Our Blog.

The Changing Face of Retail Marketing

Posted by Chazz Chugh on 02-Aug-2018 13:42:05

In association with Retail Week

The retail sector is changing at breakneck speed – with the decline of the local high street, the unstoppable rise of ecommerce and increasingly technology-enabled customers, retailers are having to work harder than ever to win spend and loyalty from shoppers.

Against this backdrop, how retailers market to their customers has pivoted significantly in recent years.

Long gone are the days of the print advert and Christmas campaign being enough to stay front of mind. The importance nowadays lies with businesses being unique and differentiating themselves from their competitors, utilising data to create true personalisation and providing added value that creates an all-encompassing experience for the consumer.

But with so many different marketing channels and platforms to utilise, and new tech advancements happening daily, how do retailers decide which avenues to focus on? And how can businesses keep a cohesive brand message when communicating with customers across multiple touchpoints and countries?

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Topics: Creative Production, Sourcing, Digital, social media, marketing services, integrated marketing, marketing and communications, brand marketing, marketing effectiveness, channel marketing, influencer marketing, campaign management, shopper marketing, technology, FMCG, brand activation, unilever, l'oreal, customer experience

Staying ahead - The Digital Transformation of Product Launches

Posted by Chazz Chugh on 01-Aug-2018 16:58:48

In association with pharmaphorum  

The pace of change in pharmaceutical research and development (R&D) has accelerated enormously, changing the face of how innovative new treatments come to market and shortening how long they have before a competitor arrives.

At the same time, digital technology means pharmaceutical product launches can use multi-channel marketing to produce communications which can be rapidly deployed as well as tailored to the needs of diverse target audience groups.

Whilst multi-channel marketing makes launches faster, more integrated and targeted, it also makes them much more complex.

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Topics: Creative Production, Sourcing, Digital, healthcare marketing, lifesciences, Legislation, pharma marketing, social media, marketing services, integrated marketing, HCP, marketing and communications, brand marketing, marketing effectiveness, channel marketing, teva, phamaceutical, edetailing, boeringer ingleheim

Multi-channel marketing effectiveness for pharma marketers

Posted by Chazz Chugh on 15-Feb-2018 14:36:21

In collaboration with pharmaphorum  

Most industries are adopting multichannel marketing (MCM), but the pharma sector lags behind compared to other industries. It is often said that the pharmaceutical industry can’t match the kind of advanced multichannel marketing seen in sectors such as the retail and travel industries because of the high level of regulation and how it can limit communication.

While there is some truth in this reality, other highly regulated sectors such as telecoms, insurance, and the consumer drinks industry have still shown that it is possible to use creative approaches in MCM to produce engaging and customer-centric communications.

One other industry with multiple stakeholders is that of financial services, where marketers have applied some simple principles to build engagement – and from which pharma can definitely learn.

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Topics: Creative Production, Sourcing, Digital, healthcare marketing, lifesciences, Legislation, pharma marketing, social media, marketing services, integrated marketing, HCP, marketing and communications, brand marketing, marketing effectiveness, channel marketing

Global vs local: navigating tough challenges in pharma marketing

Posted by Chazz Chugh on 18-Dec-2017 12:58:47

In collaboration with pharmaphorum  

For this industry, this challenge is even more complex. A highly regulated environment combined with a diverse set of customers means that delivering real brand engagement across geographical regions is a tough nut to crack.

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Topics: Creative Production, Sourcing, Transcreation, Digital, Marketing Efficiency, healthcare marketing, lifesciences, Language, Legislation, global advertising, pharma marketing, Procurement

Five challenges facing marketers in the healthcare industry

Posted by Charlotte Smith on 10-Oct-2017 08:07:02

The healthcare industry is fast-paced and patients are increasingly adopting consumer like behaviour as they hunt for their own healthcare answers. The industry presents many unique challenges that push healthcare marketers to think of new ways to market services and products.

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Topics: Creative Production, Digital, Efficiency, Marketing

Four ways marketers achieve efficiency by doing more with less

Posted by Marketing on 28-Jul-2017 08:07:40

With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands?

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Topics: Creative Production, Efficiency, Marketing

More with less: A Marketer's Mantra on Efficiency

Posted by Marketing on 02-Mar-2017 01:52:57

The term “frugal innovation” describes a significant shift occurring in the business world: the drive to deliver high-quality products and services at affordable prices.

In marketing, it often means working smarter with fewer resources, and though it was first coined in reference to products designed for low-income consumers in developing countries, the idea has taken root as a guiding principle for marketers the world over looking to improve the customer experience.

For many of them, the need to do more with less is hardly an idle concern: a survey of global marketers showed only 52% planned to increase marketing budgets last year, the lowest proportion since 2012.[1] A separate survey of US marketers showed spend on international marketing dropping from 22% of overall marketing budget to 17% from February to August of last year.[2]

Yet the number of channels marketers must address continues to grow. The need for transparency and marketing efficiency is clear. How are marketers planning to work smarter and do more with less?

Download our Achieving Marketing Efficiency Infographic 

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Topics: Creative Production, Outsourcing, Digital, Efficiency, Asset Management, Marketing

Symbolising culture

Posted by Marketing on 12-Sep-2016 09:51:20

The meaning of subtle symbols like smiles and colours varies between Asian and Western cultures. Marketers would be wise to keep these distinctions in mind when launching global campaigns. 

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Topics: Creative Production, Transcreation