Marketing

Articles from February 1

Adwatch
Which of these TV commercials do you remember seeing recently? Which of the following TV commercials do you like? Remember and like Cut-through and resonance. As a creative director who has also been a client, I believe cut-through and resonance...
A Marketing Promotion in Association with Adobe - Helping Customers Do It Themselves
More and more consumers are turning to their mobile devices to both buy online and plan retail visits, so a shopper-friendly mobile site is becoming a vital component of any brand's marketing mix. In the latest of a series focusing on customer experience,...
A Marketing Promotion in Association with Jkr: Champions of Design - Transport for London
The network has built itself a distinctive and enviable brand identity that is recognised the world over. In 2013, Transport for London made much of the 150th anniversary of the first Underground train journey, a 3.5-mile trip on the Metropolitan...
A Marketing Promotion in Association with Rubicon Project: Automated Advertising
This month our digital expert outlines the whys and wherefores of automated advertising and programmatic buying. - How can I get the most return from my real-time bidding and programmatic buying? For the second time in three months, research...
A Marketing Promotion in Association with TFM&A: The Inside Track at TFM&A 2014
In the second part of our preview to this year's TFM&A show, three of the event's keynote speakers share insights into 2014's trends. Development should feature prominently on every marketer's to-do list - not just in terms of career and personal...
A Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity
Pure TV brilliance from Sainsbury's Winner for November/December 2013 Retailers' Christmas TV ads have become a British institution as each tries to garner headlines, appeal to shoppers, build a social-media buzz and outdo one another on the...
A Marketing Promotion: Training and Development - Can You Define a Digital Marketer?
The pace of digital change means the marketing industry can no longer afford to be apathetic. It's time for the adoption of a global industry standard for training in digital marketing skills and a certification system that everyone can trust. The...
A Marketing Promotion: Training and Development - Developing Future Talent at Mindshare
As digital has evolved, so has the recruitment process and candidates' outlook on how their careers should develop. Training, flexibility and support will all play their part in attracting, honing and retaining the best and brightest The digital...
A Marketing Promotion: Training and Development - the IDM: Why We're Not for Profit, Simply for Talent
Finding and opening up the industry to the next wave of marketing stars is one of the things the IDM does best. The IDM may be best known for its professional training and qualifications for marketers, but that's only part of the story. The other...
Are You on Track for CEO?
If you're still eking out all those good start-of-a-new-year intentions, you'll find plenty of inspiration and provocation in this month's Talent issue to keep your ambitions on track. Check out our run-through of the 10 dimensions of a modern CEO...
Bite-Sized Business School: The Strategy Module - Short-Term Gain Can Be a Pain
Strategic decisions often have long-term consequences - in fact, that might be the reason we consider them 'strategic' in the first place. Sometimes, organisations have to accept some short-term pain for long-term gain. Indeed, in a way, any investment...
Careers
Natalie Gross says senior marketers in the UK digital industry must take it upon themselves to help attract the right people to fulfil the sector's potential. A key driver for growth, the digital sector is one of a handful of booming industries...
Centre Stage
As the Winter Olympics opens in Sochi, why have brands been so reluctant to promote their support in the UK, asks Alex Brownsell. The contrast could scarcely be greater. Two years ago, the UK was in the grip of a fevered crescendo of brand activity...
Course Deconstruct: SEO Copywriting Course, Emarketeers.Com
- Why consider it? With Google constantly moving the goalposts with its algorithm updates, creating quality, rich and topical content has never been as important Websites and blogs that fail to respect these updates are more likely to drop down...
Craft
Creativity is about more than just a compelling image or copy: marketers can make a greater impact by taking account of and appealing to all the senses, writes Sam Bompas, co-founder of architectural foodsmiths Bompas & Parr. How can advertisers...
Deciphered
Loulla-Mae Eleftheriou-Smith cuts through the noise surrounding the connected consumer. A picture of unease at Snapchat Snapchat chief executive Evan Spiegel has had a tough couple of months First, its 'Find Friends' service was hacked, then...
Frontline
It will take a truly remarkable brand message to cut through in 2014, writes Jon Goldstone. As a marketer, it is tempting to be constantly chasing the next new thing, but 2013 reaffirmed my fundamental belief that the secret of great marketing is...
