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It’s brand-planning season in the pharmaceutical industry and therefore a useful time to reflect on how this foundational process can be enhanced to better serve us to deliver on the promises of “customer-centric” and “multichannel” communications.
Here's a look at the common problems that occur during brand planning, and also some helpful solutions.
Natural beauty brand Shea Moisture was forced to apologize after a new ad campaign sparked a social media backlash among some of the company's customers.
But this backlash wasn't really the result of a bad ad.
Wells Fargo has paid a hefty price for its fake account scandal.
While the bank has fired more than 5,000 employees implicated in the scandal, clawed back $75m in compensation from executives it blamed for the fraud, and agreed to pay $110m to settle a class action lawsuit over its opening of more than a million unauthorized customer accounts, consumers apparently aren't willing to forgive the company, at least not yet.
It is always a challenge for brand marketers to optimize campaigns, even in a single channel.
Coordinating campaigns across many channels is even harder, though, according to a recent Econsultancy research report, produced in association with IBM Marketing Cloud.
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838-1922). Are we any closer to answering that fully in 2017?
Calculating CPA (cost per acquisition, also referred to as CPL - cost per lead) is a challenge. But tracking the cost of your first acquisition point (which may be a lead or a customer) is essential in understanding marketing channel efficiency and equally marketing-mix efficiency.
While many businesses have been speedy adopters of emerging and disruptive technologies, banking and the financial services industry has been seen to lag behind.
This could be chalked up to a myriad of factors including complex legacy systems or even the fact that a significant portion of high value clients, particularly for wealth management firms and IFAs, are more likely to belong to senior demographics and may have a higher propensity for non-digital communication such as calls or face-to-face meetings.
Premier Inn is currently the world’s strongest hotel chain, according to a new ranking by Brand Finance.
Based on the analysis of marketing investment, equity, and the impact of these on business performance, Premier Inn was given a BSI (Brand Strength Index) of 88.7 out of 100, beating rivals such as Holiday Inn and Hilton.
We know the path to purchase is becoming increasingly fractured, with consumers jumping from online to offline and across a multitude of devices.
However, in order to improve this increasingly complex customer journey, it’s vital for marketing measurement to also evolve.
This week’s digital marketing roundup includes news about online search, Snapchat use, ad spend and brand loyalty.
If you want even more statistical goodness, you can also download the Internet Statistics Compendium for further insight.
In today’s environment, you can pretty much forget about creating a simplistic, linear customer journey. It’s a lot more complicated than that.
The reason for this is that your prospects are highly active and mobile, operating across a whole variety of different devices, channels, networks and platforms.
Missguided is all about fast fashion and fast delivery.
It is well-known for targeting the ‘I want it now’ generation – girls who want an outfit for Saturday night but don’t want to spend loads of money or time trawling the high street.
The ecommerce market in Asia is growing faster than that of any other region in the world.
In 2015, ecommerce sales reached $835bn in Asia – a total increase of 32% from the prior year.
Since Asia’s market is rapidly growing and filled with new opportunities, many U.S. brands are now looking for ways to sell directly to local customers online.