Google launches planning tool to ‘unpick’ online and offline knot
Seb JosephGoogle has launched what it claims is the “most comprehensive free tool” yet for advertisers looking to understand the link between online and offline shopper habits.
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Put experiences at the centre of your strategy
Jo RobertsLive shows, demonstration programmes and festival appearances are not simply add-on events for businesses, they are becoming the centrepiece of their strategy, helping brands to bring campaigns to life.
Marketing vacancies up 21%
Russell ParsonsThe growing confidence among brands to invest in growth has been underlined after a major marketing recruiter revealed the number of marketing vacancies increased by more than a fifth in the third quarter.
Can Asos blaze a trail in personalising online retail?
Sarah VizardAsos is dialling up personalisation on its site. If it is successful it will become one of the first mass market fashion retailers to fully customise the online shopping experience and attract the envious eyes of rivals.
‘Majority of marketers aren’t sure technologies are producing ROI’
Seb JosephMore than half of senior marketers are struggling to make a business case for marketing technologies due to their inability to demonstrate the impact of tools such as website analytics and CRM on return on investment, according to a report.
Secret Marketer: Tesco‘s reputation for choice is being eroded by its corner shop acquisitions
David CoveneyTesco should be a warning to all businesses: in the process of growing, don’t forget what made you great.
Context stops personalisation becoming creepy
Steve HemsleyUsing non-personal data such as search histories will enable brands to tailor content for privacy-conscious consumers but it is a complex area to get right, so they need to tread carefully
Argos sales growth accelerates as it targets more affluent customers
Sarah VizardArgos’s sales growth is accelerating as it efforts to target more affluent customers through improved product ranges, more exclusive brands and new digital store formats start to pay off.
Marmite – the marketing story even the haters love
Jonathan BaconMarmite is the £37m brand that took home this year’s Brand of the Year at the Marketing Week Engage Awards. Why?
Asos dials up personalisation
Sarah VizardAsos is introducing changes to its site to make the shopping experience ‘more edited and personal’ as it looks to boost customer loyalty and reach its target of £2.5bn in sales by 2020.
Currys PC World eyes ‘true mobile retailer’ status
Seb JosephCurrys PC World is calling on the marketing insights of its Carphone Warehouse sister brand to become a true mobile retailer in the wake of its acquisition of some Phones 4 U stores last month.
AB InBev appoints Coke marketer as UK and Ireland brand chief
Seb JosephAB InBev has appointed senior Coca-Cola marketer Nick Robinson as its marketing director for the UK and Ireland.
BlackBerry looks to ‘latent love’ for the brand as it plots comeback
Sarah VizardBlackberry has suffered from a difficult few years with market share, sales and profits nosediving as the brand struggled to define what it stood for amid growing competition from Apple and Google. Now, with a clear focus on ‘serious business’, senior director of global brand marketing Robert Glen says it is tapping into ‘latent love’ for the brand to bring the company back from the brink.
Alex Tait to leave Kellogg’s
Russell ParsonsAlex Tait is to leave his digital director role at Kellogg’s by the end of 2014 to return to the UK for family reasons.
Top ten YouTube ads in September
Samuel JoyHerbal Essence was the surprise brand in September’s most watched ads on YouTube, while videos for Channel 4, Walkers Crisps and Marks and Spencer’s also proved popular with viewers.