‘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.
How brands are harnessing entertainment on TikTok to drive sales
Megan TatumBrands are seeing the benefits of dropping their guard on TikTok, making authentic connections through entertaining content that not only drives awareness but also shortens the path to purchase.
How beauty marketers can reach ‘confused’ eco-conscious consumers
Megan TatumThe proportion of UK consumers that factor sustainability into their decisions when buying cosmetics and toiletries has never been higher. But, as new research by Teads reveals, major hurdles for marketers remain, from confusion to comparability to relying too heavily on social media to get their message across.
Exploring the rights and wrongs of product relaunches
Megan TatumWith statistics suggesting 60% of product relaunches fail, what does success look like and which brands are getting it right?
Brands on the rationale behind the market research renaissance
Megan TatumAs market research budgets enjoy their strongest performance since 2013, marketers discuss what the Covid-fuelled reinvestment means for brands.