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 […]
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. […]
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 […]
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 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 […]
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 […]
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 […]
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.