A pertinent question: Do we put convenience before ethics when it comes to brand loyalty?

Most of us would like to believe that sound ethics and corporate responsibility is important to us when choosing a brand. But how many of us would say it matters more than convenience and cost?

We may not like to admit it, but it is purpose that attracts us to a brand. To grab the attention of consumers and progress past the courting phase of a relationship, a brand has to convince people that...

By Jamie Anderson, 16 July 2019, 0 comments. Categories: Branding, Case Studies.

How Gen Z is changing the rules of social: Moving from demographics to true communities

Social media usage continues to evolve at a rapid rate – and as Generation Z continues to flood into the working world, its applications for both users and brands who wish to take advantage of it come into much sharper focus.

That is the idea behind the first in a new series of reports from ZAK, a London-based creative agency which purports to ‘create big brand ideas that engage under 30s’, in its own words....

By James Bourne, 03 July 2019, 0 comments. Categories: Case Studies, Content Marketing, Social Media Marketing.

How to plan content for the digital product buyer’s journey: A guide

When it comes to selecting digital products, consumers today tend to shop around a fair amount and conduct substantial research before making a purchase. There are simply too many options on the market to pick a product randomly.

In order to sell a digital product, your content must answer the buyer’s burning questions and fit into their

Mind your language: Using multilingual websites to increase eCommerce engagement

In the quest for customers the battlegrounds for online retailers tend to be rooted in SEO, PPC campaigns and, for those who can afford it, above-the-line ad campaigns. But there are also more organic ways to increase engagement and conversions via a website, particularly where international brands are concerned.

One technique that is often disregarded by all but the biggest players due to fears over cost and complexity is a true multilingual online retail experience.

Historically, there are two ways of...

For brands with purpose, the future is authentic

Brands are increasingly expected to make a difference to more than the corporate bottom line. Organisations have been so successful at articulating their brand values, that brand leaders now feel the weight of consumer expectation to make a positive difference in the world – environmentally, socially, politically. This expectation is reshaping brand marketing, requiring a new authenticity, new channels, new technologies—and fundamentally, a new attitude to brand risk.

Consumers reward brands with...

By Brett Zucker, 25 February 2019, 0 comments. Categories: Best Practice, Branding, Case Studies, Customer Experience, Influencer Marketing.

The benefits of aligning your business around the customer engagement life cycle

Your customers are engaging with you in every possible way — through social media, by email, in person, and even through online reviews. But just because a customer is trying to interact with you doesn’t mean you’re connecting with her in the way she'd prefer. For example, while over 50% of customers expect companies to reply to their online reviews within...

By Severine Griziaux, 21 February 2019, 1 comment. Categories: Case Studies, Customer Experience, Data-driven marketing.

Going for gold: How The Royal Mint tapped into consumer behaviour

As marketers understand well, driving the path to purchase on any product is far more complex and nuanced than a simple case of ‘find person, show ad and the rest will follow’.

The motivations that drive consumers are intricately layered. Take my recent acquisition of a copy of Pride and Prejudice. I’d recently watched the film and had been considering rereading the novel. That day, I had read an article that told...

By Alessandra Alari, 12 February 2019, 0 comments. Categories: Automation, Case Studies, Search Marketing.

How to make your agency more agile: Real-time collaboration and uniting workflows

It’s never been more important for agencies - digital, creative or marketing - to be agile. With tight deadlines and requests constantly coming in, it's important to stay on top of each and every project. But even in a digitally-focused agency, information tends only to travel at the speed of meetings, and tasks are often treated like hot potatoes - bandied around from one person to another.

By Patricia DuChene, 13 November 2018, 1 comment. Categories: Best Practice, Case Studies.

The ugly truth on conducting DIY research campaigns

Today’s data driven economy has theoretically transformed access to information about customers, prospects and competitors.  But drill down into the data provided by DIY research tools and the quality is raising serious concerns about the validity of research activity.

Help yourself

The plethora of self-service data collection platforms has provided organisations of every size with access to unprecedented depths of information. From apparently simple scripting to the wide choice of sample groups,...

By Jane Hales, 15 May 2018, 0 comments. Categories: Case Studies, Customer Experience, Publishing.