Fewer than half of marketers provide an experience that meets what customers expect, new data shows, but the highest performers are leading cross-functional efforts to improve personalisation and real-time response.
Artificial intelligence is a fast-developing field whose impact on the customer experience has until recently seemed largely theoretical, but now the real-life uses of AI by brands are ramping up.
From discovery of new products to customer care, today’s customer journey is more complex than ever. In this competitive landscape, brand success is centred on meaningful, one-to-one interactions.
Black Friday is one of only two sales a year for fitness brand Gymshark, and for last November’s promotion its finely tuned timing and stand-out creative led to a huge influx of sales via Instagram.
Brands are breaking free from one-category products that limit growth and innovation and are taking advantage of consumers’ eagerness to experiment.
M&M’s saw the benefits of taking an unfamiliar approach to mobile advertising, in a Facebook campaign that boosted sales by more than a third.
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.
As one of Unilever’s largest brands, Knorr believes it can drive tangible behaviour change that has a lasting positive impact on the environment and people’s health.
Marketing Week columnist Thomas Barta offers quick, practical tips to help marketers solve perennial problems and become better leaders.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Mastercard’s new sound identity took two years and a “big” investment from the brand, but its CMO Raja Rajamannar believes its development is key as consumers increasingly use devices such as voice assistants and smart speakers where there is no visual real estate.
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