Market Research Showcase
The Market Research Showcase 2011 Supplement is available to view – please click here
Do you want to advertise how much data you hold?
Marketers are finding that their internet ads providea more detailed customer analysis than even media buying agencies hold. About seven years ago, the head of digital at one of the major record labels said something that has stuck with me ever since. It was around the time that the music industry was really starting to […]
The man on a quest to spread Merlin’s magic
Get an insider’s view of Merlin’s structure here Discover Varney’s six point growth driver plan here Varney says: “The most efficient channel for us is publicity”, read why here See APR chair and CEO of the Public Relations Society of America Rosanna Fiske’s response to this feature here Nick Varney reveals how his theme park […]
Don’t let your customers fade from view
Latest figures indicate that people are becoming less inclined to hand over their personal details in return for benefits such as discounts and samples, challenging marketers to step up their powers of persuasion.
Walk the ethical walk
I agree with Secret Marketer (MW 9 June) that for many years we have lived in a ’me’ world, but we’re now in a ’we’ world and ’we’ need to do something. Over the past few years consumers have been bombarded with messages about brands’ corporate social responsibility and ’green’ credentials. In this noisy environment […]
Experiential marketing’s future lies in social media
Aimee Reason is right to predict an increase in social and digital media activity in experiential marketing (Human face of brands receives an e-makeover, MW 9 June). The technology is already here – affordable and readily available. Digital technology makes it possible for people not only to interact with and experience a brand but to […]
We need a yardstick
Your article, 73% of CEOs say marketers lack credibility (mwlinks.co.uk/LackCredibility), highlights the work that marketing and PR people still have to do to show stakeholders they understand the need to demonstrate quantifiable return on investment (ROI) and can deliver measurable results. In a week where 89% of this year’s attendants at the AMEC European summit […]
A blast from the past
Nostalgia seems to be very much in marketing fashion nowadays. Vintage is enjoying a revival while retro continues to be cool. Brand managers line up to dust off their archives as they seek inspiration from the past. Famous brand comebacks are assured of PR coverage and there are worse strategy choices than paying homage to […]
Spread the word on marketers’ ability
Nick Varney’s comments in the story we ran to trail this week’s cover feature caused a bit of a stir. The Merlin Entertainments CEO, formerly an FMCG marketer himself, told Marketing Week that modern young marketers lack the breadth of experience or skill-set to become chief executives. Varney’s view, which you can read in the […]
Are marketers just too innumerate to lead a company?
The industry has come under fire twice in a week for being selfserving and isolated, but Marketing Week experts and readers think such criticism should itself be examined.
Stick to running your supermarkets Tesco
Twenty-one years ago your humble marketing columnist was a not so humble marketing student. Back then I was in love with complexity. The more difficult the marketing theory, the more important and useful I felt it had to be to marketing practice. So you can imagine my disdain when I came across The Core Competence […]
Gyms tone up to take on their new low-cost rivals
Upstarts such as Fitness4Less and easyGym, which charge a third of the price of traditional health clubs, are forcing longer-established brands to rethink and reposition the services they offer.
‘The three things marketers require to meet the needs of modern customers’
The nature of modern customers means marketers face a radically different landscape to their predecessors. Only those that blend knowledge, skills and mindset will prevail.
The Founding 50 reveal their initial ideas to get young people excited about marketing
Coming together for the first time last month, the School of Marketing’s ambassadors – known as the Founding 50 – outlined their initial plans to get young people fired up about pursuing a career in marketing.
The Independent Group can only win with strong and clear positioning
Taking a united stand on a few key issues is the only way a breakaway party could overcome the Labour and Conservative brands, according to new research commissioned by Marketing Week.
How Adidas is trying to shake off hiking’s ‘stale’ image
From scaling Kilimanjaro to making a fashion statement in East London, the sportswear giant is moving into hiking with the hope of eliminating the stigma attached to the outdoor sport while appealing to a new generation of consumers.
