In-depth features, interviews and insights into marketing’s biggest issues.
With Russell on holiday, it is my turn again to look at the key stories from this week and offer a view on what they mean for you and the industry. From the future of auto brands to the rise of the branded podcast, it’s been a busy week. Here is my take.
Internal communications and customer care may have slipped down the list of priorities for some brands pre-Covid, but both roles have emerged as priority areas for companies looking to a post-pandemic recovery.
Has digital acceleration come at a cost to long-term brand-building – and will brands and consumers revert to old patterns post-Covid? Marketers at the latest Marketing Week and Salesforce roundtable debated the balance of strategic planning versus lean agility.
Downloading and listening to a branded podcast can be a sign of real consumer commitment. A mixture of engaging content and the right talent is helping brands attract attention.
As car makers shift their focus from selling cars to providing mobility their brands are changing accordingly.
A celebrity influencer cook-off series empowered KFC to tap into the rise in social media usage and challenges between friends during lockdown, to reinforce its brand and avoid going silent.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
At the end of every week, I look at the key stories from this week, offering my view on what they mean for you and the industry. From the travails of the travel industry, to the challenge of maintaining momentum, it’s been a busy week. Here is my take.
How is AI being utilised in marketing? How might it be used in the near future? And what does this mean for marketers?
The growth of direct-to-consumer brands is not just about the flight to ecommerce during Covid, but also offering convincing answers to consumers’ questions.
Rather than letting Covid-19 put it off its stride, UKTV is investing in a major brand repositioning project as it looks to get match fit for the post-lockdown world.
The Zoological Society of London, which owns London and Whipsnade zoos, is hoping a two-pronged marketing strategy focused on families and fellows can help it attract the donations it needs to survive the coronavirus crisis.
A total of seven brands have been nominated for Brand of the Year, with the winner to be announced at the Marketing Week Masters awards in September.
People may be starting to travel again but the threat of quarantine and fears over a second wave make rebuilding consumer confidence in the industry a difficult job.
It’s not enough to create content to lure sales leads, you need to understand how warm they are and to tailor their journey to their interests.