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CSR marketing: how to put in place an impactful strategy
Today's consumers are attentive to the values upheld by companies. They ask where the products they buy come from, how they are made and how employees are treated. Anxious not to fall into the trap of greenwashing, buyers expect action rather than words. It is in this...
5 methods for collecting qualitative data
To engage and convert prospects into customers more easily, brands need to know their audiences. This is known as customer knowledge, and involves gathering relevant, accurate and up-to-date information about their profile, expectations and habits. This data enables...
Responsible marketing and gamification: challenges and solutions
The role of marketing is to encourage consumers to adopt a particular behaviour. It's a creative discipline that that evolves with societal change and technological advances. In this way, marketing adapts to buyers' preferences and expectations. While we have recently...