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.
With movie studios determined to shift film releases to their own streaming platforms, the blockbuster’s December launch will show if cinema remains a viable distribution channel.
The British lifestyle brand is coming back from administration fighting, with a digital strategy based on five key objectives.
Toyota targeted mainstream drivers wary of new tech and reluctant to be early adopters.
Travel marketer Will Weeks shares the lessons he’s learnt from being made redundant and the job hunt routine that keeps him sane.