23 September 2010

Measurement culture is sign of real change

Many organisations perceive measurement of marketing effectiveness to be difficult, slow to perform and expensive. This would explain why many of today’s marketers only measure what is easy and not what is important (MW last week). It was these insights that led us to set up marketingQED in the belief that with simple cost-effective tools […]

Use power of content to aid engagement

At last a cover story that puts content at the heart of marketing (MW 9 September). In today’s multichannel world only those brands that truly grasp the power and potential of content to engage with their existing and new customers will win. Of course most, if not all, agency disciplines are trying to get a […]

Use pay-as-you-go systems to develop relationships

I read your article on “How to retain customers and build brand loyalty” (MW 9 September) with great interest. While using transactional data and web-based metrics is a good start in helping brands to build and maintain relationships, it is still only pecking around the edges of the wealth of customer data available from visitors’ […]

Traffic flow counts

I accept that there is value in owning and mining consumer transactional data, but without a diverse range of products on the site, it’s going to be very difficult to attract any sensible level of traffic and make worthwhile correlations between behavioural trends. Perhaps the plan is for GSK Direct to become a broader online […]

Online retail must take international view

Timeliness of delivery is also key to customer service and boosting customer loyalty, so delays caused by lost or misplaced goods or documentation cannot be afforded. If a solution is to be found, its ease of use cannot be underestimated. Since typing in a full address, rather than just a postcode, can consume up to […]

Build corporate brands from inside out

What would you like to grow today? How about a branding competence? The big news late last week was the imminent global rebranding of PricewaterhouseCoopers to pwc. The press release announcing that “the most recognisable brand among the Big Four global professional services organisations” was about to refresh its brand tells you all you need […]

The Secret Marketer on over-researching

I picked a bad week to arrange meetings in central London. Traffic chaos ensued as the schools went back, the rain kept falling and the Pope came to town. Still, it was all worth the effort. Weather and Papal palaver aside, this was the kind of week that reminds me why I work in marketing. […]

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