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.
From Ladbrokes and Coral’s rebrand to Parkrun signing its first sports brand as a sponsor and Coca-Cola changing attitude to innovation, here’s all the biggest news from the marketing world this week.
GfK’s consumer confidence index has not recorded a sequence of three improving monthly scores in a row since 2014, but the coronavirus outbreak provides a “new note of uncertainty” that could quickly change that.
New job titles such as chief growth officer are symptomatic of a sometimes “apologetic” marketing industry that needs to be more confident in the value it offers, according to the building society’s top marketer Sara Bennison.
Customer journey workshops can help stakeholders create a ‘working journey’ of how customers are interacting with a brand and eliminate those pain points.