The changing CMO role
There was once a time when all a chief marketing officer had to worry about was overseeing a company’s marketing strategy and keeping a laser focus on the marketing [...]
Features
How has Poundland’s move into skincare products affected the beauty market?
First there was Chanel No. 5. Then there was Boots No. 7. Now we have Poundland No. 6 – or simply “#6” as it prefers to be known. The progression nicely illustrates the [...]
Glastonbury 2019: What marketers can learn from the online rush
There’s no doubt that Glastonbury is the UK’s most sought-after festival, and this year was no different. Tickets to the five-day festival in Somerset went on sale in [...]
Paying by finance: Why every Millennial wants in
More often than not, you will hear stories in the news of Millennials complaining that their generation is hard done by, but can you really blame them? Unlike today’s [...]
Why predicting culture is the key to backing trends
From memes to binge-watching and clean eating to mindfulness, how we operate on a personal and individual level is the driving force behind marketing strategies for brands [...]
Keeping it real: Spotting trends on social
Nowhere is the speed of cultural change better captured than through social media. In fact, the connection between brands and consumers has never been closer than what we see [...]
Maximising sales through organic activity for Black Friday and Cyber Monday
With traffic to retail websites expected to soar over the sales period (Black Friday 2017 saw web traffic increase 150% compared to a normal sales day), it’s imperative [...]
Privacy is the new norm
Imagine a world where it’s considered ok for salespeople to follow customers out of a store and trail them from shop to shop, perhaps into a café and then from the mall to [...]
Are automotive brands accidentally alienating the female market?
Women are in the driving seat for 85% of all purchases. Yes, this includes cars and, in the US, it also includes trucks. And yet the industry as a whole seems woefully [...]
Navigating the experience conundrum
In an era where experience reigns supreme once again there is still significant confusion over what counts as a truly transformative experience and how to deliver it. Many [...]