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How brands like Disney tell business stories with data
A visit to the cinema, a browse across the breaking news pages, a purchase on an ecommerce site: all interactions that can be converted into data or metadata and then processed and analysed. Yet data...
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Why brands are creating ‘social contracts’ to build trust around data use
Data analysis is central to businesses that need to stay competitive through enhanced knowledge of consumer behaviour and preferences yet there is limited confidence in the current state of the data...
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Agency relationships: Keys to a happy marriage
The panel: (l-r below) Barnaby Dawe, chief marketing officer at Harper CollinsJavier Diez-Aguirre, director of corporate communications for Ricoh EMEAKristof Fahy, chief marketing officer at William...
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Women in the boardroom: Natural leaders
In the FTSE100, not a single woman was appointed as an executive to the board in the past year – a fact that Cherie Booth pointed out earlier this month at an Evening Standard event. This is...
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Meet the young ringleaders
Party plan: field marketing and online will be used to launch WWE’s 13 gameA flypast by the Red Arrows, young men dressed as World War Two fighter pilots jumping into the cockpit of Spitfires and a...
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Prestige beauty is in the eye of the in-store beholder
Harvey Nichols hopes to bring glamour to its new Beauty BazaarAnchored by a champagne bar and set over three floors in its Liverpool department store, Harvey Nichols’ new Beauty Bazaar emporium...
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Smart, Savvy and Synced: the Constantly Connected Customer
It is a sunny June afternoon during ‘World Cup Fever’, and an enthusiastic football fan, heady with the promise of England’s chances, draws up in the car park of his local Tesco. His phone whistles...
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How brands can make a big noise with a small budget
Prostate Cancer UK’s Men United campaign is a good example of resourceful marketingTwo friends sit at a corner table in an atmospheric boozer. There’s a bit of banter, an appreciation of the...
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How to build a marketing function fit for the future
Technology is transforming the role of marketing like never before. From the rise of the multi-screen population and expectations around multichannel to the growth in smart homes and the shift towards...
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Why data must be the driver for business transformation
Marylebone Cricket Club sent personalised emails to segments of its consumer database, generating over 20,000 ticket sales‘Digital transformation’ has been a key buzzword of the past couple of years,...
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Six leadership skills you can gain from volunteering
“I began my career as a barista almost 17 years ago and today, I lead a team to deliver marketing plans and creative assets for Starbucks in the UK and beyond,” says Jimmy Curtis, senior marketing...
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Data storytelling in action: BA and Coral share their insight
In the age of the customer, forward thinking brands are harnessing data for a number of winning business initiatives. High levels of conversions, increased loyalty and superior retention all add...
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Three ways to use programmatic for brand objectives
Programmatic buying, which uses audience data to place targeted advertising across multiple media properties, presents marketers with a significant opportunity. Done in the right way – with the right...
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Key trends that should define every brand’s data story
Clare Phillips, head of brand and audience planning, ITV Data visualisation “How often in the past did the implications of data get lost because of people’s natural aversion to being confronted by...
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Pernod Ricard, O2 and Samsung on the next level of programmatic
Andrew Wynd at Samsung, Dan Michelson at O2 and Thibaut Portal at Pernod RicardDefine your approach to Programmatic? Wynd: We have been exploring programmatic since 2012 with encouraging results and...
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How to build storytelling into your video strategy
We are witnessing an explosion of video across the digital sphere, a startling trend reinforced by Cisco’s prediction that 69% of all consumer internet traffic will be video-based by 2017. Brands...
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How to keep on the right side of data regulation
Mondelez was rapped by the ASA in 2014 for using vloggers Thomas Ridgewell (image below) and Phil and Dan (above)The size of the digital marketing opportunity for brands is vast. As the digital sphere...
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How to embrace creativity in the programmatic age
The Your Style Sorted campaign featured a five model shoot showing different style personas and asked the viewer to take a quiz to see four trends for AW15 tailored to them.Programmatic in Vogue If...
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How to prevent a client-agency catastrophe
The relationship between brands and their agencies is coming into sharp focus as budgets get leaner, technology evolves, channels fragment and consumer dominance rises. As brand owners strive to stay...
