The future of retail is transforming before our eyes at a speed we may not have imagined possible. “America is facing a ‘retail refugee crisis’ as thousands of stores shut down and millions of people become the ‘blacksmiths of their era’” (Business Insider, September 2017).
Share of voice (SOV) has always been an important metric for marketers to monitor. It helps us to understand how prominently we are promoting our brand versus competitors. But SOV only measures what we, as marketers, push out.
We’re well aware of the challenges of converting insight to impact. In this paper, presented by MESH Experience and LATAM airline at ESOMAR LATAM in Buenos Aires last month, we explored how taking a human-centered, lean approach to research generated insight that made a real difference to..
If Content is King, Context is certainly Queen and we have been increasingly looking at the context of advertising as well as the content. For an advertiser, avoiding unsavoury content is clearly important, and this has been much discussed over the last year. But think of the other side of the..
Gone are the days when a great product alone drove profits. Marketers today need to consider every way that people encounter their brand. Great experiences creating real value for people build advocacy, which leads to acquisition, as well as retention and increase in share of wallet.
Benchmarks are an important part of our decision-making. However, pick the wrong benchmarks, or contextualise them misguidedly, and you risk making the wrong decisions.
Earlier in my career, I was the Planning Director of an Omnicom agency, Claydon Heeley, where I worked on brands like Mercedes-Benz.
MESH Experience has always believed that experiences build brands and grow customer engagement and that is why we always frame our data and insight through an experience-driven marketing lens. And so it was a pleasure to work with Starcom in Australia to explore the importance of consumer..
Over the years, questions have increasingly been raised about the viability and ROI of traditional brand health tracking. Brands are asking whether it is cost effective, in relation to the business decisions delivered. They are craving a more forward-looking, predictive approach to metrics. They..