-
Aug 5, 2024 | 
marketingweek.com | Tom Fishburne |Grace Gollasch |David Van Schaick |Charlotte Rogers
Marketoonist on the future of AI Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
-
Aug 5, 2024 | 
marketingweek.com | Niamh Carroll |Grace Gollasch |David Van Schaick |Charlotte Rogers
Price trumps brand as most important factor in purchase decisionsUK consumers rank price above brand trust as the most important factor in making purchase decisions. Over two in three (69%) UK adults view brand trust as important when making a purchase, with three-fifths (59%) stating they have been loyal to brands for “as long as they can remember”. The research is based on the spending habits of 22 million UK bank accounts, as well as a poll of 2,000 consumers.
-
Aug 5, 2024 | 
marketingweek.com | Grace Gollasch |David Van Schaick |Charlotte Rogers
It’s uncommon for the CEO to play an active role in the brand’s relationship with its creative agency. Typically, their involvement extends to the final reveal before a campaign launch or assessing marketing budgets in an annual review. However, much has been written about CMOs earning a seat at the boardroom table and the importance of forming close relationships with the CEO.
-
Aug 5, 2024 | 
marketingweek.com | Charlotte Rogers |David Van Schaick |Niamh Carroll |Russell Parsons
Challenging times call for marketers to raise their game as “business thinkers”, says marketing boss Tamara Rogers, whose team seek to avoid “death by a thousand measures”. In an environment where brands are constantly challenged to deliver growth, the relationship between the CEO and CMO is being “rekindled”, according to Haleon CMO Tamara Rogers.
-
Aug 5, 2024 | 
marketingweek.com | David Van Schaick |Charlotte Rogers |Russell Parsons
LinkedIn and Bain & Company recently released some research in which they claim B2B marketers have one job: to give the buying group permission to agree. In a group purchase, they argue, the dynamics of the group matter more than individual preference. This insight gets to the root of how enterprise B2B marketing works and, if we run with it, it gives us a useful model for thinking about effective B2B marketing.
-
Mar 15, 2024 | 
marketingweek.com | Jon Evans |Alec Fenn |Ian Burrell |David Van Schaick
They say the only certainties in life are death and taxes, but not far behind that must be the fact most new brand launches fail. Having spent most of my career marketing beverages, and more specifically launching new brands, I can tell you that creating a successful new brand is not as easy as the PowerPoint deck might have made it look. When I worked at Britvic, I reviewed every soft drink launch over the course of a decade using data from Nielsen, to see exactly how many new brands succeeded.
-
Mar 15, 2024 | 
marketingweek.com | Alec Fenn |Ian Burrell |Niamh Carroll |David Van Schaick
What does a B2B brand do? It’s a simple question with a myriad of answers but, ultimately, it comes down to one simple truth: they provide solutions to problems. Sustainability, for many businesses, is a problem that needs to be addressed so why are B2B brands so reticent to make it a core part of their positioning?
-
Mar 15, 2024 | 
marketingweek.com | Ian Burrell |Alec Fenn |David Van Schaick |Charlotte Rogers
High inflation, protracted wars in Europe and the Middle-East and pre-election uncertainty around the world are not the obvious economic conditions for going on a hiring spree. Yet, for many CMOs working in the SME sector, 2024 will be a critical year of recruitment and expansion, as smaller brands look to their marketers to deliver growth in a static business climate. “We have a clear plan in play this year,” says Rob Gill, marketing director of the car finance fintech Carmoola.
-
Mar 14, 2024 | 
marketingweek.com | Charlotte Rogers |David Van Schaick |Michaela Jefferson |Niamh Carroll
John Lewis claims it has made “significant progress” towards its strategic goals amid a swing back to profitability. The department store chain notched up £56m in pre-tax profit in the year to 27 January, up from a loss of £234m in 2022/23, success John Lewis attributes to sales growth, improved gross margin and increased productivity. The business attracted one million new customers to reach 22.6 million, with Partnership sales up 1% to £12.4bn.
-
Mar 14, 2024 | 
marketingweek.com | David Van Schaick |Helen James |Charlotte Rogers |Josh Stephenson
According to Harvard Business Review, 90% of B2B buyers go with a vendor from their day-one shortlist. It’s compelling evidence for B2B marketers to focus on salience: building positive memory structures with the right category entry points so they are front of mind when that shortlist is drawn up. But what happens next? What is marketing’s responsibility ‘beyond the shortlist’? Is the decision already made, as this stat might imply?
