Interactive digital screens are putting consumers in touching distance of meaningful engagement with point-of-sale activity. By Maeve Hosea
The future of marketing. It’s hard to predict, but that, in a nutshell, is what you will all be currently attempting as you reach the point of signing off budgets for next year. What activities are going to give your brand the most traction in 2010? How do you execute them and how much will they cost?
I read your news article on The Loyalty Practice research into brand building (“Money can’t buy” offers are key to brand loyalty, MW 14 October). While it is true that keeping consumers loyal is down to far more than simple price discounts, I think the notion of building loyalty through ‘money can’t buy’ extras may only appeal to a limited demographic. The UK is still in a recession and many consumers are fundamentally rethinking the way they interact with brands, and changing lifetime habits to fit with their new circumstances.
It’s great to see advertising on bills becoming something that people are more open to (“Advertising on bills makes a statement”, MW last week). While several types of businesses know a great deal about their customers’ interests to provide targeted advertising, one clearly stands above the rest. Telecom providers, such as phone (fixed and mobile), cable and ISPs, have the in-depth subscriber knowledge to ensure all advertising is highly targeted, personalised and relevant to the individual. If handled correctly, this approach can be very successful and, most important, non-intrusive.
Only Ofcom has the power to dilute Sky’s dominance of the pay-TV market, but Sir Richard Branson will benefit hugely from it
The Portman Group has published a guide that aims to stop alcohol brands using digital marketing to target underage consumers or encourage harmful drinking.
ITV is ramping up its email marketing activity to attract more return visitors to its website and build on recent online revenue gains.