Drivers of Persuasion in Retail Banking

No other sector needs to rebuild trust, consideration and advocacy in the way retail banking does. In addition, the continuing digital revolution is increasing media fragmentation, making it more challenging for media planners to get the best..

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The Marketing Society feature Fiona Blades on the hidden drivers of persuasion in retail banking.

Five rules to make a positive impact on brand consideration in your brand

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Forget Spiderman, “Cine-man” is the true superhero in the marketing world.

Marketers often find that certain touchpoints can get left off media and channel plans due to a lack of understanding about how they work.  For over a decade we have been capturing experiences across markets, sectors and products, so we tend to..

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If You Want Brand Growth, Use Experience Driven Marketing

We are overloaded with data – it’s coming from our call centers, our websites, our retail partners, our media agencies. Yet in spite of being awash with data, we have a data black hole. We’ve got GRPs, click-throughs, Likes, Share of Voice to..

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The Challenge for Challenger Banks

Challenger banks are all the rage! From Atom to Monzo, Virgin to Metro, everybody’s talking about the changing face of banking. Open banking and the CASS initiative is laying the groundwork for easy switching.

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The Retail Revolution: Success in the New Era

We are surrounded by headlines like “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). We knew that digital would..

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Transforming Retail Experiences: How to Deliver and Measure Outstanding Experiences in the New Bricks and Mortar World

Fiona Blades, President and CEO of MESH Experience, recently had the opportunity to speak at the P2P Institute’s League of Leaders in Chicago. This event is one of many, as Fiona has been traveling and spreading the word of a revolution in market..

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The Retail Revolution: How New Technology is Optimising Real-Time Experience Data in Measuring ROI

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’”..

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Is Share of Experience the NEW Share of Voice?

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.

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Context is Queen

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..

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Cranfield School of Management Presentation: The Future of Marketing

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..

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Choosing the Right Benchmarks

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.

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