With consumers demanding ever more immediate communication from brands, Facebook’s Messenger is now one of the customers’ favoured methods for interacting with the Dutch airline.
The most successful brands in a future of increasing connectivity will be those that give people a reason to engage and make every channel work to improve the customer experience.
Direct mail is experiencing something of a renaissance, with innovation and more robust measurement giving this traditional medium a new lease of life.
From neuro-research and behavioural economics to sensory insight and even programmatic, Marketing Week explores the latest techniques for market research.
Brands understand the power of the data revolution but internal silos and new data laws are hindering its effectiveness, leading marketers at our Experian-sponsored roundtable event to streamline their approach.
Brands are increasingly turning to automated research techniques to prune the market of poor methodologies, toxic panels and anecdotal results, but there will always be a need for human analysis.
Marketing teams of tomorrow will need people who are curious, flexible and have a mix of commercial and technical skills, according to panellists at Marketing Week’s Vision 100 roundtable in partnership with Adobe.
As people live longer the number of retired consumers grows, so brands must find effective ways to engage with an audience that still regards opening the post as an important part of their daily routine.
Freesat and River Cruise Lines are using traditional direct mail to advertise to couples whose children have left home.
The smartphone is an essential part of modern life for busy families and brands can utilise this when devising and running direct mail campaigns.
People who are in a relationship and have moved in together provide marketers with somewhat of a conundrum. Marketing Week looks at how brands can better target this broad life stage.
Brands are harnessing the power of ‘frugal innovation’ to create value by working smarter with fewer resources, while improving the customer experience.
From Unilever’s Keith Weed calling out influencer marketing and other key moments from Cannes to the results of 20 years worth of salary survey data, we round up all the marketing news you need to know from the past week.
Cannes Lions 2018: Marc Pritchard believes the days of marketing to a general audience are over, and with people wanting to see themselves in ads brands will have to start representing their whole audience.
In the future, creative ideas will be accompanied by business forecasts, predicts The Leading Edge’s Chris Paxton.
Plus Adidas delivers free footballs to Indian children through interactive campaign and Apple is fined AU$9m for refusing to repair faulty iPhones.
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