Why B2B marketers need to bet big on ‘The Big Long’
Peter WeinbergMost B2B marketers are focused on the bottom of the funnel. Investment in brand, however, will ultimately create far more value for your business.
The key trends that will impact marketing in 2021
Marketing Week ReportersFrom refining agility to the need for a two-speed strategy and embracing failure, here are the key issues, challenges and opportunities that will shape marketers’ working world in the year ahead.
John Lewis, Tiffany, Trump: 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.
Success in ecommerce requires a strong brand, not just a smooth experience
Ben DavisCustomer experience is important, but the problem for high street retailers rushing to ecommerce may be higher up the funnel.
From category awareness to brand building: How Gousto is accelerating growth
Matt BarkerGousto’s vice-president of brand explains why the ‘Give It Some’ campaign signals the brand’s intent to become a household name.
Coca-Cola, KFC, Under Armour: Marketing Week’s biggest news stories of 2020
Matt BarkerIn a year of disruption and chaos, themes around engagement and purpose grabbed marketers’ attention.
‘Abusers always work from home’ wins campaign of the year
Marketing Week ReportersThe campaign from the National Centre for Domestic Violence fought off tough competition to take home the coveted prize.
Redundancy Chronicles: Focus on the here and now
Secret MarketerRather than dwell on the past year or look too far ahead into the future focus on the here and now.
Marketers from Uber, TSB, Direct Line and more share key trends for 2021
Marketing Week ReportersMarketers from a host of brands highlight the trends that will impact marketing and their role next year.
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Cognitive dissonance, conmen and cults: The ways marketers delude themselves
Colin LewisWhether it’s the efficacy of brand purpose or the belief consumers are all socially liberal, we’re too easily lulled into marketing ‘cults’ that stop us seeing the world as it is.
Supermarket spend, consumer confidence, viewing habits: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
This year has been a shocker but there is plenty for marketers to be proud about
Russell ParsonsWe finish the year as we lived most of it – in a state of uncertainty. Amid the gloom though, there is optimism. Marketers have stepped up in 2020 and have a chance to lead their brands to recovery in the new year.
Deliveroo, Amazon, Peloton: 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.
How TSB used market research to overhaul its business and brand
Sarah VizardTSB has been on a two-year journey to better understand its customers and realign its business and brand around their needs.
Vote for your campaign of 2020: The final
Marketing Week ReportersWe’ve gone from 16 down to two and now it’s time to vote for the ultimate winner.