‘Sweating the information harder’: How AI is making its mark on market research
Megan TatumFrom “pressure-testing” ideas to democratising insights, brands are balancing the benefits of using AI within market research with the need for human nuance.
‘Eroding trust’: Marketers debate the role for ‘AI-enhanced’ creative
Megan TatumAs the use of gen AI becomes widespread, could a mix of “quality, restraint and responsible use” help marketers avoid ethical issues and creative mediocrity?
‘Playing the long game’: How marketers can remove the barriers to brand investment
Megan TatumOften forced to “pick sides” in the tussle between short-term tactics and long-term growth, how can marketers ensure brand is seen as business critical?
‘Fundamental skills’: Are marketers at risk of ‘falling behind’ in the AI race?
Megan TatumAs AI rapidly takes root within business, marketers can feel like they’re running just to stand still. But, is where AI fits strategically a bigger issue than the skills gap?
‘Be their champion’: Exploring the relationships that matter to marketers
Megan TatumSales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
‘More informal, less stressful’: B2B marketers on opting for events to boost brand
Megan TatumB2B marketers see the value in using events to build customer relationships in a less pressured environment, although linking the message with social is proving popular.
‘Added complexity’: B2B marketers on drawing a ‘straight line’ between investment and outcome
Megan TatumFaced with challenges from the length of the sales cycle to the business buyer mindset, B2B marketers need to tell “compelling stories” in order to secure investment.
‘Trust runs both ways’: Has influencer marketing become more transparent?
Megan TatumThe mainstream use of Gen AI is just one reason brands and regulators must remain vigilant in a booming creator economy.
‘Every stage of the funnel’: How influencer ROI is evolving
Megan TatumFrom setting non-negotiable goals to bringing a content creator in-house, brands are exploring ever more sophisticated ways of gauging the payback of influencer marketing.
Creators vs influencers: What’s the difference?
Megan TatumCreators? Influencers? Social tastemakers? How are brands defining their influencer strategy and should they expect different results from different partners?
‘Nose in, fingers out’: Why becoming a non-exec helps marketers ‘join the dots’
Megan TatumAppointed to provide constructive challenge and big picture clarity, marketers in non-executive director roles are taking invaluable skills back to the day job.
Empathy, resilience, stamina: What are the hallmarks of a great marketing leader?
Megan TatumFrom being genuinely inquisitive and strong communicators, to having the stamina for rigorous analysis, what capabilities do effective marketing leaders require?
‘You only regret the things you didn’t do’: Marketers on the power of career breaks
Megan TatumWhether it’s exploring the opportunities of secondments or booking a one-way flight to Mexico, marketers are feeling the benefit of taking time out from corporate life.
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.