Marketing is both an art and a science. It requires acute attention to detail, in-depth analysis, an understanding of mass psychology and a level of creative thinking that not many people possess. There are, however, several things that the best marketers all have in common. Below, eight members of Young […]
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Why Marketers Are Returning to Traditional Advertising
Digital marketing technologies and their ecosystems have dominated growth in marketing budgets for over a decade. As consumers have shifted their attention from stationary media to perpetual media on the go, traditional advertising lost some of its appeal. In turn, marketers pivoted investments from television, radio, newspaper, events, and outdoor […]
Why marketers have to rethink their approach to storytelling
For some reason, fewer and fewer ads rise to the occasion. Watch live sports or an awards show with a teenager sometime, then count how many times you hear the word “lame” during every commercial break. When they laugh, it’s for good reason, and sometimes that’s because of an ad, […]
8 Free Courses For Writers & Content Marketers
Increasing online competition and advancements in search technologies mean that writing content is about more than just having a solid grasp of the English language. Great content that performs well takes into account a variety of marketing factors that not even the most seasoned writers are necessarily familiar with. Before […]
SXSW Health 2022: Marketers’ must-see lists
For the first time since 2019, SXSW is back in person – and with it returns the much-anticipated health track, which has charted out an ambitious, innovation-minded agenda. Notable speakers include U.S. Surgeon General Dr. Vivek Murthy, who will discuss the importance of rebuilding trust in public health; Pfizer CEO […]
How and why marketers should put up prices
My PhD thesis was about advertising. Specifically, supplementing the question ‘What does advertising do to consumers?’ with the additional perspective of ‘What do consumers do with advertising?’. My brilliant PhD supervisor, Professor Richard Elliott, wanted me to use ethnography to watch kids as they used and applied advertising in their […]
Everything marketers need to know about sonic branding in 2022
Have you ever wondered what you would sound like if you were a melody? Do you suspect your favourite cheese brand would have strident tones of sauciness if it could talk? How about your Xbox – have you ever paid attention to the ding it makes every time you choose […]
Marketing’s opportunity is huge, marketers just need to believe
Source: Shutterstock To state the bleedin’ obvious – the last two years have been mightily disruptive. Two years ago, many of you would have been reduced to expletive strewn incredulity on regular occasions, a state that developed into shades of optimism and despair in 2021. After the ‘WTF’ of 2020 […]
Why B2B marketers must attack the metaverse right now
Business-to-business marketers were slow to adopt digital platforms. Some were tortoise slow. Now with the metaverse suddenly thrust upon them, how should they be reacting? With most experts agreeing that a wait-and-see approach will just be history repeating itself, The Drum explores how and where B2B marketers should get involved […]
Marketers shouldn’t oversimplify the arguments
Investor Terry Smith criticised Unilever’s ‘obsession’ with the purpose of brands such as Hellman’s We ended 2021 with the furore that surrounded Peter Field’s talk for the IPA on brand purpose. And we started 2022 in much the same vein. Last week Terry Smith, the uber-influential investment analyst who runs […]
In 2022, should B2B content marketers focus more on advertising?
Many B2B marketers focus on ‘content’ rather than advertising, but is that the best thing to do in 2022? For the answer, columnist Samuel Scott interviewed the person who created the term ‘mental availability’, professor Jenni Romaniuk of the Ehrenberg-Bass Institute. In 2005, Rand Fishkin – then the chief executive […]