Businesses failing to take brand engagement seriously
Mindi ChahalMore than half of marketers use brand engagement as a metric even though senior leaders within their business do not take the term seriously.
More than half of marketers use brand engagement as a metric even though senior leaders within their business do not take the term seriously.
From marketers arguing about the need for formal qualifications and P&G admitting marketing cuts have hurt its growth, to yet another Tesco marketer exit and an extra pinch of copycatting from Instagram, it’s been another busy week. Here are the five things you need to know.
Many loyalty schemes are failing to understand the distinction between implicit and explicit drivers and the emotional needs of consumers, but behavioural data can put brands on the right path.
Less than half of UK marketers are confident about their company’s use of data compared to competitors but that could change as the prevalence of chief marketing technologists is on the rise.
Consumers’ desire to escape from hyper-digital lifestyles gives brands an opportunity to connect with them in a more meaningful way.
What makes brands stick in the memory and what can less ‘sticky’ brands do to change consumers’ minds?
There is a clear gap between how marketers think consumers view data and their true feelings, which if not addressed ahead of the introduction of the new data law in 2018 could be bad for business.
For the first time this year Millward Brown has included a business-to-business ranking in the BrandZ report. It classes B2B companies as those that generate the majority of their revenues from the B2B part of the brand.
This year’s BrandZ Top 100 sees Chinese brands move down in the rankings, owing also to the banking and oil and gas industries facing pressure. Chinese brands’ average value dropped by 9% versus 2015.
The highest ranked brands in the BrandZ top 100 list have grown at more than twice the rate of those in the bottom two thirds over the past decade, proving that being meaningful, different and salient drives growth.
Vodafone retains its crown as the most valuable UK brand but seven of the top 10 UK brands in this year’s BrandZ ranking have dropped in value.
Facebook and Amazon, which both enter the global top 10 for the first time, are two of the fastest risers in this year’s BrandZ ranking of the most valuable brands in the world. Both have moved up seven spots to claim 5th and 7th places, respectively.
Google has surpassed Apple to be crowned the most valuable brand in Millward Brown’s BrandZ Top 100 ranking for 2016, valued at $229bn following 32% growth year-on-year.
As part of Marketing Week’s continued focus on careers, we take a closer look at some of the key emerging roles that now sit alongside marketing. First up, the chief data officer.
‘Emotion regulation and young children’s consumer behaviour ’ Young Consumers, Volume 17, Issue 2, June 2016 Researchers explore how children’s growing ability to effectively regulate their emotions influences their consumer behaviour. The authors use direct observations of children and a survey of parents about their child’s emotional development to give predictions of consumer behaviour. They explore […]