Why creating value for customers creates value for brands
Steve HemsleyPersonalisation and brand experiences are evolving to focus more on what they give the customer, with the aim of increasing each one’s lifetime value to the business.
In-depth features, interviews and insights into marketing’s biggest issues.
Personalisation and brand experiences are evolving to focus more on what they give the customer, with the aim of increasing each one’s lifetime value to the business.
In the latest episode of Marketing Week’s podcast series, Patagonia marketing director for Europe, Alex Weller, discusses how businesses can live up to their purpose and what a Joe Biden administration means for the global climate crisis.
In a recessionary environment where budgets are under pressure, market research needs to “loosen up”, show how it fuels creativity and adopt the language of the C-suite, or risk being devalued by business.
Marketers may assume tech enthusiasts are a large group of free-spending consumers, but new research from YouGov suggests the reality is more nuanced.
Getting bikers to talk about safety required some lateral thinking from Highways England.
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 need to market market research to the marketing strategy behind Yum! Brands, it’s been a busy week. Here’s my take.
Passionate about the rise of “cooperative competition”, Co-op’s marketing boss Matt Atkinson believes the brand has a blueprint for success in 2021 built on collaboration and strong values, backed by a movement of 4 million members.
Air conditioning brand Nuaire did a complete U-turn on its positioning, which resulted in it creating a pipeline value of £7.4m in just five months.
With uncertainty still the prevailing wind, it’s impossible to plan live events with confidence. Consequently, stock in webinars is going up.
From building teams you can feed with two pizzas, to committing to regular retrospectives, agile working is helping GSK rethink how it does business in the era of Covid-19.
In an exclusive interview, Coca-Cola UK marketing boss talks about the challenges of 2020 and why the soft drink maker has had to be “braver” than ever before.
Data is fuelling marketing-led growth, but marketers have to take control of the engine room as failing to use data effectively is also its biggest hinderance.
Covid-19 has accelerated the shift to digital in the market research sector, but balance is needed to ensure brands retain the human touch.
Polydor Records used the cover of pop-rock group Haim’s latest album to create an interactive AR soundscape on Instagram, giving fans a new reason to engage directly with the band and buy a physical copy.
Iceland believes the “incredibly agile” nature of its marketing team has helped it weather the Covid challenge this year and helped it attract new customers.