Marketers are still struggling to follow consumers’ purchase journeys as they research and buy on numerous devices, and without a new approach they risk losing sight of the effectiveness of performance marketing.
Putting ‘humanity’ at the heart of its communication has helped First Direct move back into pole position in KPMG Nunwood’s Customer Experience Excellence ranking.
Customer experience may be high on the agenda but many brands are neglecting to look more broadly at the overall brand experience, which is impacting consumer loyalty, new research finds.
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 value of gut instinct to evidence that narrow targeting does not work in B2B, it’s been a busy week. Here is my take.
From the FA unveiling a new look Three Lions to Gousto going on a hiring spree after proving marketing’s value and British Airways unveiling its recovery plan, here are some of this week’s biggest marketing stories.
The last 12 months have seen significant changes in consumer behaviour due to the pressures of Covid-19. Here are some of the most important for marketers.
As the airline launches its first TV campaign in two years, the brand says reinforcing consumer trust will be key to ensuring people choose British Airways for their first post-pandemic flight.