Marketing

Articles from January 25

Adwatch
Marketing's unique weekly analysis of advertisement recall in association with tns. Aunt Bessie's Ad's extra level of insight could help Yorkshire puds break out of their niche Matt Willifer, Executive planning director, WCRS This ad is...
A Marketing Promotion: Marketing's Media Essentials
New year, new targets. What should brands and marketers put in place to get the most from media in 2012? It is difficult to think of a year that has had a bigger media impact than 2011. From the increasing reach and impact of social-media channels,...
And Finally: We'll Call You - EasyJet
EasyJet has hit the headlines for apparently barring an unaccompanied disabled passenger from a flight. Mole wanted to learn more about the airline's procedures. Mktg: I read on the BBC website you denied access to disabled easyJet customers. I've...
Brand Barometer
Viral Hit or miss? Social video expert Unruly Media evaluates Lurpak's latest viral campaign Lurpak Be Wonderful and Wise This ad, first previewed on Lurpak's Facebook page, is part of the brand's pounds 10m launch campaign for Lightest Spreadable....
Brands Eye Digital Health Fix
Several leading brands are targeting the burgeoning health data market, writes Sarah Shearman. Have you heard of Quantified Self? While it might sound like a self-help book, it is, in fact, a global movement based on the concept of 'self-knowledge...
Crayola
The museum-status crayon brand has remained consistent, yet adapted to changing public tastes. It's a rare feat for a brand to evoke the same level of fondness from young children and grandparents alike. Crayola, a staple of classrooms and childhood...
Forward Thinking Essays 2012: Digital Marketing, Darren Guarnaccia Sitecore, the Year of Activity
Understanding the right time and method to engage customers is the key to being a successful marketer as companies demand demonstrable return on investment in tough economic conditions. There are three reasons passive marketers can become active...
Forward Thinking Essays 2012: Field Marketing, Martin Ryan CPM (UK), Access All Areas
Cloud computing presents an array of opportunities for field marketers and retailers to increase efficiency, but brands that do not embrace such technology are in danger of being left behind. The pressure on field marketing to deliver faster, cheaper...
Forward Thinking Essays 2012: Public Relations, Richard Millar Hill+Knowlton Strategies, the Public Has the Power
The past year's rise in global citizen action, influence and democratisation of information, fuelled by the growth of social networks, has had a profound impact on how marketers must treat their brand. What did we learn last year? We learned that...
Forward Thinking Essays 2012: Radio, Mark Barber Radio Advertising Bureau, Upwardly Mobile Radio
Figures show radio is still a popular medium with a mood-enhancing effect, while studies suggest it has immense potential to drive consumers to interact with social and mobile brand activity. In predicting in 2012 the big themes that might drive...
Forward Thinking Essays 2012: Relationship Marketing, Tash Whitmey EHS 4D, Data, but Not as We Knew It
This year companies will need a clear plan to unleash the potential latent in their data - to ensure that it both inspires engaging creative work and enables real-time conversations with customers. Data. There, I've said it: long the Cinderella...
Guru
What do you do if your company is lagging behind on social media? Mhairi McEwan offers her thoughts on how you can best convince senior management about the medium's importance. Q. My brand has still not got to grips with social media, as ownership...
LOCOG Renews Push for Olympic Football Tickets
Drive intended to tackle potential embarrassment of empty grounds as 1.5m tickets remain unsold. The organisers of London 2012 are being forced to undertake a major marketing campaign to turn around lacklustre sales of tickets for the Olympic football...
Men's Grooming and Shaving
The fashion for men to don four-day stubble has caused a decline in sales of razors and shaving products, but this could soon be counteracted by an ageing population, writes Jane Bainbridge. MAIN PLAYERS ZAID AL-QASSAB - Beauty and grooming marketing...
Mitchell on Marketing: The Brand Engag Ement Myth
Engagement is one of the most over-used and misunderstood marketing metrics, writes Alan Mitchell. When Marketing surveyed senior marketers late last year, we asked what marketing terminology most annoyed them. Brand and customer 'engagement' came...
Myspace
The social network is showing no signs of arresting its spectacular decline, writes Sarah Shearman. Myspace's decline in recent years has been well-documented. Founded in 2003, it was one of the original social networks to emerge after the dotcom...
Opinion: Happiness Is an Elastic Concept and Merely Associating a Brand with It Is Not Enough to Woo Consumers
Happiness is an elastic concept and merely associating a brand with it is not enough to woo consumers, according to research. Suppose you learned today that your brand had achieved a new high on some significant measure: awareness, say, or market...
Profile Builder: Who Google Thinks You Are ... Rick Vlemmiks, Chief Marketing Officer, RBS Insurance
- The first result pushes to Vlemmiks' LinkedIn profile. - The next link is to Marketing's story on his appointment by RBS Insurance, while the third is an earlier story about his departure from British Gas. - The fourth links to a search results...
Shift
Nicola Clark looks at the growing generation gap in the industry and asks whether marketers are at risk of falling behind the curve when it comes to reaching potentially lucrative younger audiences. My mother declined my Facebook request. After...
The Marketing Interview: Manaaz Akhtar
Subway's UK head of marketing cites health and value as the main selling points that will broaden the chain's consumer base. It was last March that the news broke that Subway had toppled McDonald's to become the biggest restaurant chain in the world...
The Marketing Society Forum: Can Marketing Restore English Rugby's Battered Reputation?
Governing body the RFU is taking a fresh approach, focusing on discipline, integrity and teamwork. MAYBE - Kevin McQuillan Managing director, Material_UK Any sport-related marketing campaign should bridge the perceived gap between the fans and...
This Week
Marketing's comprehensive digest of the most significant industry news from the past seven days. - Vodafone becomes Yodafone Like Dixons and Volkswagen before it, Vodafone has enlisted one of Star Wars' best-loved characters to feature in...
Thomas Cook's Rescue Plan
The tour operator had an awful 2011 and is banking on product-led ads to turn its fortunes around. By Loulla-Mae Eleftheriou-Smith. After six months of turmoil, Thomas Cook finally unveiled its fight-back strategy last week, with a plan to focus...
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