Marketing Week
Lou Cooper Editorial
Features Writer
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Putting some balance back into the market
14 July 2011
New research suggests a permanent shift in shopping habits that is creating a market which leans either to low-cost or premium brands. The mid-market must act fast to present their own value positioning.
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Your mission is to turn spies into special agents
07 July 2011
Have you come across “hacktivists”? If you aren’t already tackling them, beware. The chances are that they are already watching you. With brands like Sony, Marks & Spencer and Travelodge all experiencing security breaches over the past few months, “consumer espionage” is causing alarm in the corporate world.
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Promotions switch focus to added value
30 June 2011
As the challenging retail climate persists and depletes market share, brands are fighting back with a battery of sales promotions, fine-tuned with customer insight.
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Consumers want the choice to buy single newspaper articles online
Fri, 24 Jun 2011
It was announced this week that News International is to introduce PayPal’s fast checkout system, a move that speculation suggests could bring the introduction of micro-payments for online content from UK titles a step closer.
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Human face of brands receives an e-makeover
09 June 2011
Field marketing may be an unrivalled way to get products into the hands of consumers, but our expert panel tells Lou Cooper that it must be an integral part of the marketing mix.Ross Webster: Managing director of sales, European markets, The Weather ChannelDermot Ryan: Joint director, electronic, ’cigarette’ brand E-LitesSarah Hurle: Customer marketing manager, Unilever
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Brand guardians can bridge great divide
2 June 2011
Brands can use the tension that often exists between sales and marketing professionals to strengthen both functions by aligning each department’s objectives and sharing targets and knowledge.
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Culture club courting mass-market brands
26 May 2011
Brands without a previous association with the arts have an opportunity to extend their sponsorship activity as Britain’s cultural community seeks a solution to lower levels of funding.
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Case study: Courvoisier’s escapist strategy that drives sales
Wed, 18 May 2011
See how brands are helping consumers escape reality in our cover story, click here To learn more about the phenomenon which combines a fusion of live theatre and cinema - Secret Cinema,
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Case study: Fantasy escapes with Black Tomato
Wed, 18 May 2011
See how brands are helping consumers escape reality in our cover story, click here To learn more about the phenomenon which combines a fusion of live theatre and cinema - Secret Cinema,
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Fleeing to fantasy
19 May 2011
Escaping from reality has long been a reason to go to the cinema, but could these austere times be driving consumers to seek out even more exciting and immersive experiences? Finding ways to help forget abouteveryday realities is on the rise.
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Brands feeling the pinch need to tailor offers
05 May 2011
As consumers work harder at saving money, brands that understand their customers’ needs will come out on top, according to research seen exclusively by Marketing Week.
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Q+A: Mark Haviland, marketing director at CNN International EMEA
3 March 2011
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Taking outdoor into new realms of possibility
Wed, 23 Feb 2011
The out-of-home media sector is embarking on a period of exciting transition, stimulated by digital and the London Olympics. But for some brands, evolution of outdoor isn’t happening fast enough.
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Crack the code to open up new communication lines
24 February 2011
Barcode technology is a low-cost and effective way to get consumers interacting with your brand, but only if your content and format hit the mark.
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Blend in with the scene to get maximum ad stand-out
10 February 2011
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New media extends the reward industry's reach
3 February 2011
Voucher and coupon providers are defying the recession by expanding into new channels to keep up with the fast developing needs of the consumer and business markets.
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Girls just want to have fun in the media mix
27 January 2011
A study of girls aged between eight and 18, seen exclusively by Marketing Week, reveals that email, mobile phones, online chat, internet searches, social networking and gaming form an intrinsic part of life for this generation.
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Brands add strength to government campaigns
20 January 2011
Brands are being drafted in like superheroes as part of the coalition government’s Big Society agenda to develop more partnerships with business, but will it work? By Lou Cooper
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Your country needs you - time to sell brand britain
13 January 2011
The UK’s image has suffered as a result of student riots, losing the 2018 World Cup bid and alleged tax avoidance by brands. Lou Cooper looks at how events this year and next might improve our country’s brand image and how this might affect marketers.
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Just how prepared are you for 2011?
6 January 2011
Ready for the year that defies all predictions: Government cuts and the VAT hike are with us, meaning this could be one of the toughest years marketers have had to face. Nevertheless, they seem united in feeling they are prepared for whatever 2011 brings.
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Scrooge makes presence felt in the gift market
9th December 2010
Santa’s sack may be a little light this year, according to a study on festive spending plans seen exclusively by Marketing Week, but at least the Christmas Day table will be filled by turkey and all the trimmings.
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Endeavour to be better by design
2nd December 2010
From art installations to packaging that adds collectability, and store layouts sensitive to users’ needs, brands are using design to set them apart from the competition.
