There are more loyalty schemes than ever, but consumers aren’t actually feeling more loyal to these brands – so claims new research by Ipsos Mori and The Logic Group. To me this highlights several factors. Firstly, the need for loyalty schemes to act as relevant, and reasonably frequent, point of contact and add value to […]
Getting an international promotion and a role in a new country will be the making of your career, say global marketers. But how will you settle into your new culture fast enough to be a success?
I met Stephen Cheliotis, chief executive of the Centre for Brand Analysis, at its Soho HQ a few weeks ago for an exclusive briefing ahead of the release of this year’s CoolBrands list. It’s a list of 500 brands deemed to be Britain’s coolest by a specifically chosen “expert council” and a YouGov survey of […]
An overwhelming number of consumers want to do more to help the environment, but new research seen exclusively by Marketing Week reveals that many are put off by the higher price of ’eco-friendly’ products.
A quarter of the population are using smartphones and this is set to increase rapidly, meaning opportunities for brands to provide apps and games to users are also on the rise. Over a breakfast briefing I attended recently, UM has revealed the insights of a survey of over 1,000 people and their relationships with their […]
We asked seven leading marketers how they use quantitative and qualitative studies and how they are responding to changes in the field.
Young marketers face a dearth of opportunities to develop their business and leadership skills and companies are frustrated by a lack of top-level talent. But a new Marketing Academy is moulding tomorrow’s stars and inspiring marketing’s elevation to the board.
Marketing Week exclusively commissioned consultancy FreshMinds to run four focus groups to discuss men and women’s feelings around brands and advertising. Remember being a kid and thinking that people on TV could see you based on the simple logic that you could see them? I felt a little like that when I sat in on […]
Brands from Sky to Asos, Asda and Orange are producing magazines to broaden their scope for customer interaction, boost sales and bolster their online strategy.
By championing masculinity and the role of the male in family life, brands can increase their engagement with consumers and grab a bigger slice of the £150bn-a-year market that men aged between 30 and 50 represent.
Retailers are only just seeing the light when it comes to combining social networking and e-commerce, but those who have got in early are already reaping the rewards. Marketing Week columnists have already touched on the growing wave of retailers experimenting beyond e-commerce, and combining it with facets of social networking, such as online shopper […]
Never before has there been such an opportunity for brands to lead the way in helping consumers lead healthier lives. For years the Government has tasked itself with trying to change peoples’ behaviour for the better in the wake of what has been labelled a growing obesity epidemic, but its well known Change4Life campaign is […]
Helped by a tie-up with Fiat, BSM is using its centenary to take its marketing in a new direction by targeting the two key elements of its customer base – young learner drivers and their parents.
In a world of megabytes and megabits, consumers just want to know what they’re getting, and who can offer it in the best way. This week’s trends feature showcases consumer insights from market research firm Mintel. I have translated the research findings into what I feel are the most relevant hints for marketers, based on […]
As more brands use social media to engage their audience and build communities of influencers, they need to make sure their choice of online activity is in line with a specific aim.