Josie Allchin

FAME, remember my name

Josie Allchin

Mark Husak, media development director for Europe, Millward Brown, reveals the results of this quarter’s Cebra celebrity brand analysis study Asked to name which celebrities are most marketable, many marketers would surely come up with a similar top ten list of names. But how many would instinctively place Judi Dench and Joanna Lumley on their […]

Understanding the true value of social media to your business

Josie Allchin

Stephanie Himoff, VP of sales and business development for Demand Media in Europe, looks at how retailers need to understand the true value of social media to make it work. Change is afoot. More and more the phrase being bandied around progressive marketing departments across the country is not social media but social commerce. This […]

Make Christmas merry by improving data use

Josie Allchin

Richard Lees, chairman of dbg, explores the online shopping experience and how brands can work harder to use data to improve it. Christmas shopping. Those words are being used again and a chill goes down my spine. Like a typical male I embrace the beauty of internet shopping at this hideous time and try my […]

The responsibility of brands engaging with children online

Josie Allchin

On 15 November, thousands of brands, celebrities, organisations and ordinary people will join The Big March, a virtual march against bullying organised by the charity Beatbullying as part of Anti-Bullying Week. Tamara Littleton, CEO of eModeration, explains more. As brands turn to online environments, social networks and virtual worlds to engage with a younger audience, […]

Nothing like the real thing…but it’s getting there

Josie Allchin

It’s no secret round the Marketing Week office that I have somewhat of a penchant (I like this word better than problem) for online shopping – from Asos, Amazon, eBay and others, the parcels roll in pretty much every week. That’s why this week’s trends report on consumers and online shopping, based on research by […]

The emotional shopper

Josie Allchin

Wendy Lanchin, planning and strategy director at The Marketing Store, sheds light on the role of emotions in the shopper’s decision making process and how brands can use this when planning their shopper marketing strategies. We teamed up with shopper research specialists BrainJuicer and Shoppercentric to pilot a new way to apply BrainJuicer’s proprietary measurement […]

Targeted Advertising – Are we missing the target?

Josie Allchin

Ged Egan, research specialist at TNS, analyses the use of targeted advertising by marketers As more of us willingly post personal information onto websites and pass details onto third parties, it’s not surprising that companies are increasingly using this information for targeted advertising. But questions of privacy and transparency have arisen, as more consumers become […]

The secrets of commercial co-creation

Josie Allchin

Ben Hayman, deputy managing director, Promise, reveals the five golden rules of co-creation Co-creation is a modern marketing term that is as inescapable as it is ill-defined. Businesses talk about it, agencies sell it, marketers apply the term liberally to virtually any kind of intervention involving customers, from developing a new flavour of crisps to […]

Protect and survive

Josie Allchin

Becky Munday, chief executive of promotional cover specialist Mando, gives retail marketers the low-down on assessing sales promotions for risk. With promotional activity on the rise as marketers try to drive sales in a tough market, exposure to the inherent risks involved with these sorts of activity has become a day-to-day concern for brands as […]

Building bridges

Josie Allchin

Brands and marketers alike are currently facing a dilemma when it comes to managing customer relationships. Kevin Slatter, managing director of G2 Data Dynamics, explains what the problem is and how to remedy it. Due to the recent influx of new channels, technology and customer touch-points, many brand managers are struggling to clarify how best […]

Are social marketing brands killing society?

Josie Allchin

Brand commentator Jonathan Gabay asks whether social media is doing more harm than good. New research from online insurance brand, e-sure, reveals that over a week, one in five couples spend as little as three hours and 45 minutes communicating together. Fifty-one of those minutes are in silence watching television and thirty-seven minutes carrying out […]

Health, wealth and well-being: September

Josie Allchin

Doug Edmonds, managing director, 2CV, sheds light on the nation’s health, wealth and happiness for September With the evenings fast drawing in and, if you are to believe a certain element of the press, the annual SAD epidemic close to engulfing the nation’s homes, schools and offices… we thought we’d return to the Well-Being Index […]

Making the most of mobile research requires a pragmatic approach

Josie Allchin

Tom Woodnutt, director of innovation, Hall and Partners, explains how the speed and depth of mobile research can legitimately become part of the brand experience. Rather frustratingly, it looks like the research industry is stubbornly staring at the opportunity of mobile research through an outdated prism of the past. If researchers spent more time focusing […]

Market research can make the best of uncertain times

Josie Allchin

While Government cuts and a potential second recession make for continuing uncertain times, IFF Research joint managing director Mark Speed says market research can demonstrate its place in guiding business strategies. In 1969, a sadly underrated band called King Crimson wrote a song called Confusion will be my epitaph. At the time this reflected the […]