Marketing

Articles from March 7

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with tns MCDONALD'S Ad plays on the emotional appeal of fast food without being too schmaltzy Two-all-beef-patties-special sauce-lettuce-cheese-pickles-onions-on-a-sesame-seed-bun....
Affiliate Marketing: Special Report - Affiliate Marketing
Call it a coincidence or perfect timing, but the publication of this special report will almost certainly correspond with Affiliate Window racking up double-digit mobile sales for the first time in its history. This is nothing short of remarkable:...
Affiliate Marketing: Special Report - Battle of the Brands
For retailers such as Marks & Spencer and Next, whose customers lap up the fashion advice dished out online, affiliate marketing can be particularly effective. Kim Benjamin compares their programmes. It's easy to see why retailers are embracing...
Affiliate Marketing: Special Report - Third Parties Make the Most of Mobile
More consumers than ever are shopping online via their smartphones and tablets - and brands are cashing in with a little help from mobile affiliate activity, finds Stuart Derrick. With the continuing boom in smartphone adoption and the rise in sales...
And Finally: We'll Call You - O2
Being a private creature, Mole was perturbed by the phone-hacking scandal and unhappy that our mobile operator advertised in the Sunday edition of The Sun. Mktg: Hi, I am calling to make a complaint. I am a customer and unhappy that O2 advertised...
Brand Barometer
This week 'Brand barometer' features an ad by bookmaker Paddy Power that, to attract shares and views, plays on the fact it was 'banned from TV'. A couple of weeks ago, animal-rights group PETA opted for a similar gambit. Such advertisers might...
Brand Manager of the Week: Emma Entwistle, Marketing Manager, Easi-Drive
Describe yourself in three words. Cheeky, creative, optimistic. What would you be if you weren't a brand manager? I always wanted to be a midwife, but after having had three little girls, I'm glad I'm not. It's way too emotional. What advice...
Europe's Football Supporter
Carlsberg's marketing chief has renewed the brand's dedication to the sport, writes Gemma Charles. Beer volumes may be flat across much of Europe, but brewer Carlsberg is allocating 70% of its marketing spend for the Carlsberg brand this year to...
Facebook's New Brand Offensive
The platform is attempting to convince marketers of the value of its latest advertising tools, which offer brands greater creativity, but risk altering the consumer experience, writes Sarah Shearman. Facebook supercharged its efforts to charm key...
Facebook: The Real Deal
Procter & Gamble, Heineken and Diageo: what's behind their global deals with Facebook? Adam Woods investigates. If its impending IPO and dollars 100bn (pounds 63bn) valuation weren't proof enough of eight-year-old Facebook's maturity, there...
Mobile World Congress: A Delegate's View - Why Marketers Should Take Note of Audio Codes
By Eric Bader, president of G14 and chief strategy officer, worldwide, at Initiative. It is easy to be impressed by the developments in devices, processor speeds and network capabilities. But while the hardware and infrastructure improvements will...
Mobile World Congress: The Trends Taking Mobile by Storm
The globe's biggest mobile trade event always throws a fascinating light on the next big things. George Nimeh reports this year's key emerging trends. Photographs by George Nimeh/MWC/Getty Images. A record crowd of more than 67,000 visitors from...
Motorcycles and Scooters
European brands are taking a greater share of the UK market as the depreciation of sterling causes the retail prices of brands such as Honda, Yamaha and Suzuki to increase, writes Jane Bainbridge. MAIN PLAYERS Martin Moll - Head of marketing,...
Mulberry
The brand, which was founded on the back of a pounds 500 loan, is now a billion-pound designer fashion company. A simple idea predicated on making leather accessories has developed into the billion-pound fashion company Mulberry. Beloved by fashionistas...
O2 Plans Radical Revamp of 'Confusing' Brand Site
Network provider aims to 'define the digital experience' as part of fresh customer service strategy. O2 is to overhaul its customer service and rebuild its 'confusing and frustrating' site as part of a new brand strategy, 'Fresh thinking - new possibilities'....
Opinion
Recent job cuts at major brand companies could allow local marketers more freedom to create groundbreaking strategies. From one viewpoint, the marketing department 'restructuring' plans announced by two of the world's premier brand companies look...
Profile Builder: Who Google Thinks You Are
Thomas Delabriere, Former marketing director, Innocent - The first link is to Delabriere's LinkedIn profile. - The next is to his biog on The Marketing Society Awards site. - The third pushes to a magazine Q&A with Delabriere. - The...
Shift
Older women rarely feature in advertising despite their phenomenal purchasing power. It's high time brands got to grips with 'GenerationYNot', writes Nicola Clark. Ladies who lunch at L'Assiette Champenoise, a gourmet restaurant in the heart...
Standing on the Brink of a Social Revolution
Social video is evolving into a major engagement tool and consumer influencer in a new era for broadcast. Revolution invited brand and agency practitioners to share their views. Half-way through the last century, a media revolution gifted a super-potent...
Superdry
The clothing brand has recently suffered a sales slump, but is it just a blip, asks Georgina Brazier. For a time it seemed as if the only way was up for British fashion brand Superdry. However, events since Christmas have led to suggestions that...
Tech
Building a strong business case for investment in a technology project will help all those participating within your organisation and make it more effective. Graham Oakes offers some dos and don'ts. What's the difference between an IT project and...
The Marketing Interview: Robert Bridge
The senior director and head of marketing for EMEA at Yahoo! has faith in its products to fulfil its business ambitions for 2012, writes Sarah Shearman. Every week, it seems, there is a further twist in the Yahoo! saga Redundancies and high-profile...
The Marketing Society Forum: Is It Harder to Execute Promotional Marketing in the Social-Media Age?
New Covent Garden Food Co has come under fire after no one won its 'win a farm' competition. NO - David Atkinson, Managing partner, Space Traditionally, the promoter has been able to estimate likely redemptions based on expected participation....
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Tesco promotes Bradley Tesco has appointed UK marketing director Carolyn Bradley to the role of group brand director in its newly centralised global...