The Secret Marketer is one of you. He or she is an anonymous marketer in a large business, dealing with the daily trials and tribulations of proving the value of marketing, commissioning advertising and adopting new techniques to reach customers. The Secret Marketer tells Marketing Week exactly what is on his or her mind.
Brands should be using insight to better understand specific consumer behaviour.
Two big themes have emerged so far: programmatic and native.
Forget about content marketing and social for a minute and talk to your customers.
Our relationships with brands in the world seem to involve more kinds of verbal and visual language than ever before. And so much of what we see of a brand gets stripped down to the basics on small screens or brief flashes of content. In situations like those, a logo is a blunt tool, but phrasing and typography are the precision instruments.
It’s shocking that just two per cent of online retailers think personalisation is important.
News mail and door drop spend is up should not be cause for celebration.
From the allure of ad tech to the facade of social media metrics, here’s what I’ve learnt on the way.
A key reason for Tesco’s decline is a lack of customer focus.
Consumers go to the cinema 2.8 times a year.
Just how do you prepare for a marketing life in a new land?
Brands need a mix of people in leadership roles to stay responsible and relevant.
The success of gambling businesses depends largely on people not gambling responsibly.