Top 100 marketers’ priorities in 2020
Michael BarnettMarketing Week asked members of our Top 100 marketers list for their views on which consumer and industry trends will set the marketing agenda in 2020.
Michael Barnett
How Addison Lee’s tech overhaul put customers in the driving seat
Michael BarnettWith apps such as Uber disrupting business travel as much as the taxi market, Addison Lee has shifted its focus from account management to the passenger’s experience, which entailed a technology overhaul and a whole new way of working.
What sets the Top 100 marketers apart
Michael BarnettMarketers across the UK are doing outstanding work to create growth for their businesses and value for their customers. But to be one of Marketing Week’s Top 100 requires them to go even further than their peers
How an 80s icon is reinventing itself through personalisation
Michael BarnettMen’s clothing brand Pink burst onto the scene in the 1980s and has now reclaimed its original reputation for individualised style, with a rebrand powered by customised service both in stores and online.
Why technology is central to comparison sites’ new strategies
Michael BarnettGoCompare and MoneySuperMarket have both shifted away from loud, price-driven messaging to focus on personalised customer experiences based on data, in the hope of differentiating themselves and increasing loyalty.
How data and technology help brands excel at customer experience
Michael BarnettExcelling at customer experience means using the right technology and linking up data effectively across your brand channels, as the members of our CX50 list prove.
Overcoming the dilemmas of customer lifetime value
Michael BarnettCustomer lifetime value is a key metric to calculate, but not always an easy one, and marketers may need to compromise in order to make it a business priority.
How brands can remove friction from the customer journey
Michael BarnettAt a roundtable hosted by Marketing Week in partnership with Facebook, marketers debated the cost of hindering consumers on the way to making a purchase, and how brands can keep them coming back with smooth, hassle-free experiences.
Brand of the Year shortlist profiled: Netflix
Michael BarnettThe streaming service is among the UK’s most talked-about brands, with high consideration, purchase intent and loyalty justifying its place on the Marketing Week Masters Brand of the Year shortlist, powered by YouGov.
Brand of the Year shortlist profiled: Nationwide
Michael BarnettMarketing campaigns driven by social conscience have given Nationwide strong brand foundations and earned it a place on the shortlist for Marketing Week Masters Brand of the Year, powered by YouGov.
How financial brands are innovating with data
Michael BarnettThe financial services sector may be big and cumbersome, but brands are using an increasing number of data sources, focusing more on customer experience and engaging more customers in real time than ever before.
Brand of the Year shortlist profiled: Ikea
Michael BarnettIkea’s innovation and sustainability commitments have positioned it above competitors in consumers minds, earning it a nomination for Marketing Week Masters Brand of the Year, powered by YouGov.
Mary Portas: ‘Innovation is the key to rescuing retail’
Michael Barnett‘Queen of shops’ Mary Portas believes retail is entering an exciting period where innovation is key and the future of the high street depends on community, connections and removing ‘friction’.
Brand of the Year shortlist profiled: Greggs
Michael BarnettGreggs’ marketing prowess has contributed to a year of stellar business results, culminating in being shortlisted for Marketing Week Masters Brand of the Year, powered by YouGov.
Brand of the Year shortlist profiled: Cadbury
Michael BarnettCadbury has invested in product innovations and core lines, helping it raise sales, awareness and purchase intent and earning it a shortlisting for Marketing Week Masters Brand of the Year, powered by YouGov.
How creativity is changing in a mobile-first era – and why it matters to marketers
Michael BarnettAt a D&AD Festival fringe event hosted by Facebook, jury members discussed how creative is having to change to meet the demands of mobile devices and consumer behaviour – and what marketers need to understand to create effective advertising.