Marketers must deploy their copywriting, analysis and creativity skills to convince sceptical consumers that brands can be trusted not to misuse their details, research shows. Meanwhile, looming EU opt-in laws are adding uncertainty to an already sensitive subject.
Introducing branding techniques to create a strong country image boosts tourism, investment and trade, according to research, but only 22 countries make the grade. Which are the jewels in the international crown and what can marketers learn from them?
The huge success of Black Friday and Cyber Monday last year have placed the discount days firmly in retailers’ Christmas calenders but brands need to ensure their tactics make the most of a short timeframe and that the rise of m-commerce is addressed.
With consumers expecting the same multichannel service from their financial provider as from retail brands, and new entrants better able to deliver those needs, the sector faces substantial challenges. Our panel of experts discuss the best way forward.
We have a robust marketing plan and a system that rechecks decisions across the business during the year, but this just encourages people to add and add new campaigns, leaving the marketing team and budget struggling under their weight.
Two-thirds of 1,000 sampled Australians said they followed not a single brand on social media, but the research company did not show that in the results tables. It’s time to stop hiding from the negative story leaping out from the data.
Story of my CV: Having worked at Apple, Expedia and Skype at pivotal times for each brand, John Veichmanis has been at the forefront of digital innovation throughout his career, something which he has taken to his current role as CMO of luxury marketplace Farfetch.