Why personalisation is difficult but worth doing
Lucy HandleyDespite the challenges of getting personalisation right, a panel of marketing experts agree that it is worth pursuing as the opportunities are huge.
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‘I’m different from anyone else in the company’, says Samsung mobile’s first female executive
Lucy HandleyYounghee (YH) Lee, Samsung’s vice-president of global marketing for its mobile communications business, shares her thoughts on being a woman in a male dominated business, the future of smartwatches and the importance of storytelling.
Samsung’s top mobile marketer on being ‘human first’, premium partnerships and competing with Apple
Lucy HandleySamsung is currently on top of its battle with Apple to be the world’s premier smartphone maker, but as global smartphone sales slow the Korean company’s mobile marketing chief YH Lee knows the future lies in creating an ecosystem of products and humanising communications.
How to maximise search in the age of omnichannel
Lucy HandleyMarketers are increasingly keen to track the connection between consumers’ online searches and bricks-and-mortar buys, but social media also plays a growing role alongside search engines in people’s purchasing decisions.
How to gain location-based consumer insights
Lucy HandleyIn today’s digital age, marketers have dozens of tools at their disposal to analyse and assess consumer purchase behaviour. Marketing insight provided by location-based data is arguably becoming the most popular – allowing brands to build extensive customer profiles to target their advertising accordingly.
How insight was used to put the sparkle back into Gold
Lucy HandleyGold, UKTV’s channel featuring classic programmes such as Only Fools and Horses and The Royle Family, had seen live-viewing figures decline for four years, and wanted to turn that around. So the marketing team looked to the research department to understand why.
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Marketing’s new relationship with insight explained
Lucy HandleyThe relationship between marketing and insight will be under the spotlight at Marketing Week Live this year; ahead of the event we explore how businesses can better align their teams to get the most from each function.
Q&A: Christina Smedley, PayPal
Lucy HandleyAs Paypal’s vice-president of global brand and communications, Christina Smedley is putting customer experience at the centre of its positioning. This included an above-the-line campaign earlier this year running on tv and outdoor, with straplines such as ‘less paying, more playing’.
How digital methods can improve loyalty
Lucy HandleyClick here to view the full-size infographic. Has marketing professor Byron Sharp’s theory that reach not loyalty is key to brand success been overturned by digital channels’ ability to ‘nudge’ consumers to buy more?
Five ways to revitalise your brand
Lucy HandleyBeing an established brand can be a curse as well as a blessing, according to RKCR/Y&R’s Brand Asset Valuator, a survey the advertising agency has run for 21 years. Between 1993 and the year 2000, 66 per cent of brands declined in value while only 7 per cent of those recovered between 2000 and 2014, explained the agency’s chief executive Ben Kay at a recent event.
How to sell a brand
Lucy HandleyWhen GSK sold Lucozade and Ribena to Suntory, the new entity’s UK & Ireland marketing director Carol Robert was at the heart of the process.
What consumers are planning for the World Cup and how brands can reach them
Lucy HandleyView the full-size infographic here or scroll through the article. With the World Cup kicking off in less than two weeks, is your brand ready for the world’s biggest sporting event since the 2012 Olympic Games?
Blend automation with real people to avoid becoming a marketing dinosaur
Lucy HandleyMarketing automation might sound like it will turn marketers into robots and strip all creative thinking from their minds, but it is becoming much more prevalent, and to some, critical.
Will ‘native dating’ advertising work for Tinder?
Lucy HandleyDating app Tinder said this week that it will explore the use of native advertising but would it be a success given that dating is so personal?
John Lewis brand ‘not as loved as you might think’
Lucy HandleyJohn Lewis is seen by customers as a rational brand but people want it to be more fun, says its head of marketing for brand Rachel Swift.