I agree with Secret Marketer’s comments about the seemingly lack of professionalism in the marketing industry. All marketers will experience creating strategies, projects and campaigns only for colleagues to disagree with the ideas believing they can also ‘do marketing’. However, if an agency says the same, colleagues will agree with it as the agency is the ‘expert’. So why aren’t marketers treated the same? Is it ...
Any efforts to integrate advertising on the WhatsApp platform will negate the user-experience and most likely drive people away.
Brands who will benefit from Facebook the most over the next 10 years will be those that have more detailed insight about their community. It’s not a numbers game, it’s all about engagement. With access to even more information, retailers will be able to understand how and why
It’s satisfying and timely to hear Mark Ritson call for a focus on Small Data over Big Data. A report published this week by The World Federation of Advertisers and The Customer Framework found that across 47 member organisations the secret to tangible data success needs is a strategic focus on what data is needed and how it will then be used. Technology is a key enabler but without a data strategy to direct it and the ...
David was an energetic, respected and well liked consumer marketer who had a positive impact in all the organisations at which he worked during his 24-year career that was tragically cut short.
Consumer reactions to the news that Facebook will test video ads that play automatically within user social feeds (Facebook confirms autoplay video ads test) highlights how important it is for brands to create video experiences that are both relevant and non-intrusive. While images and video are crucial tools for brands as they are ...
As a shopper marketing agency we were astounded to read the shameful list of basic errors made by the so-called ‘creative agencies’ the Secret Marketer briefed. But, when you say ‘creative agencies’, is it fair to assume that their core focus is developing awareness through mass media based ideas? And from this you develop activation campaigns?
Many creative marketers and advertisers dislike research because they often think of it as focus groups that tend to water down or kill creative (mwlinks.co.uk/CampaignInsight). However, insights via market research can actually fuel creative and lead to award-winning campaigns, such as the ‘Think B4 You Speak’ campaign, targeting teens who use the term ‘gay’ as a negative adjective.
The problem with corporate social responsibility (CSR) is that like so many terms it has become a label that is in danger of losing the meaning of the words behind it.
The best measure of success in pitching should be fewer pitches – a concept that might be counter-intuitive for heads of new business.This is why the IPA is developing a joint industry model charter from which clients and agencies can cherry pick to suit their needs.
John Lewis holds a strong position as a leader in multichannel retailing, yet how successful the new loyalty scheme will be is entirely dependent on how data is used and managed across all its existing channels (mwlinks.co.uk/JohnLewisLoyalty). This requires some hefty analysis and the lack of appropriate tools
How refreshing to hear Kimberly Kriss speak of her ambitions to put data and marketing rigour at the heart of AEG Europe.
Your ‘Cultural Crossover’ article raised excellent points on brands’ attempts to be part of or influence culture. Perhaps the most successful brands have always done this, albeit through traditional channels – Coca-Cola challenging racial stereotypes in the 1950s and Nike’s sports myth of ‘performing beyond all expectations’ worked cleverly in the 1980s to assuage US fears over job losses in the face of globalisation. ...
Ray Kieser, Group Managing Director - SGK Europe, has drafted a letter in response to the piece on ‘The New Law of Being Average’.
The simplification of Facebook’s rules on running promotions is welcome, but opens the door to two serious risks. First, the lower cost of entry could lead to a proliferation of promotions run by people who lack experience, undermining consumer trust. Second, the ability to enter a promotion or vote via the Facebook ‘like’ mechanism will enable opportunists to take advantage of the weakness of this system as an ...
You article ‘Battle for web data moves to the ‘frictionless’ social log-in’ hits the nail on the head; when used correctly, identity can be the key to online consumer engagement for all brands.
While there is certainly a new appetite for Western brands among Russian consumers, we are seeing a corresponding growing confidence in homegrown Russian brands, themselves now making inroads in the West.
Successful customer engagement is about being human – not just sounding human.