Marketers have used funnels for decades to map customers along the buying cycle: from top to middle to bottom. This approach can be helpful, but customers aren’t cattle and they increasingly no longer follow funnels. Customer journeys are more multichannel than ever before and the marketing rule of seven dictates that, for a brand to […]
Information overload. It is impacting consumers and marketers alike, and making retail marketing even more challenging than before. The average customer journey now involves between 20 to 500 touchpoints, according to 2018 data from Google. Data scientists and media analysts now believe the average consumer attention span is just a mere eight seconds. The rate […]
If you’re going to successfully hire a high-performing marketing team, it’s essential to be strategic in your approach. Hiring is time-consuming and can be expensive, so it’s important that you get it right the first time. Here are some areas to consider: 1. Focus on diversity A successful marketing team is invariably a diverse marketing […]
Creating content can be expensive and time-consuming – but it’s well worth the effort involved. The problem is many businesses don’t realise the content they’ve already produced could be working even harder than it already is. Here are nine ways to get more out of your existing content. 1. Repurpose for social media Remember: your […]
It seems like every day there’s a new trend in marketing: whether it’s NFTs or unfounded claims that entire channels are ‘dead’. It can be difficult, particularly for new marketers or those in small teams to resist the allure of the next shiny thing, particularly when it’s gaining a lot of traction in the media […]
According to research by HubSpot, 82% of marketers actively use content marketing. Since the beginning of time, humans have gravitated towards people who can tell great stories. Content marketing involves a brand using the power of storytelling to build long-term relationships with customers. But in a world where attention is at a premium, how do […]
Through our extensive network of retail leaders and our unrivalled knowledge of the sector, Retail Week Connect helps a broad range of companies target retailers with thought-provoking content marketing. In this blog, we’ve highlighted some examples of great content-marketing campaigns targeting retailers that we’ve developed in the past 12 months and the reasons we liked […]
Marketing isn’t easy. You’re pulled in so many different directions and everyone thinks they know best. In this blog post, we’re going to share the critical steps that a marketer should take to get out of execution mode and become more strategic. We’ll give you an answer as to why you’re doing something in a […]
According to Jim Collins, US researcher, author, speaker and consultant: “Highly visionary companies… do not oppress themselves with what we call the ‘Tyranny of the Or’… the ‘Tyranny of the Or’ pushes people to believe that things must be either A or B, but not both… instead, highly visionary companies liberate themselves with the ‘Genius […]
Social media has the power to make or break brands, so having the right online strategy is crucial. It’s a well-known fact that platforms such as Instagram, Facebook, Twitter and YouTube, as well as WeChat and Weibo in China, are essential for getting products in front of consumers, driving engagement and winning spend. But creating […]