British Gas is launching an eco-friendly tariff called Warm Fix to link energy efficiency with customer bills. It will offer a price freeze for three years.
Customers expect more natural communications from brands today, with marketers having the challenge of creating a personal connection, increasingly through the use of automation.
The author tells Marketing Week why his advice for young marketers is ‘Do marketing’, and what The Grateful Dead can teach us about targeting and segmentation.
A deliberate ploy to gain publicity or a genuine attempt to raise awareness: whatever the motivation, Iceland’s tie-up with Greenpeace this Christmas shows why taking an ethical stance can change the game.
Brands need to have a mixture of short- and long-term KPIs to get the most out of their marketing investment and ensure they are driving profitable growth.
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