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.
With 12 million active users of ad blockers, marketers will need to think about how to use media creatively to ensure their advertising reaches the right audience in 2016.
Marketers will need to think beyond just visual and audio advertising to get the attention of consumers, according to experts.
Net-a-Porter, House of Fraser and The Guardian are linking the online and offline worlds to engage with their customers more effectively. We look at the key ways brands can make the most out of shopper marketing in 2016.
Despite the convenience of online shopping many shoppers abandon their baskets, but by using on-site data brands can swing the decision in their favour by understanding when intent to buy can be converted into a sale.
New music streaming sites such as Electric Jukebox have created a complex marketplace, both complementing and competing with commercial radio and brands’ own streaming platforms, so marketers have more to think about than curating a playlist.
Video advertising offers higher click-through rates for brands and higher yields for publishers, but the former need to invest more in creating content and the latter in the technology to host it.
Marketing’s influence in creating an organisation’s vision has arguably never been stronger but the task of attracting and retaining the visionary marketers of the future, building the right structure and team balance has never been more challenging.
Content marketing can lose focus on a brand’s core purpose if marketers overemphasise editorial independence and assume their offerings are not interesting enough. Strongly communicated brand values and reflecting customers’ needs should lead to interesting and effective content.
It was always important to Honda founder Soichiro Honda that society was pleased his company existed and that the brand had an emotional bond with consumers.