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.
The digital ad industry should be defending itself.
B2B automated marketing techniques are set to take off in B2C.
Brands should learn from consumers not test them.
Brands are cutting out third parties to cultivate the customer.
Samsung played a blinder in aggressively undermining the Apple iPhone6 launch.
I was surprised by the list generated in the ‘Authentic branding’ article. I concur that many on the list are famous brands with strong emotional connections to their customers and can be assigned large monetary brand value, but I am not sure that they are truly authentic.
Broadcasters blame data collection for low audiences but slashing local content misses the point.
Next’s decision to up mail spend reflects the channel’s maturity.
All online ads should have a weighted user feedback option.
Free tea and instant discounts are more appealing.
Help your business by attending events and connecting with trade bodies.
Uncovering demand-driven insights is a key principle of innovation.