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Junior Production Assistant

Basket pages let mobile commerce down

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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 […]

Value-added promotions will come to fore in 2012

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Mark Ritson is absolutely right when he says that “discounting grows sales, but at the expense of brand equity and customer relationships” (MW last week). The past 12 months have been characterised by an over-reliance on price promotions and although brands are making noises about trying to stop these and instead focus on value-added promotions, […]

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Twitter’s brand ‘relaxation’ is just first step

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Twitter allowing brands to be more creative and strategic on the platform (‘Twitter gets thumbs up for giving brands page control’, MW 15 December) is certainly a force to be reckoned with, when done right. Brands will be able to show off their personalities and push rich content into circles that are digital-hungry. However, a […]

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Olympics are no brand aid

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Mark Ritson states that “most of the companies big enough to afford an Olympic sponsorship and desperate enough to seek out global recognition are those most in need of reputational rescue” such as Dow Chemical, BP, and Lloyds TSB (MW 1 December). Does this logic also apply to McDonald’s, Coca-Cola, Acer, Atos, GE, Omega, Panasonic, […]

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CIM has opened way for debate

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When I read Mark Ritson’s recent article attacking David Thorp and the CIM for producing the document Marketing and Sales Fusion (MW 15 December), it made me think of how Ned Ludd would have reacted when he first learned of the Spinning Jenny. Like Mr Ludd, Ritson has picked up the nearest sledgehammer and sought […]

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Just what is it marketers are meant to do?

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Is the role of marketing, as Mark Choueke’s editorial suggests (MW 15 December), to dupe consumers into buying inferior products when he asks: “Whose job is it to build the sort of brand power that sees McDonald’s and Coca-Cola as market leaders despite losing out in blind taste tests?” Bruce HarrisCustomer research managerJeyes

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Tackling the digital media skills shortage

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Much of the training in digital media skills (MW 1 December) does lag behind the adoption curve. This will always be the case with traditional courses because the digital marketing landscape is changing so quickly. To keep pace with this change we recommend marketing departments run at least a six-monthly skills review. The importance of […]

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Win over the savvy shopper

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It’s encouraging to read that consumers are becoming more open to sharing their information with brands (‘Safe in their hands?’, MW 8 December). With ‘savvy shoppers’ concerned about privacy but willing to share their information, we must now look at ways of showing consumers how marketers and brands can understand them better and deliver improved […]

‘Sky should create a dedicated adverts-only channel’

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I fear I shall be traded in as part of Mrs Secret Marketer’s Christmas shopping. Not content with driving her crazy in supermarkets where I confuse the weekly grocery shop with work-related store check distractions, my TV viewing habits have now tipped her over the edge. I suspect I am not the first bloke to […]

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Brush with the law

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There is nothing new in saying that advertisers must show restraint when using airbrushed images (‘Airbrushing damages consumer trust in brands’). The CAP Code (UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing) is clear that advertisers cannot use post-production techniques in cosmetic advertisements when the result is an image that could never have […]

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ICANN your dot-brand

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Your article ‘The new domain names that will be a game-changer for brands’ (MW 20 October) made clear the benefits of owning a branded top level domain (TLD) – greater control of your brand online, enhanced security and opening new possibilities for customer engagement – but I want to add that businesses should not deliberate […]

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Mind the app infrastructure

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With a 4G network still a long way off, Lara O’Reilly’s piece on the frustration of failing to access her preferred apps and websites while recuperating in hospital, provides food for thought. 3G technology is great, but when the network was designed it did not anticipate the level of content that is rich in data […]

Families have Christmas all wrapped up

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A fast.MAP Consumer Voice Panel survey of 1,136 members carried out in the last week of November reveals that most have drawn up budgets for Christmas spending (MW last week) and almost three-quarters have planned how they are going to finance this outlay. Nine out of ten have budgeted the same or less than last […]

Big screen experience offers brands many opportunities

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Lego should be congratulated for using film tie-ups to create branded extension opportunities (see Q&A, page 22). But brands do not have to be as big as Lego or in partnership with a distributor like Warner Brothers to capitalise on film as a marketing tool. There are many stages at which a brand can promote […]

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Diageo gets behind Responsibility Deal

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The Responsibility Deal is a good example of how we can be part of a collaborative approach to improve the long-term health of the nation and we are proud to support all seven collective pledges of the Deal’s Alcohol Network. As an individual pledge, Diageo has funded a training programme for midwives, run by the […]

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