12 January 2012

Mobile is effective route to integration

icon

The recent article discussing mobile marketing coming of age (‘Brands search for higher level of reception’, MW 5 January) states that mobile also needs to find its USP over other channels. Rather than a differentiator, I believe mobile’s future is as a connector with different platforms. The recent Orange Exposure 2012 research showed how mobiles […]

Price cutting will lead to failure

icon

Price discounting will not be enough to succeed in another challenging year for retailers. John Lewis’s record Christmas sales show that offering value, rather than discounting, will be retailers’ saviour in 2012 (‘Marketers stress importance of offering value in 2012’). If high street retailers rely on discount-only strategies, they will leave themselves open to attacks […]

Putting value first includes the consumer experience

icon

The article ‘Marketers stress importance of offering value in 2012’, does a great job in highlighting a number of the challenges that marketers will face over the coming year. Being the oldest or the cheapest is no longer enough to differentiate you from the competition. Marketers need to be continually adding value and creating engaging […]

Creativity may be a false idol

icon

Your cover story, ‘Swimming against the tide of received wisdom’ (MW 5 January), explored the need to unleash the power of creativity to drive growth in stagnant markets and to employ more people at board level who truly understand human behaviour. While intuitively I applaud this, I’m critically aware that we run the risk of […]

Change is now normal. So what’s new?

Last year 63% of you underwent some level of restructure to your marketing team or department. More than half of you (53%) expect similar changes in the next 12 months. That means many of you are set to undergo your second period of restructuring in the space of two years. These figures are taken from […]

It’s time to reverse the executive talent exodus

Ruth moritmer profile

Modern-day demands on our top business chiefs are having them head for the door – with disastrous results for marketers. Where has all the talent gone? The smartest, most capable business executives in the world are leaving our large corporates in droves and choosing to join smaller, venture-capital-driven firms. At a time when our largest […]

Retailers must kick the discount habit

high street sales

It will be a brutal year on the British high street. Brands including La Senza, D2 Jeans and Past Times have already filed for administration and others, including Thorntons, Game and French Connection, have announced profit warnings. According to insolvency expert Company Watch, several major high street casualties are likely in 2012. By applying its […]

Latest from Marketing Week