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.
Intriguing differences among global shoppers have been revealed in the iVend Retail’s 2018 Global Path to Purchase Report. Mia Farber examines the insights and shows that by varying your marketing strategies to suit your audience, you can significantly increase revenues and build customer loyalty . . . globally.
A survey conducted by BrightLocal among search professionals in the US has revealed key findings – such as growing optimism for this year and going forward. Jamie Pitman examines the details and compares revenues of agencies and freelancers, as well as looking into the most in-demand services asked for by local search industry clients.
Using the example of a food chain based in the north of England – that offers the hugely popular and now famous Yorkshire pudding wraps – Rob Meakin details how well personalised customer loyalty schemes can work and how shoppers expecting speed, efficiency and simplicity in every step of their retail experience can tap into a ‘membership economy’.
How many times have you sat behind someone at a major event whose mobile phone is aloft, masking your view, streaming the content to an absent audience? Live events – such as conferences, fashion shows and concerts – should ideally be a mix of physical and digital experiences, says Hannah Farrell – hugely aware of the value of social media for events promotion. But how would brands and events organisers balance the wider and welcome sharing of their content with a sympathetic social media switch-off for real-world events’ ticket-holders? It’s not a quandary, if applied in the right way…
For brands aiming to target consumers via social media, the tone they use for their message is vital. Fresh research is explored here by Andrew Watts, who discusses content marketing methods and shows which social media sales triggers work best – and why.
Marketing automation is being used increasingly to allow the social media team to focus on the quality of the marketing creative, targeted at the right audience, says Jeremy Wood, who champions end-to-end management as the ideal social ladder to reach the dizzy heights of customer engagement and insight.
Technology is only valuable if you combine knowledge of what you want it to achieve with the ability to interpret what it tells you. So says William Roberts, discussing whether CMOs aiming to bridge the Digital Divide should be optimising data and incentivising customer behaviour by aligning customer understanding with tech strategy.
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.
With brand loyalty and customer attention more scarce than ever, Joel Christie reassures marketers scrambling to gain a competitive advantage, saying accuracy, insights and near-infinite numbers of new consumers are all within reach. If you are struggling to interpret reams of data to achieve personalisation, there’s a key to creating the single customer view – AI and the predictive marketer.