Loyalty rewards are a key factor in attracting consumers but as it is now much easier to find offers, brands need to innovate to keep their customers. And with a savvy younger generation of shoppers who know what they want, retailers need to work harder to earn loyalty.
Festive campaign mania is upon us, but brands wanting to know how successful their online campaigns have been need to look beyond views and find out what happens after audiences have watched their offering.
Google is the most valuable brand in the world, according to the latest BrandZ index. So you would expect its most senior marketer to be one of the most prominent faces in the global marketing industry.
For most brands, having both a high-street and online presence is essential, but if you are an ecommerce company, how can you gain that physical clout without a major real-estate bill? Etsy drew up its own blueprint, launching in the UK next year.
As the buying of mobile advertising becomes more automated and central to media plans, private marketplaces are presenting new opportunities for brands to reach audiences in a premium environment, says Zac Pinkham at Millennial Media.
WhatsApp, Viber and other instant messaging services have been embraced by consumers but companies are using SMS to connect with their customers. Netsize’s Christina Laurelli explains why SMS is the preferred choice.
Retailers that opt for quick-fix responsive designs on their mobile offering are heading for disaster in a channel that is dominating how consumers shop. MoPowered’s Jim Rudall says it is imperative that retailers have a proper strategy that puts mobile commerce first.
Media agency consolidation and margin pressure from procurement departments mean kickbacks take precedence over clients’ interests, while online media buying still isn’t transparent enough, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.