Youtility: Helping others to help yourself
Lucy HandleyA ‘help-not-hype’ mode of marketing is being championed in a new book and by brands such as Nivea and Hilton. Does it really work?
Setting out a plan for using big data
Lucy HandleyWith data now at the heart of more major marketing campaigns, how are companies collecting, organising and distributing customer information?
Mobile: Making better connections
Lucy HandleyA mobile strategy is a tricky call, trying to avoid being intrusive while endeavouring to leverage business results for brands.
Engaging audiences with advertising etiquette
Lucy HandleyPestering consumers with unwanted ads on their smartphones and tablets will alienate, not endear, potential customers.
Comeback brands: Raising the dead
Lucy HandleyGolden Wonder, Kestrel lager and Polaroid are all staging comebacks – a risky plan considering the hostile economy and the fact consumers have long since moved on. Are they doomed to die again?
Training: Have the drive? Now get the know-how
Lucy HandleyIs rising to a board-level position just a matter of gaining the right skills or are there tougher lessons to learn from the prejudices held by those at the top table?
Making contact
Lucy HandleyWith a whopping 27 million contactless cards in the UK, has the time come to make it a mainstream payment method?
Use brand power to help consumers in tough times
Lucy HandleyThe Government reforms and cuts that started to take effect this week will make for grim reading for some: welfare benefits and tax credits, for example, will rise by only 1 per cent a year from next Monday instead of 2.2 per cent, in line with inflation. Meanwhile, the so-called ‘bedroom tax’ means those living […]
The seven sins of supermarket supply
Lucy HandleyThere was a lovely story this week about Waitrose sending out 30,000 biodegradable jackets to keep newly born lambs warm in the unseasonable Easter chill.
Consumers will shut out brands that aren’t careful with data
Lucy HandleyKeeping people’s information private could be a differentiator for brands. Companies such as Microsoft, BT and Mozilla are all starting to use privacy to appeal to people – Microsoft in the most overt way with its anti-Google ‘Scroogled’ campaign stating ‘Your privacy is our priority’.
Trillion dollar data
Lucy HandleyThe so-called ‘internet of things’ is forecast to be worth $14trn by 2020. Mindi Chahal looks at how marketers can make the most of this revolutionary technology.
Design: A less familiar Facebook
Lucy HandleyFacebook’s redesign aims to declutter the site and create a more immersive experience, offering brands added opportunities for engagement – but it is not without its challenges.
Q&A: Tamsyn Clark, director of marketing, Cystic Fibrosis Trust
Lucy HandleyThe Cystic Fibrosis Trust today (26 March 2013) launches its new logo, strategy and website. Director of marketing Tamsyn Clark speaks to Lucy Handley about the charity’s first rebrand in 20 years.
How to build a world-class content marketing process
Lucy HandleyTeams with the right balance of skills are vital for reinventing PR and publishing for the digital age, says Simon Penson of Zazzle Media.
Unsexy, compliant and boring? The B2B content challenge
Lucy HandleyContent marketing gurus often focus on glamorous B2C examples, says Catherine Toole of Sticky Content. But what are the tricks to producing high-quality B2B content marketing?