Nuance may be needed when measuring the effectiveness of creativity, but adopting a “show not tell approach” is putting B2B brands on the right track.
Can marketers ever be truly satisfied with effectiveness metrics, or is too much data, an obsession with accuracy and changing algorithms getting in the way?
In a volatile world where shareholders demand quick wins and squeezed consumers want short-term savings, how can marketers champion long-term thinking?
If NPD “hits all of the elements of a good marketing strategy”, why aren’t more marketers influencing innovation?
Are tactical skills under threat with teams spread thin, entry level roles becoming more generalist and the price for specialist talent rising?
With the level of marketing team restructures at a three-year high, can revamps be seen as a positive form of redeployment rather than a cover for redundancies?
While some firms are cutting senior marketing leaders, others see appointing their first CMO as a statement of intent in the pursuit of growth.
From avoiding the impulse to hire ex-colleagues to constantly engaging “passive candidates”, marketers discuss their playbook for building effective teams.
From startups recruiting generalists to corporates hiring specialist expertise, marketing teams may differ by size or industry but change is a constant.
Marketing Week’s 2024 State of B2B Marketing research reveals marketers are coming under increasing pressure to deliver.
A combination of weak consumer pressure and a lack of agreed standards means marketers are failing to prioritise cleaning up their ‘hidden’ digital emissions.
From making the CFO your “first customer” to exploring cross-functional tension, marketers should put energy into nurturing relationships with the CEO and beyond.
Fresh from appointing former Mars CMO Andrew Clarke to its board, the fashion retailer claims its “strong” brand portfolio has contributed to record sales.
Klarna claims it is reaping the rewards of embracing “practical AI” to make its business – and employees – “more efficient”.
Having boosted not only quality but – crucially – style perceptions, Marks & Spencer is to open a curated standalone clothing and beauty store in “test and learn” trial.
Retailers opting for heavy discounts on summer fashion and household goods have driven the first fall in retail prices for almost three years, but inflationary pressures remain.