27 October 2011

The Secret Marketer gets a fresh look at marketing his brand

The week before the half-term break not only saw the restoration of BlackBerry service but also the arrival of two work experience students keen to sample a life in marketing. Green and Greener have made a good impression. They have enjoyed a classic marketing week taking in a sales team meeting, doing a few select […]

Social media makes email more effective

It is great to see how consumers’ perceptions of email marketing have improved during the last year (MW 6 October), but brands now need to take the next steps to enhance the discipline’s reputation further. While the research may show consumers only have limited time to check their emails at home and at work, research […]

Keep eye on entire digital spectrum

Email has long been established as the killer outbound channel for providing customers with relevant and personalised content but it should not be used in isolation (MW 6 October). To keep customers engaged at all points of the buying cycle, marketers need to ensure they monitor customers’ interaction across the digital spectrum. Only with permission […]

Loyalty card for all

The news that Starbucks is considering launching its My Rewards scheme in the UK (MW last week) begs the question: is the future of loyalty programmes a universal card that can be used on a variety of brands to earn incentives? Consumers are now taking the power back from brands and are increasingly selective about […]

BARB has power to resolve TV advertising conundrum

The future doesn’t have to be one of doom and gloom when it comes to TV advertising data (MW 13 October). BARB is not a blunt instrument. Its data allows advertisers to see if people are viewing programmes on their own or with families, which can help with targeting for products. For example, people viewing […]

Facebook brand pages boosts consumer engagement levels

We are so often told that selling to existing customers is far easier than gaining new ones, so, when seen as a cross-selling exercise, maybe Facebook marketing is more worthwhile than Mark Ritson (MW 13 October) gives credit for. I would suggest that a Facebook brand page could have a highly positive impact on existing […]

Opportunity for creative invention

The latest IPA Bellwether report (Budgets show upturn despite falling economic confidence, MW last week) isn’t all music to marketers’ ears but does suggest opportunity for greater creative invention with the promise of more marketing budget. Even the simple return on investment ratio suggests money spent on marketing does generate a return. More brands should […]

Develop the tools to deal with big data

The rise of “big data” and the diversity of new communications channels raise tough challenges for today’s chief marketing officers (Data Strategy, 13 October). With 82% of chief marketers planning to deploy new technologies to understand data from social media and less than 50% tracking blogs and reviews, according to IBM’s 2011 Global CMO Study, […]

Caspar’s Phones 4U ads are so effective it’s scary

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I write this week to acknowledge the insane bravery of Phones4U. In this age of social media domination, it takes an enormous amount of professional and personal gusto to spend a large chunk of any marketing budget on an old fashioned TV campaign. But to go on and use that campaign to scare the bejesus […]

An open letter to the Guardian’s George Monbiot

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Dear George, With regard to your latest column in the Guardian (’Advertising is a poison that demeans even love blah blah blah’) I must pick you up on a few points. You’re an extremely intelligent journalist and I admire the way you bang the drum on a lot of serious issues. But suggesting that the […]

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