Finding the best measure of success for content marketing
The importance of content marketing continues to rise for many brands but knowing how to measure effectiveness remains an issue.
The importance of content marketing continues to rise for many brands but knowing how to measure effectiveness remains an issue.
The emergence of content marketing as a separate discipline has distracted marketers from their real job of communicating with customers and selling stuff.
After Marketing Week columnist Mark Ritson called into question the validity of content marketing as a discipline, a range of senior marketers have their say.
Facebook has been overstating a number of key measurements, but says it is working to fix the problems.
Inclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price elasticity.
Marketing boss Richard Warren claims boards see advertising as a running cost, meaning marketers shouldn’t “cloak” campaigns in the word “investment”.
Overall digital advertising spend grew 11% in 2023 to £29.6bn, according to data from IAB and PwC.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.