric and less focused on last-click ROI, with its top marketer admitting it hadn’t been “spending our money effectively”.
Casual sexism hidden in everyday language is doing untold damage
Helen JamesHysterical versus passionate, pushy versus ambitious, bossy versus assertive; the use of certain language in marketing is perpetuating everyday sexism.
The B2B buyer journey is not fit for purpose, here’s how to fix it
Antonia WadeThe B2B “funnel” is redundant. New thinking that accommodates nuances in buyer behaviour is required if B2B marketers are to drive growth for their organisations.
The long and the SEO of it
Andrew HollandWhen it comes to search, marketers need to employ both SEO and PPC, one for mental availability, the other physical.
New product launches fail because they aren’t given the time to grow
Jon EvansSystem1’s Jon Evans looks at 10 years of data in the soft drinks category and explains why the few successful new product launches survived in the long term.
Becoming CEO shouldn’t be a marketer’s ultimate career goal
Secret MarketerIt’s patronising to suggest marketing is just a doorway into more “grown up” or “serious” professions.
The road to innovation is paved with abandoned products – don’t let yours be one of them
Dr Kirsten VictoryWith so many new product launches failing to exist even just one year later, brands must ensure they have clear strategic intent when bringing new lines to market.
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It’s not women that need fixing, it’s how the workplace treats parents
Grace KiteWomen’s career progress and salaries take a dive when they become mums, not because they become less good at their job but because policies around parental leave and childcare continue to be biased.
How Barclays achieved record ROI by embracing the ‘Moneyverse’
Marketing Week ReportersDetermined to fix the nation’s “dysfunctional” relationship with money, Barclays’ magical vision of financial control helped the bank achieve record media ROI and claim top spot in overall share of new mortgages.
How Tesco used ‘brand shaping insights’ to take calculated risks
Marketing Week ReportersThe supermarket giant developed a ‘Happiness Platform’ to mine insights into British life, helping it curate a programme of “caring acts” designed to serve both brand and audience.
How Toyota delivered tens of millions in incremental revenue
Marketing Week ReportersChallenged to develop a compelling service offer to arrest years of decline, Toyota used research and a new creative concept to get drivers back behind the wheel.
How one housebuilder ‘teleported’ customers by revamping its digital experience
Marketing Week ReportersCastle Green Homes’ digital transformation project invited customers to step inside their new home via a bespoke online portal, designed to take the stress out of buying a new house.
Why one business revamped its brand to turbocharge recruitment
Marketing Week ReportersFollowing the twin blows of Brexit and Covid, care home provider Anchor set out to overhaul its employer brand in a bid to attract high quality talent.
How Riot Games topped the Netflix charts by bringing fantasy into reality
Marketing Week ReportersThe video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.
How a sellout product got retailers to reconsider Heinz Big Soup
Marketing Week ReportersOn a mission to re-engage fans of “no-nonsense” soup, Heinz’s limited-edition Christmas Big Soup sold out within three hours and had retailers clamouring to get the product back on shelves.
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