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 […]

10 sessions you won’t want to miss at the Festival of Marketing – Marketing Week

The Festival of Marketing (10-11 October) promises to bring to life some of the most exciting marketing debates over two days, with some of the biggest names in the industry. Marketing Week’s Strategy and Leadership stage, for example, will be packed with content around effectiveness, innovation and the future of marketing. But with hundreds of speakers from top brands across […]

E.ON claims brands ‘must have an opinion’ as it launches campaign to tackle pollution – Marketing Week

E.ON is using its marketing to tackle climate change and differentiate in the energy sector, with the brand suggesting that in order to survive it must “have an opinion”. Speaking to Marketing Week, Scott Somerville, E.ON’s head of advertising, PR and campaigns, says: “In this world, everyone has an opinion and everyone has a point of view, and we can’t escape […]

Next opts for targeting over mass reach to boost sales

Next is cutting its investment in ‘non-digital’ advertising in favour of digital as it looks to reach online customers who are more likely to convert. Next doesn’t believe that its decision to spend a growing proportion of its marketing spend in digital channels has impacted brand awareness in the UK, nor does it believe brand advertising will help to grow […]

How Mastercard’s ‘Priceless’ campaign became part of the brand DNA

In the late 1990s, Mastercard needed a long-term marketing platform to help reboot the brand, which was on a “burning platform” in the US. But while Mastercard knew it was on to a winner with ‘Priceless’, no one foresaw it still being part of the brand’s DNA 22 years later. “There are some things money can’t buy. For everything else […]

The key attributes of DTC consumers

Shoppers of direct-to-consumer brands are more affluent, have higher expectations and display different media behaviour to the general online population, according to new research The market for direct-to-consumer (DTC) brands has been growing rapidly in recent years. And while much has been written about the brands themselves there has been less information about the key attributes of the consumers buying […]

The top online and disruptor marketers

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.