The only limit in the experience economy is your imagination
Luke D'ArcyAs experiences become the main currency between brands and consumers, marketers need to shift what they offer from materialism to meaningfulness.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Intersport’s mission to become a global destination for local sport
Ellen HammettWhile mainstream sports such as football, basketball and tennis continue to attract the most attention, Intersport hopes a focus on local sports and communities will give it an “edge to stay relevant” in a competitive sports retail environment.
How digital is shaping customer experiences for FMCG brands
Nikki GillilandFrom the direct-to-consumer opportunity to the Amazon effect, digital is shaping how FMCG brands reach and engage with consumers.
CMO influence, corporate reputation, ad spend: 5 killer 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.
How one brand used AI to reinvent the Tour de France
Charlotte RogersB2B data tech specialist NTT used the power of machine learning to reinvent the Tour de France for a new audience.
How ‘conversational search’ converts shoppers
Marketing Week PartnerYour search experience is losing you money – here’s what you should do about it.
Camelot’s CMO on his brand-led vision for The National Lottery
Charlotte RogersSince joining Camelot six months ago after 25 years at Santander, Keith Moor is on a mission to dial up brand love for The National Lottery through a focus on purpose and passion.
Nationwide CMO: We need to stand up for marketing if we want it to flourish
Russell ParsonsNew job titles such as chief growth officer are symptomatic of a sometimes “apologetic” marketing industry that needs to be more confident in the value it offers, according to the building society’s top marketer Sara Bennison.
How to evaluate customer journey mapping
Econsultancy TeamCustomer journey workshops can help stakeholders create a ‘working journey’ of how customers are interacting with a brand and eliminate those pain points.
Have faith in belief, to unlock the benefits of branding
Marketing Week PartnerThe emotional connection that makes a consumer want to buy comes from making them feel the truth of what the brand promises, according to the founders of branding and design agency JDO.
Sky and BT make a perfect match in the face of sport streaming threat
Matt BarkerThe two broadcasters have announced joint subscriber packages, strengthening their position in a fragmenting market.
Why Coca-Cola is getting ‘out of the cage of the brand’ to foster innovation
Molly FlemingCoca-Cola is changing the way it thinks about innovation, with marketers looking at new products through instinct before factoring in brands.
Digital media 2020: What marketers should know in a privacy-first era
Ellen HammettThe move towards a cookie-less internet and the threat of tighter regulation means marketers need to urgently rethink how they target people online.
Online sales, John Lewis, data literacy: 5 killer 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.
How Toyota AYGO found its personality and a younger audience
Ellen HammettForgoing the traditional hero spot in favour of a hyper-personalised approach not only helped Toyota significantly increase purchase consideration, but also deliver record sales in a declining minicar segment.