It’s good to offer consumers choice, but not too much
Richard ShottonPeople value something more if they have options to choose from but too much choice hampers decision-making, especially if it’s hard to differentiate.
How to survive the menopause at work
Helen NormoyleThe menopause affects 50% of the population yet businesses have not been as supportive as they should to women, which needs to change.
We’re being seduced by engaging platforms, but it’s a complete non-starter as a strategy
Secret MarketerThe difference between good strategy and poor strategy is immense. As part of a new series, our undercover marketer explains why it’s better to take longer, shoot for the stars and slip a bit than to aim for mediocracy and achieve it.
The Post Office scandal proves trust is always built from the ground up
Helen EdwardsMarketers have a responsibility to safeguard brand trust, particularly when an organisation is intent on embracing change.
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Are B2B and B2C marketing really any different?
Peter WeinbergMarketing to businesses is strategically no different from marketing to consumers, but using the same tactics for both won’t be effective.
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Neuroscience can teach marketers to tell better stories
Laurie Castelli-GairNeuroscience shows how brands use (and misuse) stories when trying to connect with consumers.
Celebrate how you support mental health, but always commit to doing more
Tanya JosephIn Mental Health Week, it’s a good time to highlight your brand’s efforts to protect staff wellbeing, but you need to spend the rest of the year putting them into practice.
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Wondering why Netflix wants to stop password-sharing? It’s all about funnels
Mark RitsonNetflix has reached a level of penetration it will struggle to improve, with most customers already paying premium prices, so converting those sharing passwords into paying subscribers is its biggest growth opportunity.
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Attempts to update the four Ps are embarrassing – they’ve endured for a reason
Mark RitsonWhenever a marketer sets out to improve, augment or adapt the four Ps, they reveal the absurdity of the exercise and reinforce why product, price, place and promotion remain the core concepts of the marketing mix.
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And the winner of the Covid vaccine brand battle is…
Mark RitsonAfter almost two centuries of successful innovation, one company is about to get a huge fillip from the rollout of its vaccine.
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Digital is a downstream discipline
Helen EdwardsBrands need big ideas to earn fame, but even though most media spend goes on digital, digital agencies are not set up for creative excellence.
The biggest benefit of returning to the office is internal competition
Helen EdwardsFor all the assertions that teamwork and innovation are the main reasons to go back to the office, in reality the biggest incentive is the impulse to keep pace with colleagues.
A brand plan for the ‘quarantine hotel’ CMO
Helen EdwardsMid-market hotels are in the strange position of having to detain prisoners rather than delight customers. Here are a few ways they can avoid brand damage.
Marketers must do more to end toxic masculinity
Tanya JosephSarah Everard was a marketer like us, and we can honour her memory through work and workplaces that exclude violence from the definition of masculinity.
Now is our best chance to eradicate the gender pay gap
Tanya JosephMarketing Week research suggests marketing’s gender pay gap is decreasing, but not fast enough. The way to end it for good is to take advantage of today’s unique opportunity and make flexible working commonplace.
We can’t lose sight of personal connections when managing teams remotely
Tanya JosephLeaders shouldn’t forget to maintain a personal bond with their teams over video calls, since remote working makes it more difficult to sense how they’re feeling, and keep them motivated and engaged.
To advance your career, let go of your need to be ‘me’
Colin LewisMarketers too often develop a limiting set of beliefs about who they are, what they do and how they behave. If you’re frustrated with your career this is the first place to look.
VW’s ‘Voltswagen’ stunt shows marketing effectiveness in action
Colin LewisJournalists reported VW’s fake name change to Voltswagen as a botched stunt, but it made the brand more famous for electric vehicles, which is exactly what it wanted.
Covid career conversations: Learning from those who have been through it
Colin LewisOur columnist has received numerous messages from people whose careers were disrupted by the pandemic. There are clear commonalities in their experiences.
Marketers must be included when competition lawyers test Google’s market power
Grace KiteWhen Google’s market power is being assessed, Google and its customers can’t be the only marketing voices being heard – other marketing experts must be brought to the table.
Three predictions for marketing analytics in 2021
Grace KiteThe importance of value for money in marketing analytics will rise, new and better ways of evaluating the online customer experience will emerge and digital-first brands will focus in on market mix modelling.
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Search data is a gold mine for marketing strategy
Grace KiteSearch data reveals a lot about what consumers want and can inform on how to position a brand for growth and even what words will work best in a campaign.