Fast-growing chains such as Byron account for only a small market share among burger and chicken restaurants, but changing preferences and rising incomes could encourage more consumers to trade up from fast food brands such as McDonald’s.
Content created by ‘regular people’ is widely regarded as more trustworthy than stereotypical slick, pushy marketing. That’s why its future is massive on social media and beyond, say marketers who have reaped the rewards.
As universities enter freshers’ week, competition for students has become fierce and fee hikes have created more demanding students. The higher education sector has responded by boosting its marketing functions, taking a more professional approach to brand building.
The 60th anniversary of the first British TV ad is encouraging most marketers to look in the wrong direction: backwards. TV ads remain the great tool of modern marketing and we would be crazy to forget it.
TV is an awareness piece and allows the technology giant to move away from communicating product features to promoting user experiences, according to Microsoft’s chief marketing officer Philippa Snare, speaking to Marketing Week ahead of the 60th anniversary of TV advertising in the UK.
Coca-Cola’s ditching of its chief marketing officer role for a chief growth officer is a clear warning to CMOs: stand for growth, or lose it all. Thomas Barta, co-author of ‘The 12 Powers of a Marketing Leader’, explains.