Josie Allchin

Online retail will drive innovation in interactive marketing

Josie Allchin

As online sales continue to rise, retailers are looking to new technologies to not just promote their brand and products but also improve the online shopping experience. Scott Lester, CEO of online content provider Flixmedia argues that as a result, the online retail industry will drive new marketing techniques for years to come. Online retail […]

DM has to consider creating long term brand value

Josie Allchin

A loose insert fell out of my newspaper a couple of weekends ago and it shocked me. And not in a good way… Mike Welsh, CEO, Publicis Dialog, talks about the importance of brand value. It was produced by a very well-known and extremely successful German car manufacturer. I’m staring at it now as I […]

The challenges of expanding a brand’s global reach

Josie Allchin

Even if the world is even more of a global village thanks to the internet, it doesn’t mean one size fits all for online marketing strategy, argues Phil Stelter, client services director at Uniquedigital The biggest obstacle to any company seeking a global presence is the company’s own stereotypical westernised approach to targeting global consumers. […]

The Rise Of Talent Networks

Josie Allchin

Innovation is needed in organisational structures to take full advantage of the opportunities offered by the digital world, argues Neil Perkin, former IPC marketing, digital and strategy director and now running consultancy Only Dead Fish. When a new agency called Co: launched this month in New York, a lot of people in the industry seemed […]

Focus groups should be more like a therapists couch

Josie Allchin

Using the psychoanalytic tradition is more important than simply understanding consumer opinion, says Anna Peters, senior consultant at Promise. Companies who want to understand what consumers really think would do well to consult Freud. In his day, asking patients to recline on a couch was unheard of in polite society. But by asking neurotic patients […]

Satisfaction in the Boardroom?

Josie Allchin

Vincent Golding, account director at Kadence International, gives his view on how customer satisfaction scores can be used more meaningfully in the boardroom You must have noticed the way customer satisfaction only ever gets higher; every year better than the last, everyone gets a pat on the back (some even get a bonus) and the […]

Converting loyalty

Josie Allchin

Julie Atherton, planning director at Indicia talks loyalty. How can retailers convert high-street loyalty into online loyalty? High street retailers characteristically enjoy strong relationships with customers; however when they try to replicate this relationship online, lifetime value and loyalty is often sacrificed as a result. But why is this and what can brands do to […]

Confidence is back

Josie Allchin

Mark Thomson, media director of Royal Mail, says all evidence suggests that confidence among marketers is re-emerging. I am sure all of us in the marketing industry would happily never utter the word “recession” again, but I wonder if there are any positives to be taken from the journey we have just travelled. For while […]

Waitrose pledges Tesco price match

Josie Allchin

Waitrose is to take on rival Tesco by matching its prices on 1,000 branded products, as it continues to win customers and sales following the successful ad campaign featuring celebrity chefs Delia Smith and Heston Blumenthal.

More than meets the eye when analysing eyetracking results

Josie Allchin

Vanella Jackson, CEO, Hall & Partners, explains how tracking eye movement while viewing an ad can reveal a lot about the consumer’s engagement, but the data must be analysed appropriately to be effective. I love what brain scientists have been able to tell us about the way we all respond to brand and communications. They […]

Underestimate mums at your peril

Josie Allchin

Alex Fennemore, senior planner, Haygarth, reveals the findings of several “mums” focus groups around shopping habits Remember when you were a teenager and your mum always seemed to know everything, despite all your best efforts to hide the evidence? Our research suggests that mums don’t just reserve this talent for their kids but also for […]

Businesses need to get in the game

Josie Allchin

Matt Daniels, associate at consultancy Prophet, discusses the next frontier for brands and social gaming. Over the past decade gaming has established itself as a central part of our everyday lives. Social gaming in particular has become a widespread activity across practically all demographics. According to AllFacebook.com there are now 200 million people playing games […]

As spending picks up make sure you get a slice of the pie

Josie Allchin

Richard Lees, chairman of dbg, explains how marketers should plan their reactivation strategies as the country continues to tip toe tentatively out of recession. “Consumers are starting to spend more as they have more confidence in the economy” according to a poll by NOP. Phew! After all the doom and gloom of the economic downturn, […]

Tips to stay afloat in the sea of customer satisfaction data

Josie Allchin

Tom Simpson, managing director, Simpson Carpenter, explains how brands should be prepared to hear what customers want to tell them, and put that information to good use. Anyone who has ever spent five minutes in marketing will be familiar with the phrase, “it costs X times more to acquire a customer than retain one”. You […]

Cadbury’s Gorilla & Trucks – what can we learn from neuro-psychology?

Josie Allchin

Phil Barden, managing director of Decode Marketing, analyses Cadbury’s famous creatives through a neuroscientific assessment of consumers “Chocolate is about joy and pleasure. Don’t tell us about joy, show us joy” was Fallon’s response to Cadbury’s desire to “get the love back”. Gorilla has certainly passed into folklore, winning numerous creative awards. More importantly, what […]