Why context, not content, is king in advertising
Marketing Week PartnerIf marketers want to create digital campaigns that resonate with the right consumers, then context – be it ad placement, targeting or creative – is crucial.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Clubhouse’s marketing boss on the value of being a ‘culture-first marketer’
Charlotte RogersJust two years old and boasting a 10 million-strong waiting list when its invite only model ended, Clubhouse is on a mission to lead the surging social audio market, explains head of global marketing Maya Watson.
Is your global marketing data lost in translation?
Debbie OatesAll marketers will know the frustration of customer databases that do not align. When planning global campaigns, the answer is redefining key customers and using global tools to understand and target them.
The ‘boom moment’: How to uncover new brand stories through customer insight
Marketing Week PartnerCustomer research can help brands find new narratives that drive engagement, leads and sales, as delegates heard at the Festival of Marketing.
How Avon laid foundations for multichannel personalisation
Marketing Week PartnerThe international beauty giant shares the initial steps on its journey to providing a seamless, one-to-one customer experience across multiple sales channels.
How can brands cut through in a ‘saturated’ streaming market?
Michaela JeffersonWith fierce competition and pressures of inflation, this year has already seen a number of significant moves in the video streaming sector – from ad-funded models to platform launches. With so much noise, who is best positioned to win?
Whole-brand thinking: The ‘no-brainer’ that gives your brand the attention it deserves
Marketing Week PartnerMarketers can secure their business’s buy-in if their marketing strategy delivers commercial outcomes, by building strong brands that meaningfully resonate with consumers.
In-housing: The solution to an industry skills gap?
Molly InnesWith research suggesting the appetite for in-housing is ramping up as new skills gaps emerge, is this the answer for all brands and what is the future for agency relationships?
Hybrid work: Get set to thrive in 2022 and beyond
Marketing Week PartnerNew research by Smartsheet analyses the benefits of hybrid work and what needs to change to make it a success.
‘We needed to up our game’: The FCA on embracing the power of marketing
Matthew ValentineRecognising the need to be “more radical”, the Financial Conduct Authority has the backing of senior leadership to make marketing a “vital” part of its fight against fraud.
How brands can harness the ‘quick commerce’ boom
Marketing Week PartnerAs pandemic panic left supermarket shelves empty and delivery slots full, a new generation of grocery services began to emerge. What opportunities could these rapid grocery delivery services hold for brands?
How brands can understand audiences with ‘data clean rooms’
Julien AlteiracTo analyse, segment and gain insight from data, brands need a space where they can collaborate with partners without compromising security or customer privacy.
This Much I Learned: Weetabix and Zoopla on the state of marketing careers
Charlotte RogersIn the latest episode of Marketing Week’s podcast series, Zoopla CMO Gary Bramall and Weetabix head of marketing Gareth Turner discuss marketing’s renewed strategic role, the appetite for data talent and accelerating upheaval industry-wide.
What marketers need to know about 2022’s key privacy changes
April MullenApril Mullen, director of brand and content marketing at SparkPost, discusses the ongoing concerns and challenges for marketers when it comes to privacy.
Why even TV advertisers need a new approach to digital identity
Donatas NemuraEven though ad targeting on connected TVs doesn’t use cookies, it will still be affected by the wider push towards privacy by default.