Planning ahead: Everything marketers know about 2021’s consumer
Steve HemsleyAfter a year like no other, how will consumers behave in 2021? Marketing Week spoke to a selection of Top 100 marketers to see how they are planning for the coming months.
Why creating value for customers creates value for brands
Steve HemsleyPersonalisation and brand experiences are evolving to focus more on what they give the customer, with the aim of increasing each one’s lifetime value to the business.
Why sport and gaming are a powerful combination for consumers
Steve HemsleySport and video games are closely intertwined in the minds of consumers, and on YouTube these interests create rich territory for brands to reach audiences effectively.
How brands are thinking differently to find growth
Steve HemsleyBrands chasing growth in the context of 2020 need to be prepared to take ‘calculated risks’ and experiment with new formats, without losing sight of the long-term plan.
How to engage consumers through their passion for music
Steve HemsleyUK watch time for music-related content on YouTube has been surging, representing an opportunity for brands to reach a deeply engaged audience.
How consumers buy into fashion and beauty brands through video
Steve HemsleyUK watch time of fashion and beauty videos on YouTube is skyrocketing, revealing key opportunities for marketers to reach engaged audiences and convert them into customers.
The Covid cohort: How brands are promoting post-lockdown loyalty
Steve HemsleyConsumers have become more confident switching brands after the lockdown prompted many to try new products. But, how do companies keep hold of this new customer cohort, while also keeping loyal shoppers happy?
The new era of work: How marketers are negotiating a return to the office
Steve HemsleyThe return to the office post-lockdown is fraught with issues, from creating a Covid secure environment to negotiating a hybrid approach that brings remote working very much into the mainstream.
How brands are taking a strategic approach to their post-pandemic survival
Steve HemsleyAs the UK enters the deepest recession in living memory it is understandable companies have kicked into survival mode, but giving up on long-term strategy has the potential to cause serious brand damage.
Meet the marketers fighting to keep sustainability on the post-Covid agenda
Steve HemsleyWhile the attention in business has been firmly focused on surviving Covid-19, some brands are pushing to ensure that sustainablity does not fall off the radar.
Unified data: the key to understanding post-lockdown consumer trends
Steve HemsleyShifting consumer mindsets during the pandemic mean brands need to take action on data in real time, but this is only possible when silos are broken down.
Why brands must earn consumers’ attention to achieve purposeful growth
Steve HemsleyConsumers’ attitudes have changed so much due to Covid that brands must first earn their position in the cultural conversation before amplifying with paid media.
How brands can find a single source of truth in times of uncertainty
Steve HemsleyCoronavirus forces brands to rely on data to understand new and unexpected consumer behaviours – and to build a ‘system of record’ so they can make sense of these insights across all touchpoints.
How influencers can help brands stay connected with consumers
Steve HemsleyMarketers and creatives must stick to their brand values during the Covid-19 pandemic, and not be afraid to use influencers to help them produce cost-effective content and communicate with their target audiences.