Consumers are demanding that brands become more sustainable, including in their marketing activities. The technology that can make this happen already exists and is evolving fast.
Despite economic, political and social confidence being in short supply, Ian Dury and the Blockheads’ classic 70s anthem is a great reminder that our industry still has many reasons to be cheerful about the future of marketing and advertising.
With research suggesting B2B marketing is becoming more difficult in the context of Covid, is it time for brands to embrace risk and be bold?
Post-pandemic, fashion brands have to live up to not just their own, but also their customer’s values, to stand out in an ever more crowded landscape.
At an Econsultancy Live virtual roundtable, senior marketers in the home and garden sector debated how best to promote products creatively and prioritise customer experience in today’s shifting ecommerce ecosystem.
From John Lewis setting its sights on local gains, to M&S connecting to 3 million customers a week via store-based social media channels, the promise of localism is living on long after lockdown.
Consumers’ shifting buying behaviours present a commerce landscape that’s constantly in flux, meaning brands regularly have to reassess their sales and promotional channels.
This Christmas is set to be very different from the last, so to execute effective advertising campaigns brands must plan to peak at the right times, when consumers are most engaged with relevant content.
Successful marketing campaigns generate business growth and are even more effective when an organisation’s marketers work collaboratively with the sales team.
To be a successful senior marketer or CEO of a consumer brand, you need knowledge that today’s junior marketers often lack, particularly in using mass media such as TV. Three top executives from Birds Eye, Nationwide and Eve Sleep explain why.
After a year like no other, how will consumers behave in 2021? Marketing Week spoke to a selection of Top 100 marketers to see how they are planning for the coming months.
Personalisation 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.
Sport and video games are closely intertwined in the minds of consumers, and on YouTube these interests create rich territory for brands to reach audiences effectively.
Brands chasing growth in the context of 2020 need to be prepared to take ‘calculated risks’ and experiment with new formats, without losing sight of the long-term plan.
UK watch time for music-related content on YouTube has been surging, representing an opportunity for brands to reach a deeply engaged audience.