Meerkats not the only source of intelligence

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Research seen exclusively by Marketing Week reveals that consumers looking for information about their household expenditure prefer websites like Compare the Market over brands’ own sites. But above-the-line campaigns run by financial services brands still make a significant impact. By Michael Barnett.

Too posh to push direct?

Ray

Luxury brands have traditionally steered clear of direct marketing in a belief that it is for the mainstream only. Butsome are giving it a try – to splendid results. Premium and luxury brands are often accused of keeping consumers at arm’s length, with marketing focused on glossy print ads in high-end magazines promoting a glamorous […]

Why websites generate much more than sales

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Brands achieve a far higher ROI if they treat their retail website and mobile app as an integral part of a customer’s journey, Michael Barnett heard at the Marketing Week 1-2-1 ecommerce summit. Retailers’ websites are for more than just transactions. They are the starting point for a customer’s journey through the buying process, whether […]

Don’t fall for the myth of repositioning

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Last week the media was abuzz with a series of leaked Labour documents that revealed a rare glimpse into the top level strategic thinking that was going on behind the doors of Number 10 during the transition of power from Blair to Brown and the run-up to what was expected to be the 2009 election. […]

The height of fashion

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Fashion leader maps out an international future: Online fashion retailer Asos racks up profits of more than £28m and is aiming for a £1bn turnover by 2015. MaryLou Costa talks to chief executive and founder Nick Robertson about his plans for global expansion.

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