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Interview: Wallace & Gromit sip success with Yorkshire Tea
Mon, 29 Nov 2010
Wallace & Gromit’s Children’s Foundation and Yorkshire Tea won the Charity and Voluntary Sector category at the Engage Awards 2010 and plan to take their campaign forward.
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Selling the American dream to a digital generation of drivers
25 November 2010
Chevrolet’s UK managing director explains how the iconic car brand is combining digital marketing techniques with its American heritage to sell a new crop of GM models to a younger generation of drivers this side of the Atlantic.
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Chevrolet looks to PR to build brand in UK
Tue, 23 Nov 2010
Chevrolet is to combine PR and an “unconventional” marketing approach to raise the profile of the US car brand in the UK.
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Data protection policies secure consumer trust
18 November 2010
Brands can gain the trust of consumers by taking good care of the data they spend so much effort collecting, according to research seen exclusively by Marketing Week.
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How the consumer has become judge and jury
11 November 2010
User-generated content has permeated every marketing channel, with customer reviews now the main form of interaction between high-income consumers and retailers, according to recent US research by Forrester.
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The secret to a good customer relationship...
21 October 2010
Above all else, customers want brands to listen and respond to them, according to new research. Brands that engage customers in mutually beneficial relationships stand to gain most, says Lou Cooper
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Bright ideas on final steps of purchase path
7 October 2010
As marketing techniques employed at the point of sale become more sophisticated, seven retail experts answer questions posed by Marketing Week.
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Let the music do the talking
23 September 2010
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How to retain customers and build brand loyalty
9 September 2010
The key to long-term brand loyalty is not price cuts or free offers but using transactional data and web-based metrics to build and maintain relationships with customers based on their preferences.
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The hardest marketing jobs in the world
2 September 2010
So you think you’ve got a tough job? Spare a thought for those working in the five sectors that research conducted for Marketing Week identified as the toughest marketing jobs in the world.
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Entertainment throws its hat back into the marketing mix
26 August 2010
Corporate hospitality is adapting to the post-recession climate, with brands demanding more added value.
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Brands on brink get kiss of life
12 August 2010
Saving a brand can be a cheaper and more successful strategy than building a new one from scratch, but businesses still face a tough choice deciding which ones to keep.
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Brand power in hands of food fashion police
5 August 2010
Research made available to Marketing Week has identified a small but influential group of ’taste setters’ that food and drink brands need to get on board before a product launch.
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High class brands put on an approachable face
29 July 2010
What strategies can premium and mass-market brands adopt that will enable them to keep a foot in both camps without alienating core users?
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Keep in mind how a human brain works
15 July 2010
Brands need to explore neuroscience if they want to make their TV and online campaigns remain in consumers’ memories, according to research.
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Small business digs deep into marketing mix
8 July 2010
Small and medium-sized enterprises are bucking the austerity trend and investing an increasing amount of cash in a wide range of marketing activity, according to research seen exclusively by Marketing Week.
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Five strategies for a successful global brand
1 July 2010
With brands increasingly crossing international borders via the internet, marketers may need to fine-tune their strategies to ensure their brands are making the most of the global market.
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Case study – Global strategy: Create a strong and consistent brand culture
1 July 2010
ASmallWorld (ASW) is an upmarket social network that hosts an international community of 550,000 people in more than 200 countries.
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Mobile marketers stand at start of long journey
24 June 2010
Marketing Week’s roundtable in association with 2ergo asks whether brands are ready to take advantage of the many advances in mobile marketing.
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Actions speak louder than logos
17 June 2010
The BP oil crisis and its aftermath - from a brand that had tried to reposition itself as sustainable - has raised the question whether rebrands can ever really work.
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Brand loyalty starts from a very early age
10 June 2010
Approaching the children’s market can be a minefield, but investing time and funds to get your message across can pay off handsomely.
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Online video in vogue as viewer share index rises
3 June 2010
Marketing Week’s roundtable in association with Google asks if brands are in a position to take advantage of the far-reaching potental of online video.
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Play the dating game to find your brand soulmate
3 June 2010
A new breed of ’brand dating agencies’ are turning partnership deals on their head by linking brands by personality traits rather than shared needs. Have we seen the future of corporate alliances?
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Intelligent use of data earns consumer trust
20 May 2010
As the lines between marketing and service blur, brands must use both behavioural and volunteered data to deliver communications that meet consumer demands.
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Empowerment age arrives at personal level
13 May 2010
Brands that use the data at their disposal to tailor direct marketing material to the individual consumer will encourage customer loyalty, according to research by Experian.
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Television wins the World Cup coverage battle
29 April 2010
Media analysts may be calling it the first digital World Cup, but research by Nielsen suggests that live TV broadcasts will be the weapon of choice for football fans hunting the big game in South Africa this summer.
