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.
Catch up on all the marketing news this week including Three’s 5G debut, Ovo’s sustainable marketing strategy and the surprising results of YouGov’s annual brand health ranking.
GoCompare has overhauled its brand strategy as it looks to differentiate in a competitive market, but mascot Gio Compario is staying, albeit in a different role.
While digital transformation is at the top of the agenda for most marketers, many feel they are not receiving the right training or support from employers to equip them with skills for the future.
Marketing Week reviews the latest books, blogs and articles for marketers.