Herschell Gordon Lewis was never a man to go easy on bad marketing. The late marketing great dissects some of the poorer examples of sales messaging and offers his thoughts on how to avoid the same mistakes.
Far from being dead in the water, new research shows that on-pack promotions can still captivate consumers. But the trick is to blend the wow factor with smart strategy – get the right promotion that goes beyond simply slashing prices, says Chris Baldwin. Here, he examines the evidence.
A bespoke consumer survey among 1,000 UK shoppers has studied the impact of on-pack promotions. Consumers were asked what makes brands more attractive to them, how they redeem promotions and what impacts their loyalty. The findings provide invaluable insights for brands wanting to create winning retail strategies in the ever-evolving digital age and to drive loyalty. Joanne Kimber examines the details.
Marketers love email because it works – researchers tell us that open rates, click rates and, most importantly, conversion rates are up and are driving ROI . . . proving that consumers also love it. Yet, surprisingly, some companies are not using this channel well enough to make the most of email campaign opportunities. Guy Hanson has a handful of ways to boost your brand’s email performance. Check them out:
All too soon, deals won in the discounts battle fought during major retail events such as Black Friday & Christmas fade into last year’s bottom line and marketers turn their thoughts to a new year and fresh battlegrounds! But Chris Baldwin has advice and strategies that will create value for retailers all year round.
Technology has created a new era for marketers, says Pini Yakuel. But the move from traditional media to the web is not as simple as putting ads online – they must be carefully targeted so as not to bombard and provoke the viewer into deploying ad-blockers and shifting their loyalty elsewhere. Customer data should be carefully individualised and detailed, segmented into specific personas; the art of advertising has morphed into the online marketing science of data analytics.
Recently, the possibility of selling data collected by a robot vacuum cleaner triggered a debate about legality and ethics. But why would marketers vacuum up data and how would they use information about a home’s square footage, furniture and other personal details to reach customers? Tim Scargill discusses the many ways marketers utilise data analytics to predict consumer behaviour, improve targeting and personalisation and determine the ROI of their marketing efforts.
Relevant brand partnership can help marketers deliver successful loyalty programmes – and the strategy goes beyond offering exclusive and unexpected customer experiences. Partnerships also give brands access to a wider set of customer data that will drive loyalty by association. What’s not to like? Just make sure you get the right partnership, says Chris Wilson.
Increasingly, consumers are understanding how useful sharing their data can be, in terms of receiving a relevant communication, a tailored offering or a specific deal. But are marketers really making the most of a personalised marketing strategy or, as research suggests, do many doubt that perfecting personalisation is possible? Currently, personalisation is good, but we need to do it better.
Retailers and brands are inundated with data from many different sources – how do they ensure big data becomes smart data? Stephanie Augier discusses the challenges and the benefits and uses a case study to illustrate points made.