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.
Physical marketing is making a comeback
Steve HemsleyMany marketers are bucking the digital trend and investing more in ensuring customers can touch and experience their products and services.
How television advertising is inspiring creativity across other media channels
Steve HemsleyAn 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.
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Why brand storytelling should be the foundation of a growth strategy
Steve HemsleyFrom 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.
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Good old-fashioned advertising creates loyal customers
Steve HemsleySecond 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.
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Why brands need to respond to individual customer journeys
Steve HemsleyHaving 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.
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How to become a ‘craft’ brand by using content
Steve HemsleyBig 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
Top ways to use data to build relationships
Steve HemsleyConsumers 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.
How to talk to Generation Z
Steve HemsleyThe 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.