Tactics
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Research and insight: endeavour to see how the customer sees
Five insight experts tell Lucy Handley their high points from last year and their plans for this - including coping with a budget squeeze - and the skill to getting better results from research
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Retail media: opportunity rises for online retail media
Debate is raging as to whether online retailers should build their websites around point-of-sale presence for partner brands or focus on their own communications.
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Outdoor ads: smart media network enters great outdoors
Interactive technology is allowing brands to blend outdoor campaigns with experiential and new media activity to generate long-lasting levels of consumer awareness.
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How new tech can deliver more consumer insight
New techniques are revealing valuable pieces in the puzzle of how consumers truly use and interact with brands rather than what they tell researchers.
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Free samples still best way to win friends
As more brands incorporate social media into their experiential campaigns, a study seen by Marketing Week reveals the free sample is still highly valued.
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Brand values take top spot on Christmas party list
Want to get more bang for your buck this Christmas? Use your most valuable assets to buy into the party spirit.
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Customer titles explore online engagement
As more brands move the readers of their print magazines down a digital route by providing exclusive online content, Jo Roberts asks if the writing is on the wall for hard copy titles.
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Marketers need to direct flow of talking points
With new media taking control of communications away from companies, our panel of experts meet in Geneva to debate howmarketers can safeguard brand reputations and engage with their target audience.
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Human face of brands receives an e-makeover
Field marketing may be an unrivalled way to get products into the hands of consumers, but our expert panel tells Lou Cooper that it must be an integral part of the marketing mix.Ross Webster: Managing director of sales, European markets, The Weather ChannelDermot Ryan: Joint director, electronic, ’cigarette’ brand E-LitesSarah Hurle: Customer marketing manager, UnileverAimee ...
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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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All roads to improvement start at insight
Whether it is Sky looking for differentiation, or More Than setting out to improve customer service, the mantra from all brands at our 1-2-1 Research Summit was ’insight’.
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Media tools need to be placed in skilled hands
Our panel of marketing experts, in association with Communisis, discuss how to make best use of social media and warn there are no one-size-fits-all solutions.
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Poster power grabs piece of the interaction
Six experts discuss digital innovation and other hot topics that are likely to have a significant impact on the future of out of home media.
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Good first impressions lie in the detail
With online shopping now an integral part of any brand’s business, the experience your website offers is as important as your next ad campaign.
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Why blogs and tweets give pr machine bite
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Things that make you go OOH!
As technology costs fall, innovation is inspiring ever-more adventurous digital out-of-home ad campaigns across the UK.Targeting drivers with a digital OOH campaign proved effective for Heathrow Express
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Taking outdoor into new realms of possibility
The out-of-home media sector is embarking on a period of exciting transition, stimulated by digital and the London Olympics. But for some brands, evolution of outdoor isn’t happening fast enough.
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Live shows deepen the brand experience
Live events are arguably the ultimate brand experience. Indoor shows lend themselves to television or magazine extensions, allowing viewers to immerse themselves in their favourite media brands, while trade shows are expert in getting deals done between visitors and those selling their wares.
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Engagement takes place in a shared environment
Thirteen specialists come together to pass on knowledge and exchange views on the increasing importance of the social consumer for marketing.
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Three brands that failed to make an impact second time around
Explore three brands that failed to make an impact second time around.