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.
If you have had success with a campaign it is tempting to over-analyse and post-rationalise. Don’t. Just move on and get some perspective.
Making a start in user testing? Econsultancy offers an overview to help marketers understand the discipline.
There is a growing sense that reaching giant audiences to build brands in the decade ahead is going to be more difficult.
The £7m partnership that saw National Trust properties host Cadbury-branded Easter egg hunts is ending as both companies shift the focus of their marketing activities around Easter.