If employees think that marketing is a job done only in one department, the company is heading for trouble, says former Porsche MD Kevin Gaskell, who believes that everything the customer touches relates to marketing and needs to be done well. He says ‘inspired leaders’ recognise the importance of every single interaction and build that idea into the business.
Do you use a celebrity or the girl next door to share your marketing message and win share of voice within your target marketplace? The tone you take is telling, as research shows, says Stephanie Ciccarelli.
Facebook and Google increasingly dominate the time people spend online and there are both pros and cons in this web duopoly. Verto Analytics’ Dr Hannu Verkasalo spells out the implications for data-driven marketers of having two such powerful internet giants.
Advertising with a social consciousness – putting human welfare above profits – has gathered momentum, with societal marketing becoming mainstream. Mike Alhadeff focuses on disability and how marketers have been displaying sensitivity and a conscience, especially since London 2012.
Correctly analysing customer data is part of modern marketing strategy. But understanding marketing data and viewing it clearly is not always achievable. Author Steve Wexler explains how to simplify the task.
Whether B2B, B2C, Enterprise, SMB or a start-up, sports sponsorship is important to marketing strategy, says Ishveen Anand. Here, she explores how sponsorship has primarily been viewed as a channel reserved for the biggest brands with the biggest budgets – but she calls for a recount, showing how smaller brands can successfully take part in sports marketing.
One was a masterclass and one a bit of a mess: Burger King and Walkers, their risk-taking personalisation strategies and their campaign results, are explored here. But marketers, be warned: learn from these experts, but be cautious – assess all potential outcomes (and don’t underestimate the quick-witted public) – before rolling out risky advertising.
Nearly half of online ads served aren’t delivered to the audience that advertisers intended, with campaigns particularly struggling to target women. So what can marketers do to improve targeting and digital campaign accuracy?
New regulations come into force next May around data consent, but what will be the marketing consequences of GDPR? Robert Howells makes some predictions on who will benefit and who will struggle with the effects of GDPR.
The power of data and the dangers to business if marketers continue to misuse data by delivering bad customer experiences were discussed at a recent conference: Data experts agreed how vital it is to use data effectively.