Marketing

Articles from September 5

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with TNS. Volkswagen Polo The ad gets its point across but lacks the creativity of previous campaigns. Liam Fenton, Creative director, Brave Few brands are responsible...
Airlines
Consumers favour budget carriers in a sector hit hard by rising fuel costs, writes Jane Bainbridge. WINNERS AND LOSERS easyJet Remains the leading UK-based airline by global passenger numbers and the only UK carrier to grow every year since...
A Marketing Promotion: GenerationYnot! a Force to Be Reckoned With
Happier, healthier and more open to new opportunities than ever before, women in their 40s and 50s are a hugely significant market, says publisher IPC Media. When equestrian Mary King won her third Olympic team eventing medal last month, the 51-year-old...
And Finally: We'll Call You - Adidas
Mole hoped that snapping up some Team GB kit would help us become the next Jessica Ennis, but the plan to qualify for Rio in 2016 has fallen at the first hurdle. Adidas Good afternoon, Adidas customer care. (Says name) speaking, how can I help?...
Back to Work
After an exhilarating Olympics, marketers and brands must return to reality and difficult trading conditions. We talked to six marketing chiefs about the testing four months ahead. Saying goodbye to a relaxing summer holiday and hello to a full...
Brand Barometer
Sergei and Aleksandr's never-ending quest to keep people off their website, which compares meerkats not insurance deals, still holds sway with the British public. This week's 'Social brand tracker' places the brand's SMR (social media reputation)...
Brand Manager of the Week: James Nicholls, Brand Manager, Sharp's Brewery
Describe yourself in three words. Dedicated, passionate and determined. How would you define marketing? The support of a product or service with a unique and compelling brand proposition executed to maximise engagement of all stakeholders...
Editor's Comment: Welcome - Back to Work, Though Not Back to Normal
New Year or end of summer: saying adieu to the holidays and hello to a full email inbox and new deadlines is never easy. Marketers return to work this week, to crank new campaigns into action (Andrex, Sony Mobile, Eurostar, p4-5) accompanied by...
Opinion
Government plans to promote 'the NHS brand' around the world mistake domestic affection for market strength. If Danny Boyle's Olympic paean to the NHS had been conceived to reflect the typical user experience, it would have taken up the entire opening...
Profile Builder: Who Google Thinks You Are ... Cathy Ferrier, Chief Executive, Sentebale
- The first link is to Sentebale's site and explains Ferrier's role. - The second link is to a Telegraph story about Ferrier joining Sentebale. - The next two are to Ferrier's LinkedIn and Facebook pages respectively. Verdict: This profile...
Revolution: Ecommerce Expo - 2-3 October 2012 - Plan for Shopper 2.0
Shopper behaviour changes at a rapid rate these days and brands need to be ready for the next move. Visiting eCommerce Expo can help them stay ahead. There was a time in the dim and distant past when a website was a 'nice to have' for brands. These...
Revolution: Hyper-Personalisation - Up Close and Very Personal
Brands are tailoring their offers like never before. Enter the world of hyper-personalisation, where marketers must balance their efforts with concerns over consumer privacy. Adam Woods reports. 'Segmentation, not long ago the Holy Grail of marketing,...
Revolution: Search Special Report - Battle of the Brands
The reputation of banks remains poor, so how are financial services brands approaching customer acquisition? Kim Benjamin compares the search tactics of First Direct and Lloyds TSB. With financial institutions still very much in the news following...
Revolution: Search Special Report - Search Marketing
Despite not being the most talked about area of online advertising, the strength of search marketing continues to be the bullish spend on paid search. According to the IAB, paid search has outgrown every other area of online advertising, despite already...
Revolution: Search Special Report - Smarter, More Relevant
Accuracy and relevance have been vital to search marketing, but new models claim to take this one step further. So, just how close are search engines getting to thinking like humans? Stuart Derrick investigates. Nothing stands still for long in...
Shift
Consumers think nothing of sacrificing decades of loyalty if brands don't keep up with technology, making a shift in brand priorities necessary, writes Nicola Clark. Such is the Clark family dedication to the John Lewis brand, my father has often...
Simon Clift
Over the next four years, Brazil will host the 2014 football World Cup and the 2016 Olympics. Stuart Derrick speaks to a man with a wealth of experience there about how marketers should target Brazil. After witnessing the Olympic effect up close...
Sports: Premier League Pressure
Comparisons to London 2012 have proved less than kind. It seems that diving, red cards and foul-mouthed tirades are all part of a typical match in football's Premier League. Couple this with the perception that players in England's top flight are...
Tech
Controversial low-cost airline Ryanair's negative attitude to all aspects of digital except ticket sales is a fast track to creating a socially toxic brand on a global scale, writes Gordon MacMillan. One story in the past couple of weeks has leapt...
The Marketing Society Forum: Did the Summer Meet Expectations from a Marketing Perspective?
The Olympics, Paralympics, Queen's Diamond Jubilee and Euro 2012 have provided brands with an unprecedented range of marketing opportunities over the past three months. MAYBE - EMMA WOODS, MARKETING DIRECTOR, PIZZAEXPRESS Traditionally, the great...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - M&S pledges to 'fail fast' Marks & Spencer is vowing to embark on a strategy of 'failing fast and moving on', in an effort to turn the...
Time to Hack Your Brand
Once the sole province of Silicon Valley tech companies, intensive 'hackathons' have gained currency with more 'traditional' brands, write Sarah Shearman and Rachel Barnes. A diet of pizza, crisps, fizzy drinks, beer and caffeine. This doesn't sound...
Toms
The ethically aware shoe brand has at its heart an ethos of fighting poverty in developing countries. Toms' range of casual footwear was inspired by founder Blake Mycoskie's trip to Argentina. Noticing the espadrille-style alpargata shoes worn...