While advertising awards have little commercial value to clients, they at least remind us that great ads are cheaper and more effective at driving purchase behaviour than relying on outsize media spend.Read more
Consumers have a dizzying array of choice when making purchase decisions and they often use these unconscious cognitive processes to simplify the task, so brands should adapt their marketing accordingly.Read more
With the increased attention put on determining the impact of media, creativity has seemed to be in decline but new methods and a renewed focus could reignite the spark.Read more
When we look at the customer journey, we realize that the consumer is always more mobile and always on the move. The goal is to capture all touchpoints throughout the day. At home, including the leaflets in his mailbox, or on the go, thanks to his mobile phone... Who has never turned around in...Read more
SAP has an ambition to become the first pure-play B2B company to make it into the top 10 on BrandZ’s most valuable brands list through a focus on creativity, storytelling and the needs of its customers.Read more
Global retail technology spending will near $203.6 billion in 2019 as stores continue to play digital catch-up and AI, robotics and payment innovation plans advance.Read more
Creativity and storytelling were previously seen as a luxury afforded to B2C brands but B2B marketers are waking up to the effectiveness opportunity investment can bring.Read more
According to “The E-commerce Effect,” 74% of retailers expect an increase in e-commerce revenue next year, and 72% expect higher mobile website revenue. Less than half of retailers expect revenue growth from channels such as mobile app (49%), social media (47%), and brick-and-mortar (38%).Read more
Lidl is focusing on the ‘big on quality’ aspect of its brand strapline, rather than ‘Lidl on price’, as it looks to make its points of difference clearer and convince more shoppers to “keep coming back”.Read more
According to “How Leading Retailers and Direct-to-Consumer Brands are Investing in Digital,” a survey of 100 top e-commerce marketing executives at brick-and-mortar and digital retailers from CommerceNext and Oracle, 65% of respondents saw a year-over-year increase to their e-commerce marketing...Read more
The relationship between marketers and creatives always requires a mix of compromise and collaboration. Marketers are ultimately driven by commercial imperatives and creatives by the desire to create great work that stands out.
People are starting to take a less negative view of the general financial situation of the UK and looking to make big purchases, although consumer confidence levels remain “historically low”.Read more
