How to launch new technology
With so many product launches it can be hard for consumers to get to grips with new technology so brands need to ensure they demonstrate how systems work rather than simply drum up excitement.
With so many product launches it can be hard for consumers to get to grips with new technology so brands need to ensure they demonstrate how systems work rather than simply drum up excitement.
Despite its share price dropping by half in the past month, wearables brand Fitbit is forging ahead with a new marketing focus, sponsorship of BBC Sports Relief and fashion-focused products.
With virtual reality set to become a $1bn industry in 2016 marketers are switching on to the technology as the next big content marketing medium.
The imminent arrival of the Apple Watch and a phalanx of other smartwatches into the global market was the main topic for debate last week at Baselworld – the annual gathering of the watchmaking industry in Switzerland. There were three very different competitive responses from the Swiss brands in attendance at the event.
Despite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.
The need to deliver growth on a reduced budget is the reality for many marketers but its not just a job of optimising investment. For marketing leaders, it’s also about maintaining motivation and managing expectations.
Brands need to work ‘hand in glove’ with agency partners to get the best results, suggests Matalan marketing boss Ali Jones as she undergoes brand transformation.
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