Justify budget requests with a solid set of projections
Grace KiteRunning the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.
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Nearly half of podcast listeners choose to skip ads
Chris SutcliffeResearch from YouGov suggests more than two in five podcast listeners are avoiding advertising entirely, while just 14% say they find them unintrusive.
Sky Sports ramps up spend for its ‘biggest ever’ Women’s Super League campaign
Molly InnesSky Sports’ viewing figures for the WSL grew 45% last season, and it is keen to capitalise on this by making its biggest investment behind the league to date.
William Hill owner: Marketing efficiency strategy is driving ‘short-term’ revenue decline
Niamh Carroll888 Holdings, which owns brands including William Hill and 888Casino, has downgraded its revenue expectations for its current quarter, citing the impact of its marketing efficiency push and UK regulation changes as partial drivers.
The ‘circles of doom’: Quantifying the misalignment of B2B marketing and sales
Jon LombardoMarketing can only generate an effective pipeline if it targets the same buyers as sales, but new research shows the overlap – even between brand and demand marketing – is often shockingly small.
‘It should be exciting’: Marketers on embracing the challenges of budgeting season
Molly InnesBudgeting and planning season may sometimes feel like fighting a losing battle for marketers, but it should be a moment to reflect and press forward, according to former marketing leaders.
Pinterest ups focus on brand as is looks to drive user growth and retention
Chris SutcliffeThe interest-led social network is looking to experiential, social and partnerships to reinvigorate its audience.
EA Sports on ditching FIFA and having to rebrand its most popular game
Josh StephensonEA Sports’ top marketer on what goes into rebranding a product with 30 years of heritage – and how utilising strong partnerships and data brought it to life.
The best way to get buy-in for investment? Remove every reason to say no
Jon EvansFor those facing tricky budget negotiations or trying to get innovation green-lit there’s no silver bullet to success, but there is plenty you can do to maximise the chance of sign-off.
Asos’s sales down as drag from promotional marketing continues
Chris SutcliffeThe online retailer says it has progressed towards its strategic goals but remains exposed to overreliance on promotion and returns.
PZ Cussons reports third consecutive year of revenue growth amid brand push
Josh StephensonThe hygiene business saw growth slow in the UK as the bathing and washing category declined but kept investment in its brand marketing high.
Marketoonist on marketing ROI
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘Change is painful’: Can marketers cushion the blow of retailers charging for returns?
Molly InnesRetailers, such as H&M, are increasingly beginning to charge for returns, which isn’t going down well with consumers. So what can marketers do to mitigate the impact?
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Scientific findings should be replicated somewhere other than PowerPoint
Helen EdwardsMarketers too readily accept and share the findings of behavioural ‘science’, when they should be demanding the sources and challenging the contexts.
Unravelling Babel’s tongue: AI within transcreation
Rik GrantAI has potential in ad translation, but creative copywriters still beat it at transcreation – adapting messages between languages with the right tone and context.