Effectiveness comes with the confidence to invest
Secret MarketerMarketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency.
Marketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency.
According to European marketing director Chris Rodi, Mars Petcare has learned when to take “big bets” on innovations and when to be more frugal.
Marketers will only see ROI from personalisation if they have a complete understanding of customers’ likely behaviours, which enables brands to offer them true value.
Should marketers embrace the growing prominence of ROI as a mark of success, or are measurement issues and fears of short-termism legitimate concerns?
There’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention.
Gousto’s VP of brand, who has appeared in each of the past three CX50 lists, discusses the evolution of customer experience, and how Gousto has focused on serving customers’ needs in its core UK market to differentiate from competitors.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Founded in 2014 as one of the UK’s first digital banks, Tandem’s aim is to provide “fairer and greener” financial services for consumers.
The history of marketing is synonymous with consumer brands, but now B2B is the key driver of economic growth and it will be marketers who build those businesses.
We arm you with all the numbers you need to tackle the week ahead.
The marketing industry is calling on the new Prime Minister to make policy “based on evidence, not headlines”, as the sector seeks stability amid the deepening cost crisis.
Apprenticeships are a great way to encourage talent from diverse backgrounds into marketing, but the first year can be challenging for them and your brand unless you plan ahead.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Despite return on investment emerging as the effectiveness metric increasing most in emphasis over recent months, marketers are concerned their companies could be guilty of tunnel vision.
John Lewis has repositioned the brand under the ‘For all life’s moments’ promise, which it will be backing with a major new campaign, as part of its five-year turnaround plan.