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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