Badly designed surveys don’t promote sustainability, they harm it
Mark RitsonBrands love reported data that shows people care about sustainable consumption, but these spurious findings just hold back real behaviour change.
Brands love reported data that shows people care about sustainable consumption, but these spurious findings just hold back real behaviour change.
Brands’ internal language dehumanises customers and lacks respect, which risks causing costly errors as with NatWest’s treatment of Nigel Farage.
Thinkbox highlights data that shows linear TV advertising has increased in price by 20% – not 50% – since 2019, and suggests that while price is an important factor in TV’s effectiveness there are other things to consider.
Ready for the era of synthetic data? The implications for strategy and execution could be significant if marketers are willing to look long term.
The price of TV ads has risen much quicker than the price of other channels over the past few years, while viewing has also declined, meaning it could be time for brands to change the channel.
When people feel positive, they are positive about advertising, so brands should be targeting – or, better yet, creating – moments of happiness and relaxation.
Young marketers lack the historical perspective needed to understand culture, being indoctrinated in the Thatcherite concept of the consumer society.
Failure can feel like a catastrophe but approaching it with the right attitude and perspective can help marketing leaders thrive.
Data shows there’s no such thing as advertising ‘wear-out’, so save your new campaign budget and spend it on making your current ads effective for longer.
As part of a mini-series looking at the different stages of planning, from strategy setting and targets to budget, our marketer on the inside shares how they are overcoming some of the common pitfalls.
A simple adaptation of the classic funnel makes Google’s contemporary marketing model more manageable.
Imposter syndrome is something many marketers – men and women – suffer from. But there are ways to manage it, according to one former marketer.
Gender-fluid fashion is reaching a cultural apex so mainstream fashion brands looking to capitalise on its growing popularity need to be prepared to speak about it authentically – and with confidence.
Running the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.
Marketing can only generate an effective pipeline if it targets the same buyers as sales, but new research shows the overlap – even between brand and demand marketing – is often shockingly small.