‘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.
Meet the brands using design to elevate their categories
Megan TatumFar from being content to play second fiddle to the established players, no and low alcohol brands and plant-based products are focusing on their visual identity as a means to capture market share.
All-rounders vs specialists: SMEs on the challenge of building a marketing team
Megan TatumFrom choosing ‘confident all-rounders’ and looking for external expertise, to recruiting specialists, small businesses are finding innovative ways to build their marketing teams.
How marketers are setting up teams for success in 2022
Megan TatumFrom upskilling existing teams and collaborating with other departments to exploring new ways of finding talent, marketers are working hard to ensure they have the right skills mix for what has been described as a “transition year”.