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.
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.
Hiring talent through non-traditional routes can be challenging but marketing teams are reaping the rewards.
Novel formats, more premium sites and a burst of creative thinking are generating a new breed of out-of-home advertising.
Dixons, Habitat and Topps Tiles are experimenting with new shop formats to help prevent ‘showrooming’ and figures suggest it is working.
Field and experiential marketing can be costly but if a brand gets it right, it can reap the rewards.
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.