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Measure Facebook success by depth of engagement

Wed, 23 May 2012

When it comes to measuring the success of social media activity, the key for any brand is to know and understand who their ‘likes’ are from because everything else is just extrapolation.

Web comment

Wed, 23 May 2012

Columnist Mark Ritson sparked a fierce debate with his last column questioning the value of SWOT analysis and other time-honoured techniques taught to marketers, such as Maslow’s Hierarchy of Needs. Read the column at www.mwlinks.co.uk/ThreeStooges and see comment extracts below.

Famous faces must fit brand campaign

24 May 2012

The fact that Anna-Louise Dearden regards the use of a celebrity as a “necessary evil” (MW Debate, last week) suggests parts of the industry are still embarrassed by use of celebrities in advertising.

Coaching develops careers

24 May 2012

It was good to read that the talent conversation is taking more of a pivotal stage in the trade press and I wholeheartedly agree with Ruth Mortimer’s comment that it’s “not good enough for just a third of businesses to care about staff defection” (MWlinks.co.uk/TalentConversation).

The future is bright for NFC technology

Thu, 17 May 2012

I read Michael Barnett’s article ‘M-commerce moves into the mainstream’ (mwlinks.co.uk/mcommerce) with interest. While I was unsurprised that only 4% of consumers had used their mobile to pay for something at the checkout to date, I agree with Paul Griffiths that the future for near field communication and the mobile wallet is bright. NFC technology offers both consumers and marketers ...

Is celebrity content in our campaigns of real value?

17 May 2012

News of the latest Marks & Spencer campaign featuring Joanna Lumley (mwlinks.co.uk/GreenBehaviour) raised a debate in the Summersault office over the value of celebrity content in campaigns and publications.

Web comment: The dying art of grammar

17 May 2012

The Secret Marketer highlighted a possible generation gap in the importance of good grammar and style in internal and external communications in a recent column. Find the article here www.mwlinks.co.uk/SMGrammar and comment extracts below.

Vouchers can help m-commerce along...

10 May 2012

Michael Barnett’s report ‘M-commerce moves into mainstream’ (MWlinks.co.uk/mcommerce) links well to recent research from Juniper which reveals that the use of mobile vouchers will exceed $43bn (£32.7bn) globally by 2016.

Mobile will amplify ways to engage

10 May 2012

Michael Barnett’s m-commerce and contactless payment article reminds me that this is an exciting time for the industry. While marketers are right to be wary about new technology, it is already opening up a plethora of doors. We’re being served up a chance to create new ways of engaging consumers - even more directly and swiftly than ever.

Web Comment

10 May 2012

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Educate consumers about cookie use

3 May 2012

The reason that brands remain ignorant of how best to implement the EU cookie directive (MWlinks.co.uk/CookieInfo) stems from poor consumer understanding of the changing privacy laws.

Inclusive design helps brands extend reach

3 May 2012

While the over-50s represent 45% of the total population’s spending power (nearly £300bn this year), this is not the only factor to consider when responding to the consumer needs of empty nesters (MWlinks.co.uk/EmptyNesters).

Why age is a red herring

3 May 2012

Christoph Michalski, president of the global hygiene category at SCA, sparked debate when he told Marketing Week that senior marketers risk being bypassed by younger, more digitally savvy colleagues (MWlinks.co.uk/OlderMarketers). Here are comment extracts.

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