How travel brands can meet consumers’ changing desires in 2022
Nicola SmithWhile the pandemic-driven caution of travellers hasn’t entirely disappeared, there’s renewed hope for travel brands that holidays are back on the agenda in 2022.
Why marketing transformation is taking on new urgency
Nicola SmithPrior to coronavirus, brands and marketers already had to adapt to customer journeys taking place across a growing number of channels, but the speed and magnitude of the change required are now vastly bigger
How intelligent data use creates personalised journeys
Nicola SmithMarketers know connected customer journeys are key to their success yet most aren’t fully satisfied with their ability to achieve it, with the challenge being to turn data from each touchpoint into actionable insight.
How marketing is shifting sales’ focus from process to customer
Nicola SmithUnless businesses build an exceptional experience around their brands they risk losing the all-important loyalty of their customers, which can now be translated into measurable commercial value.
3 Comments
How to develop a pricing strategy that will make the rest of the business listen
Nicola SmithDespite ‘price’ being one of the 4Ps of marketing, not all marketers are in charge of developing their business’s pricing strategy, so how can marketers take control?
Why digital’s growth keeps defying the critics
Nicola SmithThough the dominance of Google and Facebook draws attacks from the media, digital channels are still commanding increasing marketing spend while lending themselves to ever more sophisticated measurement techniques.
2 Comments
What to think about when pricing a product
Nicola SmithGetting the price of a product or service right is critical. Customers want to know they are getting value for money but businesses must ensure they’re not leaving any money on the table, so it’s a fine art.
The new rules of distribution in an omnichannel world
Nicola SmithReaching customers with the right product at the right time requires an effective distribution strategy, which becomes all the more important in an always-on, multichannel environment.
Why traditional media are trusted to deliver
Nicola SmithMarketing channels such as direct mail are enjoying higher consumer trust, as digital saturation grows.
Tackling market research with confidence
Nicola SmithUnderstanding customers is vital but market research isn’t always as high up the agenda as it should be.
1 Comment
American Express’ VP of partnerships & brand on how the business builds long-term loyalty
Nicola SmithHeather Laverne, vice-president, partnerships & brand at American Express, on why it’s important to reward card holders with flexible offers.
Why offering rewards outside your core product offering could increase loyalty
Nicola SmithAs brands continually look to differentiate from competitors, those that incentivise customers with rewards outside of their core product offering could do better to build loyalty in the long-term.
How to connect customer journeys from research to purchase
Nicola SmithMarketers are still struggling to follow consumers’ purchase journeys as they research and buy on numerous devices, and without a new approach they risk losing sight of the effectiveness of performance marketing.
1 Comment
Specialist versus general job titles: The debate
Nicola SmithJob titles can be as simple as ‘marketing director’ and as wacky as ‘the dark lord of coding’, but as disciplines splinter, is it more important that your title reflects your specialism or paints you as an all-rounder?