App strategy: The next stage of consumer loyalty

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What does brand loyalty mean to you? Does it equate to money off vouchers, in-store credit and points accumulation, or should loyalty be rewarded with behavioural change that makes our lives easier, more meaningful and improves our wellbeing?

For anyone with a plastic brand loyalty card that’s always impossible to find in a bag or...

By Dennis Jones, 22 August 2016, 1 comment. Categories: Branding.

How brands are using tech in Rio to enhance audience experiences

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The Rio Olympics 2016 will be celebrating and showcasing a variety of sports as the world watches, something that all sorts of brands will be keen to take advantage of.

As with any sporting event, the Olympics are a great platform to expose your brand to a mass global audience, and it’s interesting to note how advances in tech have it made much easier for them to do so.

Unlike before, digital innovations will help brands create a unique way for their customers to experience the Games....

By Richard Dodgson, 09 August 2016, 0 comments. Categories: Branding, Customer Experience, Data-driven marketing.

Brands: Would you let a computer do the talking for you?

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When was the last time you found yourself talking to your computer or smartphone? Whether it’s Cortana, Google, Siri or any of the other voice recognition systems out there now, these are the just the beginning of the growing number new approaches to computer learning and marketing.

If proof that we are entering a new era of machine learning and artificial intelligence (AI) look no further than Google’s project DeepMind, which is the tech giant’s AI computer that...

By Rachel Aldighieri, 01 August 2016, 0 comments. Categories: Automation, Branding.

Why marketers should care about personal branding

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Personal branding might sound like an unsavoury practice reserved for the gurus and ninjas of the marketing world. However, like social media itself, it’s not something you can opt out of today.

You have a digital footprint and if you don’t take control of it, then others will. So how do you make it work for you?

Personal branding is about injecting your personality to your business mode. In an age dominated by social media, people trust people, and their individual quirks, more than a...

By Claire Trevien, 26 July 2016, 1 comment. Categories: Branding.

Why aren't more brands harnessing small data?

The explosion in eCommerce and digital marketing witnessed in the past decade has had some intriguing consequences for the structure of modern businesses.

For one, web analytics tools have become some kind of holy scripture for marketing, prophesying market trends while denouncing the fake idols of online surveys and consumer focus groups.

Big data is one of the biggest influencers on how companies structure their online content. But a phrase few marketing professionals seem to be discussing could provide an...

By Ben Graham, 21 July 2016, 0 comments. Categories: Big Data, Branding.

Why you should be protecting your brand online

In today’s online world, it’s no longer enough for an ambitious brand to just have an attractive shopfront on the high street and a recognisable logo.

While they are important, the growth of the internet means that the whole world is now your potential customer base, so it’s important to give extra thought to how you market your business online.

However, with the internet being such a crowded space, there are a number of things you need to consider to minimise the chance of your...

By Nick Wenban-Smith, 19 July 2016, 0 comments. Categories: Best Practice, Branding.

Brands, it's time to stop ignoring the mobile payment revolution

Every new stat on mobile adoption should serve as a wake-up call to brands that are still ignoring the growth in mobile transactions, which last year were worth more than £20bn to British retailers.

By 2019, retail mCommerce sales will reach £40bn and represent 43.7% of total retail eCommerce, according to eMarketer.

As it stands, mobile payments make up a third of all UK transactions. The rapid evolution in retail technology has opened the floodgates for...

By Dennis Jones, 19 July 2016, 0 comments. Categories: Branding, M-Commerce.

Why Pokémon GO is fertile ground for marketers and brands

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Gen Yers may have swapped playgrounds for office spaces and Gameboys for smartphones, but since the launch of Pokémon GO, you’d be forgiven for thinking we’d fallen into a timewarp back to the mid-’90s.

The game – which uses GPS to transform landmarks in a player’s locale into gyms and Pokéstops, and AR to fuse physical and virtual worlds...

By Lore Oxford, 19 July 2016, 0 comments. Categories: Branding.

eCommerce giant Amazon tops consumer favourite retail brand list

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Only three eCommerce brands have featured in a list of 20 top brands in a recent customer engagement report by the Direct Marketing Association (DMA).

The research delved into the relationships customers have with retail brands, but while only three eCommerce names appeared on the list, Amazon topped the list with one in four consumers saying it was their favourite.

1,000 consumers were asked to name their favourite retail brand and were...

By Rachael Power, 18 July 2016, 0 comments. Categories: Branding, Customer Experience.

What can we learn about brand bidding from UberEATS and Deliveroo?

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Uber launched its own food delivery service UberEats as a direct competitor to Deliveroo on 16 June. Almost instantly we spotted Deliveroo was bidding on UberEATS brand terms on Google (‘Uber eats’ and ‘UberEATS’).

In paid search marketing, brand bidding occurs when someone searches for a trademarked keyword representative of your brand, and is presented with an advert from a competitor.

Using a trademarked term in your adcopy is against Google’s regulations...

By Ian O' Rourke, 15 July 2016, 0 comments. Categories: Advertising, Branding.