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.
The broadcaster is prioritising digital growth over more traditional TV ratings as it looks to “survive and thrive in a digital world”.
Markey takes on a new role as CMO at Boots following the departure of marketing director Helen Normoyle.
Covid-19 has accelerated the shift to digital in the market research sector, but balance is needed to ensure brands retain the human touch.
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