Is this applicable to B2B marketing? Please stop asking
Mark RitsonThis week our marketing columnist asks and then answers the most annoying question of them all.
This week our marketing columnist asks and then answers the most annoying question of them all.
Allwyn took over the National Lottery licence from Camelot in February and is aiming to inject some “magic” into the Lottery’s individual games to recruit new and lapsed players.
Since launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
The need to deliver growth on a reduced budget is the reality for many marketers but its not just a job of optimising investment. For marketing leaders, it’s also about maintaining motivation and managing expectations.
Despite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.
Just Eat has replaced its UK-focused platform ‘We Got It’ with ‘The Joy of Everyday’ to help it drive more consideration among a range of consumers.
The largest chunk of respondents to a Marketing Week poll suggest one to three days in the office is the right amount.
Companies only truly value creativity when it’s their product, but most would benefit from a chief creative officer’s honesty and defiance of convention.
Using the right tools to simplify the creative process can make the difference in delivering effective, timely campaigns, now that teams can work together from anywhere.
Brands need to work ‘hand in glove’ with agency partners to get the best results, suggests Matalan marketing boss Ali Jones as she undergoes brand transformation.
Marketing Week’s The Language of Effectiveness Report, supported by Kantar, is back for the third year and we would like your help to help you understand how marketing effectiveness is defined, measured and communicated.
The Competition and Markets Authority says the changes the retailers have committed to will “set a benchmark for how fashion retailers should be marketing their products”.
AI: Beyond the Hype. Marketers look set to benefit from delegating certain aspects of decision making to AI, that is if they can negotiate the pitfalls.
The sixth list of the UK’s top 50 customer experience professionals, in partnership with Cognizant and Adobe, will be split into five sectors, the first of which will be announced after Easter.
Ocado’s marketing drive looks to be paying off as market share and revenues grow in 2024’s first quarter.
Market-leader Andrex is “redefining” its role as a brand by tackling embarrassment around the topic of toileting in a category where consumers are often reluctant to engage.
The fashion retailer’s sales dropped 18% in the six months to 3 March, but it is still on track for profitability, its CEO claims.
Not only having to deal with a gender pay gap, women in marketing are more likely to take on additional responsibility without an uplift in pay. It’s a problem with no easy solutions but bubbling frustrations.
Exclusive data from Marketing Week’s 2024 Career & Salary Survey reveals the gender pay gap for full-time workers has improved, but only by a minimal 0.5 percentage points.
With stints at LVMH, Estée Lauder and Makeup by Mario under her belt, Estrid’s first chief brand officer Nico Morga Alden’s “risk prone” approach to her career has served her well.
Women’s career progress and salaries take a dive when they become mums, not because they become less good at their job but because policies around parental leave and childcare continue to be biased.
Deeper insight and richer innovation is possible if marketers realise not everyone’s brain works in the same way.
The moment is approaching when B2B brands realise they need to invest more in brand than performance. Just look at these examples for inspiration.
If authenticity comes from within, marketers should free themselves from expectations and identify the difference between competencies and skills.
Creative campaigns and exclusive insights from across the agency landscape.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
B2B marketers have long leaned on lead generation as a way to quantify their contribution to revenue, however, with many recognising it can be a blunt measure, is there a better way for marketing to showcase its contributions?
Solving the increasing burden of responsibilities on marketers doesn’t come with any easy answers. But from increasing the profession’s presence in the boardroom to changing the culture of overwork, there are things that can be done.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.
High levels of inflation have forced many brands to lean on increased prices as a lever of sales growth. This year, growth will have to come from elsewhere, presenting marketers with a huge challenge.
Maintaining a balance between price and footfall growth is a “North Star” for the McDonald’s business, which hopes its growing loyalty scheme will help it further step up its pricing strategy.
Escaping dependence on price promotions is a tough challenge, but it’s achievable with Mark Ritson’s systematic approach.
Today’s consumers are inundated with media vying for their attention, as delegates heard at this year’s Festival of Marketing. So how can cultivating ‘fandom’ help brands cut through?
True emotional connections between brands and customers boost revenue as well as retention, but marketers need an accurate understanding of the key trigger moments.
Consumer interest in eBay’s fashion offerings skyrocketed this year, thanks to a campaign from agency DEPT that bridged TikTok, TV and everything in between.