Marketers should be as wary of those predicting the marketing world is about to change forever as they are of people who thought Oreo’s Superbowl tweet was the future of marketing strategy.
Trolls World Tour’s successful digital launch will tempt all movie studios to do the same, but that would destroy the model that premiumises their product.
The latest annual CMO Survey shows marketing is losing many of its strategic jobs to other functions – a situation that will only worsen unless marketers place more value on formal training.
The coronavirus pandemic creates an opportunity for many brands to reassess their business strategies, and they should take it because it won’t come again.
For the first time in many marketers’ working memories, the fastest-growing ad channel next year will be non-digital, and it’s a testament to cinema’s enduring audience appeal and emotional impact.
The Cannes Lions festival featured endless ill-informed speculation about 5G mobile networks, all rendered pointless by Mark Ritson’s wondrous new invention – 9G.
Les Binet and Peter Field’s research has gained fame by showing the need to balance long- and short-term marketing, and while criticisms of their methods are fair, their conclusions still appear to be valid.
New Ebiquity data questions whether TV’s superiority for marketing effectiveness will last beyond five years, but it ignores people’s propensity to change behaviour as they get older.
Many variables affect sales, which don’t always correlate to how good your ads are. The only way to measure campaigns effectively is against the metrics you want to change and the time you need to do it in.
As Gary Vaynerchuk continues to dominate much of the debate on marketing around the globe, our branding columnist suggests he is wrong – repeatedly – about the respective value of TV and social media.
Only marketers have the behavioural understanding and analytical training to determine if the extra money illegally spent on the Vote Leave campaign swayed the Brexit result. Now is the time to do just that.
The only way to achieve sustainable short- and long-term growth is to balance targeted activation with brand building aimed at the whole market – it’s not either-or.
A lot has changed since Marketing Week was first published in 1978, but the search for differentiation, the need to understand customers and the battle for brand supremacy will always be marketers’ key challenges.
Marketers know consumers are shocked at the level of Facebook user data that Cambridge Analytica acquired, but they can say nothing without admitting they have been targeting people in the same way for years.
We’re surrounded by voices disparaging marketing training, but even though it’s mostly terrible, our effectiveness and professional standing depends on a grounding in knowledge.