Markets and consumers are constantly evolving – your brand and your marketing must innovate to stay ahead. Our research provides a lens through which better strategic marketing can be planned. We can empower you to build innovative campaigns and always-on strategies to future proof your marketing. Let our world-class experts provide future-focused thought leadership to give you the ideas and confidence to make better marketing decisions.
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Taking the guesswork out of cross-channel marketing
An evidence-based approach to audience segmentation can boost sales revenue by more than 16 per cent
![Andreas Eisingerich and Yuting Lin](/business-school/sites/default/files/styles/focalpoint_5x4_560/public/2019-08/Andreas-Eisingerich-and-Yuting-Lin-960x576.jpg?h=27a93da2&itok=-jW863h1)
Want to change people’s behaviour? Stop inspiring them
To get someone to quit smoking, give them achievable goals and put a smile on their face
![Andreas Eisingerich and Yuting Lin](/business-school/sites/default/files/styles/focalpoint_5x4_560/public/2019-08/Andreas-Eisingerich-and-Yuting-Lin-960x576.jpg?h=27a93da2&itok=-jW863h1)
Is transparency always the best policy?
Imperial researchers have found that, if a business is transparent and open, consumers are more likely to behave ethically and responsibly
![Imperial College Business School](/business-school/sites/default/files/styles/focalpoint_5x4_560/public/2019-07/110619_Imperial5.jpg?h=0a8b6f8b&itok=CLoK-XIv)
How do app ratings, rankings and price really affect purchases?
There’s a lot of data available to help you decide which app to buy for your smartphone
![Sankalp Chaturvedi](/business-school/sites/default/files/styles/focalpoint_5x4_560/public/2019-05/Chaturvedi%2C%20Sankalp.jpg?h=d53e623b&itok=saM23-T4)
Why multitasking could be hurting your organisation: the importance of “being” mindful
Why multitasking could be hurting your organisation: the importance of “being” mindful
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Let’s share our likes together: why novelty and diversity are the new keys to marketing
With social media, more and more of our experiences are shared, which raises major questions for advertisers
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Love only gets you so far: like the rest of us, brands need trust and respect
For people to be loyal to your brand, they have to admire it
![Andreas Eisingerich Imperial College Business School](/business-school/sites/default/files/styles/focalpoint_5x4_560/public/2019-08/Andres_Eisingerich4%20960x576.jpg?h=27a93da2&itok=-M0IvUma)
Brand admiration: how to build a business that people love
Businesses have yet to develop a compelling perspective on what customers value
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Do empathetic marketers make more egocentric decisions?
Being able to recognise and overcome bias can create effective campaigns
![Daniel Rowles](/business-school/sites/default/files/styles/focalpoint_5x4_560/public/2019-05/Daniel-Rowles-Digital-Marketing-Trainer.jpg?h=b7ccb692&itok=KCkK-Lfm)
Where should digital marketing sit in a company structure?
Where should digital marketing sit in a company structure?
![Daniel Rowles](/business-school/sites/default/files/styles/focalpoint_5x4_560/public/2019-05/Daniel-Rowles-Digital-Marketing-Trainer.jpg?h=b7ccb692&itok=KCkK-Lfm)
Where Should Digital Marketing Sit in a Company Structure? (Part 2)
Last week, we looked at some of the daniel-rowles-digital-marketing-trainermost effective ways to slot digital marketing skills into a company structure, from ‘upskilling’ your existing marketing team to recruiting a single specialist.