Consumers no longer just want, but expect ‘in the moment marketing’, and want brands to be following live events as they are. Branding communication must be constant and relevant. However, ‘marketing on the fly’ is not as easy and spontaneous as it may seem . . .
Here’s how a university website rose from zero to hero in the UK Higher Education league tables after prioritising the user experience through digital transformation.
The CMO of a UK-based start-up gives a frank account of how investment was finally (and after a nerve-wracking delay) secured to get the business up and running.
Adam Williams says responsible companies should operate a code of ethics that is sensitive to the person being targeted.
It’s a complex and ever-changing world and marketers need to navigate it carefully to stay abreast of methods and technology – so try adding neuroscience to your research mix to benefit from the alternative view and depth of insight that it delivers.
The way customers and companies interact is changing and online conversations take place in real time, 24 hours a day. It’s only social media . . . so relax and enjoy the benefits of aligning it to your strategic objectives.
The industry has typically struggled with a lack of insight into what exactly is repelling consumers when they switch off advertising. Why doesn’t it appeal to them? What can advertisers do to get their attention?
The marketing ‘funnel’ is a neat way to demonstrate how people go on a journey when we market to them, but is no representative of how humans work or behave. So, rather than obsessing about each stage of that F word, shouldn’t we be thinking more about how we optimise our ‘Content’?
Brands that provide an authentic, personalised experience will better engage with customers and build long-lasting relationships. Channels may change and evolve, but one-to-one marketing remains key. So, are you doing it right?
Email marketing certainly isn’t dead, but needs a bit of nursing by brands wanting to connect with millennials – research shows. The stats reveal we should take particular note of two words: targeting and relevancy.