Marketing Week

In the latest episode of Marketing That Matters, sponsored by Google, Russell Parsons sits down with Ethan Radtke, head of marketing, and Louise Saul, online marketing analyst at Uswitch, to learn how the brand stays ahead of the competition in the “cut-throat” comparison space. Radtke and Saul dive into Uswitch’s paid search automation journey, explaining how the brand’s transition from an in-house tool to Google Smart Bidding brought about conversion increases of up to 70% in some verticals, as well as freeing up more time and resources for broader innovation. Hear how Uswitch’s focus on “facts over opinion” allowed the company to find the most fruitful way forward, as well as how Uswitch is evolving from a channel-focused to a customer-focused approach to marketing.

In this podcast, Abi Comber discusses the challenge of becoming Debenhams CMO at the onset of the pandemic, the power of structured planning and why her current role as CMO at Covid-19 screening service Cignpost Diagnostics is a marketer’s “dream job”.

In this episode of Marketing That Matters, sponsored by Google, Russell Parsons speaks to Tom Goode, customer and ecommerce director, and Phil Twigg, head of customer acquisition, at MandM Direct, “one of the biggest brands many have never heard of”. Russell learns about how MandM made the transition from being marketing-oriented to being focused on the customer, and how it is using first-party data to improve customer communications, personalise the online experience, and keep customers coming back and spending with the brand – as well as how it intends to maintain its competitive advantage in the discount fashion space.

In the latest episode of Marketing Week’s podcast series, Spotify UK marketing director Olga Puzanova discusses how the platform plugged into lockdown culture and used its brand of data-driven storytelling to dial up the audio experience.

The Covid-19 pandemic resulted in an explosion of interest in investing as consumers looked for stimulating activities to carry out in their free time and ways to have more of a say in their economic fortunes – against a backdrop of financial market volatility and unexpected developments in stocks and shares. In the latest episode of Marketing That Matters, sponsored by Google, Russell Parsons talks to Heidrun Luyt, chief marketing officer at IG Group, and Michael Logue, global head of advertising, about how the investment platform has capitalised on this surge in interest, covering: - How search data allowed IG Group to understand and cater to consumers’ changing interests - How the brand helps newcomers to investment get to grips with a complex market - What IG Group believes the next few years hold for the investment space and how it plans to stay competitive.

In this episode of Marketing That Matters, sponsored by Google, Russell Parsons learns the story of Ancestry and how it is evolving its position in the competitive genealogy market, using search marketing to target new audiences and entice consumers to “bring their backstory to life”. Guilhem Duprat, international media director at Ancestry, and Joanna Gajewska, performance marketing lead, lay out how the brand has connected with a growing contingent of budding historians during the Covid-19 pandemic, how it uses techniques like automation and the ‘long tail’ to capitalise on search opportunity, and how they predict that the role of search in marketing will evolve over the long term.

We begin season 2 of Inside B2B, sponsored by Omobono, by asking leading marketers from Ricoh and Marqeta how they have established ecommerce models that deliver the right experience for the customer while maintaining the trust of sales colleagues and the rest of the business.

In the latest episode of Marketing Week’s podcast series, Giffgaff CEO Ash Schofield reflects on the “culture defining moment” of lockdown and the mobile network’s decision to offer employees full autonomy over their working lives.

In this episode of Marketing That Matters, sponsored by Google, Russell Parsons sits down with the CMO of Farfetch, Gareth Jones, as well as senior director of customer acquisition Adam Cartlidge, to learn how Farfetch has maintained its early-mover advantage in the competitive category of luxury ecommerce during the pandemic. Listen now to learn: - How Farfetch combines expertise in luxury fashion with cutting-edge technology - Why the business is focusing on both long-term brand-building and short-term performance - How search data has allowed Farfetch to keep ahead of rapidly-evolving consumer trends in luxury.

In the latest episode of Marketing That Matters, sponsored by Google, Russell Parsons speaks to two key figures behind the growth of Samsung’s direct to consumer proposition: Mike Durey, head of digital, CRM and data at Samsung, and John Melton, business director at Samsung’s long-time agency partner Performics. In a wide-ranging discussion, they cover: - How Samsung replicates the benefits of bricks-and-mortar retail online - Samsung’s evolving approach to Search, which has led to paid Search accounting for one in three sales on Samsung.com - The secrets of an adaptive and successful brand-agency partnership

In the second season of Marketing That Matters, sponsored by Google, Marketing Week editor-in-chief Russell Parsons speaks to the agents of remarkable brand transformations, delving into the highs and lows, the long-term lessons, and what comes next. In our first episode, TalkTalk’s commercial sales director Becki Smith relates how the brand moved quickly to digitise its customer journey amidst the coronavirus lockdown, and how it kept up with rapidly changing customer needs and a surge in demand for communications infrastructure, including: - How TalkTalk’s team worked in sprints to tackle problems and accelerate the design process - How the company translated a call-driven sales journey to digital touchpoints and addressed the challenge of communicating complex product offerings - What being ‘customer first’ looks like in the midst of a crisis, and where TalkTalk’s digital transformation is headed next

In the latest episode of Marketing Week’s podcast series, Eve Sleep’s Cheryl Calverley discusses her year as CEO, what skills marketers need if they want to reach the top role and why building a culture of forgiveness is essential.

In the latest episode of Marketing Week’s podcast series, Just Eat UK marketing director Matt Bushby explains how the food delivery giant used a combination of gut feel and data to navigate the challenges of Covid-19, as orders surged and the brand’s Euro 2020 sponsorship was put on ice.

In the latest episode of Marketing Week’s podcast series, former Leon marketing boss and sustainability and values director, Kirsty Saddler, discusses her experience feeding the frontline during the first lockdown, her shift to the startup world and explains why the pandemic has been a "wake-up call" for business.

In the latest episode of Marketing Week’s podcast series, UK head of marketing at Pret A Manger, Becci Dive, discusses the “once in a lifetime” challenge of Covid-19, digitising the brand and taking an idea from WhatsApp to store in a matter of days.

In the latest episode of Marketing Week’s podcast series, Patagonia European marketing director, Alex Weller, discusses how businesses can live up to their purpose, what a Joe Biden administration means for the global climate crisis and why the apparel brand has no intention of fuelling a ‘superficial desire’ for its products.

The latest podcast in our B2B series, sponsored by The Marketing Practice, looks in-depth at collaboration between sales and marketing, how it has been changed by the disruption of the pandemic, and what marketers need to do make it as successful as it can be. Join Marketing Week's panel of senior B2B marketers as they debate: - How to create better relationships between sales and marketing - What each can do for the other - How 2020 has changed the buying experience of customers - What sales now needs from marketing as a result - Why marketers now have a greater role in closing the deal

In the new episode of This Much I Learned we speak to former Wagamama CMO Ross Farquhar about being made redundant as the UK went into lockdown the first time, his job hunt and his new role at mochi ice cream maker Little Moons

In the latest episode of Marketing Week’s podcast series, founder of lingerie and hosiery brand Nubian Skin, Ade Hassan MBE, discusses how she is using marketing to shake up the fashion industry with an inclusive message embracing a range of ages, body types and skin tones.

Episode 3: The last episode in the series examines how artificial intelligence can influence and assist the creative process, and how big its role might be in the future. Hosted by Creative Review editor Eliza Williams, with guests Marcus du Sautoy, Oxford professor and author of The Creativity Code, and Facebook planning director Ian Edwards. Sponsored by Facebook.