How B&Q plans to move away from its ‘big orange box’ image

B&Q wants to be more than a “big orange box” to customers, as it looks create an emotional connection with consumers and capitalise on the rise in demand for gardening. Speaking to Marketing Week, customer and digital director Paddy Earnshaw admits the company had...

82 Greatest Business Ideas For Newbie Entrepreneurs 2020 Edition

With our greatest-selling course Start-a-Business one zero one. Most individuals, even those many will not admit it, love transferring their our bodies. It is also an amazing workout. If at some point in your life, you needed to dangle your dancing shoes for a more...

‘Devious ad tech weasels’ are making marketers look like fools

The most healthy mindset for any marketer working in the industry today is scepticism, according to Bob Hoffman, aka the Ad Contrarian. “We’re living in a fantasy land. Being a sceptic makes you a better marketer,” he said, talking at the Festival of Marketing: The...

Helen Edwards on why marketers must ‘act beyond the metric’

Simple metrics like net promoter score (NPS) are useful, but in order to be truly valuable marketers must look beyond the number at the wider context, diagnose what it means and then work out how to make improvements. This is because marketers often forget it is “one...

ROI is one of the sexiest tools open to marketers

Return on investment – a standard financial metric by which so much success is measured – has emerged as a contentious issue within the marketing community. For some it is the Holy Grail, the metric that proves their marketing is effective. While others believe an...