”Content marketing” is one of the latest popular buzzwords to enter the marketing lexicon, but marketers at the Content Marketing Association’s annual summit warned the rush to keep in-vogue with the latest trend may lead to apathy from consumers who are now seemingly bombarded with branded content wherever they turn.
B&Q is encouraging people to ‘light up their Christmas’ with a festive marketing campaign that shows people putting up decorations everywhere from their office desk to their dog’s kennel in a campaign it hopes will boost sales following weak growth in its latest quarter.
The UK has one of the largest and most advanced e-commerce markets in the world. As online retail continues to grow in popularity and becomes a fundamental part of the online shopping journey, many retailers have been able to reap the benefits of growth in recent years.
The UK Census has come a long way since its inception in 1801; however, the future of this once-a-decade exercise is still uncertain. The UK population has become more difficult to count due, for example, to mobility and migration. A number of proposals are being considered, including the introduction of a primarily online version and one based on existing government data with compulsory annual surveys. In the meantime, the most recent Census has confirmed some significant changes to the structure of society in the UK since the previous assessment in 2001.
The digital world isn’t changing. It’s already changed. Google gave the desktop three years to live in 2010, predicting smartphones and tablets would replace it. Bang on target, IDC reports that ‘in the fourth quarter of this year, more tablets will be shipped than desktop and laptop computers combined’.
It’s a simple formula: increase customer loyalty and increase profits. Easy adage, but how can a company effectively put this idea into practice? Increasing loyalty is really all about the ‘value‐add’. Are you giving customers something they didn’t expect, or perhaps didn’t realise they wanted? There are many critical aspects of getting customer loyalty right, but part of the solution is finding the best way to take care of your customers. This could be best‐in‐class service or providing incentives as a way of saying ‘thank you’. Developing a successful customer loyalty scheme could help your company increase retention, and in turn help to increase your bottom line.
As one of the most established online marketing channels, email marketing has racked up a longer track record of success than any other digital channel.
Today in Europe, the mobile revolution is well under way, and with smartphone penetration surpassing 50 per cent it is no wonder more and more international brands are integrating mobile as a key part in their communications planning and are reaping the rewards.
Microsoft has come under fire for publishing an open letter designed for male gamers to send to their girlfriends convincing them of reasons to buy an Xbox One while they would “rather knit”, prompting allegations of outright sexism.
The UK Government is reconsidering plans to sell cigarettes in plain packaging in a surprise move that is seen as a victory for health campaigners over tobacco companies.
Confused.com is entering the festive advertising fray with what it claims is a “witty” alternative to the “traditional fairytale” adverts shown at Christmas as it looks to amplify awareness at a time usually dominated by retailers.
Thomas Cook says the unified brand strategy, which saw the introduction of a new group logo and strapline in October, will help maintain its recent turnaround in performance as it announces sales and profit increases for its full financial year.
Content Marketing Association Summit 2013: Coca-Cola is going to increase its investment in production as part of the content strategy designed to help the company double the size of its business by 2020.
Chris Gale, managing director of Odyssey Mobile Interaction, explains how combining rich media with mobile advertising can boost engagement with consumers
Tristan Summerscale, client services director at AdMaxim, explains how mobile technology is undergoing changes which will enhance the opportunity for brand engagement