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.
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.