App strategy: The next stage of consumer loyalty

(c) Arnau

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


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?


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


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


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


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?


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.

How 'brand homes' can majorly boost customer affinity

(c) Clerk

The Economist Intelligence Unit recently revealed that customer experience is driving brand equity more than ever. Challenged to engage audiences in the age of the empowered consumer, some of the world’s most iconic brands are turning to experiential brand homes in an effort to break through the clutter and build deeper brand loyalty.

Successful brand homes, such as the Guinness Storehouse...

By Christian Lachel, 13 July 2016, 0 comments. Categories: Branding.

Why making your product packaging 'smart' can boost your marketing

We’ve heard a great deal about how the Internet of Things (IoT) is going to transform our lives and change the way business is done. With IoT, everyday objects have network connectivity which allows them to send and receive data and making these objects smart.

For brands, this poses an enormous opportunity to connect and engage with consumers in unprecedented ways. So what has this got to do with packaging?

Packaging can connect to the new world of content and deliver value. This increases engagement...

By Keran Turakhia, 11 July 2016, 0 comments. Categories: Branding, Campaigns, Data-driven marketing.

Brands get on board with first ever Snapchat community event


In the same week we’ve written about why brands should get serious about Snapchat’s ad offerings, influencers from its community - including marketers and brands - have announced they'll be speaking at the world’s first ever Snapchat event in London this September.

While not directly affiliated with Snapchat itself, influencers and large brands are already...

By Rachael Power, 15 June 2016, 0 comments. Categories: Branding, Social Media Marketing.

Lessons in rebranding from Rated People's CMO

Rebranding a company is no mean feat for a marketer, particularly one that’s been around for over a decade.

But for Nihal Pekbeken, whose previous roles include VP of marketing for Ticketmaster and positions at NBC Television, the whole process was a satisfying challenge.

Pekbeken joined online platform Rated People as chief marketing officer around eight months ago, a site that connects tradespeople with those looking to do home improvements.

In the last year,

By Rachael Power, 13 June 2016, 0 comments. Categories: Big Data, Branding.

Google tops BrandZ list with record brand value

(c) Prescott

Google has once again stolen a lead as the top brand in the 2016 BrandZ Top 100 Most Valuable Global Brands ranking, pushing Apple back into second place.

The analysis, by WPP and Millward Brown, shows that Google has achieved a brand value of $229.2bn – up by nearly a third (32%) on last year. Apple meanwhile fell 8% from its 2015 brand value to $228.2bn.

Google’s success is said to be largely thanks to a focus on continual innovation, increased advertising sales and the...

By Liz Morrell, 08 June 2016, 0 comments. Categories: Advertising, Advertising Technology, Branding.

How brands can become data-driven to improve customer experience

Today, data is how we do business. In the space of just over a decade, data has gone from obscure entity, to secret weapon, to a must-have for any brand wanting to weather turbulent economic times and grow.

It has revolutionised consumer insight and, as a result, we have seen brands get up close and personal with their customers as they come to understand exactly who they are and what makes them tick.

The way we use data has also evolved. Brands no longer just use the information they capture about their...

By Simon Hunt, 31 May 2016, 1 comment. Categories: Big Data, Branding.

How to protect your brand in China's growing digital marketplace


The impact of the internet on productivity and growth in the Chinese marketplace has been nothing short of transformational and the revenue potential that this emerging eCommerce market offers makes China a very tempting digital business proposition. 

According to a report from the McKinsey Global Institute, the projections are that new internet apps could fuel seven to 22% of China’s incremental GDP...

By Charlie Abrahams, 16 May 2016, 1 comment. Categories: Branding, Commerce, E-Commerce.

Why B2B companies need to do more to reap digital rewards


B2B businesses need to do more to drive up their revenue share from digital, according to a new report from Accenture Interactive. 

The report, which surveyed organisations of more than 1,000 full-time employees to analyse their digital efforts and effectiveness, showed that 40% of B2B businesses earn less than 10% of their sales from digital, a number which is much lower for businesses serving the B2C market. Yet for the same amount more than half of revenue flows through digital...

By Liz Morrell, 28 April 2016, 0 comments. Categories: Branding, Commerce.

Meltwater takes aim at making PR more targeted with new database


Media intelligence agency Meltwater has launched a new Influencer Contacts Database, featuring more than 350,000 international media contacts across 23 countries, 28,000 of whom are based in the UK and Ireland.

The database allows users to search by publication, journalist, channel, job role or keywords and comes as figures from the Office of National Statistics show that the number of PR professionals has risen by nearly 50% in the last two years.

The increase comes as the number of...

By Liz Morrell, 26 April 2016, 0 comments. Categories: Branding, Content Marketing.