The biggest barriers and enablers to effective loyalty programmes
Sean HargaveBrands need to deliver distinctive and diverse personalised offers, research shows, and that means having integrated systems that offer a 360-degree view of the customer.
Why marketers should be proud to ‘carry their brands on their shoulders’
Sean HargaveMarketers should be proud of their twin responsibilities of business growth and organisational culture – but to be credible they must measure themselves against metrics that matter.
Information and inspiration: Why brands can’t neglect any part of the customer journey
Sean HargaveInstead of treating them transactionally, brands can use key pieces of customer mail as rewarding and inspiring communications, which are integral to an omnichannel customer experience.
Data and tech underpin customer engagement in 2022
Sean HargaveA global survey of 1,500 marketing leaders from B2C brands indicates a positive outlook for the year ahead, as they seek to orchestrate real-time, personalised conversations through the effective use of zero- and first-party data.
How Clinique’s YouTube approach evolved from awareness to full-funnel strategy
Sean HargaveClinique knew it had to drive digital DTC sales in Q4 2020 and one of the ways to achieve this was evolving its YouTube strategy beyond awareness, to drive efficient site traffic.
A new campaign approach: Connecting customer journeys through the funnel
Sean HargaveBringing together brand and performance marketing teams allows more understanding of insights across the customer journey.
Test to impress: How brands are uncovering surprising insights about where their sales come from
Sean HargaveMarketers are being urged to look beyond last click modelling and run trials to establish their most effective channel mix in driving incremental sales.
How YouTube creators helped Vodafone drive new awareness for VOXI
Sean HargaveWhen Vodafone’s youth-oriented mobile brand VOXI wanted to tell young people about its ‘Endless Video’ service, it found tapping the authenticity of creators through YouTube BrandConnect was the best way to drive up awareness and consideration.
How brands are getting ready to serve up a festive feast this Christmas
Sean HargaveGrocery, hospitality, and food and drink brands can satisfy consumers’ appetites to treat themselves this Christmas – if they time their messaging right.
How flexibility at work will make marketers more effective post-Covid
Sean HargaveStaff have mixed reactions to going back to the office so marketing leaders will need to be adaptable to ensure the best ideas keep on flowing, as Marketing Week discovered during a video panel discussion hosted in partnership with Smartsheet.
How Cisco’s Messenger experience opened up new opportunities with small businesses
Sean HargaveThe B2B technology giant had a perception problem, being thought of as a brand for big enterprises, so it took to Facebook Messenger to drive new consideration from SMEs.
Why KFC created ‘brand love’ on Instagram Live, even while stores were closed
Sean HargaveA celebrity influencer cook-off series empowered KFC to tap into the rise in social media usage and challenges between friends during lockdown, to reinforce its brand and avoid going silent.
Airwaves alive to sound of brand collaboration
Sean HargaveNew rules allowing brands to become part of a radio show’s content, the growth of online stations and rising numbers of listeners tuning in are why the wireless is well on the road to recovery.
Sharpened reflexes
Sean HargaveReal-time bidding lets companies target specific online audiences at certain times. Sean Hargrave discovers how it is letting brands reach exactly who they want with increasingly creative ads, while saving a lot of money
Making sense of all that traffic
Sean HargaveImproved analytics tools can let brands really dig deep into data on the people visiting their sites and help them tailor activity to reach the most fruitful consumers.