How Fujitsu is using market research to drive B2B content
Morag Cuddeford-JonesContent plays a critical role for technology brand Fujitsu so its market research efforts focus on developing thought leadership ideas.
B2B
How to move B2B market research beyond face-to-face conversations
Morag Cuddeford-JonesThe way businesses operate may be evolving as digital processes continue to take hold but what does this mean for B2B market research? Face-to-face conversations are still important but social media, gamification and data analysis are leading to deeper customer relationships.
Do marketing experts need a qualification in marketing?
Charlotte RogersFollowing the uproar caused by Marketing Week columnist Mark Ritson’s assertion that all marketing experts should have a formal qualification in marketing, senior marketers on both sides of the argument debate the hotly contested issue.
UK business confidence drops dramatically following Brexit as export fears emerge
Rachel GeeBusiness confidence has fallen following Britain’s vote to leave the EU as new anxieties over how it will impact the exports market emerge.
Strong B2B brands drive value more consistently than B2C brands
Mindi ChahalFor the first time this year Millward Brown has included a business-to-business ranking in the BrandZ report. It classes B2B companies as those that generate the majority of their revenues from the B2B part of the brand.
Mark Ritson: Haymarket Media Group has forgotten that marketing comes before advertising
Mark RitsonBy consolidating its magazine titles under the Campaign brand instead of Marketing, publisher Haymarket has neglected 85 years of heritage and put the ad agency world ahead of the wider marketing discipline.
Alison Orsi, IBM: The next evolution of B2B marketing is combining data and emotion
Aaron InglethorpeChief marketing officers are at a turning point. Our profession is changing – the pace of technological change is accelerating and the competitive landscape is exploding in its wake.
B2B brands shift focus to customer experience
Jonathan BaconCustomer experience is taking a more central role at B2B brands as retention moves up the agenda, meaning marketers are shifting focus from price to value.
Philips unveils tearjerker ad as it aims to ‘fundamentally’ change its brand perception
Thomas HobbsTechnology firm Philips says it wants its brand to be seen for ‘more than TVs’ as it launches an emotional new ad that shows it teaching people, living with chronic respiratory illnesses, how to sing.
GE Healthcare on how to humanise B2B marketing
Mindi ChahalGE Healthcare’s move to a more personalised marketing strategy and using automation to track customer behaviour may be pushing up sales but for global head of marketing operations Stephanie Meyer the change goes beyond marketing to the calibre of future recruits.
Ten must-see sessions at the Festival of Marketing
Marketing WeekWith 200 speakers across 12 stages, the two-day Festival of Marketing boasts a packed schedule so choosing what to prioritise is a tough task. To help you navigate, Marketing Week has selected 10 not-to-be-missed sessions that tackle the big issues marketers are facing today.
Key marketing takeaways from Dreamforce 2015
Jonathan BaconFrom Uber accepting it needs marketing to better tell its story to brands such as L’Oreal and Philips looking to the ‘internet of things’ to create tighter bonds with consumers, Marketing Week presents a round-up of the key talking points from Dreamforce 2015.
How virtual reality brought the cockpit into the office for Honeywell Aerospace
Nicola SmithFar from being a gimmick for the airplane manufacturer, virtual reality has enabled it to give prospective clients a vivid visualisation of its technology without needing to leave the office.
Panasonic’s marketing director on how programmatic has transformed its brand
Thomas HobbsPanasonic has gone from running just 80 marketing campaigns a year across its B2B channels to one every 2 hours and 15 minutes – or 902 in 2015 – since making the decision to transform its marketing into an automated function back in 2013.
Is the future for loyalty schemes in mobile apps?
Jonathan BaconThe days of retailers offering customers only traditional loyalty cards could be over as technology opens up huge opportunities for mobile apps to offer instant rewards and offers as well as location-based messaging, but not everyone is sold on the idea.