Debate about the merits of social media is never far from the top of a marketer’s agenda. Sceptics doubt the benefits for brands of the new social platforms, while new media evangelists are quick to champion the groundbreaking changes it might offer to brand management.
Nationwide has hired Andy McQueen as its second most senior marketer with a brief to “maximise the potential” of the building society’s brand.
Brands may increase their redemption rates by shifting promotional activity online, but they would be unwise to ditch traditional channels.
Brands chosen by Kate Middleton need to use PR to maximise that royal association as excitement over her wedding to Prince William mounts, according to research commissioned by Marketing Week. Burberry trench coat? Check. Links of London earrings? Check. Whistles blouse? Check. These are just some of the brands royal bride-to-be Kate Middleton has been […]
Easily the best branding story of the past few weeks is the announcement of a special edition BMW being sold in limited numbers to celebrate the Royal Wedding. The car, available in Regal Red, Bridal White or Imperial Blue, is upholstered in Windsor White Dakota leather and comes with a commemorative “Will” emblem on the […]
Mars is launching a new powdered milkshake to compete with Nestlé’s category leading-brand Nesquik.
Brands that fail to develop mobile commerce sites will miss out on the huge potential this purchasing path offers, according to research seen exclusively by Marketing Week. By Lucy Handley.
The potential for hybrid and electric cars is significant with 1 million predicted to be on UK roads by 2020. But brands are not explaining their benefits clearly enough, and purchase prices need to be reduced. The UK is proving a promising market for manufacturers of hybrid and electric vehicles, but their penetration remains low […]
A friend of mine runs her own business. She used to have a big job in the City, then had two kids and has now decided to use the proceeds from her maternity leave and subsequent settlement package to start her own business. She is founder, managing director and assistant brand manager all rolled into […]
The public relations sector has been quick to embrace Twitter and blogging as a way of reaching, teaching and influencing their audience. However, given that social media happens in real time, marketers need to take care that their activity in this sector will complement a brand’s overall communications. Apollo Cinemas marketing manager Nicole Oakley warns […]
Brands may be aware of the need for customer engagement, but research seen exclusively by Marketing Week reveals too few have taken steps to actively promote it. Businesses are failing to listen to customers and act on their feedback, according to a study seen exclusively by Marketing Week. In a survey of 130 companies across […]
Since Kia Motors embraced online marketing, brand interest and sales have rocketed, and it’s so successful the company is now thinking the unthinkable – dropping TV campaigns altogether, discovers Nicola Smith.
Retailers could be throwing money away on their brand communications because a third of customers are turned off by the in-store experience, according to exclusive research. And this is being exacerbated by online channels raising shoppers’ expectations. Today’s retailers are under exceptional strain. Rising commodity prices, a post-recession environment and competing with widespread discounting means […]
As technology costs fall, innovation is inspiring ever-more adventurous digital out-of-home ad campaigns across the UK. Out-of-home media is no longer just a case of choosing a single format to target consumers. Marketers can now take their pick from an array of technology when thinking about their campaigns, as shoppers who have just witnessed the […]
Being a well-known brand is the main reason slimmers pick a diet plan, but there are other factors which the less high-profile products can exploit.