Taking the gamble out of social media campaigns
Lucy HandleySome brands have got into hot water over promotions through Facebook. Marketing Week looks at best practice ahead of new guidelines.
Month: February 2013
Supplementing your way to a healthier focus
Lucy TesserasConsumers’ changing attitudes to health and wellbeing means now is the time for FMCGs to boost their presence in this lucrative sector.
Open all hours: the future of the high street
Mindi ChahalThe current gloom on the high street would have us believe that the future is bleak for physical stores, but retailers are using lateral thinking and innovative digital ideas to create shopping outlets fit for the 21st century.
Never knowingly paying more
Jonathan BaconShopping survey finds consumers are increasingly making ‘rational’ purchase decisions by spending more time on research.
“Charities are trying to get to a one-to-one communication”
Michael BarnettRomain Bertrand, head of marketing at JustGiving, talks to Michael Barnett about the psychology of generosity and how the growth of data is changing the way the organisation communicates with consumers.
Data quality keeps the engine running well
Michael BarnettBrands need more consistency in their data to achieve the single customer view they crave, and to target campaigns effectively across media channels and new platforms, such as targeted TV.
Up-to-the minute benefits
Michael BarnettBusinesses of all shapes and sizes are starting to harness the power of data in real time to drive competitive advantage – meeting the increasing expectations of much of the UK population.
Coke seeks to become more ‘collaborative’
Lara O'ReillyCoca-Cola’s CEO Muhtar Kent has set out an ambition for the company to become better at “collaborating, innovating and listening” to consumers and partners next year as it reported weaknesses in its European business in the fourth quarter.
Vertu shifts from bling to emotional positioning
Lara O'ReillyLuxury phone brand Vertu is hoping the launch of its first Android smartphone will help cement it as a “reference brand” for the sector consumers can aspire to even if they cannot afford the £7,000 handset.
Pan-European approach to mobile app privacy mooted
Ronan ShieldsEuropean regulators are working in unison to address potential areas of concern over app developers’ compliance with data protection laws as smartphone usage continues to soar.
Costa brews up a storm at Data Strategy Awards
Michael BarnettCosta Coffee has once again proved its ability to impress awards judges, as our 2011 brand of the year took the highest honours at Marketing Week’s Data Strategy Awards 2013.
Nokia readdresses customer marketing
Lara O'ReillyNokia is changing its customer marketing approach to become more collaborative with retail and technology partners and managing its advocacy programme more tightly in a bid to boost its market share as it nears the 18 month mark since it unveiled its Windows Phone strategy.
Twitter sheds light on mobile user habits
Ronan ShieldsTwitter has published a study advising advertisers on the habits of its “primary mobile users”, finding they follow more brands than desktop users, are more likely to use the network while watching TV and typically aged between 18-34.
Barclays unveils brand vow ‘to act in right way’
Russell ParsonsBarclays has introduced a new corporate brand promise “to help people achieve their ambitions in the right way” as it continues efforts to repair its battered brand reputation in the wake of last year’s LIBOR rate-rigging scandal.
Adidas unveils new global brand strategy
Seb JosephAdidas is to launch its first major product-led brand push since the London 2012 Olympics with a multi-million pound global campaign promoting a new running range as it looks to build on the positive association it enjoyed from its sponsorship of the Games.