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With London 2012 looming, sponsor brands are aiming to engage with consumers on a more intimate level. In the first of a series of reports, Marketing and social media agency Yomego examine brands' social-media strategies in detail.
With travel retail providing a growing threat to the high street, brands need to wake up to the fact that specialist agencies using targeted interaction and sampling can deliver impressive results
The live experience is an unbeatable way to connect with consumers, and now it can reach a wider audience when brands capture the event and distribute it via traditional media or social networking.
A changing mindset among consumers, as a result of increased product choice and a marketing overload, provides a golden opportunity to offer something that will resonate with them.
The powerful combination of experiential marketing and social media has resulted in any remnants of the traditional question marks over the reach of the discipline being well and truly dismissed.
Marketing assembled a panel of the PR industry's top practitioners to discuss the state of their sector, what the discipline has to offer and its place in the communications milieu.
By tapping into emerging trends that resonate with consumers, brands can develop even more meaningful relationships with them, stay ahead of the game and, ultimately, influence loyalty.
For brands and PR agencies to work together in the long term, it's essential to abide by a code of respect and dialogue from the off. After all, a successful business partnership is like a good marriage.
Now more than ever, the public are wise to corporate chicanery and political deceit, so brands would do well to keep their PR advisers close and be nothing but absolutely open with consumers.
Some of the most effective campaigns are those where the PR agency has been at the core of integrated activity, coming up with the timely ideas that inspire the public and media alike.
