Why brands must earn consumers’ attention to achieve purposeful growth
Steve HemsleyConsumers’ attitudes have changed so much due to Covid that brands must first earn their position in the cultural conversation before amplifying with paid media.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Retail therapy, the perfect marketer, sustainable living: 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 high street woes to behaviour change, it’s been a busy week. Here is my take.
Using PEST, SWOT and scenario planning in a crisis
Econsultancy TeamThe Covid-19 crisis is an unprecedented event, the exact impact of which is impossible to foresee. However, those organisations that have dealt with the crisis best are those that had robust strategies in place for dealing with the unpredictable.
Not On The High Street’s marketing boss on seizing the moment after lockdown boom
Charlotte RogersDuring lockdown, Not On The High Street returned to TV advertising, grew its customer base by thousands and is in a position to recruit. Now marketing boss Ella d’Amato is on a mission to ensure this success is sustained.
This Much I Learned with Emma Harris on setting career outcomes
Russell ParsonsIn the fifth episode of Marketing Week’s new podcast series, former Eurostar marketer and marketing coach and mentor Emma Harris discusses confidence, positive thinking and setting career outcomes.
Why brands need to stand their ground on sustainability
Morag Cuddeford-JonesMarketers and their agencies still struggle against business realities when trying to push the sustainability agenda, especially now survival is many businesses’ priority.
The FA’s marketing boss on the ‘rollercoaster ride’ of football’s new reality
Charlotte RogersFrom the postponement of Euro 2020 to the prospect of staging the first behind closed doors FA Cup final, former Pepsi marketer Kathryn Swarbrick has been on a steep learning curve since joining the FA in October.
How B2B brands can turn their website into their biggest revenue generator
Marketing Week PartnerYour website is potentially the most cost-effective source of leads, but only if you’re effectively personalising each visitor’s experience rather than waiting for them to enquire.
Bacardi’s four-stage plan to get through lockdown and beyond
Molly FlemingThe drinks company has tried to react to changes in consumer behaviour brought on by the coronavirus lockdown
How one startup is leading the fight against food waste
Ellen HammettToo Good To Go hopes it can make people feel as emotional about the issue of food waste as they do plastic, and that Covid-19 will change people’s relationship with food for good.
‘Don’t be a tosser’: Why Covid-19 is a chance for brands to nudge people to be kinder to the planet
Ellen HammettCovid-19 has given people a chance to reassess their priorities and build new habits, and marketers now have a crucial role to play in ensuring those positive behaviour changes continue beyond the pandemic.
Consent management and preference centres – what’s the difference?
Claire FeeneyTo maintain trust, comply with regulations and offer more effective personalisation, brands should offer consumers a variety of opportunities to communicate which kinds of content they want to see, when they want to see it.
CMO’s ‘misplaced’ optimism, retail footfall, shopping habits: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
Surviving recession: The class of 2008 on positivity, plan Bs and lateral thinking
Matthew ValentineHow will graduates find entering the workplace during a downturn? We ask the class of 2008 how they coped.
Surviving recession, shifting loyalty, understanding consumers: 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 the squeeze on marketing roles to the question of loyalty, it’s been a busy week.