22 September 2011

Building appeal is all a matter of child’s play

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Having less spare cash is prompting today’s parents to rethink the toys they buy for their children, with trusted brands that offer longevity and encourage imaginative play topping their list. While the economy may have slumped, the UK toy industry is as lively as ever. But with less money to spend, parents are gravitating towards […]

Time to enter mainstream

For consumers to recognise and interact with QR codes, marketers need to give consumers a compelling reason to download the software that will allow them to scan them (MW 8 September). Brands need to think about what demonstrable benefits the consumer will enjoy if they make the effort to participate, and make sure all communications […]

Near-field communication is future of mobile connection

The fact that technological advances always take a while to bed in might explain the results of research showing that the biggest barriers to wider use of QR codes are a lack of knowledge about them, resulting in consumer apathy towards the technology (MW 8 September). However, we know from the campaigns we have carried […]

Dwell time measure of interaction

Any positive interaction with a brand may increase conversion (MW 1 September) but I would be wary of the concept that getting your customers to start furiously retweeting will make your sales soar. Time spent engaging with your brand is definitely important but the nature of that dwell time is the crucial bit. Interactions must […]

Online engagement drives the customer purchase journey

I agree with the view that social media needs to have a business case rather than just being seen as a tool for engagement (MW 1 September) and that interaction rather than clicks is the driver of the customer purchase journey. Email remains the most efficient means of driving this interaction but simply having a […]

Brand extensions must remain true to your core values

It is interesting to see how some online brands are seeing positive results from extensions offline (MW last week) but others eager to create a tangible presence will need to move with caution. Brands have to stay true to themselves and extensions will only work with the correct brand thinking behind them. Many in the […]

The new copycats

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Don’t fall prey to the new wave of copycats: As brands develop strategies and tools to deal with an increasingly sophisticated trade in black market goods, MaryLou Costa discovers that the success of any anti-fraud activity relies on effective marketing.

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