Mark Ritson is is the PPA Columnist of The Year for business media in 2013. Mark has a PhD in marketing and has been a faculty member at some of the world's leading business schools, including MIT and Melbourne Business School. He has worked extensively as a consultant for some of the largest brands in the world. His former clients include McKinsey, Adidas, PepsiCo, GlaxoSmithKline, Eli Lilly, Johnson & Johnson, Baxter, De Beers, Ericsson, Sephora, and WD40. For eight years, he has also served as advisor and in-house professor for LVMH, the world's largest luxury group.
Marketers must now be able to work with a vast array of experts.
Brands should be using insight to better understand specific consumer behaviour.
Two big themes have emerged so far: programmatic and native.
Email etiquette and email anxiety can derail best intentions.
Our relationships with brands in the world seem to involve more kinds of verbal and visual language than ever before. And so much of what we see of a brand gets stripped down to the basics on small screens or brief flashes of content. In situations like those, a logo is a blunt tool, but phrasing and typography are the precision instruments.
It’s shocking that just two per cent of online retailers think personalisation is important.
News mail and door drop spend is up should not be cause for celebration.
From the allure of ad tech to the facade of social media metrics, here’s what I’ve learnt on the way.
A key reason for Tesco’s decline is a lack of customer focus.
Consumers go to the cinema 2.8 times a year.
Just how do you prepare for a marketing life in a new land?