By Jenny Stanley As we celebrate Appetite Creative’s sixth anniversary in 2021, we believe it’s important to look back and recognize some of our successful marketing stories – some of which led us to be named as Top B2B Company in the UK by Clutch in 2019 and 2020, as well as Top B2B Company Global in 2020. The last six years of work we have conducted with clients on innovative projects have given us an understanding of how B2B marketing works, and the best B2B marketing strategies for each of our clients. This allows us to tailor our marketing strategies depending on Read full story › Source: The Drum...
Read MoreBy Jenni Baker Everyone has a hero – be it in the areas of sport, music or fashion – but what about the brilliant unsung marketing heroes that inspire us every day, using their craft and commitment to drive impactful results for their brands and their customers? As part of a new three-part video series, in partnership with The Trade Desk, three brand marketers from the Marketing Innovation Lab (MIL) community have been given a chance to interview their superhero and learn about their journey so far through the lens of digital transformation, creativity and innovation, with free rein to discuss the topics that Read full story › Source: The Drum...
Read MoreBy Jenni Baker With more money pushing into digital and budgets being put under the microscope, the pressure is on for brands to prove value at each stage of the customer journey. This has led to a shift towards performance-driven avenues but to be a successful modern marketer, it’s an art and a science – you need to know how to build brand at the top of funnel and drive conversion at the bottom. Speaking at The Drum’s Creative Transformation Festival, in the ‘Brand vs. Performance – creative’s cursed conversation’ session, Jason Trout, global chief digital officer and VP agency growth at Peach and Read full story › Source: The Drum...
Read MoreBy Sam Bradley Each week, we ask readers of The Drum – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners. This week, as part of our deep dive into all things Mobile, we focus on the augmented reality question, and whether QR code uptake might provide a breakthrough. QR codes have been around for about two decades – 20 years in which marketers have tried repeatedly to persuade the public to want to use them. They have, however, proved one of the technological breakthroughs of the pandemic – albeit a minor one Read full story › Source: The Drum...
Read MoreBy Michael Feeley Business-to-business marketing is becoming increasingly indistinguishable from consumer marketing, a trend further accelerated by the pandemic. What new tactics are B2B marketers are employing? Have we finally reached the moment where B2B sales and marketing are working together? And what old tactics need to be reconsidered. There are lots of questions to be answered during this pivotal moment. As part of its Creative Transformation Festival, The Drum, in partnership with Seismic, hosted an online panel of marketing professionals to discuss the latest developments in B2B and what contemporary business marketers need to do to stay competitive. The Drum’s US Read full story › Source: The Drum...
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