Marketing Week editor-in-chief Russell Parsons talks with former Mastercard brand chief and now Royal Mail’s top marketer Ben Rhodes about rallying staff around a purpose, the importance of insight, setting strategy and meeting the challenges and changes that lie ahead.
For those responsible for marketing physical spaces and events, lockdown has been a tough gig.
It’s one thing to use digital content and experiences to acquire customers, build brand loyalty or enhance the physical interaction; it’s a different ball game when the ‘main event’ sitting at the centre of the customer engagement is no longer possible, leaving marketers with the responsibility of creating a digital version of the experience.
Studies suggest that customers typically respond better to a personal and informal tone of voice, which is why many brands strive to sound ‘human’ in their communications.
However, merely sounding human is not always effective, particularly if a brand is delivering irrelevant and insensitive marketing at the same time. This is where ‘thoughtful marketing’ comes in – a concept championed by ecommerce flower company Bloom & Wild.
An in-depth look at how artificial intelligence and machine learning are currently influencing the ways brands segment, target and communicate with consumers - and the dangers of using them wrongly. Part of a three-part podcast series created by Marketing Week, Creative Review and Econsultancy and sponsored by Facebook.
Fred Krieger is Founder and CEO of Scoro, which provides work management software – a particularly topical SaaS solution. We caught up with Krieger to find out how the company is adapting.
Social Media Advertising Best Practice Guide An overview of social media channels and the most pressing considerations for marketers seeking value from social media advertising.
