Brands are increasingly using Twitter as a customer service tool but not all are getting it right, according to a new study, which shows that retailers are the worst performers while the financial sector is leading by example.
Gold, UKTV’s channel featuring classic programmes such as Only Fools and Horses and The Royle Family, had seen live-viewing figures decline for four years, and wanted to turn that around. So the marketing team looked to the research department to understand why.
The relationship between marketing and insight will be under the spotlight at Marketing Week Live this year; ahead of the event we explore how businesses can better align their teams to get the most from each function.
Advertising technology platforms are now so pervasive that specialist expertise is needed to achieve maximum value from media buying. At a roundtable sponsored by AdRoll, marketers and media agencies debated where brands should look for help.
Reports of the death of the sales funnel are greatly exaggerated. Consumers might be bombarded by media and marketing from all angles, but marketers must still understand how to influence their journeys towards a purchase.
A new week, a new Secret Marketer. I’m secretly hoping to be just as good as my predecessor. With a bit of luck, I’ll be able to match the weekly insights that helped me realise I’m not on my own here.