There’s many reasons why greater alignment between the sales and marketing team can improve business outcomes. But how far should these go? And how can B2B marketers find the right balance?
B2B brands have been slow on the uptake when it comes to using influencer marketing strategies. But with the trend increasing knowing the watchouts and determining the potential of B2B influencers is key.
Our State of Market Research series concludes with a look at what is to come in the field of market research. From the advent of new technology to an uncertain economic climate; it remains a fascinating and volatile industry.
The State of Market Research series continues with an examination of the role internal data has played in the seemingly diminishing position of market research. Is internal data a cheap effective resource or is it leading brands to false conclusions?
Marketing Week’s exploration of the state of market research continues as we explore whether marketers put too much stock into quantitative research and the occasions when it is used to poor effect.
In the second part of our series on market research, we explore if spending 5% of your budget on market research still holds true in challenging economic times – and the consequences if you ignore it.
Luxury brands have always used packaging as an effective way to showcase their quality to the consumer, but with stricter regulations from the EU on the way this is all set to change.
With a host of retailers returning their attention to physical retail, finding new formats that entice consumers could be key to growth.
Outgoing Unilever CEO, Alan Jope, said its top performing brands are benefitting from the “strongest innovation line-up” it has had for years.
The majority of sales and marketing organisations have failed to adapt fast enough as the digital landscape evolves, the report by the CMO Council finds.
Brands are returning to the recruitment market, but skills shortages and inflationary wage demands are holding up the traffic.
Brand building gives companies greater flexibility in setting the prices that customers will pay, but the strategy requires commitment, says Les Binet.
Co-op is hot on the heels of Sainsbury’s, which introduced Nectar Prices last week, and Tesco, the first brand to launch exclusive prices for loyalty card holders.
Marketing spend on discounts and loyalty rewards at its highest level for two decades as the cost of living crisis bites into consumer spending.
One takes a minimalist approach while the other is crammed full of text, but both made consumers stop and take note.
Are retail media networks driving changes to loyalty schemes as shopper data becomes essential to supplier relationships?