Marketers should worry less about their carefully crafted brand image and take more risks because, as brands such as Porsche, Volvo and Ben & Jerry’s show, consumers don’t care about what they stand for.
The 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.
You’re a talented, out-of-work marketer but every job ad seems to buy into the worst digital claptrap, so what do you do? Pretend you do too.
Many organisations’ efforts at diversity and inclusion are short-lived and tokenistic – driving real change requires recruiting to reflect society and tolerating no harassment.
Most B2B marketers are focused on the bottom of the funnel. Investment in brand, however, will ultimately create far more value for your business.
Customer experience is important, but the problem for high street retailers rushing to ecommerce may be higher up the funnel.
Rather than dwell on the past year or look too far ahead into the future focus on the here and now.
Amazon now tops the global ad spend charts, despite founder Jeff Bezos’s original scepticism towards advertising – not surprising, since it’s crucial for defending market share.
BT marketing director David Stratton says Plusnet has ‘done a Mark Ritson’ by simplifying its brand codes to differentiate from sister brands EE and BT – a no-nonsense approach our columnist is proud to associate with his name.
With movie studios determined to shift film releases to their own streaming platforms, the blockbuster’s December launch will show if cinema remains a viable distribution channel.
Stuck for something to buy your favourite agency, CMO or marketing columnist? Here are some apt ideas that can’t fail to please.
When established brands try to move beyond their core competence it rarely works, and John Lewis’s plan to move into residential property seems poorly thought through.
Brands that ignore the small signs customers are unhappy will soon feel the financial impacts if they don’t respond.
Scientists pursuing a Covid vaccine demonstrated that a shared purpose can deliver powerful outcomes – something that brands can learn if they want to make a positive difference.
Flexible working gives men better work/life balance and women more career opportunities, so business and society need to encourage it and ditch harmful ‘alpha male’ stereotypes.
As businesses plan for next year, they should think about how they can make the world a better place as well as make money.
Whether it’s the efficacy of brand purpose or the belief consumers are all socially liberal, we’re too easily lulled into marketing ‘cults’ that stop us seeing the world as it is.
We can all become excellent in aspects of our career if we make the active decision to pursue greatness.
We often mistake goals for strategy, but to be strategic about your career requires first diagnosing your situation, then giving yourself a competitive advantage.
Search 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.
Confusion over the twin functions of digital advertising could lead marketers into flawed decision making, especially when ads used to signpost customer journeys are treated as if they can generate demand.
Peter Field and Les Binet have shown us a model for how short- and long-term marketing work together but the reality is achieving this in practice is hard.