Pricing is just one of the famed Ps of marketing, yet it seems to represent an unfair share of my time these days. On one side of the equation, my brands are facing record input costs and a further weakening of sterling. On the other, I am struggling as supermarket buyers fend off requests for price increases, preferring instead to beat each other up with unprecedented promotional offers.
Recession, the rise of digital and the emphasis on media neutrality are just some developments making new demands on marketers and changing marketing’s role in the company structure. Here we glean the ten best ideas from the world’s foremost marketers for embracing this change and steering your brand for the future.
The third sector is using online marketing channels to stimulate interest among the social media generation with campaigns that provide real-time updates.
I picked up my copy of the first issue of Stylist magazine today on the street in London (it’s also in Manchester, Birmingham, Glasgow and various other UK cities). The freesheet from Shortlist Media has a 56-page first issue with 17 pages of ads, featuring clients including Selfridges, Clinique, L’Oréal, Uniqlo, Burberry Fragrance and Yves St Laurent.
As a marketer, are you getting sick of social media yet? Maybe not; but are you getting the true value from it? Or do you think it’s impossible to measure return on investment around this channel, and it’s just something you must be seen to be doing?
Tesco’s change of policy to no longer accept coupons which don’t match the product purchased will have a positive impact on the industry as a whole. Coupons have become increasingly popular in recent times and research carried out over the last four years shows that coupon promotions are one of the fastest growing promotional sectors. […]
I would like to respond to your article regarding P&G’s Children’s Safe Drinking Water programme (MW 24 September), which questioned why we don’t talk more about this fantastic programme.
The Advertising Standards Authority’s rejection of Coca-Cola’s Glaceau Vitaminwater advertising campaign highlights an unappetising facet of the soft drinks giant’s communications strategy. The rejected health claims in the ads reveal an underlying attitude which is at best naive about health trends, and at worst downright cynical.
A serious case of bear-baiting has broken out in the UK. While we stand back and watch, various packs of vicious dogs are being released and are sinking their teeth into the hounded animal. It is a cruel thing to observe because the bear seems so defenceless, and yet we have been cajoled into thinking this is fair play.