TV shopping’s role as an educator and its ability to drum up an urgency to buy means it can be a rewarding channel for brands.
New research smashes the ‘big is best’ theory and preset ideas on competition entry methods, and demonstrates that online is changing the rules of engagement.
Word-of-mouth endorsement is a major factor behind many purchases, meaning that managing and measuring brand advocacy is the ultimate marketing goal.
Luxury brands find that content creation can heighten their aspirational quality.
It’s not just customer service that consumers care about, brands need to be trustworthy and pay their taxes. And the latest Top 100 lists shows expectations are higher than ever.
A three-dimensional marketing approach that engages all the senses will not only boost food and drink sales but can translate into various sectors – and could add $100m to a brand’s value.
As the latest content marketing technique, ’native advertising’ is causing a buzz among brands. But there is confusion about what it is and how best to use it without falling foul of the regulations.
Brands are using creative field and experiential marketing strategies to talk to customers in an engaging way. The results are activations that add brand value and inspire long-term loyalty.
Tasked with making the sports and entertainment company AEG as big a name in Europe as it is in the US, senior vice-president of marketing Kimberly Kriss has built a team filled with data and analysis experts in order to profile its visitors and support and expand its assets and sponsors.
Faced with growing consumer unease at sharing information, some brands are using incentive-led feedback schemes to encourage participation. Is it a reliable method of getting customers to open up?