The sweeping claims made in the first fast.MAP/Marketing Week Effectiveness Tracker (MW 21 July) are terrifying. The definition of ad effectiveness seems to be someone online claiming they went into a store and bought a product after being exposed to communication of some sort. It also seems to confuse recall with effectiveness. Claimed research has […]
It’s important to be popular. But in an era where marketers are aiming to turn their Facebook ’likes’ into hard cash, being seen as genuine and believable is more important than ever. This new ’affinity economy’ must be leveraged by brands, according to a new theory called Likeonomics. Rohit Bhargava, senior vice president in the […]
Marketers are using digital technology, customer insight and precision targeting techniques to get the maximum out of their point of sale activity. As this summer’s festival-goers peruse the menu at Burger King train station outlets while they wait to travel to a weekend of mud and music, they may not realise they are looking at […]
Our panel of experts debate how social media and other digital channels can help brands personalise their communication strategies and achieve greater levels of consumer engagement.
Imagine having to “buy” your best customers. This could soon be the case for higher education providers, warns Sir Steve Smith, the outgoing chairman of industry body Universities UK. Smith suggested last weekend that the brightest students will be like “gold dust” in an era where universities are charging tuition fees of up to £9000 […]
The London Borough of Hackney is preparing to launch a range of sustainable bags developed by local designers in a bid to reduce the number of plastic bags used by retailers in the area.
Rosie Baker is Marketing Week’s specialist on sustainability and retail.
Asos is launching an iPad app to coincide with next month’s overhaul of its online magazine as it looks to integrate its editorial and commercial web properties.
Energy regulator Ofgem is paving the way to develop an enforceable standardised format for utility bills as part of a wider push for a “radical” reform of the industry.
Google is bolstering its marketing team ahead of a major communications push for the official launch of its social network Google+.
Charities must reinforce positive messages through marketing and communications, according to charity marketers, as fresh warnings emerge that the sector faces a £110m funding shortfall.
Royal Mail is to step up efforts to push its B2B products and services later this year in the wake of a steep decline in revenue from its letters business.
Chevrolet is hoping that its American heritage will appeal to European drivers as it launches a brand campaign to celebrate its centenary and introduce five new cars.
Discount retailer Poundland is expanding into Europe to build on its UK success during the recession.
Market leading price comparison site Moneysupermarket.com plans to accelerate marketing spend in the second half of its financial year as it looks to build on a 28% increase in revenue for the year to date.