Why Experiential Is The Emerging Tactic In Marketing.
/ 5 min read
When we first set out to find the reason a third of the world's largest marketers are planning to spend 21-50 percent of their budgets on experiential marketing in the next few years (Freeman Global Brand Experience Study, 2017), we had only a vague idea of where we were going. Then, a new world opened to us and overcame our natural suspicions. It is a world of campaigns so appealing that people enthusiastically share them.
EXPLOREInsistence On Traditional Approaches To Advertising Can Quietly Kill A Brand.
/ 7 min read
More than ever before, it has become important to know what marketing does to make a brand achieve business results. Usually, marketers argue that they have raised awareness and that the number of anticipated purchases has risen due to the number of leads gained. However, as MasterCard's marketing manager said in an interview with the Sports Business Journal, „the CFO and CEO couldn’t care less about those metrics. They want to know what it has done for their business“.
EXPLOREWould You Book A Hotel With A 30 % Trust Rating?
/ 7 min read
The numbers speak for themselves. More than four-fifths of the Czech population (85 %) are overwhelmed by advertising, and according to Focus, only a quarter of them believe it. Those under 35 are less trusting of all forms of advertising (OMG Research). Millennials are much more likely to buy what their friends have recommended than what they see advertised. Generation Z is even clearer about it – they deliberately ignore everything that is presented and sold in the traditional way. Customers have become very promiscuous, and brand fidelity has become under-the-counter merchandise.
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