Affiliate marketers need to push ahead with commercial models that reward the unsung contribution of the sector, says Affiliate Window’s Kevin Edwards, adding that taking up the non-sales focus of affiliate activity will prove critical in the coming years
Experiential marketing is a powerful tool for brands, but delivering great campaigns must involve brilliant creativity, flawless execution and a rigorous scientific approach to developing strategy, argues Wim Van der Borght.
Reality entertainment is forcing brands to rethink the fictional content they base their marketing on. If executed with the authenticity required, experiential can solve many of the challenges faced by advertisers today, says Sense’s Alex Smith.
Undercurrent’s Damian Clarke and Neville Close set out the philosophy, strategy and disciplines of growing an experiential business.
The key to creating the ideal exhibition stand is dependent on more than only available space and size, says drp’s Edward Vickery. The hybrid approach offers brands five key strategies to maximise their return on investment.
Experiential marketing is back in fashion, says Cackle Street’s Steven Gordon-Wilson. But brands must take a comprehensive approach to their marketing and understand that experiential is now an event, not just another campaign.
‘No brand is an island, entire of itself, every brand is a piece of a market, a part of an occasion’. So brands working together in an integrated multi-discipline occasion based experiential activity are so much more engaging, says Brand Belief’s Brian George.
Brand View’s Dave Howard outlines the essential ways to optimise strategy and turn marketing, advertising and communications into effective sales generators.
Gift cards can boost promotions and help build long-standing relationships with staff and customers, says Sarah Chesterton at Sainsbury’s Business Direct. They are easy to administer, cost-effective, secure and easy to use –making them an ideal choice
Creative Translation’s Luke Innes says in order for brands to successfully adapt their global message overseas, they need to review their brand identity first and tailor it for each new market if they want to meet the expectations of local audiences.
Single customer view projects are costly and require buy-in from many departments, says Blue Sheep’s Iain Lovatt. He provides seven key considerations that need to be taken into account to ensure SCV success.
There is a general lack of understanding in the industry as to how content can be employed to acquire customers and retain them, says Branded3’s Stephen Kenwright.
The advertising technology sector – ‘ad tech’ – has come of age and can deliver significant benefits to brands and agencies. Adstream’s Ian Wheal sets out essential guidelines to follow when assessing potential software vendors.
Brands are failing to exploit the power of multi-sensory experiences to connect with audiences and help them onto the path of purchase. DCA Design’s Peter Kay sets out how to achieve valuable ‘sensory equity’.