Mind the gap
Lucy HandleyThe gap between consumers’ perceptions of a brand’s image and the actual experience, as measured by The Promise Index, raises some tricky questions for marketers.
The gap between consumers’ perceptions of a brand’s image and the actual experience, as measured by The Promise Index, raises some tricky questions for marketers.
Marketing Week’s roundtable, run in association with Communisis, gains insight into how brands can benefit from clever data marketing.
A groundbreaking deal between Tesco and Pringles owner Procter & Gamble reflects the shifting balance between FMCG suppliers and the retail trade that promises to benefit both parties.
Brands have the opportunity to use video games to engage with a wide audience now consoles have moved out of teenage bedrooms into the family living space, according to Turner Media Innovations.
Marketers fear using social media despite platforms such as Facebook that are now engaging potential customers on a vast scale, according to the latest trends report from the Chartered Institute of Marketing (CIM).
Condé Nast is to launch city guides apps for title Condé Nast Traveller, covering Rome, New York, Barcelona and Paris for the UK.
Experts from six high street brands answer questions posed by Marketing Week about their use of the ever-popular gift voucher and any possible future developments.
The mark of a great teacher is one who gets pupils to find physics fascinating, speak great German and fall in love with maths, without them even realising they are learning.
Brands can ensure they don’t fall victim to changing consumer trends by following five rules developed by research consultancy Clear that are designed to make marketing strategies future-proof.
After the UK rebranding of Aviva, Amanda Mackenzie’s next task is no less arduous: to score a first in the finance sector by refocusing her marketing team into a global-facing force that can match the standards set by international FMCG brands.
Research seen exclusively by Marketing Week reveals that viral campaigns with a high pass-on rate best connect to a brand’s core audience.
Yesterday US retailer Best Buy opened its doors to the press at West Thurrock retail park in Essex. Surrounded by a Curry’s Megastore (advertising 10% off), PC World, Argos and Comet, it sits in the middle of fierce competition.
As England and the other 31 World Cup finalists prepare to take to the field in South Africa, marketers must make sure their tournament tactics are spot on.
The number of consumers aged over 75 is set to escalate, opening up a ’virgin territory’ of opportunities for brands. But tomorrow’s ageing population will look vastly different from that of today’s, demanding new communication and targeting techniques.
As the lines blur between traditional prepaid gifting and promotional activity, the digital voucher industry’s star is most certainly on the rise.