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.
Second guessing what people want from advertising can be dangerous and brands need to go back to basics when considering the most effective routes to boosting loyalty and sales.
Having a clear understanding of your customers’ journey to purchase is essential to generate repeat sales, encourage people to buy your products more often and spend more money with you over their lifetime.
Big brands can tap into consumers’ obsession with ‘craft’ and ‘artisan’ goods by using content to change perceptions, even if their product is mass-produced, but they need a credible story
Consumers have a greater appreciation of their data’s value than ever before and how brands use it will ultimately determine whether they can build meaningful relationships with their target audience.
The under-20s are the least loyal consumers and quickly lose interest in brands. We reveal what marketers are doing to engage with this tricky bunch.
Gaining experience across different sectors and disciplines can make you an attractive candidate and a more rounded marketer, however company ‘lifers’ can be just as successful. The key to becoming a CEO is credibility and a broad business understanding.