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.
Recommended reading: Story-driven marketing and tackling ignorance
Marketing Week reviews the latest books for marketers.
Ben Davis: Get existing tech right before focusing on the future
Given the most hyped technologies of 2017 have failed to make an impact this year, marketers would be wise to perfect customer experience on incumbent tech like mobile before shifting focus to blockchain, VR and voice.
Tesco, Heineken, Dollar Shave Club: 5 things that mattered this week and why
Catch up on all the major marketing news this week, including Tesco’s drive to help customers eat more healthily, Heineken’s struggles with ecommerce and Dollar Shave Club’s new business model.
L’Oréal CMO: Companies that just sell products will not be successful
L’Oréal is shifting to offer services in a “new era” for the brand that sees it aim to become the number one beauty tech company.
