Why creating value for customers creates value for brands
Steve HemsleyPersonalisation and brand experiences are evolving to focus more on what they give the customer, with the aim of increasing each one’s lifetime value to the business.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
This Much I Learned: Patagonia’s Alex Weller on the power of purpose
Charlotte RogersIn the latest episode of Marketing Week’s podcast series, Patagonia marketing director for Europe, Alex Weller, discusses how businesses can live up to their purpose and what a Joe Biden administration means for the global climate crisis.
Does market research need to ‘loosen up’?
Matthew ValentineIn a recessionary environment where budgets are under pressure, market research needs to “loosen up”, show how it fuels creativity and adopt the language of the C-suite, or risk being devalued by business.
How marketers can target British technology lovers
Marketing Week PartnerMarketers may assume tech enthusiasts are a large group of free-spending consumers, but new research from YouGov suggests the reality is more nuanced.
How a fake pop-up shop helped cut accidents on UK roads
Matthew ValentineGetting bikers to talk about safety required some lateral thinking from Highways England.
Marketing market research and agility: 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 need to market market research to the marketing strategy behind Yum! Brands, it’s been a busy week. Here’s my take.
Co-op’s marketing boss on why membership is more powerful than loyalty
Charlotte RogersPassionate about the rise of “cooperative competition”, Co-op’s marketing boss Matt Atkinson believes the brand has a blueprint for success in 2021 built on collaboration and strong values, backed by a movement of 4 million members.
How one B2B business created a pipeline value of £7.4m from a budget of £50k
Marketing Week ReportersAir conditioning brand Nuaire did a complete U-turn on its positioning, which resulted in it creating a pipeline value of £7.4m in just five months.
Why brands should put webinars centre-stage to boost demand generation
Marketing Week PartnerWith uncertainty still the prevailing wind, it’s impossible to plan live events with confidence. Consequently, stock in webinars is going up.
Making agile work: Why GSK values skills over seniority
Charlotte RogersFrom building teams you can feed with two pizzas, to committing to regular retrospectives, agile working is helping GSK rethink how it does business in the era of Covid-19.
Coke’s marketing boss on Christmas, brand culls and what makes a good marketer
Molly FlemingIn an exclusive interview, Coca-Cola UK marketing boss talks about the challenges of 2020 and why the soft drink maker has had to be “braver” than ever before.
The telltale signs of data mismanagement, and how brands can avoid it
Morag Cuddeford-JonesData is fuelling marketing-led growth, but marketers have to take control of the engine room as failing to use data effectively is also its biggest hinderance.
‘Humanise the data’: Why market research is having a digital reboot
Matt BarkerCovid-19 has accelerated the shift to digital in the market research sector, but balance is needed to ensure brands retain the human touch.
How augmented reality gives new life to physical music
Marketing Week PartnerPolydor Records used the cover of pop-rock group Haim’s latest album to create an interactive AR soundscape on Instagram, giving fans a new reason to engage directly with the band and buy a physical copy.
Iceland on the ‘almost impossible’ task of creating a Christmas ad this year
Charlotte RogersIceland believes the “incredibly agile” nature of its marketing team has helped it weather the Covid challenge this year and helped it attract new customers.