Financial technology brands are shaking up what has been a stuffy and inaccessible industry by meeting changing consumer demands head-on, and marketers stand to learn a great deal from their disruption.
The face of marketing looks set to change over the next few years but only 50% of executives say their companies are prepared for it, citing people skills and culture as the biggest barriers.
Marketers say they find new product development ‘terrifying’ but it is essential for brand success. Key brands tell how they are staying one step ahead.
Despite the explosion in digital content consumption and associated data, it’s becoming harder to measure campaign performance across channels in the digital age. Marketers need to compensate by combining data sets and reskilling themselves in techniques such as copy testing.
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The Camelot CMO has been awarded the prestigious title of Marketer of the Year at the Marketing Week Masters awards 2021.
Virgin Media O2 is launching its first proposition after the £31bn merger in June, as its new marketing director outlines the business’s dual-brand strategy, stating the “powerful equity” both have is “too good to scrap”.