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Opinion Uncategorized

The B2B buyer journey is not fit for purpose, here’s how to fix it

Antonia Wade

The B2B “funnel” is redundant. New thinking that accommodates nuances in buyer behaviour is required if B2B marketers are to drive growth for their organisations.

21 Mar 2023 6:45 am
Arrows
Analysis Uncategorized

Why Gen Z marketers feel most secure but least confident

Molly Innes

Data from Marketing Week’s 2023 Career and Salary Survey reveals Gen Z marketers feel the most secure in their roles and least confident, but the trend reverses as marketers age.

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21 Mar 2023 6:24 am
Analysis Uncategorized

The Language of Effectiveness report

Charlotte Rogers

Faced with a worsening cost crisis, soaring inflation and recession, this report explores how marketers can demonstrate the tangible impact of their activity so they can make a compelling case for investment, even as budgets are squeezed.

20 Mar 2023 2:07 pm
Mars
News Uncategorized

Mars CEO: Attacks on brand purpose are ‘nonsense’

Niamh Carroll

Dismissing its critics, Mars’s CEO believes brand purpose is an essential tool for “quality” companies in both talent acquisition and driving profit.

20 Mar 2023 1:48 pm
News Uncategorized

Steve Challouma returns to marketing as CMO of Birds Eye owner

Lucy Tesseras

He takes on the CMO role at Nomad Foods after three years running Birds Eye’s UK and Ireland business.

20 Mar 2023 12:40 pm
marketing news
News Uncategorized

Tesco, M&S, Wickes: Everything that matters this morning

Marketing Week Reporters

Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.

Analysis Uncategorized

‘All up for grabs’: Which brands will dominate the no and low alcohol market?

Niamh Carroll

In an increasingly cost-conscious consumer environment, there could be an opportunity for private label brands to take share in the no and low alcohol sector, say analysts. But they’ll have to fight off rising competition from both alcohol giants and independent brands alike.

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20 Mar 2023 7:00 am
Analysis Uncategorized

This Much I Learned: Les Binet and Peter Field on 10 years of The Long and the Short of It

Marketing Week Reporters

A decade on from the launch of The Long and the Short of It, effectiveness experts Les Binet and Peter Field reflect on the book’s impact and look ahead to what’s next.

20 Mar 2023 6:50 am
Calendar
Analysis Uncategorized

Undervalued skills and becoming CEO: Your Marketing Week

Russell Parsons

At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From a perceived lack of strategic thinking to CEO not being the ultimate goal for marketers, it’s been a busy week. Here is my take.

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17 Mar 2023 4:36 pm
Strategy
News Uncategorized

Marketing strategy is the most undervalued skill by businesses, marketers say

Molly Innes

Marketing Week’s 2023 Career and Salary Survey reveals the skills marketers believe businesses are undervaluing, with marketing strategy,  brand management and data analysis ranking highest.

17 Mar 2023 2:14 pm
Toyota Masters
Analysis Uncategorized

How Toyota delivered tens of millions in incremental revenue

Marketing Week Reporters

Challenged to develop a compelling service offer to arrest years of decline, Toyota used research and a new creative concept to get drivers back behind the wheel.

Analysis Uncategorized

Is the ‘golden trinity’ the optimum way to measure marketing effectiveness?

Matthew Valentine

A combination of experimentation, econometrics and short-term digital attribution has been referred to as the ‘golden trinity’ when it comes to measuring effectiveness, but is it the answer all brands have been looking for?

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17 Mar 2023 6:43 am
Opinion Uncategorized

The long and the SEO of it

Andrew Holland

When it comes to search, marketers need to employ both SEO and PPC, one for mental availability, the other physical.

17 Mar 2023 6:23 am
News Uncategorized

John Lewis Partnership insists transformation plan ‘on track’ despite £234m loss

Molly Innes

Inflation hit the John Lewis Partnership “like a hurricane”, says chair Sharon White, with “strong sales” at John Lewis offset by declining sales at Waitrose.

16 Mar 2023 2:10 pm
Deliveroo
News Uncategorized

Deliveroo hails ‘more efficient’ marketing spend as losses narrow

Michaela Jefferson

More targeted marketing, coupled with growth in its advertising business and on-demand grocery delivery, has pushed Deliveroo further up the path to profitability, its CEO claims.

16 Mar 2023 1:34 pm
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