Perfect experience
The online user experience is now one of the top priorities for marketers, as opportunities for greater digital sales and interaction drive the need for more in-depth analysis and information on customer patterns.
Aiming high
Under the latest radical reincarnation of google’s ranking algorithms, brands with quality content are likely to see higher search rankings but they still need to use tactical marketing.
Marketing Tactics
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Wake-up call for brand identity
Nigel Pocklington, chief marketing officer of Hotels.com, explains how companies can sleep easier by bringing consistency to their global branding.
Consumer behaviour: An appetite for new insight
Connected platforms such as smart TV are revolutionising marketing by allowing users’ habits to be monitored. Now chief marketing officers must get to grips with these powerful means of mining behavioural information.
Data vs creativity
The growing importance of data is being accused of stifling creativity, as more decisions are made on the basis of numbers and insight rather than allowing original ideas to flow freely.
Telematics: Captured by driving
With collection of in-car telematics data already underway, the emerging ‘black box’ technology promises to deliver rich real-time information on consumer location, behaviour and product usage.
Something to believe in
Trust in the media has been damaged along with trust in business, according to new research, so organisations need to develop more informal channels to connect effectively with their audiences, says Mary-Louise Clews.
The year for sharing stories
Advertising Feature: The challenge for marketers in 2013 will be not just to tell stories, but to encourage their audiences to participate in the storytelling process, says Rebecca Grant, managing director consumer UK & EMEA at Cohn & Wolfe.
