It’s time to cut the ‘cookieless’ chat. Here’s why
Chloe NichollsBy focusing on a ‘cookieless’ future, we dwell on what advertising has lost, when there is much to gain by getting a head start with privacy-first practices.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Sex, lies and market research: How to get more truthful survey responses
Richard ShottonExperiments show there are several effective ways to get research subjects to commit to being truthful, thus making their behaviour claims more reliable.
The need for market orientation and communicating effectiveness: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the need to look at your brand from the customer’s perspective to a trip down memory lane with nostalgia brands, it’s been a busy week. Here is our take.
Differentiated brand experiences: Why success means examining every aspect of the organisation
Lucy FisherAt a Festival of Marketing Masterclass event, marketers learned how to become consumer-centric but brand-led and technology-inspired.
Nostalgia marketing: Why brands need to go beyond good memories to drive sales
Niamh CarrollCertain food and drink brands live fondly in the memories of many British consumers; but nostalgia alone won’t help keep consumers coming back.
Nailing the ‘alligator pitch’: Marketers on sharing the effectiveness message
Matthew ValentineCEOs receive marketing effectiveness updates in less than a third of businesses, according to Marketing Week’s Language of Effectiveness Survey, as brands debate who should see the insight and why.
The Co-operative Bank on why choosing a bank is an ethical decision
Niamh CarrollThe Co-operative Bank sees its customer-led standpoint on issues such as the environment and human rights as what makes it different from other banks.
The biggest barriers and enablers to effective loyalty programmes
Sean HargaveBrands need to deliver distinctive and diverse personalised offers, research shows, and that means having integrated systems that offer a 360-degree view of the customer.
Spotify’s top marketer on ‘building a village’ to support her career
Michaela JeffersonThe support of colleagues past and present has led Taj Alavi through a career of mammoth brands, including Instagram, Uber and Spotify.
Defining success and commemorating the Queen: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From brands marking the Queen’s death to the need for socio-economic diversity in marketing, it’s been a busy week. Here is my take.
How marketers negotiate the gap between marketing and ad effectiveness
Molly InnesShould marketers take greater accountability when it comes to clearly conveying the difference between marketing and advertising effectiveness to the wider business?
Premier Foods’ CMO on the need to ‘redefine’ ROI
Charlotte RogersMarketing boss Yilmaz Erceyes advises his peers to reframe the conversation about return on investment to “diffuse the tension” between how marketers and CEOs define success.
A metaverse reality check: What role for brands?
Rebecca SentanceMany companies are eager to explore investments in the metaverse, but what is the best way to go about it?
This Much I Learned: How to break the ‘social class taboo’
Charlotte RogersIn the latest episode of Marketing Week’s podcast series, M&S Food’s Sharry Cramond and Lucky Generals founder Andy Nairn discuss why now is the time to address the taboos surrounding social class and ask what marketers are doing to take accountability?
Collaboration culture: Why brands are teaming up to stand out
Niamh CarrollGreggs sliders, Tony’s Chocolonely ice cream, KFC bucket hats. Collaborations have certainly grabbed attention in recent years, but what’s in it for the brands themselves?