Can retailers vouch for vouchers’ effectiveness?
David BurrowsMarketing and incentives experts talk to Marketing Week about their use of the ever-popular gift voucher, as well as trends for next year.
Big data rewrites the CMO’s role
David BurrowsWith the mass of customer insight available to brands adding another weapon to a chief marketer’s arsenal, David Burrows asks whether their job titles should reflect this.
How brands overcome risk of rejection
David BurrowsCharities that saturate donors with suffering are more likely to have their appeals rejected than those that use digital methods to engage with their target audience, according to research seen by Marketing Week.
How to grow content marketing footprint
David BurrowsWith content now accounting for a rising percentage of marketing spend, according to industry research, it should come as no surprise that B2B brands are investing heavily in publishing ventures.
Brands stay ahead of the competition
David BurrowsBrands that run competitions on Facebook are on to a winner, with data collection and customer engagement being the prize assets that marketers are chasing.
Here comes the summer festival plan
David BurrowsSix senior marketers give advice on how to make the most of this summer’s bumper crop of festivals. David Burrows finds out about the best field marketing and festival activation.
How legends harness power of brand story
David BurrowsWhat makes Volkswagen a legend and Tesco a myth? The relationship between a brand’s marketing and the actual consumer experience, according to research seen exclusively by Marketing Week.
More than climate change
David BurrowsThe many definitions of sustainability make the concept hard to communicate effectively. David Burrows talks to seven industry experts about how they help their teams and stakeholders understand the complex issues involved.
Measurement: Making the grade
David BurrowsTo be taken seriously at board level, the PR industry needs to work out how to measure the outcomes – not just the outputs – of its work. It’s easier said than done, say the experts, but some teams have succeeded.
How to bring events up to gold standard
David BurrowsWith the world’s eyes turning towards the UK, the corporate hospitality industry has to opportunity to strike gold – if your event measures up.
Customer journey starts in the great outdoors
David BurrowsMarketers need to reassess their view of the customer journey, according to new research by the Outdoor Media Centre (OMC) that appears to indicate the traditional path to purchase has become more circuitous because of social media and the internet. The study, seen exclusively by Marketing Week, concludes that the customer journey is no longer […]
Customer service: from drones to brand heroes
David BurrowsThe role of customer services staff is undergoing a dramatic transformation. Instead of treating them as script-following automatons, many firms are training them to be essential brand ambassadors.
Sport is next psychological step forward
David BurrowsTechniques used by elite sports stars are helping to rewrite the staff development rule book and improve the performance of marketers on all levels of the career ladder.
Get more miles per marketing gallon
David BurrowsField marketers are manoeuvring social media tactics into their experiential campaigns to drive their power and achieve greater endurance. Social media is giving field marketing a new lease of life by enabling brands to extend the shelf life of campaigns after face-to-face engagement. Coca-Cola used the technique this summer in Israel at its Summer Love […]
Brands are welcomed on to the stage
David BurrowsFunding cuts in the arts and entertainment sectors have made the public more accepting of brand involvement, but the role consumers require of them is so much more than as bankrollers. Brands need to become the new patrons of music, entertainment and culture, according to new research shown exclusively to Marketing Week. With government budgets […]