With predictions that video content will make up 69% of all internet traffic by 2017 brands need to take on the challenge of making the format an integral part of their communication strategy, while remembering that telling a compelling story is key to success.
GE Healthcare’s move to a more personalised marketing strategy and using automation to track customer behaviour may be pushing up sales but for global head of marketing operations Stephanie Meyer the change goes beyond marketing to the calibre of future recruits.
While most agree that video viewability needs to be regulated, many brand advertisers are dissatisfied with the proposed industry standard, but no matter which metric is used, publishers must ensure it stands up to scrutiny and delivers value for money.
The prominence of movie franchises such as James Bond and Star Wars are accelerating the growth of licensed merchandise, an industry worth £156.2bn, and although the US remains the biggest region for sales, the Chinese market is growing rapidly.
The idea of customer-first is not new but brands need to constantly refresh their approach to meet consumers’ changing demands. User-generated content and emotive storytelling are rising to the fore, while customer-focused challenger brands continue to disrupt the market.
With 200 speakers across 12 stages, the two-day Festival of Marketing boasts a packed schedule so choosing what to prioritise is a tough task. To help you navigate, Marketing Week has selected 10 not-to-be-missed sessions that tackle the big issues marketers are facing today.