How to use TikTok for brand building – and get millions of likes
Marketing Week PartnerNew consumer research shows TikTok is a hotbed for brand discovery – find out how your brand can get in on the act.
‘Direct selling is more relevant than ever’: Avon on attracting a new generation
Michaela JeffersonAvon is using a test and learn approach to attract a younger team of representatives as it continues on its digital transformation journey.
The consumer shifts that should inform your post-pandemic strategy
Marketing Week PartnerThe last 12 months have seen significant changes in consumer behaviour due to the pressures of Covid-19. Here are some of the most important for marketers.
The UK’s biggest brand movers: Restaurants and pubs boosted by reopening
Marketing Week PartnerWith outdoor dining resuming in April, restaurant brands’ media, brand and purchase metrics all appear to have benefited from consumer anticipation.
The pandemic has forced brands to shift from insight to intelligence
Andrew GeogheganCovid has forced an overhaul of research tools and approaches, making them quicker, more accessible and more focused on both long- and short-term KPIs.
Bounce back on the horizon as marketing budgets poised for growth
Michaela JeffersonThe latest IPA Bellwether data anticipates particularly strong growth in main media advertising over the coming year, suggesting marketers are plotting a return to brand building.
M&S on the role social insight played in launching its ‘biggest ever quality campaign’
Michaela JeffersonM&S wants to show consumers how far it goes to ensure food is sourced ethically and responsibly, with its latest campaign based on insights gleaned from social media.
Red roses are a cliché: The method behind Bloom & Wild’s most successful Valentine’s Day
Marketing Week PartnerConsumer research confirmed Bloom & Wild’s suspicion that roses were considered unimaginative, which led it to have the confidence to ban them, earning it a huge boost in sales and acres of press coverage.
The UK’s biggest brand movers of 2021 so far
Marketing Week PartnerExclusive new analysis reveals the five brands that have seen the biggest positive shifts in media, brand health and purchase metrics since the start of the year, according to YouGov BrandIndex.
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Pinterest CMO: ‘Marketers are misunderstanding the value of insight’
Michaela JeffersonThe social media platform’s top marketer, Andréa Mallard, argues that insights and data should be used to inform ideas, not looked towards to provide answers.
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Jeff Bezos’s success at Amazon is down to one thing: focusing on the customer
Mark RitsonFor all Amazon’s innovation and invention, it is the world’s most valuable brand principally because its founder Jeff Bezos got to know his customers.
How Ikea is using digital to gain ‘richer customer insight’
Lucy TesserasBy better understanding consumers’ desire for sustainable consumption Ikea has been able to implement a number of new initiatives as part of its ‘human-centric, conscious agenda’.
Turning data into action: Nestlé’s pursuit of insights to drive innovation
Marketing Week PartnerJoin our online event to get consumer research tips and examples from Nestlé and Brandwatch, to help marketers uncover true insights in a transformed consumer economy.
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.
Marketoonist on creating personas
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here