Why treating LLMs like ‘VIP customers’ helped one brand fuel visibility
Josh StephensonBy overhauling its search strategy to appeal to LLMs, B2B cybersecurity firm Akamai delivered a 133% increase in ChatGPT visibility versus rivals.
In-depth features, interviews and insights into marketing’s biggest issues.
By overhauling its search strategy to appeal to LLMs, B2B cybersecurity firm Akamai delivered a 133% increase in ChatGPT visibility versus rivals.
Armed with a £50m budget, a massive PR machine and Mystic Meg, in 1994 Camelot convinced the UK they could turn a £1 lottery ticket into £1m.
Recent earnings calls from the likes of P&G, McDonald’s and Unilever provide insight into how some of the biggest B2C brands plan to deliver growth.
Only one in four marketers consider profit a priority for their team. Are they unwilling – or unable – to quantify their relationship with the bottom line?
As it looks to scale its award-winning Creator Hub, Radisson Hotel Group’s global influencer marketing director says working with real people sharing real experiences has boosted conversion significantly.
Chief digital and marketing officer Asmita Dubey explains why now is a crucial moment for technology and marketing.
With marketers being told 40 is the cut-off age for a role, is it any wonder some are ‘de-ageing’ their CVs to beat the AI gatekeepers and get in front of recruiters?
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
The rush to crown unofficial sponsors as the winners of the FIFA World Cup risks overlooking the commercial value of access, rights and long-term sponsorship investment, argues Mike Grumbridge, MD, Sid Lee Sport.
Recognising there are different approaches to building pricing power, how can marketers identify the right ingredients to justify a premium?
Having won damages for psychiatric injury caused by workplace stress, Matthew Foxton-Duffy hopes his case can help improve the lives of his fellow marketers.
In the latest episode, we explore why North Star metrics, a resurgence in the funnel and finding the right language can unlock the effectiveness agenda.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Domino’s CEO protecting marketing spend to drive growth, to Diageo’s Dave Lewis urging people to stop conflating competitiveness with price, it’s been a busy week. Here is my take.
Teams work best when marketing and product are working so closely they “finish each other’s sentences”, says Adobe CMO Lara Balazs.
As 40.4% of B2C brands turn to price promotions versus 17.9% within B2B, marketers reveal how different approaches to pricing can impact growth and value.
