TikTok has become a key driver, not just of reach and awareness, but also conversions and sales, which is seeing it take a core role within brands’ ecommerce strategies.
Brands are seeing the benefits of dropping their guard on TikTok, making authentic connections through entertaining content that not only drives awareness but also shortens the path to purchase.
The proportion of UK consumers that factor sustainability into their decisions when buying cosmetics and toiletries has never been higher. But, as new research by Teads reveals, major hurdles for marketers remain, from confusion to comparability to relying too heavily on social media to get their message across.
With statistics suggesting 60% of product relaunches fail, what does success look like and which brands are getting it right?
As market research budgets enjoy their strongest performance since 2013, marketers discuss what the Covid-fuelled reinvestment means for brands.
Far from being content to play second fiddle to the established players, no and low alcohol brands and plant-based products are focusing on their visual identity as a means to capture market share.
From choosing ‘confident all-rounders’ and looking for external expertise, to recruiting specialists, small businesses are finding innovative ways to build their marketing teams.
From upskilling existing teams and collaborating with other departments to exploring new ways of finding talent, marketers are working hard to ensure they have the right skills mix for what has been described as a “transition year”.
As Cop26 kicks off this week, marketers are feeling the pressure to communicate their brands’ sustainable credentials and avoid claims of greenwashing, while still delivering for customers.
Aside from potentially costing them billions in lost consumer spend, brands’ failure to accurately represent the lives of older women means they are missing out on this demographic’s power as influencers on younger generations.
From energy and transport to logistics and tech, female marketers are bringing their own style of leadership to traditionally male-dominated sectors and hoping to break down barriers for the next generation.
From nurturing a fierce curiosity in customer behaviour, to becoming more agile and honing their digital skills, marketers must be prepared to upskill if they want to futureproof their careers in 2021 and beyond.