AI-driven native advertising, inconspicuous internet of things technology, and narratives that transcend media channels will be the defining developments of 2018.
In the three years that we have been contributing to Mobile Opinions in Marketing Week, there has been phenomenal growth in mobile video consumption. The number of viewers in the UK alone will increase 29% by 2016 to more than 22 million viewers, according to eMarketer.
While appearances can gain consumers’ attention, many more senses create genuine engagement. By using rigorous processes such as sensory brand engineering brands will be able to understand and exploit opportunities, says DCA’s Garen Kouyoumjian.
Ancient beasts show it is in our nature to stereotype, says JDO Brand & Design’s Crispin Reed. But what challenges does this instinctive behaviour present for design and how can it be used to the industry’s advantage?
Ageing brands are turning to legacy design to stay relevant in a rapidly changing world, according to StartJG’s Darren Whittingham.
You only get one shot at launching a product successfully, says Spring’s Erika Clegg. To ensure it is a successful one, brands should aim to work with design agencies that embrace the core launch principles: people, vision and craft.
We live in an increasingly complex world. Multi-method research is key to unlocking meaningful insights across increasingly complex and fragmented customer journeys, says Sally Lewis at Join the Dots.
In today’s market, knowing your competitor is half the battle. More businesses need to dedicate resources to profiling their competitors’ marketing strategies, says B2B’s Paul Hague.
Research shows that there are different kinds of trust and they have varying effects on how people make buying decisions. Understanding the dynamics of trust is key to reversing consumer cynicism and disengagement.
Six key points to remember to get the best out of your online market research survey. By Danyo Dimitrov at JTN Research.
Mat Lintern, CEO of MMR Research Worldwide, puts the case for properly designed research over a preoccupation with the new.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Marketers need to be confident enough to turn challenges to their advantage, rather than airbrushing out their imperfections and claiming extravagant benefits.
Some 60% of brands are missing the opportunity to truly engage consumers by failing to measure the impact on society of their purpose campaigns.
The UK’s major broadcasters have produced what they claim is the most robust research around broadcaster video-on-demand to date, as they look to woo agencies and planners.
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