Brand investment, consumer spending, Chinese brands: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
How Skipton’s marketers used insight to win over its leadership team
Matthew ValentineSkipton Building Society had to convince its own stakeholders of the value of brand investment to secure a budget for a successful campaign.
‘We’re not trying to be John Lewis’: Ex-DFS CMO Toni Wood on her startup adventure
Charlotte RogersAttracted by the chance to tackle a “thorny consumer issue”, former DFS CMO Toni Wood has swapped sofas for the startup world as she looks to inject some brand building expertise into ecommerce site Ufurnish.
Share of search and keeping strategy alive: Your Marketing Week
Sarah VizardThis week it is my turn to offer a view on our key stories and what they mean for you and the industry. From going beyond the hype to analyse the potential for ‘share of search’, to lessons on keeping strategy alive, it’s been a busy week on marketingweek.com. Here is my take.
How to engage consumers through their passion for music
Steve HemsleyUK watch time for music-related content on YouTube has been surging, representing an opportunity for brands to reach a deeply engaged audience.
This Much I Learned: On striving for authentic leadership
Charlotte RogersIn the latest episode of Marketing Week’s podcast series, founder of lingerie and hosiery brand Nubian Skin, Ade Hassan, discusses the importance of authentic leadership, building a super-talented team and gaining influence in the fashion industry and beyond.
How social media helped save the i newspaper from a premature pulping
Matt BarkerLaunched 10 years ago to bring in extra ad revenue for the ailing Independent, the i’s loyal readership provided the launch pad for a much-needed marketing push.
Understanding the ‘art and science’ of share of search
Charlotte RogersA measure of performance and potential leading indicator for future success, share of search is emerging as a new metric to add to the marketer’s armoury with possibilities that stretch far beyond the hype.
How to define product strategy, management and marketing
Econsultancy TeamAs digital enables more business models to pivot to direct-to-consumer propositions, and products on offer increasingly resemble services, marketers must have a firm grip on the interplay between marketing strategy and product strategy.
How Chelsea FC increased fan loyalty off the pitch
Matthew ValentineChelsea Football Club can only accommodate a tiny fraction of its fan base at its stadium, so launched a mobile app to drive engagement across the world on match days and beyond.
How consumers buy into fashion and beauty brands through video
Steve HemsleyUK watch time of fashion and beauty videos on YouTube is skyrocketing, revealing key opportunities for marketers to reach engaged audiences and convert them into customers.
How brands are keeping their strategies alive amid global uncertainty
Charlotte RogersStrategy might seem like a luxury in the midst of an economic struggle like Covid-19, but thinking long term while pivoting in the short term could be a marketer’s best chance of success.
The need to innovate and the central role of marketing: Your Marketing Week
Sarah VizardWith Russell busy hosting sessions at the Festival of Marketing, it is my turn to offer a view on our key stories and what they mean for you and the industry. From the need for UK brands to innovate to the role of marketing under a new Tesco CEO, it’s been a busy week on marketingweek.com. Here is my take.
3 questions I wish I’d asked as a junior marketer: Pinterest CMO Andréa Mallard
Matthew ValentineTo become a modern marketing leader, you must be prepared to ask yourself tough questions, says Pinterest’s CMO Andréa Mallard, not least are you prepared to tell – and listen to – the truth?
A true purpose creates value for society as well as shareholders
Marketing Week PartnerThe pressure marketers and brand leaders face to create value from purpose is growing. But many still struggle to understand how to realise its potential and the role it plays in recovery.