In-depth features, interviews and insights into marketing’s biggest issues.
2023 was a year to forget, according to recruiters and job seeking marketers alike. From longer hiring processes to more interim roles and a focus on AI, here’s what senior marketers can expect in 2024.
The optical retailer relied on research to help drive a 22.9% increase in sign-ups to its contact lens service.
Every wasted ad click contributes to carbon emissions, so brands must make sustainable media a higher priority in the coming year.
Optimism is in short supply as marketers face up to another year of constrained spend – but where that spend will be directed is ever-evolving.
While marketers are prone to pursuing the next big idea, taking a more consistent approach is gaining pace for multiple reasons as brands eye up growth, effectiveness and cost saving.
Plusnet has dropped its mobile offering to focus solely on its broadband service. It’s part of a wider transformation for the brand that is looking beyond its Yorkshire roots, explains business lead and CMO Jo Carman.
The role of social media in brand building is becoming more widespread and is set to gain traction in 2024.
Brands are set to focus on monetising their existing valuable users rather than offering ‘free’ entry points and products that cut into their bottom lines.
Carefully chosen partnerships and a media blitz helped the company’s water fountain project divert 3.5 million plastic bottles from landfill.
Many FMCG brands have relied on price increases to drive growth during inflation, but this is unlikely to be sustainable as costs ease next year.
Data privacy laws are set to change again next year just as data partnerships take off.
As generative AI continues to gain pace, there has been much call for further regulation, which is expected to be introduced in 2024.
Pressures on budgets and big demands on marketing leaders are resulting in more marketers being out of full-time, permanent employment, and that looks set to continue into 2024.
A brand on the incline, Lucky Saint’s marketing director credits her time spent at Coca-Cola as influencing her approach to building brand consistency.
Brands continue to have to navigate a hyper-polarised world in 2024, in which they can be inadvertently dragged into political and social debates.