Mind the gap
Marketing WeekThinking along same lines gets direct responses
Thinking along same lines gets direct responses
The fair trade market may still be growing at a rapid rate, but exclusive research carried out for Marketing Week shows too few consumers are aware of the diversity of products or the range of retailers that stock them.
Consumers are attracted to celebrity endorsed products and many want to see more local stars being used, but there is rowing cynicism of their blanket use and of personalities having multiple brand deals.
When interactive online content is placed in a suitable context, the shifts in brand metrics can be measured and help marketers balance their books, according to the latest research.
The latest Marketing Trends Survey by the Chartered Institute of Marketing shows brand owners must invest in training and technology if they are to meet customer relationship management goals. By Louise Jack
Two years ago the public were distrustful of the supermarkets’ power, but a new study shows retailers are now trusted more than the Government to be truthful and helpful in the recession. By Jo Roberts
Shoppers are planning to buy more of their presents online, and new research highlights the tactics that will tempt them to one site over another. By Louise Jack
As the amount of money Britons are putting away for a rainy day rises, new research reveals that websites operated by savings account providers are failing to meet consumer expectations. By Louise Jack
The majority of consumers are receptive to mobile marketing messages from brands they trust but want to remain in control of the frequency and number of messages they receive, according to a study.
What puts a brand at the cutting edge of innovation? According to the latest research, it must be a trustworthy business that simplifies the lives of consumers.
Consumer confidence may be higher than it was in the depths of the recession, but new research shows that fears of unemployment and other economic uncertainties are still having a negative effect on spending.
Brands can protect their reputation by ensuring consumer experience matches expectations. New research shows which sectors are getting it right – and which have harsh lessons to learn.
Marketers must turn their attention to a new group of consumers that is comfortable with the latest digital technology if they are to avoid their brands being switched to standby.
Brands that put customer services at the heart of their strategy lead the way in the latest Promise Index research, which measures whether a consumer’s experience exceeds their expectations.
Although mums spend less time with media than the average consumer, the array of sources they rely on to aid purchasing decisions make this group an inaccessible but valuable target for marketers.