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Zoom out for a wider view of cinema-goers
Cinema has managed to buck the trend of consumer cutbacks during this recession, but challenges still lie ahead which the industry could overcome by broadening its appeal beyond the core youth audience.
Why shattered reputations are ripe for repair
With the reputation of the financial services sector at an all-time low, research reveals that both new and long-established providers have an opportunity to turn mistrust into confidence.
Keep in mind how a human brain works
Brands need to explore neuroscience if they want to make their TV and online campaigns remain in consumers’ memories, according to research.
Small business digs deep into marketing mix
Small and medium-sized enterprises are bucking the austerity trend and investing an increasing amount of cash in a wide range of marketing activity, according to research seen exclusively by Marketing Week.
Mind the gap
The gap between consumers’ perceptions of a brand’s image and the actual experience, as measured by The Promise Index, raises some tricky questions for marketers.
Only trust can overcome data privacy fears
Consumers are more likely to offer their personal details to a brand that is seen to be transparent, rather than in return for a cash reward, according to fast.MAP/DMA research
What do women really want?
There continues to be a significant gender bias in the way we perceive brands, according to the results of recent research, which leaves many brand owners still figuring out how best to meet the needs of women.
Games console at hub of family entertainment
Brands have the opportunity to use video games to engage with a wide audience now consoles have moved out of teenage bedrooms into the family living space, according to Turner Media Innovations.
Get the fit right and the sales will follow
By tailoring their marketing to lifestyle preferences and enhancing service levels in line with the target market, clothing retailers can expand their sales potential.
Relaxed purse strings herald a bounceback
There are early signs that consumer confidence is on the rise, with people less inclined to slash their spending on non-essentials such as holidays, entertainment and eating out.
Call to action must make a connection
Recession-led marketing strategies continue to make an emotional connection with consumers concerned about the economy, according to research by TNS.
Empowerment age arrives at personal level
Brands that use the data at their disposal to tailor direct marketing material to the individual consumer will encourage customer loyalty, according to research by Experian.
