Marketers must embrace technology colleagues’ expertise so both work together for the customer rather than independently for themselves, according to senior executives at Marketing Week’s roundtable event.
As data explodes across all sectors, the role of analytics grows in importance, meaning marketers have a responsibility both to connect it to business outcomes and preserve consumer trust.
Unless businesses build an exceptional experience around their brands, they risk losing the all-important loyalty of their customers, which can now be translated into measurable commercial value.
Marketing Week research, in partnership with MiQ, shows brands will need to change their internal structures if they are to realise the customer-centric business models marketers aspire to create.
Marketing Week research, in partnership with MiQ, reveals an alarming data skills shortage in the industry, so how can marketing leaders both attract and retain the right talent?
The marketing industry has changed significantly since Marketing Week launched its Career and Salary Survey in 1998, but when it comes to the best (and worst) paid sectors and equal pay, the results are fairly consistent.
Staff turnover has been consistently high since Marketing Week launched its Career and Salary Survey 20 years ago, but the reasons for moving job have changed as work-life balance moves up the agenda.
As International Women’s Day approaches, we explore how businesses in the marketing sector can enable women to fulfil their potential and achieve gender equality in the workplace.
As well as being a brand shorthand for consumers colour communicates at a more subliminal level and can even impact the bottom line if used correctly.
As the trend for wellbeing in the workplace gains traction, brands are realising the intrinsic link between a happy workforce and a happy customer.
Consumers fears over data use are not fading so in order to build trust brands are creating a ‘contract’ with customers that enables them to take more control.
At Marketing Week’s Data Storytelling Conference on 1 November, attendees will hear from the likes of Disney, eBay and The Telegraph on how brands can set up their data systems and processes to derive business-changing marketing insights. The three brands gave us a preview of their presentations.
Charity Missing People helps to find more than 2,000 vulnerable children and adults each year. Ross Miller, director of fundraising and communications, shares his insights on programmatic out-of-home advertising and reveals Pokémon Go could be the next tool in the search for those who go missing.
MBNA’s Nic Travis says programmatic advertising has made media buying more transparent, while focusing on audiences – particularly on Facebook – removes the uncertainty of cross-device tracking.