Marketing Week
5 January 2012
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CIM has opened way for debate
5 January 2012
When I read Mark Ritson’s recent article attacking David Thorp and the CIM for producing the document Marketing and Sales Fusion (MW 15 December), it made me think of how Ned Ludd would have reacted when he first learned of the Spinning Jenny.
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Communication is key in mobile marketing
5 January 2012
Failure to communicate the benefits of receiving mobile marketing material means brands are missing out on the opportunities this channel offers, according to research seen by Marketing Week.
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How Starwood is using its big brand to aim for boutique customers
5 January 2012
Steven Taylor, vice-president of marketing for EMEA at Starwood hotels sets out the vision for how the $5bn hotel chain is using its smaller Aloft brand to attract a new breed of customer.
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Just what is it marketers are meant to do?
5 January 2012
Is the role of marketing, as Mark Choueke’s editorial suggests (MW 15 December), to dupe consumers into buying inferior products when he asks: “Whose job is it to build the sort of brand power that sees McDonald’s and Coca-Cola as market leaders despite losing out in blind taste tests?”Bruce HarrisCustomer research managerJeyes
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Olympics are no brand aid
5 January 2012
Mark Ritson states that “most of the companies big enough to afford an Olympic sponsorship and desperate enough to seek out global recognition are those most in need of reputational rescue” such as Dow Chemical, BP, and Lloyds TSB (MW 1 December).
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Success in 2012 will be reserved for creative thinkers
5 January 2012
I finally got around to reading Walter Isaacson’s brilliant Steve Jobs biography this Christmas, as did Mark Ritson it seems. After filing his latest column, Ritson later emailed me to emphasise the pointrelating to Jobs that he makes in the piece.
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Swimming against the tide: brands need to embrace a culture of creativity
5 January 2012
Why thinking creatively and shunning received wisdom may be your most powerful strategy in 2012.
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Tackling the digital media skills shortage
5 January 2012
Much of the training in digital media skills (MW 1 December) does lag behind the adoption curve. This will always be the case with traditional courses because the digital marketing landscape is changing so quickly. To keep pace with this change we recommend marketing departments run at least a six-monthly skills review.
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The new open and closed-door policies
5 January 2012
Technology-savvy marketers are maximising the impact of closed events by employing digital tools to give the wider public access to related content, while maintaining exclusivity.
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The Secret Marketer nominates his own Marketer of the Year
5 January 2012
May I first wish all Marketing Week readers a very happy, healthy and hopefully even a little bit prosperous 2012.
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This is the year to take mobile more seriously
5 January 2012
Mobile marketing has come of age thanks to social search, targeting and the ever-growing popularity of smartphones.
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Twitter's brand 'relaxation' is just first step
5 January 2012
Twitter allowing brands to be more creative and strategic on the platform (‘Twitter gets thumbs up for giving brands page control’, MW 15 December) is certainly a force to be reckoned with, when done right. Brands will be able to show off their personalities and push rich content into circles that are digital-hungry.
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We remain 'evil manipulators' in 2012 as our impact grows
5 January 2012
Fuck me, that went fast! I can hardly believe that 2011 is already over and yet here we are. So let me give you a tantalising insight into the months ahead as this new, recession-prone year coughs and splutters its way into existence.
