17 November 2011

Incentives aid social media engagement

A recent study carried out by TNS suggests that six out of 10 Britons don’t want to engage with brands through social media (NMAlinks.co.uk/smengage) – a situation that is creating “mountains of digital waste”. However, research from KN Dimestore and SocialVibe found that 90% of consumers are actually happy to interact with an incentivised ad […]

Authenticity adds weight to health claims


Research seen by Marketing Week reveals official recognition of the health claims made by functional food brands offers marketers a real opportunity to grow a category dogged by consumer cynicism. Functional foods – products with ingredients added for extra health benefits – are predicted to be worth £1.07bn annually in the UK by 2016, according […]

New growth at Nokia


Voice of youth at hub of mobile revolution: senior executives talk to Marketing Week about the launch of the Lumia smartphone and how they hope it will set the seal on the company’s reinvention as a youthful brand.

Trust is key to companies’ internal communications

It’s encouraging to see these examples of companies that not only understand, but are acting on the link between engaged colleagues and improved business performance (Cover story, MW November 10). The real value of social media tools lies in their ability to flatten the traditional communications hierarchies. However, as Christy Stewart-Smith says, ’trust’ is the […]

Learn from your customers

Linking customer experience with profitability (MW 3 November) demands “bigger picture” thinking because when you talk to customers about what really matters to them you tend to get responses surrounding price and offers. However, this research can highlight true opportunities. One of the nuggets uncovered by our customer insight programme was that we should extend […]

Web comment

Mark Ritson sparked debate by questioning the value of brand reputation management when some companies, such as BP and Goldman Sachs, escape unscathed despite huge foul-ups. Read his column at www.mwlinks.co.uk/ ReputationRitson and comment extracts below. Big brands will rise again Banks and oil businesses tend to make massive money regardless of “blips” like this. […]

Wi-Fi access makes stores interactive


Providing customers with web access in-store is a bold attempt by John Lewis (MW 27 October) to enable a truly crosschannel marketing approach that combines today’s interactive power channels – email, mobile, social, web and display – with the traditional bricks and mortar experience. Incorporating Wi-Fi into the retail experience makes shopping interactive and digital. […]

Own-labels are packing a punch


Retailers’ own-label ranges are losing their “poor relation” stigma, in part thanks to high quality and strategically led packaging. Should brands be running scared?

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