Brands must innovate to maintain research budgets
Mindi ChahalConfidence in the financial health of the research sector has dipped but it doesn’t have to be all doom and gloom for the industry.
Sky’s the limit if you press the right buttons
Mindi ChahalChanging TV viewing habits, both in terms of time and devices, means advertisers need to be smarter in their planning for time-sensitive ads.
Brands should embrace customers who complain
Mindi ChahalConsumers are more likely to complain now than they were five years ago – even though they are experiencing fewer problems, according to research from the Institute of Customer Service (ICS).
The year ahead: Lucky 13?
Mindi ChahalAfter the event highs of 2012, the new year may be looking a little lacklustre in comparison, but technological innovation means 2013 is set to be just as exciting and challenging. Here’s Marketing Week’s guide to making this year a good one.
Brands should use online shopping data with caution
Mindi ChahalWith 113 million visits to retailer sites on Boxing Day alone, according to the latest figures from Experian, it’s clear that online will continue to be an important channel this year – but brands need to factor in smarter insight as well as reaping the profits.
Use insight in 2013 to help prove ROI
Mindi ChahalThe need to prove return on investment to justify marketing spend on campaigns will continue into 2013 and research is one way to alleviate that pressure of knowing whether an idea will fly or fall.
Embrace the alternative
Mindi ChahalConsumers are likely to share and view content that gives them an experience but marketers should not fall into the trap of over-branding.
Is your strategy based on gut instinct or fact?
Mindi ChahalI doubt any brand marketers would openly admit to using guesswork when spending their budget, particularly at a time when money is tight and many marketers are under pressure to prove return on investment. “Just a hunch” isn’t exactly the answer CEO’s are looking for when they ask – “why run this campaign?”
Shoppers’ paradise should be found in all sorts of places
Mindi ChahalRetailers need to provide a consistent experience across all their shopping channels if they want to gain loyalty.
Why fast research doesn’t work
Mindi ChahalWith marketers under pressure to prove return on investment on campaigns more than ever, research is often called upon to bolster ideas. While brand heads may want the results quickly, there is a balance between something fast and something accurate that will influence strategy.
Blockbuster ads in a digital age
Mindi ChahalCinema advertising is seeing a resurgence a digital media gives brands greater opportunities to target audiences.
Christmas shopping via mobile continues to grow
Mindi ChahalIn an annual look at how consumers are shopping in the lead up to Christmas IBM has released benchmark data revealing a rise in the use of mobile devices for researching and buying, with tablets following suit.
Is it the end of the line for cash?
Mindi ChahalCashless societies could become the norm but much will depend on consumer confidence in the available options and the level of security.
Marketers lose presence in the boardroom and the trust of CEO’s
Mindi ChahalIn the past week two pieces of research show that CEOs have lost trust in marketers and CMOs are also under-represented in the boardroom.
The great budget squeeze
Mindi ChahalDespite concerns over marketing budgets, new research shows marketers are optimistic about 2013. Are their expectations viable?