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 […]
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 […]
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.
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.
Volvo wins Channel 4’s £1m diversity competition
Volvo has triumphed in the first Diversity in Advertising Award, winning £1m in airtime for its pitch around non-visible disability.
Marketoonist on the problem with focus groups
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
McDonald’s on the next stage of its digital transformation journey
In the latest series of Digital Decoded, we test McDonald’s mobile ordering app and speak to the brand’s digital director to find out what the future holds.
Helen Tupper: Be informed, not overwhelmed
Learning about your industry and competitors will improve your effectiveness but we often don’t prioritise it. Here are some strategies for making the time.
