Research seen exclusively by Marketing Week identifies six styles of language that marketers use to communicate their company’s personality. Is your brand cool, caring or sociable? asks Lucy Handley.
Gay and lesbian people make up a valuable portion of the UK retail market, but new research shows that targeting them takes more than running generalised ads in the gay media.
Price, offers, marketing and the social experience can all play a part as pubs try to entice students back, but an emphasis on responsible drinking should also be included.
New research seen by Marketing Week shows that the top 20% of spenders on consumer products generate the majority of sales. Michael Barnett says that for a brand to succeed it must raise its stake in this lucrative group.
Strategic inconvenience: how inconveniencing consumers can help brands build profits, read the cover feature here Vente-privee, a French ‘flash’ sale website, doesn’t have a search function – click here to read how it works for them MD of consumer markets at CallCredit, Tom Ilube, tells us why new brand Noddle will help to break the […]
According to research seen by Marketing Week, growth in the meat-free and free-from food categories can be accelerated by increasing their appeal among mainstream consumers.
Brands aspiring to connect with 18-to 24-year-olds must now tailor their offer to five distinct groups within this demographic, according to research seen exclusively by Marketing Week.
Research conducted for Marketing Week reveals that parents plan to cut their budgets for children’s Christmas presents. But it remains to be seen whether they will stick to their guns in the face of marketing-generated pester power.
A survey commissioned by Marketing Week shows people prefer less intrusive methods of fundraising, but charities must balance this with the most effective means of securing donations.
Research seen by Marketing Week reveals official recognition of the health claims made by functional food brands offers marketers a real opportunity to grow a category dogged by consumer cynicism. Functional foods – products with ingredients added for extra health benefits – are predicted to be worth £1.07bn annually in the UK by 2016, according […]
Brands that show family values make stronger connections with consumers, a survey exclusive to Marketing Week reveals.
Do you want to know an open secret? Marketers who prefer an all-singing, all-dancing creative would do better to focus on making DM relevant to their target audience, according to an annual study seen by Marketing Week.
What links MasterCard, Nike and Sony? Research commissioned by Marketing Week reveals that the British public wrongly believes all three brands are official Olympics sponsors.
Retail brands are making best use of technology to achieve high open and response rates for email campaigns, according to new research.
New research into web traffic shows marketers split over whether to send consumers to the brand website or Facebook page. Michael Barnett looks at which channel gets the best results and how f-commerce could force a change of direction.