Marketing Week’s Language of Effectiveness survey shows more marketers believe digital is an effective brand building tool than offline. It would signal a seismic shift in perceptions but are some digital channels more effective at building brands than others?
Market research is a key tool in any marketer’s playbook. But when budgets are being squeezed can SMEs find new ways to make their research spend go further?
For SMEs it’s not just a case of copying what works for larger businesses, they need to focus their marketing and make hard choices if they want to grow.
With 94% of marketers believing it’s part of their job to push sustainability, it’s important to understand how it can drive profit as well as doing good.
Sainsbury’s, Boots and Tesco have now all shifted the focus of their loyalty schemes towards offering customers more immediate value, as the cost of living crisis changes buying behaviour.
The uplift follows the launch of the group’s new food strategy in September, which included a £37m investment in price.
After making its first “concerted” global push behind the Sprite brand last year, The Coca-Cola Company has now turned its attention to Fanta.
Brand purpose attracts its fair share of criticism from marketers and shareholders alike, but according to Galaxy’s UK brand director, its value is seen in “generations”, not quarters.
After over-investing in brand last year in a bid to reignite its pandemic-level growth, Thortful is now seeing success with an approach better suited to a scale-up.
Next CEO Simon Wolfson says the retailer is looking to invest in “great brands”, which “bring something unique to the market with a clear market position”.
Marketing Week columnist Mark Ritson, former Eve Sleep CEO Cheryl Calverley, the LinkedIn B2B Institute’s Peter Weinberg and Jon Lombardo, and Digitas’s chief strategy officer Matt Holt debate the core principles behind marketing effectiveness.
Data shared exclusively with Marketing Week shows Aldi and Lidl are increasing their TV advertising investment well ahead of their competitors, as the discounters continue to notch up market share gains.