Your recent Innovation in Direct Marketing report (MW 18 March) highlighted that personalisation in traditional offline media is playing catch-up with its online counterpart.
I think it’s too clear-cut to say the ruling is “a blow for brands” (MW 25 March). Instead I expect that parties reacting to this news will fall into three distinct camps; those who see it as a threat to their business model, those who will not feel any impact at all and those who see it as an opportunity.
Last week’s article (“Sponsors welcome Tiger Woods’ return, MarketingWeek.co.uk 17 March’) pondered Tiger’s return to the course. His sponsors have generally stood by their man – noise-lovers such as Nike are unlikely to worry about further media interest. But the question for some sponsors must be his impact – for richer or poorer – at the point of sale.
Your Trends article focusing on the 55-plus age group and their interaction with travel brands (MW 25 March) was thought provoking. The smartest brands are those that monitor or even repurpose user generated content, and ensure they take heed and respond.