Five things you need to know this week
Alison MillingtonFrom Instagram’s plans to overtake Twitter and Google, P&G’s new CEO to Heineken’s biggest ever product launch, Marketing Week rounds up the top five stories you need to know this week.
Month: July 2015
Gousto looks to ‘displace horribly inefficient’ supermarkets with food delivery service
Alison MillingtonHome-delivery recipe kit service Gousto is looking to “displace supermarkets from the bottom up” as it hires its first CMO and launches a mobile app after seeing 500% growth so far this year.
Panasonic’s marketing director on how programmatic has transformed its brand
Thomas HobbsPanasonic has gone from running just 80 marketing campaigns a year across its B2B channels to one every 2 hours and 15 minutes – or 902 in 2015 – since making the decision to transform its marketing into an automated function back in 2013.
Brands need to build momentum around disability sport
Alison MillingtonBuzz around disability sport has died down since the London 2012 Paralympics and more ‘storytelling’ needs to be done by brands to boost interest and participation.
Consumer confidence dips, as shoppers feel less secure about economy
Thomas HobbsConcerns about the general economic situation in the UK over the next 12 months are weighing heavily on consumers’ minds as GfK’s UK Consumer Confidence Index for July dropped three points.
Secret Marketer: Marketers are often misjudged but they bring it on themselves
David CoveneyOne of the most annoying parts of my job is the need to constantly “re-sell” marketing to the board.
Marketers urged to sign up to regulator’s first e-learning course
Sarah VizardThe Committee of Advertising Practice is launching its first e-learning module about alcohol advertising, the first of several planned courses aimed at offering more support and training to marketers.
Avios claims ‘industry first’ as it puts creative control in its customer’s hands
Thomas HobbsAvios is placing its advertising in the hands of customers as its head of customer marketing Hannah Fletcher claims that “people no longer want to listen to big brands”.
What brands need to know about Instagram marketing
Sarah VizardAs Instagram prepares to expand its ad platform to everyone, brands must ensure they don’t get caught up in the hype.
Syco on how brands can help it create the next One Direction
Thomas HobbsHaving recently been appointed marketing director at Simon Cowell’s Syco Music, Michelle Marks says the label is committed to finding the next One Direction and says there’s now a “greater desire” among brands and musicians to be aligned “than ever before.”
Eat on how its ‘single-minded brand view’ can help it connect with customers
Alison MillingtonEat is upping competition with food-to-go rivals such as Pret and Itsu with a £13m store rebrand and a focus on digital and social that it claims enhance the in-store experience and will help it spread its quality food message.
Early adopters
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Facebook’s ‘game plan’ to monetise WhatsApp and Messenger
Sarah VizardMessenger now has 700 million users while WhatsApp has 300 million but Facebook CEO Mark Zuckerberg says while the plan is to monetise those services any meaningful revenue is still some way off.
Mark Ritson: Marketers have forgotten the meaning of marketing’s most basic principles
Mark RitsonThere is no consensus around when the formal discipline of marketing actually began. For British marketers it is common to cite 18th Century businessman and potter Josiah Wedgwood as the inventor of modern marketing. More accurately, most scholars point to America where the first marketing courses were offered back in 1905 and where the first marketing textbook was published a year later.
Heineken pushes £7m into biggest ever product launch for Strongbow Cloudy Apple
Alison MillingtonHeineken is investing £7m into the launch of Strongbow Cloudy Apple, the biggest launch in the alcohol category this year and the largest new product launch Heineken UK has ever done.