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.
Small companies can benefit just as much as big conglomerates from gaining insight into their customers and marketplaces when rolling out new ideas. Although market research sounds expensive, there are ways to achieve valuable knowledge without a huge outlay.
Many adverts take us directly into the heart of happiness: they show us families that are happy to be together, lovers who remember how to be grateful, friends who delight in one another’s company. They can be moving precisely because what they depict is so difficult to find in real life. Their emotional power is premised on evoking what is missing, rather than what is present in our lives.
“Marketing provides good payback for shareholders,” declared PepsiCo last week. This was not a statement uttered by one of the soft drink giant’s senior marketers but its chief financial officer Hugh Johnston.
Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
Has a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
The move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
Senior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown