When rebrands go wrong

(And how to avoid the pitfalls)

Latest Intelligence from the Marketing Week Knowledge Bank

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MediaMath white paper: the CMO solution guide to programmatic marketing

Programmatic marketing is exploding as a field of interest for marketers around the world.

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SAS: Big data and the future of marketing

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SAS: What does big data mean for the future of marketing? Video

Thu, 24 Apr 2014 | By In association with SAS

The world of marketing is changing. The power is now with the consumer and toleration for poorly executed generic marketing is zero. It is becoming increasingly important to understand where customers are spending their time, both on and offline.

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Oracle white paper: Grande Guide to Lead Scoring

The Grande Guides were developed to give you the opportunity to become proficient in a key marketing topic — in this case, lead scoring.

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Oracle white paper: managing a smooth marketing automation software implementation

If you’ve neglected the advantages of marketing automation software because you think implementation will be complex, read this.

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Oracle white paper: are you taking advantage of the hidden sales cycle?

Leading businesses track online customer behaviours to align content to context. Reading digital body language is easier than you think.

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Vocus white paper: social media marketing and PR

Facebook is where people connect with friends, family and brands. It’s also where people share photos.

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SDL white paper: Forrester report — the power of customer context

Contextual marketing engines create sticky, highly engaging environments for customer interaction.

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SDL white paper: channels are irrelevant — what this means for tomorrow’s marketer

For the marketer, that can only mean one thing: expectations are rapidly rising.

>> more white papers

Data Strategy

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MediaMath white paper: the CMO solution guide to programmatic marketing

Thu, 25 Sep 2014

Programmatic marketing is exploding as a field of interest for marketers around the world.

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Oracle white paper: Grande Guide to Lead Scoring

Tue, 30 Sep 2014

The Grande Guides were developed to give you the opportunity to become proficient in a key marketing topic — in this case, lead scoring.

Ecommerce

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Bright North white paper: why optimising images improves conversion rate

Wed, 17 Sep 2014

Research shows that missing, offset or slow-loading images significantly affect conversions, particularly on mobiles and tablets.

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Bronto white paper: 10 ways to improve your e-commerce marketing

Tue, 2 Sep 2014

The purpose of this evaluation is to help you think about some of the most important components of e-commerce marketing.

Mobile

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SDL white paper: channels are irrelevant — what this means for tomorrow’s marketer

Thu, 18 Sep 2014

For the marketer, that can only mean one thing: expectations are rapidly rising.

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Adobe white paper: predictions 2014 — mobile trends for marketers

Tue, 29 Jul 2014

This fifth annual mobile trends report highlights new mobile trends that we expect to see this year.

Advertising

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Turn white paper: Turn Advertising Intelligence Index - February 2014

Thu, 6 Mar 2014

In a competitive climate, marketers can win by having better insights, data, and analytics than their challengers.

Video

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Citrix GTW white paper: liveliness and interactivity — keys to a successful webinar

Thu, 7 Aug 2014

A well-balanced mix of presentation and interaction will keep the attention high from start to finish.

Brand Websites

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Oracle white paper: managing a smooth marketing automation software implementation

Tue, 30 Sep 2014

If you’ve neglected the advantages of marketing automation software because you think implementation will be complex, read this.

Social Media

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Vocus white paper: social media marketing and PR

Thu, 25 Sep 2014

Facebook is where people connect with friends, family and brands. It’s also where people share photos.

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Quantcast white paper: an introduction to Twitter for the real-time advertiser

Fri, 25 Jul 2014

Twitter is a global phenomenon that has quite literally changed the way brands and consumers interact online.

Business Performance

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Oracle white paper: are you taking advantage of the hidden sales cycle?

Tue, 30 Sep 2014

Leading businesses track online customer behaviours to align content to context. Reading digital body language is easier than you think.

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AtTask white paper: the five most dangerous creative productivity myths — busted

Tue, 15 Jul 2014

Try these tips (they have been tested and deemed highly effective) if you’d like to improve your productivity.

Direct Marketing

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GoToWebinar white paper: webinar template for marketing professionals

Wed, 9 Jul 2014

These slides are built for presentations that deliver free educational material and then make an offer at the end to promote something.

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Adobe white paper: fighting marketing fatigue — how to increase message frequency and revenue

Fri, 6 Jun 2014

Empirical research findings challenge traditional perspectives on email marketing fatigue and revolutionise outbound marketing strategies.

Customer relationships and loyalty

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SDL white paper: Forrester report — the power of customer context

Tue, 23 Sep 2014

Contextual marketing engines create sticky, highly engaging environments for customer interaction.

