Consumers rarely sit up and notice retailer promotions amid all the marketing noise, but with a stirring soundtrack, explosions of colour and playful use of brand codes, agency Five by Five’s creative achieved exactly that for B&Q.
Senior marketers at our roundtable sponsored by Neustar described the struggle of demonstrating marketing effectiveness, but also proved marketing is maturing by embracing the need to do it.
A no-deal Brexit would affect marketers’ day-to-day jobs significantly, particularly in staffing, data use and supply chains. Here’s what you need to know.
The final instalment in our series looks at having the right implementation in place to ensure marketers get the best out of martech in terms of value and creativity.
In the second of our three-part series, in partnership with SAP, we find teething problems are par for the course with martech and something to prepare for from the start.
In the first of Marketing Week’s new three-part series, in partnership with SAP, we chart the journey of buying marketing technology, giving marketers the guidance they need to avoid hitting dead ends.
Voice assistants are moving beyond niche products and into the mainstream, meaning they are necessary in the customer journey for more and more brands.
Large organisations that have traditionally recruited marketers from within are realising they need the new skill sets external candidates bring, but there is still value in organisational knowledge and opportunities for marketers looking to rise through the ranks.
With customer experience a focal point for businesses across all sectors, marketers shouldn’t just be looking at B2C brands for inspiration as B2B is increasingly seen to be leading the way.
The government is keen for businesses, particularly SMEs, to export goods as the UK readies to leave the EU, so what are the challenges and what role should marketing play?
A worrying trend appears to be emerging where B2B marketing influence dwindles as brands grow, resulting in marketers at big companies finding it difficult to get their message across at a senior level.
Marketing Week research sponsored by Omobono examines how B2B marketers can start driving business strategy instead of merely being told to execute it.
Customer experience may dominate marketers’ thinking, but they will never maximise its potential without collaborating with customer services staff.
No business will be immune when GDPR comes into force in six weeks and while a huge number of SMEs admit they are still unprepared, those that have got the ball rolling are starting to see positive results.
Customer expectations are continually changing, meaning brands need to offer relevant and smart personalisation across every touchpoint, but marketers at our roundtable, sponsored by Relay42, agreed it is sometimes easier said than done.