Marketoonist on the AI pivot
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Coca-Cola promises to be ‘fast and adaptable’ with marketing spend amid economic uncertainty
Niamh CarrollCoca-Cola plans to drive both affordability and premiumisation to cater to different consumer needs and create growth in a ‘dynamic’ macroeconomic environment.
Marketers, give the 4Ps a chance
Gareth TurnerFar from being an outdated concept, the 4Ps are a fundamental tool for modern marketers and if you want to turbocharge your activity – combine them.
Airbnb’s earnings surge following ‘incredibly effective’ shift in marketing spend
Michaela JeffersonThe travel accommodation business’s decision to cut performance marketing and increase brand investment two years ago is paying off, it claims, with the move away from ‘buying customers’ to ‘education’ boosting direct bookings and retention, and helping grow profit.
Budgeting and changing strategy: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From cautionary tales from the budgeting and planning frontline to the changing nature of retail, it’s been a busy week. Here is my take.
Nike pledges to ‘stay on the offensive’ as it increases focus on demand creation
Chris SutcliffeThe sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
How Dunelm’s top marketer shifted focus from product to customer
Josh StephensonSean McGinty tasked himself with putting the customer at the heart of Dunelm when he joined the business from Aldi earlier this year.
Justify budget requests with a solid set of projections
Grace KiteRunning the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.
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