The Marketing Week – 14/12/2012
Josie AllchinWelcome to The Marketing Week, your guide to the good, the bad and the downright bizarre marketing highlights of the last seven days.
Welcome to The Marketing Week, your guide to the good, the bad and the downright bizarre marketing highlights of the last seven days.
Europcar has unveiled a new brand positioning based on the premise “Moving Your Way”.
ICM Research issued a damning report into contactless technology this week, which suggested a lack of marketing support from retailers is stifling uptake of the wave and pay method. This comes in spite of consumers’ high level of awareness in contactless payments. Shoppers haven’t been told why they should use it, so they simply don’t bother.
United Biscuits has vowed to make mobile promotions a more prominent part of its marketing mix after hailing the “better than expected” response to a mobile couponing cashback service it is trialling.
Absolute Radio will combine Twitter and outdoor marketing activity to promote its “Rock ‘n’ Roll Football” programming among football fans at stadia across the country this weekend in a bid to take on sports radio specialists such as TalkSport and BBC Five Live.
John Lewis has hailed its “omni-channel” strategy for record sales, a credit that comes as its social media strategy is named “most effective” by study that audited retailers’ festive activity.
Red Bull, Channel 4 and Adidas are among our pick of the 10 standout campaigns of 2012, from viral video to more traditional TV ad campaigns via the Olympics, Paralympics and space.
Confused.com has launched an online video campaign, featuring secret camera footage capturing whether people would help a “drunk” actor into his car, to highlight the public’s “apathy” towards the issue and boost awareness of its brand ahead of the busy new year insurance renewal period.
Tesco is prepping its first Twitter giveaway campaign activity in a shift in social strategy, as part of its Christmas campaign.
Music and retail brands including HMV, Warner/Chappell Music and Elton John’s management firm have selected a host of start-up partners to align their physical and digital business arms.
Over two-thirds (70 per cent) of top marketers received a salary increase or bonus in 2011, despite the ongoing economic gloom, with over 73 per cent expecting a similar increase this year according to a study.
Mysinglefriend.com has appointed Gail McLaughlan as its new managing director as the online dating site aims to bolster its brand-building and enter new markets including debuting on TV ad slots.
Book publisher Random House is to sample two of its fantasy titles in the foyers of cinemas showing new film franchise The Hobbit: An Unexpected Journey.
Google is moving to improve campaign reporting on smartphones for both brands and publishers with the introduction of an ad verification tool that aims to prevent accidental accidental clicks on mobile ads.
We, the UK that is, are the most prolific online shoppers in the world, according to a new survey by Ofcom. That’s why it’s such a shame not all our retailers’ mobile strategies are up to scratch.