What I’ve learnt from the mistakes I’ve made this year
Secret MarketerMaking mistakes is easy, it’s what you learn from them that matters. As the year draws to an end it’s time to reflect on what’s happened, take stock and look forward to 2023.
Marketers have a responsibility to climate change, and so far we’re failing
Grace KiteWith advertised emissions up by more than 10% since 2019 there are three clear steps marketers need to take to help drive down the industry’s impact on the environment.
Plan for the plane crash: It’s the only response to a ‘polycrisis’
Andrew Geoghegan‘Normalcy bias’ makes us panic or procrastinate when unexpected challenges suddenly emerge, but taking control of as many variables as possible is the only sound survival strategy.
Marketers have a role to play in levelling the gender health gap
Helen JamesWhile marketing alone won’t be able to close the gender health gap, it can certainly help to increase awareness of female-only health issues and remove taboos, which is definitely a step in the right direction.
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A new marketing phase is resulting in empty but effective advertising
Mark RitsonThose who criticise inauthentic advertising with no deeper meaning miss how perfect it is for making a brand stand out to a 21st-century consumer bombarded with information.
When will sponsors realise they can’t win at the Qatar World Cup?
Harry LangFIFA partners such as Coca-Cola, Visa and Adidas should have taken themselves out of the game, rather than sanitise the image of a tainted tournament.
Great brands offer numerous lessons any marketer can apply
Helen EdwardsFollowing the recent death of Red Bull cofounder Dietrich Mateschitz, our columnist breaks down the elements behind its and other notable brands’ marketing success stories.
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Follow Shania Twain’s lead and make sure product isn’t the forgotten P of marketing
Mark RitsonOur marketing columnist experiences an epiphany on his couch that leads him to revise his opinion of Heinz pasta sauce and the state of modern marketing.
Even if Unilever placates its investors, it still has Ben & Jerry’s to deal with
Mark RitsonWith CEO Alan Jope set to leave, Unilever faces battles not only with investors aiming to deprioritise brand purpose, but with its own Ben & Jerry’s brand, which is suing it for abandoning purpose commitments.
Look at your brand from the customer’s perspective, not the other way round
Mark RitsonResponses to the Queen’s death show marketers think brands have a place in consumers’ lives. You’ll be more effective if you recognise their insignificance.
The metrics of ‘maybe’: Why you need to step off the proven paths
Helen EdwardsObsessively repeating what has proven effective may deliver results but leaves you vulnerable to disruption, so always leave some space to experiment.
Five research techniques that are living on borrowed time
Helen EdwardsEvery research agency has a methodology it wants to sell, but here are five that marketers should consign to the scrap heap.
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For a true view of the consumer, get them to talk like themselves
Helen EdwardsUnfiltered, unfettered conversations among real people reveal their values and priorities, so make your focus groups more spontaneous and less controlled.
Brands have a duty to defend women’s rights as Roe v Wade is overturned
Tanya JosephRoe v Wade is not just a US issue, nor can brands assume it doesn’t affect them. Now is the time to stand up for your workers’ and consumers’ rights.
When faced with seismic political events, the rule is ‘deeds, then words’
Tanya JosephBrands should look first at how their business and people are impacted by social and geopolitical issues, and only speak publicly when their actions are already making a difference.
Marketing must get better at supporting women’s careers
Tanya JosephIf brands really are serious about closing the gender pay gap forever, embracing full flexibility – not just hybrid working – would be a good place to start.
To build a future-proof marketing team, hire ‘batteries included’ marketers
Colin LewisWhen it comes to hiring, skills are less important. Instead focus on mindset, character, attitude and a ‘batteries included’ mentality that means they are up for the challenge and able to get things done.
How to survive and thrive as a marketer in a startup
Colin LewisMarketers see startups as glamorous but are often made scapegoats for their failures. Here’s how to avoid that trap and set yourself up for success.
The perils and pitfalls of a startup career
Colin LewisPeople imagine working for a startup will make them rich and free them from the shackles of corporate servitude, but the reality is very different. Here’s how to go in with your eyes wide open.
Three data-led pointers for marketers during budget season
Grace KiteSetting budgets for the year ahead is never an easy task, let alone during periods of economic uncertainty. But the data shows there are three clear steps marketers can take now to ensure their spend pays off next year.
When it comes to marketing payback, words matter just as much as numbers
Grace KiteFrom ROI to cost per acquisition, the terminology used to describe marketing can often be confusing, even to the smartest of people. It’s time for some much needed clarity.
Advertisers need to get over their fear of commitment
Grace KiteMarketers are getting in their own way by being afraid to financially commit to their campaigns. New data shows ROI is generally higher when advertisers spend more – that is, until they spend too much.