How To. Recognise Top Talent and Hold on to It
There's nothing more time-consuming or costly than losing talented employees. As any recruiter will tell you, it's far easier to retain your best and brightest employees than to replace them. Get creative. Recognising talent is no easy task, as...
I Know: Carrie Longton
The co-founder of Mumsnet was ranked number seven in Radio 4's Woman's Hour list of the most powerful women in Britain last year. Here she shares her belief in collaboration, flexible working and 'doing good deeds in a dark world'. Stay true to...
Kick-Start Your Career
The specifics of the role can vary dramatically between companies, but chief marketing officers need a range of skills and experience to excel. Updating skills and acquiring new ones has long been part and parcel of professional careers, but the...
Marketing Design Awards 2014: Shortlist
The Marketing Design Awards celebrates the importance of design and its contribution to the success of a brand. From almost 200 entries, brands big and small have made the cut, from Fortnum & Mason to AirAsia. Here we announce the shortlisted...
Marketing's Diversity Challenge
The pursuit of diversity is far more than just a box-ticking exercise: it can have a dramatic impact on the organisation's bottom line, writes Jane Bainbridge. It's more than 40 years since homosexuality was decriminalised and the Equal Pay Act...
Masterclass: What Do 'One in a Million' Marketers Think About?
Have you got what it takes to be one of the marketing 'talents' that companies can't wait to recruit? Mhairi McEwan has some questions you should ask yourself. There's a reason why recruitment agencies use the word 'talent'. That's what they - and...
My Month: Jacco Van der Linden
Heineken's UK marketing director on celebrating the brand's 150th anniversary, product launches and making moderate drinking an aspiration for young adults. January is always a hugely significant month for me. Returning to work from a relaxing break,...
On the Shelf
William Hill, chief marketing officer Kristof Fahy reviews The Icarus Deception by Seth Godin. The Icarus Deception by Seth Godin. Published by Portfolio Penguin. Having liked Tribes and Purple Cow, penned by the same author, I was looking...
Ryanair
Ryanair has vanquished its rivals on price. Now it has decided that it should start being nice to consumers, a strategy that has puzzled many observers. Ryanair's recent decision to be nice to its customers has got the analysts scratching their...
Social Tracker
Is Mercedes-Benz making the best use of social in its push to target younger consumers? Car brands are enjoying a sales boom in the UK, with 2013 marking their best year in terms of sales since pre-recession 2007. Mercedes-Benz did particularly...
Square Peg Seeks Round Hole
How would marketing's creative heroes of yesteryear fare in today's overbearing corporate environment, asks Will Harris. I want to write a book about square pegs and round holes. It will look at the dozen greatest marketing breakthroughs of the...
Techknow
The development of the social web is reaching a tipping point for brands and users, writes Mel Exon. Over the past few years, our capacity to keep up with a constant flow of information and FOMO (fear of missing out) have become topics of conversation...
The Essay: Doing Good Can Help Your Brand Prosper, Writes Bridget Angear
This year the UK government will allocate the lowest proportion of GDP to public spending since 1948. Even though there may be green shoots of an upturn, this is austerity, and the country that has been feeling the pinch for five years will feel it...
The Index
UP Adidas Adidas' famous Stan Smith trainer returned to stores across the globe last month, with the 70s US tennis star who lent his name to the shoe backing its relaunch. The brand promoted the revival with a series of videos featuring stars...
The Marketing Society Forum
Do marketers specialise too early, meaning they lack the skills to step up to boardroom level? Developing a wide skill-set might provide more opportunities for career development and earn marketing a place at the top table NO - CHRIS FREELAND,...
Training and Development
Welcome to Marketing's first Training and Development supplement. Like many good ideas, it feels like its time has come. In fact, it would probably be harder for us to justify why we haven't launched this before, rather than list the reasons behind...
Training and Development: Roundtable - Winning the Talent Competition
Finding and hanging on to the best recruits is vital, so Marketing gathered key figures from across the industry to discuss new ideas and approaches. Laura Howes reports. Recruiting, retaining and developing talent is key to the success of any business...
Why Brands Need Mags (like This One)
Press advertising may have fallen out of favour, but the communication benefits of crafted copy cannot be beaten, writes Tony Brignull. Which company has an advertisement on the back page of this magazine? You should know, because the same company...
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