The gentle increase in marketing budgets across the board in this week’s Bellwether Report (MW 22 April) makes for positive reading. As Rory Sutherland points out, while online activities lead the turnaround it’s also encouraging to see that conventional advertising has now also turned the corner.
Passion is a powerful force in marketing, and customer clubs are a great way to tap into and nurture passionate brand fans (Engagement Moves into Club Class Environment, MW 22 April).
The recent article by Rosie Baker following new YouGov loyalty research (Loyalty Schemes Not Effective, Says Research – MW 22 April) raises some interesting points.
It was fantastic to see community-led marketing being given the space it deserves with your cover story feature (Local Strategies for Local People, MW 15 April). It’s about time marketers woke up to its potential. Location-based media was valued at $34m (£22m) last year, but is expected to reach $4bn (£2.6bn) by 2015, so clearly this is a quiet revolution that is set to explode.
The World Cup approaches and, once again, the English nation hopes against hope that it can win the tournament and finally end 44 years of hurt. Meanwhile, in South Africa the dreams are just as bold but aimed in a very different direction. FIFA’s World Cup presents its hosts with, what they believe to be, their biggest ever opportunity to build a stronger country brand.
I cannot remember a week when my schedule has changed so much. A planned business trip to Spain was grounded before it began and a whole itinerary of other meetings were either rearranged or switched to conference call. I suspect that revenues for phone and video conferencing companies have erupted in the past week.