How marketers can put social purpose into practice
Charlotte RogersBrands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.
In-depth features, interviews and insights into marketing’s biggest issues.
Brands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.
Having a social purpose is helping brands such as Ben & Jerry’s, owned by Unilever, build a relationship with customers beyond sales transactions.
Marketers are increasingly keen to track the connection between consumers’ online searches and bricks-and-mortar buys, but social media also plays a growing role alongside search engines in people’s purchasing decisions.
UK department stores are failing to introduce omnichannel experiences at a pace that keeps up with consumer demand, new research finds, meaning they lag behind their US counterparts.
Brands that don’t match words with deeds when it comes to their impact on society face the threat of vigilante justice, with Greenpeace having forced brands such as Tesco, Lego and Waitrose to change their ways over recent years.
As ITV prepares to air a ‘world first’ ad break takeover during its programming around this weekend’s 90th birthday celebrations for the Queen, the move reflects a wider shift as more and more brands spend big on long-form TV advertising.
Shop windows are becoming increasingly valuable marketing assets as brands transform spaces into retail theatre.
Dixons Carphone’s head of customer experience Katy Minson believes marketers must take control of the customer experience to ensure the brand proposition it delivers through marketing and branding are replicated in stores, on digital and across any touchpoint where a brand interacts with a consumer.
A panel of attendees at a Marketing Week roundtable event sponsored by Return Path discussed how marketers can help the email channel achieve its full potential.
Lack of NHS funding and the resulting strain on services, coupled with consumers’ desire to take control of their own wellbeing, has made the healthcare sector ripe for disruption and led to a surge of innovation.
Sainsbury’s and Morrisons have rejected claims that a focus on price cuts will lessen quality perception, with both claiming that a mix of premium quality and competitive pricing is key to revival.
With more big brands moving their marketing and sales departments closer together in a bid to become more agile, marketers will need to talk the talk as well as walk the walk if they want to take on the commercial side of the business.
As more brands consider taking activity in-house, how is the client-agency relationship changing and do marketers have greater control?
The fundamentals of marketing are the same as ever despite changing media and consumption habits, but new Marketing Week research shows customer experience, data and brand strategy have gained in importance while advertising has become less of a day-to-day priority.
Mark Ritson, our award-winning columnist, consultant and marketing professor, gives his views on millennials, targeting and digital marketing.