A combination of experimentation, econometrics and short-term digital attribution has been referred to as the ‘golden trinity’ when it comes to measuring effectiveness, but is it the answer all brands have been looking for?
From assigning tasks and lines of report to finding the right time for training and the need to go back to basics, there are many things brands must bear in mind when taking on an apprentice.
As new channels emerge the opportunities for brands multiplies, but with control over place diminishing, what can marketers do to reclaim influence over this often forgotten P?
If marketers are to reclaim their influence over the product in the 4Ps, how do they get the best out of their relationships with design agencies?
A cornerstone of the 4Ps, has product fallen out of marketing’s control or does the level of influence depend on the scale of the brand?
Attracted by their curiosity and intrinsic knowledge of digital transformation, brands are ramping up their interest in appointing marketers as non-executive directors.
Far from regretting returning to a previous employer, many ‘boomerang employees’ are finding renewed energy and motivation in making a comeback.
Patience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.
Is the definition between B2C and B2B becoming obsolete? Consumer marketers who have made the move into business reflect on why the two sectors are more alike than many think.
As the economy continues to hang in the balance, should brands focus on growing their appeal to new consumers or rewarding existing customers?
As inflation takes its toll, marketers should get the whole business involved in the conversation about how to be smarter with budgets, says Paws.com marketing boss Adam Lawrenson.
ITV director of client strategy Kate Waters believes TV has a clear role to play in addressing the “hard creative challenge” of appealing to older consumers.
Having confidence in a crisis and trusting your team could help brands survive tough times, suggest marketing leaders from Morrisons, Gousto and the British Heart Foundation.
With uncertainty now a hallmark of modern business, a selection of Marketing Week’s Top 100 most effective marketers discuss how they lead in a world where all bets are off.
CEOs receive marketing effectiveness updates in less than a third of businesses, according to Marketing Week’s Language of Effectiveness Survey, as brands debate who should see the insight and why.
Most marketers claim to only measure effectiveness on an ad hoc basis, with just 13% of brands investing in ongoing tracking. But, is it possible to measure too often?