With over a third of marketers unable to calculate if their influencer activity is driving sales, brands need to clear up this murky sector of digital marketing in order to achieve real return on investment.
As long as Google and Facebook are considered intermediaries rather than publishers, policing offensive content will primarily be the job of algorithms rather than those with sound editorial judgement.
Despite working at one of the world’s biggest tech brands, global CMO YH Lee believes her background in consumer goods has helped the brand shift its marketing focus from product back to the customer.
EDF Energy boosted engagement in a commoditised sector by making meter readings, which are usually a functional interaction, more personalised and interactive.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
From cutting back on red meat to upcycling clothes, conscious consumerism is on the rise and it has very real implications for brands across a variety of sectors.
Marketing Week columnist Mark Ritson will host a new webinar providing practical advice on how to prevail in the time of Covid-19.