Tactics
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Join the dots to see the full insight picture
The role of the brand researcher is evolving into one that gathers data from diverse parts of the business and turns it into actionable insight to fulfil company objectives.
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Bedrock of trust provides foundation for brand building
Niche insurer Hiscox may have business roots going back 100 years, but Michael Barnett discovers much of its marketing activity revolves around raising brand awareness.
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Smoothing the journey when going abroad
With gloomy economic forecasts for the UK, many retailers are looking for growth in emerging markets such as Russia, Germany and China.
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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.
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Iron fist-style safeguards in velvet gloves
Covering your transactional website in the cyberspace equivalent of barbed wire may help prevent fraud, but Steve Hemsley looks at how marketers strike a balance between stimulating legitimate sales and online security