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.
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.
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.
Smartphone usage is at an all time high but how can brands measure the effectiveness of mobile activity to ensure they are getting value for money?
Advertising technology platforms are now so pervasive that specialist expertise is needed to achieve maximum value from media buying. At a roundtable sponsored by AdRoll, marketers and media agencies debated where brands should look for help.
Brands could be missing out on valuable sales by failing to attract consumers across multiple generations, so is taking an age-agnostic approach to product design the answer?
New research by Mumsnet has found 66 identities that mums relate to, including many not often recognised by brands, painting a picture of a vast and varied group whose particular needs marketers rarely make an effort to serve.
Many marketers are bucking the digital trend and investing more in ensuring customers can touch and experience their products and services.
An ability to entertain using the best production technology and techniques means television will always be able to engage consumers with its commercials, but marketers should apply creative thinking across other media channels too.
From a very young age we love listening to stories and, as we grow older, we respond to tales and anecdotes. Brands need to inject the magic of storytelling into their marketing to tap into people’s emotions.