Brands are missing the link between consumers’ purchases
Consumers’ buying behaviour in certain categories has a direct influence on their likelihood to purchase in other seemingly unconnected sectors, finds new research.
What does the rise of ad blocking mean for video?
Ad blocking is a £15bn problem for advertisers and publishers but there are steps brands can take to prevent consumers boycotting video ads.
Russell Parsons: More brands should follow PepsiCo’s marketing lead
“Marketing provides good payback for shareholders,” declared PepsiCo last week. This was not a statement uttered by one of the soft drink giant’s senior marketers but its chief financial officer Hugh Johnston.
Secret Marketer: Marketing budgets are an investment, not an expense
For many marketers, this is a busy and frustrating time of year. It’s particularly so for those who follow the tax man’s view on when new year’s day falls: 1 April is our official start to the year as we seek to devise, submit and defend our annual marketing plans and budgets.
Three challenges in creating a seamless customer journey
Sponsored content
Marketing Week and marketing cloud provider Salesforce brought together experienced professionals in marketing and data to uncover the biggest issues in customer experience and how to attack them.
Why Fitbit is shifting focus from fitness to fashion
Despite its share price dropping by half in the past month, wearables brand Fitbit is forging ahead with a new marketing focus, sponsorship of BBC Sports Relief and fashion-focused products.
Five mobile marketing mistakes and how to fix them
Although mobile strategies are beginning to mature there are several pain points that continue to frustrate marketers.
Engagement on Tinder
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
James Murphy, adam&eveDDB: Why the marketing industry will be better off if Britain stays in the EU
When you talk to people abroad about what makes Britain great, the answer typically involves a combination of The Beatles, Sherlock and Shakespeare. In other words, ‘Brand Britain’ in the eyes of the global market is an identity founded firmly on British cultural exports – whether it’s TV, comedy, literature, design or film.
Mark Ritson: Leicester City’s winning strategy should be a template for all marketers
I am generally opposed to ‘what marketers can learn’ articles but in the case of Leicester City and their manager Claudio Ranieri I have to make an exception.
Three partners with Snapchat as it looks to AR to build its brand
As part of the deal, Three customers will also be able to use Snapchat from now on without using any of their data allowance.
M&S’s food marketing director on making provenance a point of difference
Marks & Spencer’s new food campaign shines a spotlight on food standards as new food marketing boss Sharry Crammond looks to “shout louder” about the “issues customers care about”.
Mark Ritson: Pret must bite the cost bullet if it wants to keep its ‘natural’ brand positioning
Pret A Manger has built a brand positioning based on serving natural food, yet the E numbers in its bread clearly undermine that, so it has to decide whether to change its processes or its advertising.
Vodafone expands its use of chatbots as it looks to transform the digital experience
The mobile giant has streamlined the sales process and made the customer experience “more engaging” by extending the remit of its chatbot TOBi.
