Innovations in direct mail help brands shout louder in the digital era
Direct mail is experiencing something of a renaissance, with innovation and more robust measurement giving this traditional medium a new lease of life.
How brands are taking advantage of innovations in market research
From neuro-research and behavioural economics to sensory insight and even programmatic, Marketing Week explores the latest techniques for market research.
Has the data revolution realised its potential?
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.
The rise of automation in market research
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.
Build the marketing team of the future
In partnership with Adobe
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.
Why Saga and Bestway Group use mail to speak to retirees
Sponsored by Royal Mail
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.
Why brands are targeting empty nesters with traditional direct mail
Sponsored by Royal Mail
Freesat and River Cruise Lines are using traditional direct mail to advertise to couples whose children have left home.
Making direct mail a family affair
Sponsored by Royal Mail
The smartphone is an essential part of modern life for busy families and brands can utilise this when devising and running direct mail campaigns.
Top tips on using direct mail to engage with couples
Sponsored by Royal Mail
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.
Why brands are honing the art of frugal innovation
Brands are harnessing the power of ‘frugal innovation’ to create value by working smarter with fewer resources, while improving the customer experience.
How brands can use door drops to reach young adults
Sponsored by Royal Mail
Young adults who share accommodation but are not related or in a relationship are a tricky group for marketers to reach, which is why unaddressed mail can be very influential.
Creative direct mail boosts brand engagement among younger consumers
Sponsored by Royal Mail
For young adults living at home with their parents, receiving mail in the post is a novelty in a world where most of their communication is digital, reports Steve Hemsley.
Channel 4, ITV and Sky join forces to prove value of on-demand to marketers
The UK’s major broadcasters have produced what they claim is the most robust research around broadcaster video-on-demand to date, as they look to woo agencies and planners.
M&S, Tenzing, WPP: 5 things that mattered this week and why
Catch up on all this week’s marketing news including change at the top of M&S and WPP, and how a former Red Bull marketer is trying to change perceptions of the energy drink market.
M&S’s shake-up suggests its ‘one brand’ marketing strategy didn’t work
The decision to split responsibility for marketing into the two strands of its business might seem like a step backward for a retailer with such a strong brand, but it should enable it to move faster and focus more on what matters to customers.
P&G looks to even greater marketing efficiency to help tackle disruption
The FMCG giant wants to sure it is reaching the right people at the right time as it looks to fight off growing challenges from ecommerce, own-label brands and digital disruptors.
