Blog

As a marketer it seems obvious to always see the importance of customer value, right? Well now customers want businesses to prove their value even more.

As the pandemic continues to redefine our lives, one generation are emerging stronger, transformed and ready to brave the new world. Enter Gen Z, the powerful consumer segment who demand a lot from brands and what they stand for. This blog identifies different strategies to capture their attention. And goes beyond pure digital engagement for these digital natives.

I’d hoped that I would be writing this from an office. Sadly not. Another lockdown presents itself with all its associated challenges. I’m glad my children are old enough to not be remote-learning; I’m not sure my long-division skills are up to it! Of course, the pandemic, and lockdowns in particular, have a huge impact for marketers. Media options are changed with, most noticeably, cinemas closed, and people going about their days in a fundamentally altered way.

"He who lives by the crystal ball soon learns to eat ground glass" – wise words from the late American economist Edgar R. Fiedler. Forecasting about the future is a perilous game and business success depends much more on the ability to adapt and respond to changing circumstances.

It’s been widely acknowledged that the pandemic has amplified many existing consumer behaviours and this is certainly true of the way people have responded to mail. Physical mail’s ability to engage people and drive behaviour has increased noticeably and marketers and agencies have taken note.  

Why physical mail can add more punch to your media plan

Henry Ford once said that “stopping advertising to save money is like stopping your watch to save time”. As we adapt to a new landscape with a challenging economic backdrop, many brands accept the truth in these words and despite the apparent uncertainty, are still investing in marketing and advertising.

This guest blog post has been written by James Middlehurst, Managing Partner, MBA and shows how brands can create powerful communications as well as insights from leading marketing thought leaders.

Technology has brought undeniable improvements in how, when and where brands can interact with their customers. The sheer variety of channels means there is a platform for every message, relevant to every moment. But, as with every successful endeavour, balance is key. While online channels have been instrumental in the transformation of customer communications, it’s important to remember that traditional media can and does still play an important role in managing the customer journey.