For 75% of marketers, the pandemic has permanently shifted how they communicate and collaborate at work, according to the seventh edition of Salesforce’s ‘State of Marketing’ report. At the Festival of Marketing, senior marketers from Metro Bank and Just Eat shared how they are overcoming new challenges and realising new opportunities.
Despite the explosion in digital content consumption and associated data, it’s becoming harder to measure campaign performance across channels in the digital age. Marketers need to compensate by combining data sets and reskilling themselves in techniques such as copy testing.
Linking with brands, such as Country Life and Tesco Clubcard, allows both English Heritage and its partners to increase awareness, reach new customers and generate incremental revenue.
As Covid-19 restrictions lift, and customers and companies alike begin navigating the ‘next normal’, effective customer engagement strategies will be integral to brands being able to deliver value. To prepare, check out these best practices and key takeaways from the Braze Connection Hub.
Understanding cultural differences through research has made Givaudan Active Beauty’s international expansion faster, easier and more impactful.
Being mid-way through a career is no impediment to furthering your education, adding to your career potential and creating value for your organisation with an online Master’s.
Video advertising created for high-quality mobile environments is key to effective marketing as daily mobile use continues to surge.
Machine learning technology will power a revolution in advertising targeting and measurement that will allow brands to reach audiences while respecting privacy.
The global coronavirus pandemic impacted nearly every industry on Earth, but few as intensely as travel and hospitality.
Senior marketers at Ancestry explain how the genealogy site has connected with a growing contingent of budding historians to “bring their backstory to life”, using techniques like automation and the ‘long tail’ of Search marketing.
Getting a handle on existing brand awareness made launching into three new UK regions cheaper and more effective.
The pandemic boosted local shopping as well as ecommerce, but more importantly consumers are now comfortable using multiple channels as it suits them.
Maintaining direct, meaningful relationships with customers is shown to pay off in higher lifetime value, lower acquisition costs and long-term growth.
Meaningful interactions that drive customer engagement are only possible when marketing is driven by real-time insights.
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.