Understanding your price, promotions and online product positioning
Marketing Week PartnerBrand View’s Dave Howard outlines the essential ways to optimise strategy and turn marketing, advertising and communications into effective sales generators.
Gift cards are gifts that just keep on giving
Marketing Week PartnerGift cards can boost promotions and help build long-standing relationships with staff and customers, says Sarah Chesterton at Sainsbury’s Business Direct. They are easy to administer, cost-effective, secure and easy to use –making them an ideal choice
Translating the brand to grow your business overseas
Marketing Week PartnerCreative Translation’s Luke Innes says in order for brands to successfully adapt their global message overseas, they need to review their brand identity first and tailor it for each new market if they want to meet the expectations of local audiences.
Seven-step guide in undertaking a single customer view project
Marketing Week PartnerSingle customer view projects are costly and require buy-in from many departments, says Blue Sheep’s Iain Lovatt. He provides seven key considerations that need to be taken into account to ensure SCV success.
Content marketing is an acquisition tool, not just a branding tool
Marketing Week PartnerThere is a general lack of understanding in the industry as to how content can be employed to acquire customers and retain them, says Branded3’s Stephen Kenwright.
Spend more time on ideas and less time on process
Marketing Week PartnerThe advertising technology sector – ‘ad tech’ – has come of age and can deliver significant benefits to brands and agencies. Adstream’s Ian Wheal sets out essential guidelines to follow when assessing potential software vendors.
Use sensory brand design to create multi-sensory experiences
Marketing Week PartnerBrands are failing to exploit the power of multi-sensory experiences to connect with audiences and help them onto the path of purchase. DCA Design’s Peter Kay sets out how to achieve valuable ‘sensory equity’.
Why the pursuit of loyalty is more important than ever
Marketing Week PartnerConsumers can now explore their choices in ways they have never been able to before, forcing brands to work harder to differentiate themselves in a crowded market, says MaritzCX Europe’s Stephan Thun.
Apply psychological science to OOH to nudge consumers into action
Marketing Week PartnerNeuroscience and behavioural economics could have the ability to influence consumers to behave in a certain way. Kinetic has been hypothesising, experimenting and learning how the science can be applied to out-of-home, with impressive results, says Anna Dobson.
Optimisation is key for programmatic success in 2015
Marketing Week PartnerThe right technology is not the only vital ingredient for a successful programmatic campaign – advertisers must also have the right team on board and ensure there is complete transparency in reporting, says Periscopix’s Liz Rutgersson.
What is the role of technology in programmatic? AppNexus Europe’s Graham Wylie explains
Marketing Week Partnerhttp://bcove.me/9ja3stzo Wylie, a keynote speaker at ‘Get with the Programmatic’ and a part of ’New Forms of Programmatic Buying’ panel, leads marketing for AppNexus across the rapidly growing EMEA and APAC regions. He is driving the transformative impact of real-time advertising for publishers, agencies and brands. Prior to AppNexus, Graham held a number of senior […]
The impact of wearable technology on how brands communicate
Marketing Week PartnerWearable connected devices will not only transform lives by providing people with insightful personal data encouraging a change in behaviour with regard to fitness and wellbeing, they will also have a significant effect on how brands communicate, says Kaizo’s Rachael Rees.
Social journalism is changing the rules of PR in the digital world
Marketing Week PartnerThe way journalists view and use social media is changing and if PRs do not adapt to this change they will be left behind, or worse, replaced by the medium itself, warns Cision UK’s Priyanka Dayal.
Five digital trends to shape marketing and communications in 2015
Marketing Week PartnerThis year will see brands offering consumers a choice in the types of content they consume, says Hotwire’s Alex MacLaverty, and knowing and responding to audiences will be the key theme that will underpin every trend in 2015.