16 February 2012

Welcome to the new Secret Marketer

Secret Marketer

Well, hello there. I’m your new secret marketer, bringing you my experience as a marketing director on a weekly basis. I will not reveal my identity, but I am pretty sure you will soon begin to recognise my issues as your own. I’m going to start by talking about something that should be familiar to […]

Benchmark your social media


Most marketers will spend more on social media this year than last, yet few claim to know what they really get for their money. In response, the CIM is creating a testing ground with benchmarks for the industry to measure and share campaign success. Here, brands kick off the dialogue with their own experiences.

In TV we trust


The box is the most trusted media channel when it comes to news content, but change is coming with the rise of smart TV, says a report.

Q&A: Vicki Reed, Edun

Vicki Reed

Marketing director Vicki Reed describes Edun as a fashion brand with an ethical conscience. Here, she tells MaryLou Costa how part-owner LVMH is helping the company achieve its ambitions.

Putting noble back into marketing

Hats off to Unilever, which has gone against the grain to call for a much-needed overhaul of the nature of the marketing profession (MWlinks.co.uk/Unilever Noble). I wholeheartedly agree that the current fabric of marketing is based on price alone and the weave now needs to reflect the increasing appetite of consumers for value added extras. […]

Long live the Secret Marketer

Dear Secret Marketer, it is with regret that I read you are departing after three years (MWlinks.co.uk/SecretMarketer). Your column has given me great pleasure over that time and I will miss your insight and humour – this comes from a sales director too! Best regards and good luck to your successor. Paul TynanSales directorCereal Partners […]

Make the most of vouchers and incentives with mobile

Marketers will never capitalise on the growing voucher and incentive market if they continue to ignore the mobile channel (www.mwlinks.co.uk/DealChasers). To engage consumers with their brand, marketers should be striving to bridge the gap between the high street and online/ mobile technology can be used to drive customers in store and secure customer loyalty. Smartphones […]

Groupon needs to focus on real deals

Groupon may be refocusing its marketing efforts from customer recruitment to retention, but will this really help in its efforts to ‘shore up future custom’ (www.mwlinks.co.uk/GrouponCuts)? With consumers continuing to tighten their purse strings, the brands that are successful will be those offering discounts that are relevant in terms of product, brand and timing. It’s […]

Why Apple is keeping an eye on TV brand

Apple TV

The next big Apple product is on its way. The first hard evidence of its existence emerged in Walter Isaacson’s revealing biography of Steve Jobs late last year. Apple’s late founder made it clear that he was working on an “integrated television set” that was “completely easy to use” and which would seamlessly synch with […]

Marketing investment is the trend to follow

Ruth Mortimer

Imagine having an extra £100m to spend on your marketing. That’s the real-life situation for executives at Reckitt Benckiser, which has announced it will now spend that amount on developing its core “power brands” in its growth markets. The marketing investment trend does not stop there. Coca-Cola is making organisational cuts in order to reinvest […]

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