5 things you need to know this week
Leonie RoderickFrom Twitter beer deliveries to Google’s surprise rebrand, find out everything you need to know about the past week in marketing.
Month: August 2015
M&S trials new in-store personal stylists that actually wear its womenswear
Thomas HobbsIn the latest bid to ignite its flagging fashion sales, Marks and Spencer is trialling brand new in-store personal stylist roles, that model its outfits, at four of its flagship stores.
Samsung needs to push its brand as well as product with new smartphone launch
Thomas HobbsSamsung unveiled a new Galaxy Note phablet and a larger version of its curved-screen S6 edge smartphone yesterday (August 13) as the brand aims to turn around sagging momentum in its handset business. However its brand also needs a boost and the manufacturer needs to better communicate what it stands for, not just the specs of its latest devices.
The marketing force awakens: Star Wars signs up seven brands for promotional blitz
Sarah VizardLucasfilm is ramping up its marketing plans ahead of the release of the new Star Wars film in December by signing up seven brands for what it calls an “expansive, historic promotional campaign”.
Trainline tries to shake off ‘old fashioned’ image with rebrand
Leonie RoderickOnline ticket seller Trainline is rebranding as it looks to adapt to the shift to mobile and move away from its “tired and old” image.
Camelot marketing boss Sally Cowdry takes on expanded role
Sarah VizardCamelot is to combine its retail, marketing and consumer functions, expanding marketing boss Sally Cowdry’s role, as it looks to improve consistency and make the most of its retail channel.
Periscope has 10 million users but advertising is ‘nowhere near top of mind’
Sarah VizardPeriscope, the live video streaming app, has signed up more than 10 million users since it launched in March but says, despite its scale, that it has no plans to launch any marketing campaigns or to start thinking about how it will monetise the service anytime soon.
Mobile ad growth is falling behind in Europe
Mindi ChahalWestern Europe lags behind Asia and North America in mobile advertising spend and marketers and agencies are less optimistic about the region’s growth, with consumers’ rejection of the ads on privacy grounds being the main reason.
Honda shifts brand image from ‘whimsical to daring’ as it celebrates biggest ever year
Sarah VizardHonda is using its biggest ever year in terms of product launches to shift its brand image from “whimsical to more daring, bold and sporty” as it looks to build on growing momentum at the car marque.
Marketers rate Facebook ads as the most efficient
Leonie RoderickMarketers believe that Facebook is the best performing social ad platform, leaving other social sites trailing behind, according to a new report by research house Forrester
What having the Rugby World Cup on home soil means for brands
Alison MillingtonWith the Rugby World Cup set to kick off in September in host cities across the UK, brands such as O2, Coca-Cola, Heineken, Canon and Toshiba tell Marketing Week how they’re making the most of having the tournament on home soil through local events, city tours, partnerships with retailers and a focus on real-time digital marketing.
To lead the digital strategy, first you must be a digital expert
Michael BarnettIt’s impossible to argue you should be the decision-maker on digital technology unless you can demonstrate your knowledge of it and explain how it adds value.
Using virtual reality to enhance user experience
Nicola SmithVirtual reality is set to become widely available to consumers over the coming months with launches from Oculus Rift and HTC. Marketers who use the technology need to ensure it is more than a gimmick and there are already brands doing just that
Who drives the digital strategy?
Lucy TesserasHow marketers can move into pole position.
Mr Porter’s head of social media on championing Instagram and avoiding ‘recycled’ content
Thomas HobbsBrands must create a unique online character and consistent original content through platforms such as Instagram, according to Mr Porter’s social media editor Lauren Luxenberg, who says that social has “transformed” the fashion brand.