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What are the basic principles for a good agency relationship?
Barnaby Dawe, global CMO, Just Eat Trust, transparency and mutual respect. Make sure your briefing process and the briefs themselves are clear and to-the-point. Give your agency as much access to your...
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Don’t let technology dictate your customer strategy when selecting a data...
Consumer interactions with brands are constantly evolving and the data trails they leave behind are growing longer and longer. As such, data management technology is now a requirement for most...
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How brands are using artificial intelligence to enhance customer experience
Artificial intelligence has been around since 1956 and has made some giant leaps in that time: beating the best human at chess, the best human at US gameshow Jeopardy and recently beating the best...
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Why transparency in data is key to building trust
When former ITV marketer Julia Porter joined Guardian news and Media in 2012 the brand was beset with difficulties. Revenue streams from its print circulation were in decline and it faced problems in...
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How to measure the success of digital marketing across devices and platforms
Nectar UK urges brands to remember that customer trust is key when linking up digital metricsMeasuring the effectiveness of digital campaigns is an integral part of engaging, exciting and efficient...
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eHarmony’s Romain Bertrand on measuring performance and path to purchase
What are the challenges you face with measuring digital marketing? There are multiples challenges and new ones appearing all the time. They include attribution, tools, expertise and transparency....
View ArticleHow to create compelling data stories
Marketing Week’s Data Storytelling Awards are back for a second year, with entries open until 19 July. We asked some of the judges to give us their views on what makes an outstanding Data Storytelling...
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Top marketers on the future of programmatic
New tech is ramping up efficiency for marketers in all areas, not least the advertising space. Programmatic display advertising allows brands to target adverts on a more granular level to specific...
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How ‘people-based marketing’ is redefining effectiveness in programmatic ad...
Credit card brand MBNA has focused on buying social media ads programmaticallyNic Travis, vice-president and head of digital marketing at credit card company MBNA, will speak at Marketing Week and...
View ArticleReal-time outdoor ads are key in search for missing people, says charity...
Missing People’s director of fundraising and communications Ross Miller says programmatic buying has allowed the charity to increase its impact of its out-of-home (OOH) advertising by targeting...
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Is improving staff wellbeing the secret to brand health?
As businesses seek to tackle the costs of work-related stress, the corporate landscape is becoming ever-more mindful of the wellbeing of staff. A growing number of companies are also realising that...
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How brands are using colour to influence purchase decisions and change...
Colour conveys emotion faster than words. The relationship between colour and brand identity must be carefully constructed but used well it can be a critical component in any branding toolkit....
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How to embed gender equality in the marketing industry
At the moment, women are poorly represented on corporate boards; hold less than a fifth of senior roles at UK companies and experience an average gender pay gap of 14%. Marketing Week’s Career and...
View ArticleHow brands can weave social media into the customer journey
The post How brands can weave social media into the customer journey appeared first on Marketing Week.
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Why marketers want to leave their job and what will make them stay
The marketing landscape may have changed significantly during the 20 years Marketing Week has published its annual Career and Salary Survey but how much has working in the industry? The gender pay gap...
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The best paid sectors and the persistent pay gap: What 20 years of Salary...
Those working in marketing over the past two decades will have witnessed a huge number of changes, from the rise of technology and digital disruption to changing consumer attitudes. But when it comes...
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The Future Marketing Organisation: Filling the data skills gap
Game changing technology has altered the business and marketing landscape forever, so that data dexterity is now essential for those who want to thrive. However, new research by Marketing Week...
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The Future Marketing Organisation: Building a customer-centric business model
Most marketers believe their brands need a customer-centric business model in order to succeed, and that optimising the customer experience is the biggest priority for the profession. Yet according to...
View ArticleHow customer experience impacts the bottom line
The post How customer experience impacts the bottom line appeared first on Marketing Week.
View ArticleMarketing in the age of intelligence
The post Marketing in the age of intelligence appeared first on Marketing Week.
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How to improve customer experience through internal communication
While they seek to deliver marketing that is both meaningful for consumers and profitable for brands, today’s marketers are working within a discipline undergoing a fundamental transformation. As...
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