Social media is disrupting traditional search behaviour. One in three users of TikTok now actively use its search function to seek out information, as opposed to consuming content passively in the feed. For brands like NatWest that is creating new opportunities to speak to young consumers; opportunities that buck assumptions about what brands can look to achieve on social platforms.
Speaking at Marketing Week’s Leadership Summit, Natwest’s CMO details how she overhauled NatWest’s marketing function and her personal growth lessons.
Demonstrating effectiveness is one area where marketers should invest to prove their worth in uncertain times, says NatWest marketing boss and ISBA president Margaret Jobling.
The sharp decline in spend in the second half of 2022 coincided with social media companies such as Meta and Snap reporting declining demand from advertisers.
Despite increasing prices, the footwear brand says it has “not seen any impact” on sales in the UK and EMEA, but the US continues to drag down its overall performance.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.