Differentiated brand experiences: Why success means examining every aspect of the organisation
Lucy FisherAt a Festival of Marketing Masterclass event, marketers learned how to become consumer-centric but brand-led and technology-inspired.
Why GDPR is no longer the wolf at the door
Lucy FisherA year since the EU’s General Data Protection Regulation came into force, brands’ worries about its impact have faded, but that doesn’t mean the job is done.
How Clinique deciphered the in-store impact of video ads
Lucy FisherClinique didn’t know the offline effect of its Facebook video ads until it undertook a landmark six-month study to demonstrate their impact on metrics including in-store sales and product consideration.
Why the appeal of second-party data is growing
Lucy FisherAs data protection regulations tighten and brands grow more wary of brands’ data use, replacing third-party data with that owned by trusted partners could be a safer, more reliable option.
Are your partners acting ethically? How to ensure others’ actions don’t impact your brand
Lucy FisherAs corporate ethics come under scrutiny like never before, companies must analyse every touchpoint – in particular their relationships with agencies and third parties – to ensure their brand purpose cannot be compromised.
The future of customer loyalty is card free
Lucy FisherGaining loyalty from customers is no longer a matter of simply investing in a card-based scheme, instead brands are using data to reward the right behaviour.
How to make the most of predictive analytics
Lucy FisherPredictive analytics is giving brands the capability to automate marketing responses in any given customer scenario, but it requires fundamental shifts in companies’ attitudes to technology and the willingness to test and learn continually.
Using data creatively is essential to loyalty scheme success
Lucy FisherHigh-profile cyber attacks on loyalty programmes have not put consumers off sharing their data with brands but they do expect more rewards and a better experience in return.
How CRM is becoming the ‘new advertising’
Lucy FisherOne-to-one communications are increasingly replacing above-the-line campaigns.
MW roundtable: how to achieve true customer engagement
Lucy FisherWhat exactly is engagement, who is responsible for it and how can it be achieved it in the modern omnichannel market? Senior marketers discuss at Marketing Week’s roundtable.
The social experiment
Lucy FisherBrands are learning that social media is not just a free marketing channel, but requires a content plan and nimble processes to take advantage of the constantly changing platforms.
It’s about personality: How to train staff in your brand’s characteristics
Lucy FisherAs a company grows, it can become difficult to ensure that all employees are engaged in its brand and what it stands for. Ensuring that a large workforce buys into the brand promise, however, brings its rewards – even if these are difficult to measure financially.
Digital personalisation: how intimate should brands get?
Lucy FisherPersonalisation brings brands the chance to reach people with relevant marketing at the right time, but how intimate do consumers really want the relationship to be?
Brands fight turf war in field of retail-side training
Lucy FisherMarketers’ new weapon of choice is state-of-the-art training techniques for retail partners as companies jostle to make their brand top dog in the sales stakes
Game on to keep consumers engaged
Lucy FisherGamification is helping research professionals to gain valuable consumer insight using engaging games.