Trends
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The top 100 most valuable global brands
Young brands sparkle as the strong grow stronger.
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A better deal is no comparison to good service
Price comparison websites and word of mouth recommendations are increasing the chances of consumers changing brands to save money - but not at the expense of a good customer experience.
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Losing the digital game
Why the FTSE 100 is failing in its interactive marketing.
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Sainsbury's enters download market with music service
Supermarket takes on Apple iTunes by making 2.3 million music tracks available on its retail website.
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Feeling frayed by the tug-of-war between future and instant targets?
The struggle for marketers to balance short-term reporting and long-term strategy.
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Why social brands follow the crowd
By tapping into collective intelligence, brands are not only breaking new ground in product design but also empowering their most engaged advocates.
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Customer journey starts in the great outdoors
Digital outdoor advertising is helping marketers to change the customer’s route to purchase and - in combination with social media channels - lead them on a new path.
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Interactive TV brands need to turn up volume
Many people don’t know what smart TVs can do for them, according to research seen by Marketing Week. Marketers must explain the benefits of interactive sets to improve take-up.
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Flash sales click with consumers
Marketers seeking a cost-effective way to promote their brand to an engaged audience or a tactical tool for launching new products are turning to flash sales sites that are fast becoming part of the mainstream marketing mix.
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Tablets are at cutting edge of multitasking
New research shows that tablet computer owners buy and use more functional apps to help them with business and finance than they do gaming and social apps. They are also likely to use their devices at the same time as they watch TV.
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Brands must get set for the swift response
People expect a brand to respond to both complaints and positive feedback posted online, and it is Facebook rather than Twitter where they prefer the line of communication to be, says exclusive research.
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Tablets taking online activity to higher level
As well as spending more money online, owners of Apple iPads and similar devices are also more likely to use them for most types of media consumption, according to research seen exclusively by Marketing Week.
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Raising the flag for diversity
Gay and lesbian people make up a valuable portion of the UK retail market, but new research shows that targeting them takes more than running generalised ads in the gay media.
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Family brands can reap rewards
Brands that show family values make stronger connections with consumers, a survey exclusive to Marketing Week reveals.
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Brands make emails land on welcome mat
Retail brands are making best use of technology to achieve high open and response rates for email campaigns, according to new research.
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Diverged traffic signals split in role of the web
New research into web traffic shows marketers split over whether to send consumers to the brand website or Facebook page. Michael Barnett looks at which channel gets the best results and how f-commerce could force a change of direction.
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Written word speaks volumes for the brand
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Free content drives digital penetration
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Brands are welcomed on to the stage
Funding cuts in the arts and entertainment sectors have made the public more accepting of brand involvement, but the role consumers require of them is so much more than as bankrollers.
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Brands serve up a personal lifestyle plan
With time-poor consumers worried about losing control of their health, brands that provide clear, personalised help will be in growing demand, predicts new research seen exclusively by Marketing Week.
Trends
Touch and go for future of small change
Research seen exclusively by Marketing Week suggests that brands wishing to provide contactless payment services will need to form partnerships with the financial sector if they are going to win consumers’ trust. By Maeve Hosea
Open or mark as junk? the state of play in email
Coupled with the right insight, email marketing is an effective way of engaging existing and prospective customers with your brand. Marketing professionals discuss email marketing in a multichannel environment, including the role of social media and how to work effectively with data.
Convenience gives digital the upper hand
The running theme through this year’s top performers of the Promise Index is offering customers the ultimate in making their lives easier, be it achieved through technology, product innovation and value-for-money service.
Meerkats not the only source of intelligence
Research seen exclusively by Marketing Week reveals that consumers looking for information about their household expenditure prefer websites like Compare the Market over brands’ own sites. But above-the-line campaigns run by financial services brands still make a significant impact. By Michael Barnett.
'In advertising we've a broad level of trust'
Research seen by Marketing Week reveals consumer advertising enjoys a broad level of trust, but marketers need to address areas of concern to ensure the trend continues.