A rallying cry for the open internet
Marketing Week PartnerTo know and grow their audiences online, advertisers must look beyond the “walled gardens” and make use of emerging solutions that illuminate consumer behaviour across the open internet.
How De Beers combines art and science to reach new audiences
Marketing Week PartnerThe jewellery brand wants to appeal to a new generation by communicating its brand purpose of ‘brilliance’ through separate storytelling and marketing effectiveness teams.
How brands are planning to grow direct-to-consumer sales in 2022
Marketing Week PartnerAt a Festival of Marketing virtual roundtable, marketers acknowledged direct-to-consumer sales could be a boon to brands as shopping behaviour shifts, but the offerings need to be relevant and add value for consumers.
Why TfL took to podcasts to start a conversation
Marketing Week PartnerAt the Festival of Marketing, the audience heard how the long-form properties of podcasting drove Transport for London to make podcast sponsorship a vital part of the communications strategy for its ‘#TogetherAgainstHate’ campaign
How marketers are reshaping culture and collaboration for a post-pandemic era
Marketing Week PartnerFor 75% of marketers, the pandemic has permanently shifted how they communicate and collaborate at work, according to the seventh edition of Salesforce’s ‘State of Marketing’ report. At the Festival of Marketing, senior marketers from Metro Bank and Just Eat shared how they are overcoming new challenges and realising new opportunities.
How marketers must manage the changing dynamics of measurement in the age of streaming
Marketing Week PartnerDespite the explosion in digital content consumption and associated data, it’s becoming harder to measure campaign performance across channels in the digital age. Marketers need to compensate by combining data sets and reskilling themselves in techniques such as copy testing.
How brand partnerships have helped English Heritage bring history to life
Marketing Week PartnerLinking with brands, such as Country Life and Tesco Clubcard, allows both English Heritage and its partners to increase awareness, reach new customers and generate incremental revenue.
How to create effective customer engagement and personalisation at scale
Marketing Week PartnerAs Covid-19 restrictions lift, and customers and companies alike begin navigating the ‘next normal’, effective customer engagement strategies will be integral to brands being able to deliver value. To prepare, check out these best practices and key takeaways from the Braze Connection Hub.
How Givaudan Active Beauty has grown globally by remaining locally-minded
Marketing Week PartnerUnderstanding cultural differences through research has made Givaudan Active Beauty’s international expansion faster, easier and more impactful.
How going back to school can give marketers a mid-career boost
Marketing Week PartnerBeing mid-way through a career is no impediment to furthering your education, adding to your career potential and creating value for your organisation with an online Master’s.
If brand growth matters to you, it’s time to put mobile first
Marketing Week PartnerVideo advertising created for high-quality mobile environments is key to effective marketing as daily mobile use continues to surge.
Online advertising needs to transition from tracking to smarter context
Marketing Week PartnerMachine learning technology will power a revolution in advertising targeting and measurement that will allow brands to reach audiences while respecting privacy.
The next normal: How travel brands can chart the journey forward from Covid-19
Marketing Week PartnerThe global coronavirus pandemic impacted nearly every industry on Earth, but few as intensely as travel and hospitality.
Marketing That Matters: How to use automation to grow a category
Marketing Week PartnerSenior marketers at Ancestry explain how the genealogy site has connected with a growing contingent of budding historians to “bring their backstory to life”, using techniques like automation and the ‘long tail’ of Search marketing.
How Oddbox mastered national expansion while cutting campaign costs
Marketing Week PartnerGetting a handle on existing brand awareness made launching into three new UK regions cheaper and more effective.