‘Share of model’ is the new marketing measure for the AI era
Tom RoachAs GenAI grows, brands’ visibility and associations in the data sets of large language models will be key – if marketers can link them to market share.
As GenAI grows, brands’ visibility and associations in the data sets of large language models will be key – if marketers can link them to market share.
The owner of travel brands Jet2.com and Jet2Holidays.com attributes brand, scale and customer service for market share gains and ‘strong’ return-on-equity.
It is the first time the owner of Alton Towers and Madame Tussauds has ever run an enterprise-wide category demand-driving campaign and represents a “milestone” in its history.
From embracing cross-functionality and the value of mentoring, to avoiding “immature” conversations, marketers can resist the urge to be defensive.
Some 34.2% of marketers rarely or never measure the return on their marketing investment, with almost half not understanding the link between results and decision making.
New data from IPA TouchPoints shows easing inflation isn’t having an effect on a cost conscious consumer still feeling the cost-of-living squeeze.
Claiming to have “over-concentrated” on direct channels, the insurance giant is cutting marketing spend and putting its flagship Direct Line brand on price comparison sites for the first time.
Antoine Le Nel and Fiona Davies have both been promoted internally, as the brand looks to fuel its rapid global growth.
Brands still hold all the cards when it comes to the job market, but some green shoots might be emerging, say recruiters.
Marketing Week’s 2023 Marketer of the Year takes over the role from NatWest Group CMO Margaret Jobling.
Diet Coke is rolling out cans and bottles featuring 150 names, in a move similar to Coca-Cola’s ‘Share a Coke’ campaign from over a decade ago.
Research into customer service shows that ending on a positive note matters more than the experience overall – and is something marketers should consider when tailoring their customer journey.
Following an ongoing review of accounting rules, brand could be counted as an asset on companies’ balance sheets, but would this bolster marketing’s role within businesses?
TikTok is on a mission to move beyond brand awareness and focus on brand building, aiming to reshape perceptions of those not on the app, says the brand’s global head of marketing.
Research finds 62% of audio advertising in the UK features a southern accent compared to just 19% that features a northern accent.