Time to throw out the default mass-marketing strategy and use time more wisely
Ricoh Europe's Caroline Bright says it is all too easy as a marketer to hit the pitfalls of mass marketing. But why would you do that when 'hyper personalisation' is working for others?
Technique
The Innovation 50: Divine Chocolate shows how Fairtrade drives sales when combined with outstanding flavour
In a move that made some wonder whether Divine Chocolate no longer believed Fairtrade mattered to consumers, the brand has successfully expanded its proposition to not just include ethical issues but great flavour too
Technique
Why Influencer Marketing is strategic, not just about the activation
With three quarters of marketers saying influencers will become more important over the next three years and increase their investment accordingly, Cure Media's Sanna Ödmark says that influencer marketing needs to be elevated to the strategy development stage
Technique
Having trouble gaining insights from your data? Here’s 5 things every CMO should know about data analytics
Almost 60 percent of marketers say that the gold mine of data they can access is leading to unimpressive results because of poor analytics processes. Here are five ways to resolve the issue
Technique
Launching a new mobile app? These 8 tips will ensure success
Apps are everywhere, we all have plenty on our phones - which is why consumers won't use yours unless you have a solid marketing plan behind it
Technique
A secret to B2B marketing in times of uncertainty
Research shows thought leadership provides outstanding ROI for sentiment and relationship building. Rachael Kinsella argues and explains how this is a powerful path for B2B marketers to make incremental gains
Technique
The Innovation 50: How Casper's mattresses disrupted the entire sleep ecosystem
The Innovation 50 is a list of the most innovative brands in marketing nominated by experts in the industry. Proof that almost any category can be disrupted, Casper has gone on to offer not just comfortable mattresses but change the way people think about a good night's sleep
Technique
The Innovation 50: KiwiRail leaves permanent memorials to the near-miss accidents on its crossings
The Innovation 50 is a list of the most innovative brands in marketing nominated by experts in the industry. With hundreds of pedestrians in New Zealand coming within moments of being hit by a train at crossings each year, Kiwi Rail had to take action. This impactful, memorable campaign that has left permanent memorials to real-life near misses, exemplifies how powerful and effective safety campaigns can be
Technique
With 77% of UK Millennials wanting to support small businesses, how should SMBs market themselves?
Small businesses are under huge strain after extended lockdowns. But research shows that one group in particular - Millennials - have tried to support small businesses through this period and even more want to do so. These three marketing tips will help SMBs reach and convert a willing audience
Technique
Eight steps to creating award-winning podcasts
Award-winning podcast creator Laura Smith shares insights into what makes a scintillating and engaging listen
Technique
