The work being done by MySupermarket.co.uk to capture data from consumers at the time of their online purchase (www.mwlinks.co.uk/ShopperData) is a great example of how brands can derive insight and as such fills a real need in the grocery space. However, brands still struggle to derive similar behavioural data for in-store purchases because the majority […]
No less than 85% of the £4bn a year UK gift card and voucher market is represented by paper-based vouchers and gift cards. In fact, 2011 saw a growth in the number of paper-based vouchers purchased, which likely reflects the wider economy as businesses incorporate employee incentive and engagement schemes, and reward staff with gift […]
The perceived lack of effectiveness conveyed by the CIM’s social media report (Cover Story, MW 16 February) suggests that many marketers fail to understand what their customers are actually using social media for. If marketers are solely focused on using Facebook and Twitter as an acquisition tool then they will be disappointed. Our Global Perspectives […]
Last week’s cover feature by Lucy Handley on benchmarking social media caused quite a stir. For the full debate see www.MWlinks.co.uk/SocialMediaBenchmark
Like many of our high street names it’s good to see HMV has woken up to the need to position itself as a multichannel retailer (MWlinks.co.uk/ HMVMultichannel) but as a latecomer to digital services, it really needs to go beyond its more advanced competitors by embracing an innovative approach. Bundling physical with digital misses the […]
I was enjoying Michael Nutley’s column (MWlinks.co.uk/MappingTool) until the last couple of paragraphs and his throwaway comment that brand enthusiasts who have quit the community can typically be bought back with “a few kind words and some branded items”. This is exactly the kind of attitude that holds marketing back from any semblance of the […]
We were mulling over the subject of an Apple move into TV at the Royal Television Society Convention in Cambridge in September last year, so it was interesting to read Mark Ritson’s take (MWlinks.co.uk/RitsonITV). Some of the financial media journalists were saying it made sound economic sense for Apple. Clearly there are going to be […]
We were struck by much in the ‘Brands and bands make music festival experience’ article (MWlinks.co.uk/FestivalExperience), especially the comment by Giles Fitzgerald: “Today’s increasingly discerning festivalgoer is looking for experiences that offer additional value beyond the main stage line-up; activities they can stamp their own individual mark on.” This idea resonates with us as we […]
Marketers will never capitalise on the growing voucher and incentive market if they continue to ignore the mobile channel (www.mwlinks.co.uk/DealChasers). To engage consumers with their brand, marketers should be striving to bridge the gap between the high street and online/ mobile technology can be used to drive customers in store and secure customer loyalty. Smartphones […]
Hats off to Unilever, which has gone against the grain to call for a much-needed overhaul of the nature of the marketing profession (MWlinks.co.uk/Unilever Noble). I wholeheartedly agree that the current fabric of marketing is based on price alone and the weave now needs to reflect the increasing appetite of consumers for value added extras. […]
Dear Secret Marketer, it is with regret that I read you are departing after three years (MWlinks.co.uk/SecretMarketer). Your column has given me great pleasure over that time and I will miss your insight and humour – this comes from a sales director too! Best regards and good luck to your successor. Paul TynanSales directorCereal Partners […]
Groupon may be refocusing its marketing efforts from customer recruitment to retention, but will this really help in its efforts to ‘shore up future custom’ (www.mwlinks.co.uk/GrouponCuts)? With consumers continuing to tighten their purse strings, the brands that are successful will be those offering discounts that are relevant in terms of product, brand and timing. It’s […]
Tom Gregory from Barclaycard is right in saying that driving awareness is key to increasing take-up of contactless payment (‘Brands get behind push for contactless’, MW 19 January) but it’s not the only factor. More card providers must give their users the opportunity to use contactless payment, and more retailers must accept this payment method, […]
Given BlackBerry’s poor performance, the double departure of brand owner Research In Motion’s co-CEOs Mike Lazaridis and Jim Balsillie (MWlinks.co.uk/ BBCEO) smacks more of a quick dash for the exit rather than what the former describes as “passing the baton”. One of the problems is that the BlackBerry brand has lost its USP. Rival instant […]
It is all very well retailers spending millions of pounds ensuring consumers are able to navigate their mobile sites, but the minute the customer decides to make a purchase it becomes clear that facilitating mobile commerce for the consumer has not yet permeated to the basket pages. Consumers are typically forced to enter their billing […]