How brands are taking advantage of innovations in market research
Steve HemsleyFrom 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?
Steve HemsleyBrands 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
Steve HemsleyBrands 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.
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Build the marketing team of the future
Steve HemsleyMarketing 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
Steve HemsleyAs 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
Steve HemsleyFreesat and River Cruise Lines are using traditional direct mail to advertise to couples whose children have left home.
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Making direct mail a family affair
Steve HemsleyThe 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
Steve HemsleyPeople 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
Steve HemsleyBrands are harnessing the power of ‘frugal innovation’ to create value by working smarter with fewer resources, while improving the customer experience.
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How brands can use door drops to reach young adults
Steve HemsleyYoung 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
Steve HemsleyFor 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.
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How to ensure value for money from mobile
Steve HemsleySmartphone 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?
How ad tech is transforming media buying
Steve HemsleyAdvertising 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.
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Brands need to ensure their designs are age-agnostic
Steve HemsleyBrands 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?
‘Brands are creating bland marketing by failing to serve the individual needs of mums’
Steve HemsleyNew 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.