Slack’s CMO on how to use the best of consumer marketing at B2B brands
Leonie RoderickSlack has built up a company worth $3.8bn through word of mouth but its CMO Bill Macaitis is now looking at how it can use B2C tactics to reach one billion users.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
The future of customer loyalty is card free
Lucy FisherGaining loyalty from customers is no longer a matter of simply investing in a card-based scheme, instead brands are using data to reward the right behaviour.
How Under Armour plans to become the world’s biggest sports brand
Thomas HobbsHaving overtaken Adidas in the North American sportswear market, only Nike now stands ahead of Under Armour. And its VP of direct-to-consumer and omnichannel digital Sid Jatia is confident the brand, which now houses high-profile athletes including Andy Murray, can replicate its success this side of the Atlantic.
Leicester City may have won but the Premier League will reap the rewards
Leonie RoderickWith Leicester City beating odds of 5,000 to one to win the Premier League, it seems the club’s brightest money-making days are still ahead. But Leicester City is not the only one to have directly benefited from its Premier League victory.
Why agencies’ reluctance to talk about rebates is making marketers nervous
Thomas HobbsWith ISBA yesterday (28 April) announcing a new contract designed to create more transparency for advertisers negotiating with media agencies – the first time in more than a decade it has taken such a step – it appears that more and more marketers are losing faith in the controversial rebate model.
Marketers tackle the big issues at Marketing Week Live
Sarah VizardFrom addressing ad blocking to getting c-suite buy-in on insight, marketers at Marketing Week Live did not shirk away from discussing the challenges facing the industry and trying to come up with solutions
Advice on visionary leadership from this year’s Vision 100
Marketing WeekSix of this year’s Vision 100 share leadership tips and the advice that has helped them get to where they are today.
The new era of leadership: the management styles unlocking unique ways of thinking
Mindi ChahalBusinesses have seen unprecedented changes over the past decade, with companies moving away from top-down management structures and introducing visionary new leadership styles.
How to ensure value for money from mobile
Steve HemsleySmartphone usage is at an all time high but how can brands measure the effectiveness of mobile activity to ensure they are getting value for money?
Self-made social influencers are a big hit with hard-to-reach men online
Jonathan BaconFashion and beauty bloggers such as Zoella have won fame among the new generation of social media stars, but lesser known influencer content aimed specifically at men is gaining just as much traction with its target audience.
BHS administration proves brands reliant on heritage are vulnerable
Thomas HobbsWith confirmation today (25 April) that BHS has filed for administration, its demise is proof that brands can no longer ride on past glories and must innovate to survive.
How to gain location-based consumer insights
Lucy HandleyIn today’s digital age, marketers have dozens of tools at their disposal to analyse and assess consumer purchase behaviour. Marketing insight provided by location-based data is arguably becoming the most popular – allowing brands to build extensive customer profiles to target their advertising accordingly.
Why Coca-Cola needs to focus on love not logic as it evolves its one brand strategy
Leonie RoderickAs Coca-Cola extends its ‘one brand’ strategy to packaging it needs to make sure consumers still understand the difference between its products and that it doesn’t lose any brand love.
5 things we learnt at Advertising Week Europe
Marketing Week ReportersAs Advertising Week Europe draws to a close, we take a look at the big issues – from ad blocking and data regulation to marketing’s image problem – that have been up for discussion.
Paul Geddes on turning Direct Line into a brand-driven business
Jonathan BaconThe CEO and former marketer is committed to creating differentiation in what many consider a commodity marketplace.