While there were no changes to overall marketing budgets in the second quarter, according to the IPA’s quarterly Bellwether, marketers increased spend on main media advertising, suggesting they are investing in long-term brand health.
Focus groups are a bone of contention, as a Twitter debate featuring Professor Byron Sharp this week showed, but while they are flawed, they are still a quick and cheap route to useful insights.
It’s all very well being differentiated, disruptive and revolutionary, but if your main competitor makes a meaningful improvement, your brand will drop behind if you don’t follow suit.
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.
By looking at more than one million comments about mascara online, the beauty giant was able to come up with what it believes is the ultimate product.