The B2B buyer journey is not fit for purpose, here’s how to fix it
Antonia WadeThe B2B “funnel” is redundant. New thinking that accommodates nuances in buyer behaviour is required if B2B marketers are to drive growth for their organisations.
Why Gen Z marketers feel most secure but least confident
Molly InnesData 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.
The Language of Effectiveness report
Charlotte RogersFaced 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.
Mars CEO: Attacks on brand purpose are ‘nonsense’
Niamh CarrollDismissing its critics, Mars’s CEO believes brand purpose is an essential tool for “quality” companies in both talent acquisition and driving profit.
Steve Challouma returns to marketing as CMO of Birds Eye owner
Lucy TesserasHe takes on the CMO role at Nomad Foods after three years running Birds Eye’s UK and Ireland business.
Tesco, M&S, Wickes: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
‘All up for grabs’: Which brands will dominate the no and low alcohol market?
Niamh CarrollIn 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.
This Much I Learned: Les Binet and Peter Field on 10 years of The Long and the Short of It
Marketing Week ReportersA 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.
Undervalued skills and becoming CEO: Your Marketing Week
Russell ParsonsAt 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.
Marketing strategy is the most undervalued skill by businesses, marketers say
Molly InnesMarketing 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.
How Toyota delivered tens of millions in incremental revenue
Marketing Week ReportersChallenged 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.
Is the ‘golden trinity’ the optimum way to measure marketing effectiveness?
Matthew ValentineA 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?
The long and the SEO of it
Andrew HollandWhen it comes to search, marketers need to employ both SEO and PPC, one for mental availability, the other physical.
John Lewis Partnership insists transformation plan ‘on track’ despite £234m loss
Molly InnesInflation hit the John Lewis Partnership “like a hurricane”, says chair Sharon White, with “strong sales” at John Lewis offset by declining sales at Waitrose.
Deliveroo hails ‘more efficient’ marketing spend as losses narrow
Michaela JeffersonMore 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.