In-depth features, interviews and insights into marketing’s biggest issues.
The B2B giant prides itself on a dual effectiveness tracker that proves the worth of brand and performance marketing to senior leadership.
A sizeable minority of marketers are either adopting an ad-hoc approach to tracking effectiveness or limiting their audit to once yearly. Worse still, some respondents to our survey report that they’re not carrying out any effectiveness analysis at all. The reasons are many and varied but chief among them, a lack of confidence in their capability.
Stretched businesses are making their budgets go further by hiring in a CMO for a day a week, while marketers themselves are eyeing up the opportunity to tap into variety.
Mark Ritson and Helen Edwards argue that speaking a shared language within a business is key for marketers to progress.
Candy Crush Saga’s vice-president of marketing on why working closely with the product team has been key to the mobile game’s longevity – and its innovations.
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 M&S’s re-entry to the FTSE 100 to the pitfalls of quantitative research, it’s been a busy week. Here is my take.
From content’s role in modern branding to navigating challenging times, in this interview with Blackbear head of marketing Stefan Maritz, Bynder offers actionable insights for aligning brand awareness and value creation.
After high-profile pushback against brands platforming LGBTQ+ causes and people, many may be ‘apprehensive’ about continuing their vocal support. There are material gains for both parties to be made, however, through continued support.
Senior marketers from Diageo, CALM, AMS and Salesforce discuss the role of curiosity and experimentation when it comes to stretching marketing budgets.
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.
Motorway’s marketing director believes differentiation is key for utility brands as the car-selling platform continues to grow at pace.
Marketing leaders from B2B businesses say the drive to humanise and connect with audiences is of paramount importance in today’s climate.
The brand, launched in 2017 by Trinny Woodall, has focused on community to power its rise, says CMO Shira Feuer.
Our market research series continues with a look at why marketers are moving away from qualitative research – and what the common pitfalls are that have led to its decline.
Weetabix is a brand that has been unafraid to experiment with its marketing team structure and allow talent to move across business functions, something which marketing director Francesca Theokli says sets it apart.