Why marketers believe social media is overrated
Molly InnesFrom issues around measurement to lack of authenticity, why do marketers think social media is the most overrated skill by businesses?
Exploitative vs empathetic marketing: How choosing the right moments can define campaign success
Tom StoneReal-time reactive communications, far from being intrusive, can be key to offering support to your target consumers at the moments when it is most valuable to them.
Aldi on copying the haute couture marketing playbook
Marketing Week ReportersDetermined to cement its status as a “social media pirate”, Aldi borrowed from the high fashion playbook to ensure its fashion line sold out in four hours.
Six trends that will shape media in 2023
Ellen HammettFrom a reshaped viewing landscape and in-game audio advertising, to the rise of attention metrics, Marketing Week predicts the trends that will shape media in 2023.
How Greggs and Primark joined forces to go viral
Marketing Week ReportersA carefully choreographed plan of teasers, exclusive pop-ups and product drops helped Greggs and Primark build hype nationwide for their high street fashion collaboration.
‘The right decision’: Lush on the impact of its social media ban one year on
Niamh CarrollRegardless of commercial impact, marketing director Annabelle Baker says the decision was the correct one ethically, as the retailer curates “fandoms” on other platforms.
CALM on how financial constraints became its strength
Marketing Week ReportersOn a budget of just £120,000, suicide prevention charity CALM used footage of iconic sporting moments to challenge the stigma around mental health.
The influencer epidemic: How social stardom became marketing’s most exciting commodity
Harry LangOver half a billon people are watching esports, while today’s social celebrities command audiences of millions that put Hollywood stars in the shade.
Marketoonist on the lifecycle of social media
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘Social media is broken’: Meet the platforms forging a new path
Molly InnesA wave of platforms are hoping to take social media in a new direction, mixing community and wellbeing with revamped funding models.
You can’t beat TikTok by becoming its clone
Mark RitsonOur marketing columnist examines the underwhelming response of the major social media brands to the TikTok threat and explores the perils of competitor orientation.
Clubhouse’s marketing boss on the value of being a ‘culture-first marketer’
Charlotte RogersJust two years old and boasting a 10 million-strong waiting list when its invite only model ended, Clubhouse is on a mission to lead the surging social audio market, explains head of global marketing Maya Watson.
Marmite’s ‘Flippin Tasty’ pancake post ranks among most effective Facebook ads
Michaela JeffersonMarmite’s squirrel-fronted Pancake Day video scored in the top 10% of ads on its ability to grab attention, as well as being highly rated for enjoyability, branding and differentiation.
Wickes on why Covid was the ‘adrenaline punch’ marketing needed
Molly InnesWickes CMO Gary Kibble explains Covid not only opened the brand up to new customers and channels, it gave the wider marketing discipline the “wake up” call it needed.
How Weetabix sparked a national debate with ‘Beanz on Bix’
Marketing Week ReportersBy keeping its ear to the pulse on social, Weetabix launched a bold and attention-grabbing campaign for just a few thousand pounds.