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Personal touch points to a positive response
Direct marketers are using technology such as analytics software and volunteered personal information to deliver messages that raise levels of engagement.
Brand image at forefront of innovation
Exclusive research by Marketing Week reveals agencies and their clients agree the impact of design on campaigns can only increase.
Satisfying an appetite for sweeteners
Stand-out promotions do not just provide a short-term sales boost but build a brand’s value - especially at a time when consumers are feeling the pinch.
Peer Panel
As more and more consumers go online, Marketing Week brought together a panel of five etail experts to give their views about the sector’s burning issues.
Pushing boundaries in brand identities
More companies are using animations and interactive elements in their brand designs to engage ever-increasing audiences across the internet, mobile and print media. By Mike Exon
How to keep the customer on your side
Customer loyalty, multiple sales channels and social media are just three challenges facing the retail sector. Six experienced executives give Marketing Week their views.
In-box clever to fast-track engagement
With consumers becoming ever more receptive to email marketing, brands need to invest time and money getting the most out of this valuable sales channel.
Step forward and select the right direction
As direct mail’s star continues to rise among the public, six DM specialists answer questions posed by Marketing Week about the sector’s burning issues. By Ruth Mortimer
Point of purchase - Duets singing from the same hymn sheet
With the in-store marketing industry keen to take a more strategic role helping brands market themselves, Marketing Week research reveals that client and supplier collaboration is now the name of the game
Industry attitudes: Direct Mail
The direct mail industry is optimistic about the future despite the recession, as Marketing Week research reveals.
Advertising on bills makes a statement
While paper bank statements and utility bills remain in vogue, new research demonstrates that marketers should seek to use such financial documents as vehicles for promotional activity.
Benchmarks
Betfair plays a game of two sides
Football pundits normally roll out the sporting clichés and give us the benefit of their wisdom in television studios and on the airwaves, but betting exchange brand Betfair is now signing up their services in an attempt to promote its offering.
Modern love story starts new chapter
After a successful relaunch from Liverpool Victoria, financial services provider LV= is living up to the brand promise by overhauling its customer communications and cutting out the jargon.
How to keep your spirits upmarket
The owner of Courvoisier is using the cognac’s rich heritage, classy cocktails and a social network of rising stars across the UK to build the brand. By Joe Fernandez
Nurofen makes emotional appeal
When competing on price with own-label painkillers became an incurable headache for marketleading analgesic Nurofen, the brand broke convention in the sector by using emotional appeal.
Bride vows to carry on regardless
T-Mobile spent 2009 gathering consumers together in public spaces for “spontaneous” dancing and mass karaoke sessions. But despite this high-profile marketing, the news that it would merge with fellow mobile brand Orange into a super-network has raised questions over whether the T-Mobile name will continue to exist in the long term.
From relics to relevance for the Trust
National Trust has embarked on a redesign that aims to attract more visitors by challenging its formal image and changing people’s perceptions of it as just the keeper of historic homes.
