Customer engagement improves brand profits
MaryLou CostaA model that demonstrates the link between consumer engagement and profit margins could be the necessary fuel to propel marketers into the boardroom.
Digital adds a live element to poster power
MaryLou CostaAs outdoor uses the digital space to extend its reach, five heads of department answer questions posed by Marketing Week about the sector’s burning issues.
The super spoof weapon
MaryLou CostaThe spoof ad is not a new concept but its use by the three main political parties has given it a high currency and pushed it up brands’ campaign agendas. Here, those that have mastered the technique advise on the process – and the pitfalls.
Taming myths and legends for brand power
MaryLou CostaWhat makes Asda a ’legend’ and Tesco a ’myth’? According to research from Lippincott, it’s all to do with brand power and the relationship between your marketing and the actual consumer experience.
One-off events reach out to an online audience
MaryLou CostaAs big brands divert more of their marketing budgets from TV advertising into high-profile experiential campaigns, they are benefiting from the social media activity such a move creates.
Is the key to Number 10 a high social standing?
MaryLou CostaAfter Barack Obama’s strong social media campaign paved the way to his election as US President in 2008, British politicians have been turning out their own efforts in the social sphere to amass public support.
Orange to launch online ad exchange
MaryLou CostaCommunications brand Orange is to launch a challenger to Google’s and Yahoo!’s online advertising sales services with the first European online advertising exchange, Orange Ad Market.
Finding the perfect match
MaryLou CostaSigning a celebrity to front a branding campaign is a powerful yet risk-laden strategy, but there are more ways to use a famous face than just booking a highly exposed star who threatens to overshadow the brand or derail its values with their behind-the-scenes antics.
Pulling consumers’ heart strings
MaryLou CostaMoulding brand values into a memorable character is proving an effective way to captivate consumers and set yourself apart from the competition.
No longer the dumb waiter
MaryLou CostaA new approach to franchises is gathering sway that treats the relationship less like a ’master and servant’ set-up and more like a marriage of equal sides. Giving franchisees more input can have its pitfalls, but brands are finding the benefits far outweigh the negatives.
Shift in values turns spotlight on pretenders
MaryLou CostaA shift in consumer attitudes means many major brands no longer justify a premium status, opening the way for smaller players to take the lead.
Back to the future
MaryLou CostaA look back into the past can offer insight that brands can draw inspiration from. Some, like French tyre company Michelin, are using their marketing heritage to drive them into new territory.
Bond-style marketing receives TV makeover
MaryLou CostaThe Government has given product placement on British TV the green light, but research exclusive to Marketing Week suggests that big-name brands face a battle to become small screen stars.
Brands fail to follow rules of engagement
MaryLou CostaNew research from agency Targetbase Claydon Heeley (TBCH) suggests that although a majority of marketers are confident they are engaging with their audiences, consumers believe the opposite.
Heads control heartstrings in appeal stakes
MaryLou CostaResearch seen exclusively by Marketing Week reveals that charities must demonstrate a return on investment if their fundraising campaigns are to persuade the public to give generously.