Marketing

Articles from January 11

And Finally: We'll Call You - Virgin Media
One of Mole's New Year resolutions is to shop around for a broadband and TV package. We started by asking friends for advice, but heard some horror stories. Virgin Media Thank you for calling Virgin Media sales. How may I help? Mktg I am thinking...
Brand Barometer
Welcome to Brand Barometer, a weekly brand metrics section aimed at evaluating the activity of major advertisers both on and offline. As budgets tighten, measuring brand activity is vital, and this section will highlight what works - and what doesn't....
Brand Health Check: Wispa
Cadbury is giving the chocolate bar an Olympic role, despite a slide in sales, writes Rachel Barnes. When the public demanded the return of Wispa in 2007, the Facebook campaign became a case study of how powerful social networks could be for brands....
Careers: Profile Builder - Who Google Thinks You Are ... Richard Hudson, Marketing Director, BMW UK
- The first two results refer to Hudson's LinkedIn profile and a LinkedIn search page, respectively. - The third link hosts a biography. - The fourth is to a press release on the BMW site in which Hudson is quoted. Verdict: This is an accurate...
Impact vs Irritation
As our research into 2011's most irritating ads reflects, marketers are under increasing pressure to create high-impact TV ads, but is it worth being annoying to be remembered, asks David Benady. Marketers are irking the public with ads that relentlessly...
January Sales Lose Allure in Hunt for 'Real Bargains'
'Discount fatigue' among consumers lessens impact of retailers' attempts to draw them into stores. Almost two-thirds of UK consumers are disenchanted with the January sales, which have lost their seasonal impact as a result of regular discounting...
Moleskine
The brand was founded only in 1997, but draws on associations with some of history's most famous artists. A rich legacy of creativity imbues Moleskine notebooks with an almost mythical status among artists and writers. Although its products are...
Opinion: Analysing a Data-Rich Business Case, a Method Developed at Harvard, Is a Highly Effective Form of Training for Marketers
Question: how do you build a stronger marketing team for 2012 than the one that helped you battle through 2011? Caveat: there is no budget for new talent. The answer is obvious enough: better training for the people you have. For perhaps a fifth...
Opinion: The Marketing Society Forum - despite the Downturn, Will This Be a Vintage Brand Marketing Year?
Fewer resources may lead to inferior campaigns, or be the stimulus for greater invention and focus. YES - ALISTAIR MACROW VICE-PRESIDENT MARKETING, MCDONALD'S I'm expecting big things from brand marketing in 2012. Tough times and tight budgets...
Shift
Introducing a weekly column on what's new in technology, culture and consumer behaviour, George Nimeh reviews Facebook Timeline and looks at what marketers need to know. Woody Allen once said: 'A relationship, I think, is like a shark. It has to...
Sugar Confectionery and Gum
Health messages and price rises appear to have had only a partial impact on consumer attitudes; most people say they share their sweets, but regular consumption is high, writes Jane Bainbridge. MAIN PLAYERS DARYL FIELDING - Vice-president, marketing,...
The Marketing Interview: Alan Thompson
Reckitt Benckiser's UK general manager is boosting investment, despite the recession. Interview by Loulla-Mae Eleftheriou-Smith and Rachel Barnes. Alan Thompson is unusual, within Reckitt Benckiser (RB), at least: he is a Brit leading the British...
The Ownership of Followers
Employees represent firms on social media, but who 'owns' the audience - user or brand, asks Rachel Barnes. What is the real value of a Twitter follower? This is a question that has largely been ignored by brands in the nascent years of the platform...
This Week
- BlackBerry tablet price cuts BlackBerry's PlayBook tablet has been the subject of heavy discounting by electronics retailers keen to shift stock following disappointing sales of the device, writes Matt Chapman. The Carphone Warehouse reduced...
Twelve Trends for 2012
As the industry faces a period of unprecedented economic social and economic flux, Nicola Clark examines the consumer issues that will affect marketers most over the coming 12 months. Trends do not happen in isolation. They tend to intersect and...