Econometrics is increasingly being used by major brands to measure the effectiveness of their spend, with supporters claiming it has stopped marketing being seen as a cost. But are marketers taking its use too far without considering its shortcomings?
Since taking on the European CMO role, Benjamin Braun has brought a focus on measurement to its marketing strategy, while also hunting for creative ideas that can demystify technology.
Martech may overpromise, but it is marketers’ fault for not really knowing what they want, says Santander CMO Keith Moor.
Samsung believes we are not far away from the mainstream adoption of multi-branded smart tech with the power to turn our homes into connected spaces but admits there are still privacy and security concerns that need addressing.
To cope in a volatile world, marketing leaders must be prepared to embrace change and feel able to ask for help, according to Diageo CMO Syl Saller.
Despite working at one of the world’s biggest tech brands, global CMO YH Lee believes her background in consumer goods has helped the brand shift its marketing focus from product back to the customer.
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Marketing Week Explores: From the crypto world of Bitcoin and blockchain to virtual reality and 5G, we look at the tech developments set to shake up marketing.
As smartphone sales growth declines for the first time, mobile brands are looking to innovate and push boundaries like never before. But are consumers ready?
Mobile World Congress 2018: Samsung is looking to combine virtual reality, artificial intelligence and machine learning to create a “truly connected world”.
Forget about bendy screens and AI, Apple is the true winner in the smartphone market because of its unrelenting focus on brand and marketing.
Top global marketers discuss the key attributes a modern marketing leader needs to succeed in 2017.
Second-placed brands are giving the market leaders across a number of categories a run for their money by focusing on creativity, humour and digital innovation.
Samsung’s global marketing boss says innovation and a focus on emotionally-driven marketing has helped the brand bounce back following a difficult 2016.
The phone brand’s US CMO spoke at Cannes about how Samsung had to change its marketing strategy to ‘humanise’ the brand after the Note 7 was recalled after a number exploded.