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 bang for their buck.
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 see trends emerge in terms of the impact and role..
The key challenge marketers often face is that they may know how some of their media and channels are working but there are gaps in their knowledge. Many media and channels are completely misunderstood or there is no knowledge about the contribution they make. This is highlighted in John..
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 help us to measure marketing activities but this..
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.
The advent of publicly published league tables of customer service quality for banks has made a few waves. First Direct topped the table of customers surveyed – and promptly trumpeted the fact through all conceivable media. But does this make them the best bank in Britain?
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.
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.
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..