Restructuring shouldn’t always be seen as a negative – it can be used as an opportunity to address fundamental issues and reset the position of marketing in the organisation.
Marketers should borrow from the ‘duck-rabbit illusion’ when thinking about what their marketing plan is trying to achieve to ensure direct marketing activity isn’t compromised by an injection of emotion and brand-building campaigns aren’t undermined by focusing on product.
The professionalisation of marketing has brought many benefits – but that innate ability to spin a yarn to capture the attention of the board has been left in the past.
From setting the context to being clear on the question you are answering, our marketer on the inside shares how to ensure board level conversations go to plan.
There is real clarity in simplicity, but it takes hard work and awareness. Here are three simple approaches marketers can take to achieve that sometimes elusive goal.
Our marketer on the inside argues that as people move up the career ladder what they gain is often not as precious as what they leave behind.
As part of a mini-series looking at the different stages of planning, from strategy setting and targets to budget, our marketer on the inside shares how they are overcoming some of the common pitfalls.
After identifying core segments and updating the positioning for most brands over the past few months, our secret marketer has now reached the end of strategy development. Next up: setting objectives.
As part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how they are overcoming some of the common pitfalls.
As part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how they are overcoming some of the common pitfalls.
As part of a new mini-series looking at the different stages of planning, from strategy setting and targets to budget and ambition, our marketer on the inside shares how to overcome some of the common pitfalls.
Making mistakes is no bad thing. Learning from them is what will make you a better marketer.
It’s patronising to suggest marketing is just a doorway into more “grown up” or “serious” professions.
Focusing on the 3Cs of customer, creativity and cost management will help marketers navigate the stormy waters ahead.
Since the pandemic elevated the role of marketing in many organisations, marketers are facing perhaps the highest levels of scrutiny on spend, so as the new year gets into full swing, it’s the perfect opportunity to reflect on the importance of creative impact and brand building.