The story behind Direct Line’s ‘Fixer’ campaign

Marketing Week’s new podcast series gets under the bonnet the most effective campaigns and how they came together, starting with Direct Line’s decision to call in Winston Wolfe. In the first of a new series of podcasts on definitive and effective marketing campaigns of the past decade, Marketing Week editor Russell Parsons digs into story behind Direct Line’s ‘Fixer’ campaign. […]

Marketoonist on the evolution of new products – Marketing Week

Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy. With a subscription to Marketing Week Premium you will get full access to: > World-renowned columnists > Analysis & case studies > Exclusive leading-edge insight > Carefully curated reports & briefings from Econsultancy > Plus, much more including […]

Skyscanner rebrands in shift to more emotional marketing

Skyscanner is rebranding as it looks to “redefine” its purpose with its largest marketing investment to-date. The travel search site is updating its logo and purpose, and launching a marketing campaign as it looks to “innovate and disrupt” the travel market for the “modern and sustainable” traveller. Skyscanner’s CMO Joanna Lord, who joined the business eight months ago, tells Marketing […]

Marketers’ five step guide to achieving greater influence and impact

Influence, or more pointedly the lack of it, is consistently offered as the biggest concern among senior marketers I speak to. The CMO being reduced to the role of tactician with strategy conceived and delivered elsewhere is the most diplomatic complaint. Marketers being at the mercy of others in the organisation who believe they can do the job better than […]

Coca-Cola uses new campaign to encourage more people to recycle

Coca-Cola is launching a marketing campaign to encourage people to recycle its bottles as it attempts to reduce its environmental impact. Coca-Cola is launching a marketing campaign that aims to remind people its bottles are recyclable and encourage them to recycle. The campaign, titled ‘Round in Circles’ and created by agency Recipe, will appear in print and outdoor, with a […]

How to improve marketing’s reputation and the future of publishing

In this edition of Marketing Week Explores, we discuss how to solve marketing’s declining reputation and the media models promising to save publishing. In this edition of Marketing Week Explores, reporter Molly Fleming is joined by editor Russell Parsons and senior writer Charlotte Rogers to discuss the rise and fall of marketing’s reputation in organisations. We look at the issues […]

The top marketers in regulated industries

Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy. With a subscription to Marketing Week Premium you will get full access to: > World-renowned columnists > Analysis & case studies > Exclusive leading-edge insight > Carefully curated reports & briefings from Econsultancy > Plus, much more including […]

Essential Internet Marketing News of 2019 Which a Marketer Shall Know

When a year starts, it is high time for marketers and other related specialists to check the trending SEO news and to read plentiful articles on digital marketing news. As for the top digital marketing trends in 2019, one would better pay attention to diverse technological innovations and the lifestyle of consumers and target audience, as well as analyze their behavior and habits.

Two Main Innovations Influencing Online and SEO Trends of 2019

  1. Augmented and virtual reality is not new for digital marketing, these technologies have already been successfully used. However, in the nearest future, one will not purchase furniture from IKEA or an apartment without this tool. This digital advertising piece of news provides a consumer with the chance to see with own eyes what is bought. The technology is quite costly, however, the payback is high. It is a powerful marketing tool.
  2. In accordance with the news of digital marketing, artificial intellect has started to be widely used. The technology is used to exactly identify the preferences of the target audience and online behavioral habits. It is already successfully implemented by YouTube.

Online Marketing Trends Which are Still Relevant

The marketing news in social media is not very surprising as well. Recently, according to the news from Google SEO, video content has been highly valuable. It shall become the center of each advertising campaign. Preference should be given to short clips and videos as an audience is not likely to spend a lot of time watching content.

The News in Digital Marketing Changing the Strategies

Voice search is widely used by customers and consumers. Becoming new in brand marketing, it imposes new requirements on the content as texts have to sound like a conversational speech in stylistics.

Native advertising is a must. Almost 30% of users block ads and promoted posts on social networks. Thus, marketers and copywriters have to create such content that a consumer does not understand at first sight if it is an advertisement or just a coincidence or honest recommendation. For this reason, opinion leaders are so appreciated and have become the main advertising means and source of news in social media.

Only the brands and companies staying tuned about the news in SEO will keep the pace with innovations and adapt marketing campaigns to requirements and expectations of the target audience in 2019 and hereafter.