Why context, not content, is king in advertising
Marketing Week PartnerIf marketers want to create digital campaigns that resonate with the right consumers, then context – be it ad placement, targeting or creative – is crucial.
If marketers want to create digital campaigns that resonate with the right consumers, then context – be it ad placement, targeting or creative – is crucial.
Customer research can help brands find new narratives that drive engagement, leads and sales, as delegates heard at the Festival of Marketing.
The international beauty giant shares the initial steps on its journey to providing a seamless, one-to-one customer experience across multiple sales channels.
Marketers can secure their business’s buy-in if their marketing strategy delivers commercial outcomes, by building strong brands that meaningfully resonate with consumers.
New research by Smartsheet analyses the benefits of hybrid work and what needs to change to make it a success.
As pandemic panic left supermarket shelves empty and delivery slots full, a new generation of grocery services began to emerge. What opportunities could these rapid grocery delivery services hold for brands?
Consumer research from GfK reveals how post-pandemic behavioural trends are playing out, and what marketers should do to adapt.
Making web accessibility standard practice expands a company’s reach to the 15% of global consumers living with a disability, as well as mitigating legal risks.
Marketers need to close the gap to data analyst colleagues in their use of predictive analytics, but need better-quality data and reporting tools first.
Consumers’ interest in electric vehicles is growing, and they’re willing to pay a premium, but few brands have built strong associations in this area.
The impact of managing your marketing spend effectively can be game-changing. It’s key not only to surviving an economic downturn, but also driving growth.
Will streaming services see the appeal of the ad-funded model? Will brands realise the targeting potential of TV? Here’s what marketers can expect this year.
Customer needs are ever-evolving, and businesses need to be adaptable and customer-centric in order to avoid being left behind.
The pandemic-driven acceleration of B2B marketing transformation has undoubtedly raised expectations for digital engagement. In this podcast we examine what the B2B buyer journey looks like now and where it could go in 2022 and beyond.
Brands need the right insights to devise a winning strategy that attracts and retains more customers – driving volume sales, premiumisation or both.