Brands must make sure their campaigns are a part of long-term strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 07, 2020, 2:12 AM UTC

Promote “buy online, pick up in-store” to cut down use of excess packaging.

This piece shares tips on how value-based selling is likely to help brands win consumers. Brands must find ways to contribute to improving the environment. For example, H&M accepts used clothes, irrespective of the brand, for recycling in exchange for 15% discount to customers on their next visit.

Businesses must ensure any campaigns or charitable events they hold is a part of their long-term strategy. Brands should encourage consumers to use “buy online, pick up in-store” (BOPIS) option to curb excess use of packaging material.

Companies must ensure their core values are embedded across all touchpoints and into the core of the “brand’s DNA”. Marketers must take note that merchandise, product lines, search and navigation all reflect brand values.

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