Vouchers and coupons give customers key incentives to develop their interest in a brand but as the appeal of the marketing lever rises so do the stakes around misuse, counterfeiting and scams.
Data analytics, personalisation tools and neuroscience techniques are now part of a marketer’s research armoury - and they can provide rapid results.
Companies such as British Airways, SodaStream and GSK are putting design at the core of their marketing to positively impact consumers’ perception and boost sales.
Brands are using creative field and experiential marketing strategies to talk to customers in an engaging way. The results are activations that add brand value and inspire long-term loyalty.
Marketers should not feel limited by their roles or industry sectors - secondments and the right training can provide a repertoire of skills that are transferable across businesses.
If Lady Gaga can use outdoor to unveil her latest album, it must be the medium of the moment. Digital screens with new technologies have brands flocking to them to engage consumers – but there’s a strong showing from static sites too.
Retailers are adopting new digital channels at an astonishing pace – but for some consumers, that still isn’t fast enough.
New research smashes the ‘big is best’ theory and preset ideas on competition entry methods, and demonstrates that online is changing the rules of engagement.
Too many brands are producing content nobody wants, so keep it interesting and relevant – and don’t sell.
Word-of-mouth endorsement is a major factor behind many purchases, meaning that managing and measuring brand advocacy is the ultimate marketing goal.