F1 celebrates the power of athlete activism with return to the track
Matt BarkerAhead of the new season kicking off on Sunday, the sport’s marketing boss Ellie Norman discusses racing, racism and responsibility.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
A guide to conversion rate optimisation
Rebecca SentanceThis guide aims to answer three key questions: What is a conversion? What is CRO? And what are some key techniques you can use to optimise your conversion rate?
Why brands should stay true to premium price models
Matt BarkerCompanies should think twice about heavy discounting and seek to maintain a premium price strategy if they want to build brand equity as recession bites.
Owning an occasion: How brands are standing out during Covid-19
Matt BarkerThe ability to anticipate and satisfy consumer needs in a rapidly changing market will be key to success during the pandemic and beyond, as the likes of Mastercard and Budweiser have shown.
This Much I Learned about mental health
Charlotte RogersIn the fourth episode of Marketing Week’s new podcast series, former London Sport marketing director Mieke Evans and former head of creative and design at Virgin Atlantic, Michael Stephens, discuss how to nurture your mental health in the age of Covid-19.
Camelot CMO Keith Moor on the power of advertising through a crisis
Charlotte RogersThe National Lottery operator used TV to show the power of its “play and purpose” message amid the coronavirus crisis, although CMO Keith Moor believes consumers have already moved on from the “stark advertising” of lockdown.
Watch: KFC’s UK CMO on marketing leadership in a crisis
Marketing Week ReportersKFC’s UK CMO Meghan Farren discusses rafting an effective comms strategy in a crisis and leading the case for marketing in challenging times
Lessons from 2008: Marketers on surviving recession and carving out career success
Charlotte RogersReflecting on what they learnt from the 2008 credit crunch, marketing leaders explain how careers can recover amid pandemic and recession.
In the spotlight: The martech helping remote teams protect their brand while cutting costs
Marketing Week PartnerIn a world where marketing teams are geographically dispersed and working from home, technology needs to simplify campaigns, keep assets on-brand and help marketers work more efficiently.
Marketing’s reset, brand purpose, localism: 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 declarations of a fresh start for marketing to the threat to global marketers from localism, it’s been a busy week. Here’s my take.
Why marketing transformation is taking on new urgency
Nicola SmithPrior to coronavirus, brands and marketers already had to adapt to customer journeys taking place across a growing number of channels, but the speed and magnitude of the change required are now vastly bigger
24 best practice tips for ecommerce site search
Rebecca SentanceA good digital experience is more crucial now than it ever was. So how can retailers make sure their on-site search experience is as seamless, effective and easy to use as possible?
Cancer Research UK: We’ve never needed people’s help like we do now
Sarah VizardThe charity is expecting a £150m funding shortfall this year, but is trying to see not just the risk but the opportunity that the coronavirus crisis offers.
Integrated media must adopt CRM principles to drive the total customer experience
Niyi Duro-EmanuelPeople-based marketing has for too long been seen as the preserve solely of CRM and direct marketing. It’s vital that media adopt customer-centric principles to sit at the heart of the customer journey.
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This Much I Learned with Mark Evans
Sarah VizardIn the third episode of Marketing Week’s new podcast series, Direct Line’s marketing boss Mark Evans talks us through his experience of redundancy and offers some support and advice for those who may be going through it now.