The article fails to take into account the fact that today’s consumers are increasingly time poor and the media landscape is increasingly fragmented. Effective marketing is no longer a matter of simply splashing an advert on a highly-trafficked media outlet, whether it’s a well-trafficked portal, a high-circulation newspaper or popular TV programme. Savvy marketers understand this.
It is really frustrating to see a high number of big brands which are still not making the most of email marketing . We recently carried out research looking at the top 100 retail brands in the UK and found that 29% failed to even deliver regular email communication. But I think we are seeing […]
It is the promotional content – the message which delivers a call to action which in turn drives behavioural change – that makes campaigns effective, not the medium itself. That means more and more marketers, across all media, are actually engaged in promotional marketing. Unfortunately, too many are still putting the media cart ahead of the content horse.
Marketers must spend more time online and immerse themselves in customers’ behaviour in the digital space, says the latest “Shape The Agenda” paper from the Chartered Institute of Marketing.
Nokia and Sony Ericsson are going head-to-head with the launch of new high-definition mobile TV shows, in a bid to be seen as entertainment brands.