Using data creatively is essential to loyalty scheme success
High-profile cyber attacks on loyalty programmes have not put consumers off sharing their data with brands but they do expect more rewards and a better experience in return.
How to innovate with incentives
Lucy TesserasIn order to revive the appeal of vouchers and incentives it is imperative that brands take a fresh approach to discount offers, and as technology advances so must the accessibility of voucher use.
How Aston Martin uses product personalisation in a luxury market
Ben DavisAs a marketer in digital, the word ‘personalisation’ might conjure up thoughts of cookies and triggered email. But what does it mean in luxury automotive for Aston Martin.
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How CRM is becoming the ‘new advertising’
Lucy FisherOne-to-one communications are increasingly replacing above-the-line campaigns.
2023 marketing year in review: It’s been a bad year for…
Marketing Week ReportersFrom the purpose backlash and a crackdown on advertising vices to the decline of the meat-free category, 2023 has not been a good year for everyone in the marketing world.
‘We need the help of our competitors’: Yorkshire Tea on reinvigorating a declining category
Niamh CarrollYorkshire Tea has gained share to become the clear market leader in black tea, but as the top brand in a declining category it is now looking to fresh ways to stimulate growth in a contracting market.
Peter Field: Marketers are too disinvested in TV advertising
Chris SutcliffeTV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers.
‘The penny has dropped’: Is purpose having a crisis of confidence?
Michaela JeffersonA few years ago purpose was seen as the solution to any brand problem. But now with even cheerleader-in-chief Unilever stepping back, where does purpose go next?