Is marketing facing a soft skills crisis?
Megan TatumIn an environment dominated by deadlines and delivery, are marketers letting their soft skills suffer?
Why brands are putting TikTok at the heart of their ecommerce strategy
Megan TatumTikTok has become a key driver, not just of reach and awareness, but also conversions and sales, which is seeing it take a core role within brands’ ecommerce strategies.
How brands are harnessing entertainment on TikTok to drive sales
Megan TatumBrands are seeing the benefits of dropping their guard on TikTok, making authentic connections through entertaining content that not only drives awareness but also shortens the path to purchase.
How beauty marketers can reach ‘confused’ eco-conscious consumers
Megan TatumThe proportion of UK consumers that factor sustainability into their decisions when buying cosmetics and toiletries has never been higher. But, as new research by Teads reveals, major hurdles for marketers remain, from confusion to comparability to relying too heavily on social media to get their message across.
Exploring the rights and wrongs of product relaunches
Megan TatumWith statistics suggesting 60% of product relaunches fail, what does success look like and which brands are getting it right?
Brands on the rationale behind the market research renaissance
Megan TatumAs market research budgets enjoy their strongest performance since 2013, marketers discuss what the Covid-fuelled reinvestment means for brands.
Meet the brands using design to elevate their categories
Megan TatumFar from being content to play second fiddle to the established players, no and low alcohol brands and plant-based products are focusing on their visual identity as a means to capture market share.
All-rounders vs specialists: SMEs on the challenge of building a marketing team
Megan TatumFrom choosing ‘confident all-rounders’ and looking for external expertise, to recruiting specialists, small businesses are finding innovative ways to build their marketing teams.
How marketers are setting up teams for success in 2022
Megan TatumFrom upskilling existing teams and collaborating with other departments to exploring new ways of finding talent, marketers are working hard to ensure they have the right skills mix for what has been described as a “transition year”.
‘Sustainability is a journey’: Marketers on their mission to go green
Megan TatumAs Cop26 kicks off this week, marketers are feeling the pressure to communicate their brands’ sustainable credentials and avoid claims of greenwashing, while still delivering for customers.
Why brands are underestimating the cultural power of older women
Megan TatumAside from potentially costing them billions in lost consumer spend, brands’ failure to accurately represent the lives of older women means they are missing out on this demographic’s power as influencers on younger generations.
Meet the female marketers thriving in male-dominated sectors
Megan TatumFrom energy and transport to logistics and tech, female marketers are bringing their own style of leadership to traditionally male-dominated sectors and hoping to break down barriers for the next generation.
What skills will marketers need to face the post-pandemic world?
Megan TatumFrom nurturing a fierce curiosity in customer behaviour, to becoming more agile and honing their digital skills, marketers must be prepared to upskill if they want to futureproof their careers in 2021 and beyond.