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How to talk to Generation Z
The under-20s are the least loyal consumers and quickly lose interest in brands. We reveal what marketers are doing to engage with this tricky bunch.
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Digital trends for 2016
Ashley FriedleinThe digital trends and developments which I believe will shape the industry and digital marketing planning and thinking.
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Top sensory marketing trends for 2016
Steve HemsleyMarketers will need to think beyond just visual and audio advertising to get the attention of consumers, according to experts.
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Unilever’s marketers take on tougher cost control measure as brand adopts ‘zero-based budgeting’
Sarah VizardUnilever’s marketers will now have to adopt ‘zero-based budgeting’ – meaning that they will have to justify spending on all new brand activity rather than budgets being based on the previous year’s spend – as the company expands its efficiency drive.
How the travel industry is reopening after lockdown
Molly FlemingPeople may be starting to travel again but the threat of quarantine and fears over a second wave make rebuilding consumer confidence in the industry a difficult job.
Marketing and Machines: Can AI ever be truly creative?
Marketing Week PartnerThe last episode in the series examines how artificial intelligence can influence and assist the creative process, and how big its role might be in the future.
Marketoonist on the pace of change
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Target customers’ big similarities, not their little differences
JP CastlinAll too often brands are obsessed with what makes people different rather than looking for traits and behaviours they share.