British constumers want more than just rewards

The number of British people who expect to be rewarded for their loyalty to brands has increased significantly in the last three years.

Young adults aged 18 to 24 are particularly keen on rewards programmes. More than half (51%) believe being rewarded for loyalty is among the top three ways brands can support society during crises, significantly surpassing their US counterparts (39%).

These are among findings from the latest Value Shift research from Hall &...

Lack of customer data is major obstacle in reaping rewards of AI

Research from customer engagement platform Twilio has found that businesses are making good progress on implementing artificial intelligence (AI) to help power customer interactions, but are finding both a lack of customer data, as well as transparency in how they’re using that data, to be significant challenges.

Twilio’s fifth annual State of Customer Engagement Report has revealed the growing importance of brands disclosing how they use customer data to deliver AI-powered...

Sprout Social launches mentorship network for marketers

Sprout Social, a provider of cloud-based social media management software, has revealed that its virtual community platform, The Arboretum, has launched a new mentorship program for social media and marketing professionals.

The Arboretum Mentorship Network is available to Arboretum members and is currently accepting applications for mentors and mentees who want to develop their careers, further engage with their community and give back to the industry.

Open to all...

Number of CMOs responsible for sales enablement has doubled over the past year 

Seismic, a specialist in enablement, has found that the number of CMOs responsible for sales enablement in EMEA has doubled over the past year, jumping from 10% in 2022 to 19% in 2023.  

The research, conducted in collaboration with the martech and sales enablement educator LXA, identifies a trend concerning a shift in sales enablement accountability as more organisations assign ownership to the marketing function. This presents a promising sign for overcoming operational siloes...

Two thirds of PR pros can’t prove their work helps their business or client

Someone at a desk working on design and marketing.

Just one third of PR professionals align their activity with commercial goals, according to research from CoverageBook.

The survey of over 350 senior PR and marketing professionals reveals a significant disconnect between how the PR industry measures and reports on activity and what senior leaders and budget holders expect to see. 

This research comes at a time when clients are putting increased scrutiny on PR teams to demonstrate impact. While the industry is finally...

Majority of marketers say marketing goals and business objectives are misaligned

Almost 90% of marketing leaders are more focused on business objectives today than five years ago.

However, only about a quarter start the planning process by identifying their desired business outcomes. This disconnect is at the core of the findings in a report from Walker Sands, a full-service B2B marketing agency.

Surveying more than 150 marketing leaders and 50 non-marketing C-suite executives, the Outcome-based Marketing: The Case for a Perspective-Shift in...

Digital Marketing Institute launches AI in Digital Marketing course to plug AI skills gap 

The Digital Marketing Institute (DMI), a provider of Digital Marketing Certification, has launched its first Artificial Intelligence (AI) in Digital Marketing course, following overwhelming demand from marketers. 

The decision to launch the course comes following DMI’s latest Membership Survey in 2023, which found AI to be the top skill members are looking to develop over the next 12 months.  

The course will bridge the AI knowledge gap for marketers of all...

Adform becomes the first global Demand Side Platform to join UN’s Science Based Targets initiative

Media buying platform Adform has joined the Science Based Targets initiative (SBTi) as the first global Demand Side Platform (DSP) to do so.

Following a milestone year of sustainability partnerships, Adform enters the next level by aligning itself with SBTi’s near-term (2030) emission reduction targets.

Adform continues to champion sustainable advertising as a key component of its offering. In 2023, Adform became a member of Ad Net Zero and made history as the first...

‘Bullish’ marketing industry plans to boost spending power in 2024

UK marketing leaders are gearing up for a ‘bullish’ 2024, with more than 70% planning to boost digital budgets this year, new data shows.  

Following four years of economic flatlining and commercial pressures for many of the UK’s top marketers, 2024 is expected to see a resurgence in industry optimism, with increased investment being directed in key growth areas including AI, websites, SEO, broadcast and podcasts, as well as email and content...

Two thirds of SMEs have no marketing plan

After a long period of economic stagnation, a study of almost 2,000 decision-makers has found that 67% of businesses have no marketing action plan, and more than half don’t even have a business plan. 

The Marketing Maturity Report, by The Marketing Centre, asked people from hundreds of small and medium-sized businesses across the UK to mark themselves against 60 statements, to understand what companies are doing to grow their business.  

The majority of...