Brand owners are taking advantage of real-time feedback by focusing on the convenience store sector as they seek to maximise their return on field marketing investment.
Nationwide ending its sponsorship of the England football team sparked this comment (http///www.marketingweek.co.uk/Nationwideengland):
The recent roundtable on the single customer view (MW 8 July) certainly raised valid points. However, we mustn’t forget the importance of accommodating the customer’s expectations in the data exchange process.
Mark Ritson’s excellent article of 1 July (Marketing is more than just increasing sales) raises some important questions that marketers should be asking themselves. However, he does paint a somewhat utopian picture of what marketing should be and that doesn’t necessarily reflect the reality of the current commercial world, especially in the FMCG sector he references.
Quarterly survey reveals that 20% of marketers adjusted spend downwards in three months to 30 June.