#DMWF GLOBAL 2021

The Covid-19 pandemic has profoundly altered consumers’ needs. Specifically, customers who once settled for basic customer service now crave brands that make them feel valued, safe, and happier. Adjusting omnichannel marketing strategies to adapt to changing needs is always important, and now it is essential for building brand preference and loyalty. Companies that instinctively pivot… Read more »

Consumer brands seek to establish direct relations with end customers for a range of reasons: to generate deeper insights about consumer needs, to maintain control over their brand experience, and to differentiate their proposition to consumers. Increasingly, they also do it to drive sales. While some brands have considered establishing a direct-to-consumer (DTC) channel in… Read more »

The start of 2021 has had its ups and downs, but it certainly hasn’t given businesses the hope of stability or the kick-start so many needed to start the year off on a high. In times like this, it’s easy to feel that everything is outside of your control, but the key to taking on… Read more »

In this exclusive extract from Sara McCorquodale’s book ‘Influence: How social media influencers are shaping our digital future’, McCorquodale explores her path to working with influencers and setting up her agency, CORQ, as well as the relationship between brands and influencers. The questions that had started to form in my head were these: do we… Read more »