The Marketing Week – 15/3/2013

Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.

CAMPAIGN OF THE WEEK

GoldenWonderPetition-Campaign-2013

Golden Wonder is calling for cheese & onion crisps to be sold in green packets and salt & vinegar in blue. Launched this week, the snacks brand’s cheeky swipe at Walkers aims to rouse the nation into challenging what it says is a “confusing colour” scheme.

It is a clever move from the relatively small brand as it taps in to a common cultural misconception that Walkers swapped the colours years ago. Walkers has been using the colour scheme since the brand started out in Leicester, but Golden Wonder have been careful to dodge this fact and proceeded to play up the idea the natural order needs to be restored. Whether or not the campaign sells more crisps remains to be seen, but as a PR campaign it’s served its purpose in getting people talking about the brand, judging from online reaction.

GOOD WEEK FOR…

Samsung

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The rise and rise of the South Korean brand continued unabated this week with the launch of the latest Galaxy phone, the S4. Pre-launch levels of expectation have not quite reached Apple levels yet but as research from Experian showed, Samsung is gaining fast. The S4 launch also prompted an incredibly rare occurrence – an on-record briefing from Apple. The day before the phone’s launch, Apple’s marketing chief Phil Schiller claimed in The Wall Street Journal that four times as many people had switched to it from Android devices than vice versa. True or not, it demonstrates Apple is running scared, and that can only be good news for Samsung.

BAD WEEK FOR…

Morrisons

morrisons

The Bradford-based supermarket announced it suffered a 2.1 per cent dip in sales last year and a drop in profit to £879m. To help counter the slump, the supermarket announced it was definitely going to launch an online grocery service by 2014. The supermarket is hoping its late entrance will offer it final mover advantages and help it crack what has proven elusive to rivals to date – a profitable offering. The jury is still out as the supermarket has steadfastly refused to offer any further details until later this year, prompting speculation that the service is still far from ready to launch.

INTERNATIONAL NEWS

Not known for its tolerance of freedom of speech, Saudi Arabia is apparently home to the most active Twitter users in the world according to a report published by Globalwebindex. The survey found that 51 per cent of Twitter account holders in the Middle Eastern kingdom are active users, well ahead of more ‘developed’ markets such as the UK (21 per cent), the US (20 per cent) and Germany (6 per cent).   

A further analysis of the data also demonstrated that 22 per cent of Twitter account holders from the marketing professions were active users making them the second-most active demographic behind IT professionals – 31 per cent of which were active users.

SXSW

Austin’s SXSW festival has earned a near mythological aura in digital media circles but this year no one technology managed to emerge from the show as the clear winner.

The festival previously witnessed platforms such as social check-in service Foursquare receive a massive boost in its profile but this year’s marketing highlight was arguably Iggy Pop and the Stooges. The one-time Swift Cover brand ambassador took to the SXSW stage to perform classics form their 1970s heyday plus a preview of tracks from upcoming album Ready to Die.

ONE TO WATCH

Questions are being asked about paid-for search ads. Google’s Ad Words can justifiably be termed as one of the cornerstones of online marketing. But a report this week published by e-commerce giant eBay questions whether advertising against keywords search engines actually has a positive effect on sales. The study claims that most users who click on keyword ad units would have come to the site anyway.

As part of the study eBay paid for search keywords from Microsoft and Yahoo’s search engines but retained them on Google. “Removal of these advertisements simply raised the prominence of the eBay natural search result,” read the study. “Shutting paid search advertisements closed one (costly) path to a firm’s website but diverted traffic to the next easiest path (natural search), which is free to the advertiser.”

DATES FOR YOUR DIARY

Monday 15 March to 22 March Advertising Week comes to Europe. Ronnie Scott’s legendary Soho Jazz venue and the Princess Anne Theatre at BAFTA will host the majority of the big name presentations over the course of the week. Leading lights from the advertising, digital and media sectors will gather for the four-day series of events to debate the challenges and opportunities posed by digital.

Tuesday 19 March Sainsbury’s fourth quarter results. Analysts will be watching to see if the supermarket’s remains unchecked and if sales have suffered at all from the horsemeat scandal.

Wednesday 20 March E-consultancy’s Digital Cream takes place at Arsenal’s Emirates Stadium in London. A series of roundtables consisting of brand marketers discussing topics such as big data, content strategy and insight.

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