The Marketing Week – 2/11/2012
Marketing Week ReportersWelcome to The Marketing Week, your guide to the good, the bad and the downright bizarre marketing highlights of the last seven days.
Welcome to The Marketing Week, your guide to the good, the bad and the downright bizarre marketing highlights of the last seven days.
The proposed diversification into frozen food by Greggs (MarketingWeek.co.uk 5 July) should ignite interest and buzz in this lacklustre category. With YouGov figures that say one in four consumers rarely visit the frozen food aisle in supermarkets and almost half believing the offer is uninspiring, it’s good to see an alliance between Greggs and sector […]
Six senior marketers give advice on how to make the most of this summer’s bumper crop of festivals. David Burrows finds out about the best field marketing and festival activation.
Twitter has bolstered its senior marketing team as the social network looks to broaden its audience to more mainstream users and develop more custom ad partnerships with brands.
EBay has promoted Amanda Metcalfe into a newly created marketing director role for the UK and Ireland.
The rush to bring out mobile apps left many marketers questioning their strategic role. But can the development of functions unique to tablets and smartphones now give brands a genuine reason to enter this £2.3bn market?
MySupermarket is launching desktop app that it says will “revolutionise” how people grocery shop online.
Click here to read the cover feature: The only way is app… Or is it? All you need to know about setting your app apart: click here Case Study: mobile gaming, one of the most lucrative types of app Marketing Week (MW): Why have you not developed a mobile app so far? Paul Owers (PO): […]
Judd Marcello at e-Dialog’s response to the IPA’s new publication “Datamine 3 new models of marketing effectiveness. From integration to orchestration” (MW last week) suggests the report is confused because it reaches the conclusion that “a matching luggage campaign delivers positive business results in 72% of cases, while no integration whatsoever delivers the same in […]
I totally disagree with Mark Ritson (MW last week). Good design appeals to women of all ages just look at Diane von Furstenberg, whose designs are loved by all women who can afford to buy them. Older women are not necessarily spending less and at the top end of the market, although those hit by […]
Rosie Baker is Marketing Week’s specialist on sustainability and retail.
I am pleased to see that BA’s employee engagement programme will involve staff in its sponsorship of 2012 Olympics and Paralympic Games. Key brands invest substantially in communicating with customers but too often underrate the value of internal marketing to their staff. It is at the point of interaction between customers and employees where the […]
Tesco could open further standalone F&F pop-up stores in the UK if the London trial launched this week is a success, as part of its overarching efforts to boost non-food sales.
Email campaigns need to be more sophisticated than ever to stand out and achieve clicks, with high levels of targeting and segmentation, a strong visual presence and relevant, compelling content.
The future of search is certainly going mobile (MW 21 July). Research from Google shows that 79% of people use their smartphones while shopping and 70% use them while they are actually in a store. Projections suggest that mobile searches could outnumber desktop searches as early as 2013. However, most companies still send a desktop […]
The sweeping claims made in the first fast.MAP/Marketing Week Effectiveness Tracker (MW 21 July) are terrifying. The definition of ad effectiveness seems to be someone online claiming they went into a store and bought a product after being exposed to communication of some sort. It also seems to confuse recall with effectiveness. Claimed research has […]
Could marketers find their most rewarding jobs in the changing education sector? Find out here To find out more about brands as education providers, click here Marketing Week (MW): Exeter University is pouring £250,000 into its marketing. What do you aim to achieve? Stuart Franklin (SF): We have a small in-house market research function along […]
The Market Research Viewpoints Supplement is available to view – please click here
This week has been the most frustrating I can remember for a long time. After almost two years working on a major piece of innovation, we have been stopped by the global category powers, who remain unconvinced with my quantitative concept testing scores. We cannot progress to launch. The computer says no. This is not […]
The Fundraising Standards Board’s claim that complaints about charity email campaigns rose 282% last year (MWlinks.co.uk/ EmailFundraising) ties in with a report from across the Atlantic, published recently by Dunham and Company, which highlights that people who make donations via charity websites are three times more likely to have come via direct mail (17%) rather […]