Ad hoc use of genAI won’t deliver strategic benefits
Ben DavisMarketers and sales execs blithely experimenting with genAI risk repeating CRM mistakes of the past, where companies lost potentially valuable data capture opportunities.
Lastminute.com looks to ‘own its name’ by injecting humour back into the brand
Grace GollaschAs part of its new brand strategy, Lastminute.com hopes to position itself as the go-to place for last minute deals in a “very competitive” travel landscape.
What does Gen AI mean for marketers’ approach to SEO?
Rebecca SentanceGenerative AI tools have made it easier than ever to create content at scale – giving rise to new opportunities for spam and content farming. What is Google doing to stay on top of the issue, and what does it all mean for SEO?
‘We taser them’: Liquid Death on turning hate comments into content
Grace GollaschEmbracing its “entertainment-first marketing” strategy, the brand takes an unconventional approach to hate comments – turning them into content.
Brands focusing on ‘social’ media are making us more antisocial
Andrew TenzerDespite the name, social media makes people less connected with their communities. Brands should focus more on bringing them together in the real world.
The internet will soon need warnings for AI-generated content
Mark RitsonAI’s strength is automating high-volume, short-term marketing activity, which means social media could become a cesspool of synthetic content.
UK public views misinformation as more concerning than AI-generated content
Grace GollaschAccording to a YouGov survey, 81% of respondents are concerned about the trustworthiness of online content, compared to 73% who are concerned about the prevalence of AI-generated content.
Retail media spend up 12% in 2023 as digital landscape shifts
Molly InnesOverall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
The great day of third-party cookie anger has come and who can stand upright?
Grace KiteSee the cookie apocalypse as an opportunity to ditch flawed forms of measurement in a quest for greater accuracy.
‘No substitute for truth-led ideas’: What AI means for marketing creativity
Matthew ValentineAI: Beyond the Hype. Is there a role for AI in creative “co-creation” that is both effective and ethical?
Marketoonist on the future of search
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketers prioritise own data as ‘illusion of control’ from third-party cookies vanishes
Chris SutcliffeAfter many delays Google is finally transitioning users away from third-party cookies – but some brand marketers are still scrambling to keep up.
How Cadbury’s multichannel mantra delivered £230m in revenue
Marketing Week ReportersFrom interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.
Why TikTok campaigns aren’t just for Christmas
Marketing Week PartnerWith the right TikTok strategy, your brand can reach a highly engaged audience primed to spend their post-Christmas cash.
How ‘clean rooms’ are delivering privacy-safe solutions for advertisers
Marketing Week PartnerWith customer journeys growing more complex just as third-party insights become more elusive, ‘data clean rooms’ are helping advertisers plan, optimise and measure their impact. Here’s how.