Brands need a new model for path to purchase that better reflects consumers’ buying behaviour. May I present to you the ‘Hankins Hexagon’.
With motivation low, confidence knocked and resilience being tested by the latest lockdown, marketers are being encouraged to seek emotional support and open up about their mental health.
Virgin Media is looking to increase brand equity through the launch of its latest campaign, after it “switched gears” to focus on long-term brand building.
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 marketing funnels to the search for talent, it’s been a busy week. Here is my take.
Marketers might need to rethink how they talk about funnels with the wider organisation if they are to gain the most traction.
Marketers are often preoccupied with practical challenges, but also need to address questions of vision that start with ‘why?’ and ‘what if?’.
According to McDonald’s CEO Chris Kempcziski, the fast food chain’s global loyalty scheme has been the “single biggest driver of digital adoption” and is on its way to becoming the world’s largest loyalty programme.