How to keep the customer on your side
Jo RobertsCustomer loyalty, multiple sales channels and social media are just three challenges facing the retail sector. Six experienced executives give Marketing Week their views.
Why bother with product placement?
Jo RobertsThe effectiveness of product placement really does need to be questioned. Results of research carried out by Lightspeed, for Marketing Week, are, frankly, terrible for anyone who thought they’d make some extra cash from a Government decision to allow brands to advertise within television shows.
How can you make your brand’s value rocket?
Jo RobertsThe recession has been the making or breaking of many brands, and those that have used the time to reappraise their role in the changing market are now scaling up the 2010 Brand Finance Global 500 list to become the world’s power brands.
Charities need clever thinking
Jo RobertsFeeling charitable might have been enough of an incentive for people to donate their money to good causes a few years ago, but faced with tougher choices these days, it appears consumers need more evidence before dipping into their pockets.
Learning from others’ mistakes
Jo RobertsThe old adage ‘you learn from your mistakes’ has been adapted slightly for a more risk-adverse marketer. Instead, FMCG brands can learn from others’ mistakes, according to the latest research from Datamonitor.
Mobilise the people to shape your brand
Jo RobertsThe ability of personal recommendation online to sway purchasing decisions is well known, but some major brands are taking the concept of consumer influence a step further, harnessing its power to reposition brands, develop new products and broaden appeal.By Jo Roberts
Bring all sales channels under one umbrella
Jo RobertsRetailers allow up to 60% of potential customers to slip through numerous gaps in their multichannel purchasing strategies, and must better integrate their online and high street operations.
Merging the online and offline world
Jo RobertsMany high street stores are still suffering from the effects of the recession and won’t be greatly comforted that economic growth has risen by a paltry 0.1% in the last three months of 2009, according to the Office of National Statistics.
PEER PANEL: Market research
Jo RobertsInsight gives raw data a fuller flavour
Research shows mobile marketers not meeting consumer needs
Jo RobertsThe gap between what marketers think consumers want and what consumers actually want has been exposed by a survey into mobile use by Essential Research.
Putting a new face on your brand
Jo RobertsCalling time on TV advertising for alcohol brands looks more likely after a Health Select Committee’s report last week. But an allout ban need not spell disaster for this already promotionally fettered industry: it could lead to new highs of creative strategic thinking.
Brand tribes in Asia
Jo RobertsMarketers planning a campaign in Asia should avoid targeting by demographics and instead focus on the five brand tribes identified by recent research.
O2 Money to launch with heavyweight campaign
Jo RobertsO2 is planning to enter the financial services market under the brand O2 Money and will launch a heavyweight marketing campaign in support of the initiative.
Developing commercial skills
Jo RobertsThe CIM is concerned that marketers are placing too much emphasis on creative ideas at the expense of sound business sense, and has launched the Infinity Model to help them assess whether their campaigns can contribute real corporate value.
O2 banking on trusted brand status to unlock the financial services door
Jo RobertsMobile operator’s launch of pre-paid Visa cards marks first step on a journey that aims to take the brand in a new direction.