Are loyalty schemes broken?
Mindi ChahalMany loyalty schemes are failing to understand the distinction between implicit and explicit drivers and the emotional needs of consumers, but behavioural data can put brands on the right path.
In-depth features, interviews and insights into marketing’s biggest issues.
Many loyalty schemes are failing to understand the distinction between implicit and explicit drivers and the emotional needs of consumers, but behavioural data can put brands on the right path.
Samsung is currently on top of its battle with Apple to be the world’s premier smartphone maker, but as global smartphone sales slow the Korean company’s mobile marketing chief YH Lee knows the future lies in creating an ecosystem of products and humanising communications.
MasterCard is shifting money away from traditional above-the-line advertising to focus on real-time promotions as its CMO Raja Rajamannar looks to ensure that its marketing builds not just the brand but the business as well.
As Coca-Cola rolls out its biggest marketing investment in a decade with the Coca-Cola Zero Sugar campaign launch, the brand’s GB marketing director Bobby Brittain tells Marketing Week how it aims to influence consumers to make healthier choices while staying at the forefront of marketing.
In a period of post-Brexit uncertainty and potential recruitment freezes, marketers will need to embrace upskilling to maintain a competitive advantage.
As the Cannes Festival of Creativity got into full swing last month, marketing and media experts jetted in to discuss the measurement challenge in a fragmented mobile world, at a Marketing Week event sponsored by Facebook Atlas.
As Coca-Cola launches the new ‘CokeTV’ YouTube channel in a bid to connect with millennials, experts have warned the service it must prioritise authenticity or risk alienating young people.
In this entertaining and useful 40 minute webinar, Professor Mark Ritson discussed the structure of the Marketing Week Mini-MBA in Marketing and the logic behind the approach.
People who are in a relationship and have moved in together provide marketers with somewhat of a conundrum. Marketing Week looks at how brands can better target this broad life stage.
With the latest ‘Lidl Surprises’ campaign aiming to convince doubters of the quality of the discounter’s meat, Lidl UK’s marketing director Claire Farrant says its past success means the brand’s marketing now has to work much harder to surprise British consumers.
The ability to learn at pace in an agile start-up environment enabled Alice Mrongovius to rise through the ranks and claim the top job at takeaway ordering platform Hungryhouse.
The Broadcast Committee of Advertising Practice (BCAP) has decided not to implement scheduling restrictions around payday loan ads, but payment brands face a further challenge in ensuring their ads don’t exploit vulnerable consumers.
What makes brands stick in the memory and what can less ‘sticky’ brands do to change consumers’ minds?
During the 62nd Cannes Lions Festival of Creativity, Teads and Marketing Week hosted a sponsored panel debate on board a yacht to discuss how advertisers need to cater for this mobile-only generation.
Brands are harnessing the power of ‘frugal innovation’ to create value by working smarter with fewer resources, while improving the customer experience.