Limited budgets may mean fewer celebrity endorsements and swanky press shows, but the principles of managing campaigns remain the same. Morag Cuddeford-Jones talks to seven industry experts about how they make the most out of fewer resources.
What makes a brand down with the kids? Not only must it be design-led but also offer a fun and social experience, according to a survey seen exclusively by Marketing Week.
Home entertainment brands need to change the focus of their ad campaigns, according to research seen by Marketing Week that reveals women exert a lot of influence over TV and games console purchases.
Research seen exclusively by Marketing Week suggests there are many factors affecting the success of a sampling occasion, as consumers look for more than just a freebie.
Price comparison websites and word of mouth recommendations are increasing the chances of consumers changing brands to save money – but not at the expense of a good customer experience.
Organic brands need to use their green provenance as supporting evidence for quality, sustainable farming, heritage, flavour and luxury, according to research seen exclusively by Marketing Week.
Parents whose children have left home are using their higher levels of disposable income to enjoy new-found independence, according to research seen by Marketing Week.
Retail companies that incorporate live testing into their brand experience are using real-time insight to reduce the time it takes to launch first-class products.
Are schools so starved of resources that welcoming brands is the only way to finance education, or are corporates a commonsense addition to children’s education?
This is the year of the niche social media site, say some major brands, because they offer the chance to show different sides of a brand’s personality away from the on-brand messaging of Facebook and Twitter.
Six experts discuss the different ways of using video online to engage customers, how all brands should act like media owners – and dispel some entrenched myths about cost and quality.
Our panel of senior marketers discuss the challenges of breaking down internal barriers to achieve true customer centricity in a multichannel, real-time market, while keeping pace with changes.
As more brands incorporate social media into their experiential campaigns, a study seen by Marketing Week reveals the free sample is still highly valued.
As marketers continue to explore a wider variety of digital technologies, our panel of senior industry figures concludes that data remains the driving force of any brand strategy.
As more brands investigate the possibilities offered by smartphone apps and QR codes, Morag Cuddeford Jones investigates how they could transform the exhibitions industry. Developments in mobile technology promise to help brands stand out from the crowd at exhibitions and trade shows. Companies such as CrowdCompass in the US and GenieMobile’s EventGenie are cutting through […]