The marketing trends for 2014 part two
Lucy HandleyVirtual currency became a reality this year, while NFC technology failed to go mainstream, but what will marketers need to focus on next year?
Music brands tune in to data
Lucy HandleyRecord labels are finally accepting that brands – and fans – can benefit hugely from music by numbers.
Brands and politics: Thinking inside the ballot box
Lucy HandleyTaking a political stand has long been taboo for brands, but consumer expectations that companies have a greater social role is encouraging some to speak out.
Referral systems speak volumes
Lucy HandleyWord-of-mouth marketing is getting an injection of new digital ideas and venture capital funding to incentivise more people to pass on recommendations.
Open up the world of innovative creativity
Lucy HandleyInnovative pack design and packaging that features technology such as augmented reality is helping brands grab shoppers’ attention, create engagement and gather valuable data.
Marketing the Disney way
Lucy HandleyAs chief marketing officer at The Walt Disney Company EMEA and general manager for Disney Channels, Tricia Wilber is the ultimate multi-tasker, bringing the different strands of the business on to the same page, while responding to cultural change and not being afraid to take risks.
Living in a compelling material world
Lucy HandleyIndustry experts explain how by striking up conversation with the customer, the best content marketing really can drive a sale.
Topshop must keep innovating to stay ahead
Lucy HandleyThe departure of Justin Cooke as chief marketing officer at Topshop isn’t too much of a surprise. When he spoke at Marketing Week Live this May, he talked about how excited he is by technology and that he would be keen to set up his own business. I’m almost surprised the brand kept him as long as it did – just over a year.
Content culture
Lucy HandleyContent marketing has become an essential ingredient in the marketing mix as brands seek to deepen relationships with their consumers and promote their own story.
The future face of shopping
Lucy HandleyThe generation Z consumer: 14 to 19-year olds have a radically different approach to shopping which will demand a thorough retailing rethink.
Retailers must react to data distrust
Lucy HandleyFigures to be published tomorrow will reveal that people trust retailers with their personal information significantly less than they used to.
How to stop a good idea going bad
Lucy HandleyPromotional marketing can give brands a bad name and cost them dearly if they fail to properly consider all the elements of running an activity, including things going wrong
Tough choices involved in doing the right thing
Lucy HandleyYou’ve heard it before: doing good is good for brands. To date, it’s been nice for some but necessary for none. However, we are approaching a time when doing good will be mandatory for all.
Seizing control of the brand is key for retailers
Lucy HandleyNews this week that Adidas is to open more branded stores marks a continuing shift by clothing manufacturers to gain more control of their brands, following similar moves from competitors Puma and Under Armour and luxury brands including Burberry and Missoni.
Crowdfunding: Money talks and connects
Lucy HandleyNew methods of financing business not only help brands to launch or grow, they also enable marketers to get closer to customers.