Four ways to play a world-class marketing game: read the cover feature here Building a school of marketing excellence: read about how British Gas is rolling out its own Marketing Academy Innovation that focuses on the customer: how Ideal Standard switched from being an engineer-led to a customer-led business The term ‘marketing capabilities’ is one […]
Marketing suffers from a lack of consensus about what’s likely to work and many marketers often kill creative effectiveness by making things more complicated than they need to be.
As another big global business hires a chief growth officer rather than a CMO, will it help to reframe marketing’s role within the wider business or is there a risk of further damaging marketing’s reputation by pitching it as something separate to growth?
Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
Has a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
The move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
Senior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown