Consistency is still crucial

Your article on keeping the message consistent (MW 11 March) raised some pertinent points. The overwhelming feeling at last month’s Marketing Week Brand Summit conference was that organisations are still not placing enough importance on understanding how the modern consumer now lives their day-to-day life. Yahoo! pointed out that 12% of 16- to 34-year-olds now use their mobile phones as their main media channel (ahead of TV and the internet) and that this figure will only grow.

Since purchasing behaviour and shopper mindsets differ from category to category, the role of each channel must vary accordingly. Online channels are not merely a conduit for conscious and reasoned research behaviour; they may also act as a channel to reinforce subconscious awareness and perceptions of products in platforms where little conscious purchase decision making occurs.

Ian Addie, research and development director, Nunwood

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here