Lack of media integration is holding outdoor back
Rosie BakerBrands must “join the dots” between outdoor, online and social media campaigns to catch up with consumer demand, says a report.
Month: May 2010
Country branding
Marketing WeekMark Ritson has a good point, but makes it badly (Countries are countries not brands, MW last week). Why he used a ballistic missile when a .308 Winchester would have sufficed, is beyond me.
Ruth Mortimer on global vs local
Ruth MortimerTwo major brands have announced they are no longer relying on local marketing directors in the UK. Coca-Cola has scrapped its GB marketing director position altogether, while Kraft has decided that while the position will exist, marketing will be led centrally from Europe.
Walkers promote Flavour Cup Competition
Joe FernandezWalkers is unveiling a series of television advertisements to promote “The Walkers Flavour Cup” which will star Gary Lineker, Melinda Messenger and Will Mellor amongst others.
Britvic extends sponsorship of Wimbledon to 2015
Joe FernandezBritvic has announced that Robinsons will continue its long-standing association with the Wimbledon Championships for a further five years.
Is Sky the limit for data?
David ReedRumours had been swirling around the data industry all year that something big was afoot. Experian was said to have its marketing services division on the market and, in what would have been a curious reversion of history, one of its former directors would be buying it.
BSkyB and Experian launch joint venture
Marketing WeekSky is partnering with Experian to create a new joint venture focused on database marketing.
HMV hits, Harrods horrid in email study
Marketing WeekHMV has replaced Marks & Spencer as the best user of email, while Harrods fell significantly in the rankings, according to the annual dotMailer email marketing benchmarking study.
Travel emails failing to leverage customer data
Marketing WeekOnly 30 per cent of emails sent by travel and hospitality companies use customer data to target pre- and post-stay messages.
The humble postcode goes global
Marketing WeekEven though we have now embraced the digital age, one of the barriers to globalisation is still the simple address. Without both addresses and change of address systems, global communication and the delivery of products and services become extremely difficult.
Less bounce, more hits
Marketing WeekEmail addresses are now one of the most valuable pieces of customer contact data. Yet their accuracy and deliverability is generally only discovered at the moment of use, by which time it is too late. David Reed finds out why email still suffers neglect.
The single sheet solution
Marketing WeekMarketing metrics might look easy to obtain, yet the huge volumes of data generated by reporting systems do not always add up to a true insight. David Reed finds out how marketing can give the board a more unified view of its performance
Charity donors cancel less, but rarely tell when they do
Marketing WeekCancellation rates for charity direct debits have fallen to a pre-recessionary low as consumer confidence starts to return. But when consumers do decide to end their support for a cause, fewer than one in ten tell the charity directly.
Customer lifetime value goes social
Marketing WeekThe idea that companies should consider the lifetime value of their customers has become one of the core premises of sophisticated marketing over the past decade.
Car insurer pioneers ethnic targeting
Marketing WeekLaunching a Shariah-compliant car insurance brand is no easy task when the campaign also needs to remain compliant with data protection. Acquity developed an award-winning new system that complied with religious and data protection laws.