It is interesting to note that brand equity still commands consumer attention, with savvy shoppers no longer seeing the lowest price tag as a definition of value for money (MW 3 November). This trend is echoed across the LinkShare network, which has seen a growing number of luxury brands running successful affiliate marketing programmes. These […]
Now social media has given pretty much all advertising the potential to go viral (Michael Nutley, MW 10 November), agencies need to adopt a new mindset in their quest to create sticky content. Things only go viral because people want to share them. Try as companies might, viral is notoriously difficult to buy or to […]
I wonder whether the launch of Adobe’s SocialAnalytics tool (MW last week) is the right way to go about achieving credible social media metrics. To boil down success in social media solely to conversion and assign a monetary value to ’Likes’ seems to be missing a trick. With the growth of social commerce, social ROI […]
As the research shows in her article, consumers are no longer enamoured with the advertising they see, and feel that “just one in five brands has a notable positive impact on their quality of life”. This is why the key point to Ruth’s article is so prevalent – brands must communicate their service. Many brands […]
Customer experience may impact on a brand’s loyalty and bottom line (MW 3 November), but too many companies fail to recognise that the way we shop has changed and do not offer a joined-up customer experience. Just over a quarter of UK adults and almost half of teenagers own a smartphone, and 70% of these […]
Board-level marketing director Peter Duffy talks to MaryLou Costa about his role in easyJet’s strategy to attract more business passengers, the use of customer data and spoofing BA advertising
Ian Carrington, Google mobile advertising sales director Giving consumers the best possible experience on their mobile device is critically important. A poor mobile web experience can negatively shape a consumer’s opinion of your brand and make it hard for them to engage or make a purchase. A recent study asked users about the performance of […]
Providing customers with web access in-store is a bold attempt by John Lewis (MW 27 October) to enable a truly crosschannel marketing approach that combines today’s interactive power channels – email, mobile, social, web and display – with the traditional bricks and mortar experience. Incorporating Wi-Fi into the retail experience makes shopping interactive and digital. […]
Mark Ritson sparked debate by questioning the value of brand reputation management when some companies, such as BP and Goldman Sachs, escape unscathed despite huge foul-ups. Read his column at www.mwlinks.co.uk/ ReputationRitson and comment extracts below. Big brands will rise again Banks and oil businesses tend to make massive money regardless of “blips” like this. […]
It’s encouraging to see these examples of companies that not only understand, but are acting on the link between engaged colleagues and improved business performance (Cover story, MW November 10). The real value of social media tools lies in their ability to flatten the traditional communications hierarchies. However, as Christy Stewart-Smith says, ’trust’ is the […]
New Look’s Rob Froome is right when he says that to stand out from freely available deals on consumer websites, brands need to “personalise, add value and offer something different” (’Trip or Treat’, MW 20 October). With comparison sites and the like giving consumers easy access to deals, it is important that any closed user […]
Like pieces of a puzzle falling into place, last week’s issue delivered a view on two of the most important building blocks for modern, customer intelligence-driven marketing. The customer experience feature (’Why the customer is the kingmaker’, MW 3 November) set out a powerful argument in favour of investing in and improving every consumer’s interactions […]
I agree with Mark Choueke that the customer experience is the new battleground (Leader, MW 3 November). For seven years now I have refused to purchase anything from one retailer and one restaurant chain simply because of the appalling customer service I have received. I even go out of my way to advise others to […]
The targeting concerns that Ottokar Rosenberger from eHarmony raises in ’Will the picture improve for TV advertising data’ (MW 13 October) are very relevant given today’s media environment. It will become increasingly important to provide evidence that any marketing a brand conducts is reaching an engaged audience. While TV does offer access to a wide […]
We must encourage brands to become more responsible for accurately targeting direct mail (’DM industry agrees to opt-out overhaul’, MW 3 November). We (as the industry) have the intelligence to be able to precisely pinpoint and target potential customers rather than taking a blanket approach, which can instantly lead to brand damage by sending irrelevant […]