When you join a loyalty programme, you expect to receive certain kinds of marketing from the brand – requests to lobby government on its behalf aren’t among them. Yet that’s what Virgin Atlantic seems to think its Flying Club is for.
Mumsnet is extending its brand into car recommendations, after a survey it conducted revealed that the majority of its members favour peer-to-peer recommendations over adverts, dealerships and celebrity endorsements when purchasing a family car.
Direct marketing can offer brands plenty – cost efficiency, impressive returns on investment and targeting opportunities few other channels could match – it is also the best way to limit long-term damage when your brand is facing a reputational hit.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the UK brands’ stalling growth to Next’s CEO’s assertion that marketing spend is ‘not a decision made in the boardroom’, it’s been a busy week. Here is my take.
By investing in media beyond Facebook and Instagram, shifting its messaging and moving towards integrated campaigns, Oddbox was able to boost brand awareness and salience, and achieve its best month for customer acquisition.
With so few people aged over 50 working in marketing, is it any wonder those in their later years – and particularly women – feel underrepresented in advertising? Marketers need to double down on audience research to truly understand this vast demographic.
Having boosted awareness, education is the necessary next step towards moving consumers down the funnel towards purchase intent, says marketing director Alex Pickering.