How the customer-first revolution is disrupting loyalty
Mike MenzerBy using data to communicate experiences that pull customers in, rather than pushing undifferentiated offers, brands can transform loyalty’s effectiveness.
In-depth features, interviews and insights into marketing’s biggest issues.
By using data to communicate experiences that pull customers in, rather than pushing undifferentiated offers, brands can transform loyalty’s effectiveness.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the government’s call to cut marketing in order to slash prices, to the business case for D&I, it’s been a busy week. Here is my take.
Marketers should be proud of their twin responsibilities of business growth and organisational culture – but to be credible they must measure themselves against metrics that matter.
Savvy marketers are realising discounts ruin brand image and slash margins, but gifts and rewards can boost sales while building loyalty.
Celebrating its 100th anniversary this year, apparel brand Dickies is on a mission to cater to a diverse consumer base spanning builders and tradespeople to skaters and artists.
In the latest episode of Marketing Week’s podcast series, former Nike CMO Greg Hoffman discusses the origins of 2018’s ‘Dream Crazy’, the secrets of brand identity excellence and why restrictions can be joyful.
Convinced he would never have made it into marketing without an apprenticeship, Nationwide’s Taylor Kellond urges brands to embrace different ways to attract young talent.
Email is a perennially effective marketing channel, but to maintain that you need to stay on top of best practice. Here are five things you should be doing now.
Digital experiences are often conceived to fulfil a campaign objective, but they should be a consistent part of customer relationships – and you may already have the creative content to fuel them.
In the second of our new series on what makes a great marketing organisation, marketers share their tips on how to build a bank of influence in business and why learning the language of finance is a fix for impostor syndrome.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From P&G’s advice to prioritise business outcomes to why memories matter more than clicks, it’s been a busy week. Here is my take.
Mitchells & Butlers has just refreshed three of its core brands – O’Neill’s, Ember Inns and Sizzling Pubs – to help retain the younger consumers it attracted during the pandemic.
The proportion of UK consumers that factor sustainability into their decisions when buying cosmetics and toiletries has never been higher. But, as new research by Teads reveals, major hurdles for marketers remain, from confusion to comparability to relying too heavily on social media to get their message across.
Bose hasn’t always been in the right places says CMO Jim Mollica, who wants to take the premium audio brand on a modernising journey – starting with becoming a content publisher.
Based on the premise that “memories generate sales”, new research from Ehrenberg-Bass urges B2B marketers to build “wider, fresher networks” by tapping into the power of category entry points.