Marketoonist on influencer marketing
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Millennial travel brand Day 8 on the end of the influencer and rise of community
Molly FlemingDay 8 is cutting the use of large-scale influencers as it looks to harness its own holiday-makers and build a community that will appeal to the younger generation.
The three Ts and three Rs: How General Mills invests in influencer marketing
Molly FlemingGeneral Mills is putting influencer marketing at the heart of its new organic business but it has strict criteria about when to invest revolving around the three Ts and three Rs.
The pros and cons of hitching your brand to a celebrity influencer
Harry LangWorking with celebrities comes with risks and rewards, but self-made social media influencers offer an affordable route to fame for canny marketers.
Does your advertising pass the ‘give peas a chance’ test?
Matt StockbridgeIf 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.
User testing: An introduction for marketers
Econsultancy TeamMaking a start in user testing? Econsultancy offers an overview to help marketers understand the discipline.
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Commercial TV’s decline is faster than we thought, but no one knows what’s next
Mark RitsonThere is a growing sense that reaching giant audiences to build brands in the decade ahead is going to be more difficult.
Cadbury and the National Trust end 13-year Easter egg hunt deal
Molly FlemingThe £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.
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