trends
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Is your customer data firing on all cylinders?
A ready stream of customer data is one thing, but being geared up to apply that insight at an increasingly personal level and fuel a brand’s growth is another, finds Matthew Valentine.
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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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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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Spare cash is feathering empty nests
Parents whose children have left home are using their higher levels of disposable income to enjoy new-found independence, according to research seen by Marketing Week.
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Six codes that reveal a brand's real personality
Research seen exclusively by Marketing Week identifies six styles of language that marketers use to communicate their company’s personality. Is your brand cool, caring or sociable? asks Lucy Handley.
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Brewing up new ideas to pull students back
Price, offers, marketing and the social experience can all play a part as pubs try to entice students back, but an emphasis on responsible drinking should also be included.
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Affordability is tie that binds 'con-demmed'
Brands aspiring to connect with 18-to 24-year-olds must now tailor their offer to five distinct groups within this demographic, according to research seen exclusively by Marketing Week.
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The give and take in appeals for donations
A survey commissioned by Marketing Week shows people prefer less intrusive methods of fundraising, but charities must balance this with the most effective means of securing donations.
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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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Sponsors run risk of ambush at Olympics
What links MasterCard, Nike and Sony? Research commissioned by Marketing Week reveals that the British public wrongly believes all three brands are official Olympics sponsors.
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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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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.
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Tv spots paint false image of material girls
Consumer brands are failing to benefit from the significant spending power of the over 50s market, which includes Madonna, because TV advertising is failing to connect with the sector.
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Don't let your customers fade from view
Latest figures indicate that people are becoming less inclined to hand over their personal details in return for benefits such as discounts and samples, challenging marketers to step up their powers of persuasion.
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Showrooms for improvement weather storm