Navigating the many challenges of today’s marketing landscape has certainly tested marketer’s ability to deliver value and be seen as a key contributor to the bottom-line.
Yet, the past twelve months has seen brand marketers and agencies struggle to deal with issues around a lack of transparency and trust when it comes to data and value. With marketing often the largest indirect spend category in a business and budgets tightening, the pressure is on for marketing to achieve more with less while still being as innovative and efficient as possible.
So where to start? With marketing departments looking externally for expertise to help them meet the demands of both their customers and the business, how can they successfully balance innovation and creativity at a reasonable cost while delivering greater marketing effectiveness? Cue procurement.
While the two functions can often sit on opposing sides of the same fence, procurement’s analytical skills and strategic process driven decision-making is what marketers need to support them in the hunt for greater value. So how do we bridge the gap between the two functions and ensure stronger marketing and procurement alignment?
International Women’s Day is upon us with many brands, global corporations, local communities, charities and sports teams all joining the #pressforprogress movement.
The last 12 months has seen a spotlight shone on gender equality with global movements such as #MeToo #TimesUp #IStandWithCarrie and the Women’s March raising awareness of the importance of issues regarding equality. Here are some of our favourite International Women’s Day campaigns so far:
The healthcare industry is fast-paced and patients are increasingly adopting consumer like behaviour as they hunt for their own healthcare answers. The industry presents many unique challenges that push healthcare marketers to think of new ways to market services and products.
Retail marketing is always evolving with new technologies and changing customer needs forcing retailers and brands to adapt quickly or face extinction. Here's what you need to know about the five trends that are changing the shape of shopper marketing and setting the pace in this new era.
The term “frugal innovation” describes a significant shift occurring in the business world: the drive to deliver high-quality products and services at affordable prices.
In marketing, it often means working smarter with fewer resources, and though it was first coined in reference to products designed for low-income consumers in developing countries, the idea has taken root as a guiding principle for marketers the world over looking to improve the customer experience.
For many of them, the need to do more with less is hardly an idle concern: a survey of global marketers showed only 52% planned to increase marketing budgets last year, the lowest proportion since 2012. A separate survey of US marketers showed spend on international marketing dropping from 22% of overall marketing budget to 17% from February to August of last year.
Yet the number of channels marketers must address continues to grow. The need for transparency and marketing efficiency is clear. How are marketers planning to work smarter and do more with less?