With all the buzz around DMPs where do you start a search for a data platform, especially when tools and providers are proliferating constantly? Marketing Week guides you onto the right path.
While most agree that video viewability needs to be regulated, many brand advertisers are dissatisfied with the proposed industry standard, but no matter which metric is used, publishers must ensure it stands up to scrutiny and delivers value for money.
Customers’ paths to purchase differ widely between brands and sectors, but as Marketing Week’s panel finds, some best practice is universal and always proceeds from the same starting point: put the customer first.
Graduating and starting work shouldn’t be the end of your marketing training, especially with new technologies, practices and skills gaps arising all the time, but young marketers must take advantage of learning opportunities and make some for themselves.
We hadn’t done a lot of traditional marketing or storytelling. Design has impacted the way we evolved our product, how we thought about building the brand and that has really differentiated us. We really focus on authenticity and how we marry design with intention. It’s honest, sometimes provocative and that’s what we’re about. In reality, […]
The most successful startups aren’t shy about being forward, but their branding has to be immediately arresting and recognisable despite the lack of heritage and history. So what design tricks do startups use and what can established brands learn from them?
Programmatic has opened up new opportunities for hyper-relevant advertising but it is also presenting brands with some sticky situations. None occupies digital marketers more at present than ad fraud.
Native advertising is an in-vogue phrase, but how do brands distinguish themselves from the crowd and reach key audiences while also providing useful content that builds trust with consumers?
Young marketers, like any young professionals, will inevitably be caught between wanting to make an impact and doing assigned tasks in a dependable manner. So what are the best ways to get noticed for the right reasons?
Using segmentation, brand-driven strategy and targeted promotional mechanics means brands can avoid a race to the bottom, even as ever-deepening discounts vie for consumers’ attention.
From discovering deeper insight into customer behaviour to tracking across channels and devices to pinpoint the all-important trigger point in consideration, Marketing Week assembled a group of CRM and marketing professionals to shed some light on the customer journey to purchase.
Do agencies adequately serve their clients, should they be providers of expertise and what defines a good agency experience? Senior marketers express their opinions at Marketing Week’s roundtable.
Our panel of experts discusses how new technologies and ideologies are changing the remit of marketing roles.
A new study indicates that using price cuts to encourage brand switching is diminishing while the influence of incentives within loyalty schemes is growing.
Hot on the heels of Morrisons’ announcement that it is moving its proposition closer to discounters Lidl and Aldi comes the news that Tesco is reorganising its marketing C-suite.