Any marketer worth their salt knows all customers were not made equal, and that’s particularly true of commuters, where getting the bus or train into work is now a prime opportunity to check our smartphones and tablets to catch up on the latest news, gossip and games.
Posted on 28th July 2015 in Marketing.
With more than half (55 per cent) of consumers citing loyalty rewards as a key decision making factor when it comes to choosing a brand or provider, it is more important than ever that brands take time to plan their promotional campaigns and ensure consistent brand alignment in every element of the programme delivery.
73% of consumers are more likely to buy a product after watching a video, according to a survey by ReelSEO. Video marketing has almost become synonymous with YouTube, but not all businesses have caught on to the popularity of video yet.
Marketing is becoming one of the most technically complex functions in business today. So it comes as no surprise the requirements for the role of the CMO are evolving. Being “tech savvy” is no longer enough. The understanding of difficult marketing functions must be part of the CMO’s DNA. Creativity is vital too — but the best CMO’s embody a fusion of artistry and digital mastery.
Britain has basked in a rare heatwave this summer and for small and medium-sized enterprises (SMEs) operating in the hospitality field higher temperatures can mean big business. Punters flock to pubs, bars and outdoor restaurants, while couples and families take impromptu breaks to enjoy the unusually good weather. So, how can business owners make sure they’re winning the most of the sunny, summer trade?
Posted on 16th July 2015 in Marketing.
It’s common practice for companies to compare themselves to the market leader in their sector – but when it comes to telecoms companies it’s also seen as an opportunity to make some exaggerated marketing claims – claims that do not stand up to reality.
This month, we asked our permanent focus group, the K100, about their attitudes towards small businesses and found that whilst 70% of people would ideally prefer to spend their money with small businesses, only 14% actually do.
Time and time again I see potentially inspirational thought leaders delegating one of the most critical differentiating strategies, when they should be creating the strategy and leveraging the thinking that got them to their position in the first place.
Posted on 7th July 2015 in Marketing.
Viewers watching the start of the Wimbledon tournament today could be forgiven for thinking it’s a sponsor-free event. The All England Lawn Tennis Association, which runs the competition, demands sponsorship be discreet, and only visible where one would expect to see the relevant brand – IBM on the scoreboard, Slazenger on the balls, and manufacturers’ logos on the players’ all-white kit.
Digital marketing has, in a remarkably short space of time, become one of the most important aspects of any business. Get it right and you can make your business a success, almost overnight. Get it wrong and no one will know you ever existed.
Posted on 6th July 2015 in Marketing.
A recent list of the 100 Most Influential Leaders in Marketing, Media and Tech had a startling omission: not a single CMO made the shortlist. With marketing spend set to increase by nearly 10% this year according to Gartner, the lack of recognition for their influence begs the question, is the CMO a thing of the past? And, if so, who is calling the shots?
Every marketer knows that the delivery of a brand’s products and services must live up to the brand promise. However, communicating a promise that’s based solely on rational performance is not enough to grow sales, gain market share or justify a price premium. To drive growth, both promise and marketing must elevate a brand beyond the functional benefits to engage consumers through a total brand experience.