Promotional Marketing

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SmartFocus white paper: why true personalisation is critical to your business

Thu, 13 Feb 2014

True personalisation is about creating unique experiences for each and every customer.

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Email Marketing – How to deliver true personalisation


With Branwell Johnson (Marketing Week) and Skip Fidura (Client Services director – dotmailer).

Join Skip Fidura, client services director at dotmailer for this hard hitting Marketing Week webinar where attendees will learn how to send succinct personalised messaging which is targeted to individual purchasing history, transactional activity and web browsing behaviour.

Skip will outline best practice, share top tips and offer compelling insights.

The key learnings will be:

  • Savvy segmentation – How do you mine, segment and analyse your data to give you a single customer view?
  • Smart marketing automation – How do you create high-impact triggered emails which are specific to the personal preferences of every prospect and customer?
  • Dynamic content - How do you construct timely, structured and relevant one to one messages in real time?
  • Seamless customer lifecycle marketing – How do you use email to influence and engage at every stage of the customer journey?

>> Register today if you want to ensure your email marketing delivers unbeatable ROI!

more webinars

Future Trends Presentation

Mobile roundtable

Roundtable in association with Mood Media

7 August 2014 | By Russell Parsons

Our panel of marketers from retail brands tell how their mobile strategies are moving on from being purely transactional.

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Online video roundtable — in association with Videology

Wed, 23 Jul 2014 | By Branwell Johnson

Marketing Week brought marketers, media agencies and technology specialists together to discuss the future of the medium.

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Sprinkling the magic all over the show

Wed, 8 Jan 2014 | By Tim Adler

How are exhibitions and events evolving in the digital age and what can brands do to convert more leads into sales at trade fairs or consumer shows?

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Unlocking long-term benefits in an instant

Wed, 4 Dec 2013 | By Tim Adler

Real-time advertising’s strength is its immediacy but how effective is it for long-term brand building and how accepting are users of personalised messaging?

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Living in a compelling material world

12 September 2013 | By Morag Cuddeford-Jones

Industry experts explain how by striking up conversation with the customer, the best content marketing really can drive a sale.

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How to make the most of your budget using social media

Fri, 9 Aug 2013

Brands are increasingly putting resources behind social media activity in response to consumers who use it as a key channel to communicate with them. Marketing Week brought together seven executives with social media as part of their remit to discuss how they justify the spend in terms of both time and money.

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Setting out a plan for using big data

18 April 2013 | By Morag Cuddeford-Jones

With data now at the heart of more major marketing campaigns, how are companies collecting, organising and distributing customer information?

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Mobile: Making better connections

11 April 2013 | By Morag Cuddeford-Jones

A mobile strategy is a tricky call, trying to avoid being intrusive while endeavouring to leverage business results for brands.

>> more roundtables

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Field of brand marketing dreams

14 March 2013 | By Steve Hemsley

Our panel of experts discusses the role of technology when utilising field and experiential marketing.

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Altered images of a marketing underling

Wed, 23 Jan 2013 | By Lucy Tesseras

Design is increasingly being treated as a top-level strategic tool. Experts discuss its metamorphosis, the effect of technology such as QR and AR and the implications of redesigns

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Make your PoP marketing music to shoppers' ears

Wed, 31 Oct 2012 | By Matthew Valentine

Point-of-purchase advertising can be taken for granted, but it is a vital item in the marketing toolbox. Matthew Valentine speaks to a panel of experts about trends and developments.

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Can retailers vouch for vouchers' effectiveness?

18 October 2012 | By David Burrows

Marketing and incentives experts talk to Marketing Week about their use of the ever-popular gift voucher, as well as trends for next year.

>> more peer panels

Content Marketing

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Oracle white paper: Grande Guide to B2B Content Marketing

Wed, 17 Sep 2014

The Grande Guides were developed to give you the opportunity to become proficient in a key marketing topic — in this case, B2B content marketing.

Design & Branding

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Sitecore white paper: why website personalisation matters

Thu, 7 Aug 2014

There is a lot of buzz going on around personalisation in the online world, such as how to use it and does it matter.

Market Research

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Sociomantic white paper: connect the dots for a 360-degree view

Tue, 27 May 2014

Gavin Wilson tackles the challenge of how to make sense of data in order to achieve an actionable perspective of your customers.

PR

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Vocus white paper: measure and maximise PR impact

Tue, 22 Jul 2014

The biggest change in PR in recent years is the growing demand for big data and measuring success by bottom-line results.