How machine learning is helping brands create insight-led customer experiences
Marketing Week PartnerMeaningful interactions that drive customer engagement are only possible when marketing is driven by real-time insights.
In-depth features, interviews and insights into marketing’s biggest issues.
Meaningful interactions that drive customer engagement are only possible when marketing is driven by real-time insights.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the value of being an outsider to the story of how the England football team got its first sponsor, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Gap’s brand has lost value and shine culminating in the closure of all its UK stores but experts say it is not beyond rescue.
As former marketer Fiona Dawson prepares to retire from Mars after 33 years, she advises marketers to know where their strengths and weaknesses lie and to stop chasing perfection as it will only hinder progress.
Marketing director Ross Farquhar says planning and preparation helped the mochi ice cream brand take advantage of sudden social fame.
Once purely transactional and often guilty of establishing a ‘professional distance’ with customers, today B2B brands are thriving by showing a more human side.
Successful marketing campaigns generate business growth and are even more effective when an organisation’s marketers work collaboratively with the sales team.
Despite getting off to a bumpy start thanks to a riot in Dublin, Green Flag’s £4m push to become the debut sponsor of the England football team paid off in brand awareness during Euro 96 and beyond.
Your website is your shop window but many small business fail to pay attention to what potential customers do there or how that activity can be turned into leads and revenue.
The brand’s new marketing boss believes a focus on innovation and digital transformation, as well as taking a few more risks creatively, will enable PizzaExpress to attract a new customer segment.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the importance of marketing expertise over sector experience to the value of proper brand diagnosis, it’s been a busy week. Here is my take.
Rather than dialling back its purpose work, Lush used the Covid crisis to ramp up support for grassroots groups and returned to social media more than a year after quitting Facebook and Instagram.
While M&S and Next can see a profitable future in selling third party brands, has John Lewis got its strategy wrong?
CMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.
Organisations with greater CX maturity are seeing their ability to demonstrate returns put them in a stronger position to invest, at a time when digital experiences are making the difference in winning customers’ business.