Finding an AVE alternative
Marketing WeekOur PR Strategy cover story sparked plenty of debate on how to tap into the true value of PR. Read the feature at MWlinks.co.uk/PRMeasurement, and extracts of reader comments below:
Our PR Strategy cover story sparked plenty of debate on how to tap into the true value of PR. Read the feature at MWlinks.co.uk/PRMeasurement, and extracts of reader comments below:
The news that Google Wallet has gone live in the US has brought with it a flurry of excitement in the media (MarketingWeek.co.uk 20 September). There are, however, plenty of payment mechanisms out there already and consumers aren’t demanding another one. What is interesting about this is the opportunities beyond payments. For example, consider tapping […]
Accor, the hotels group that owns the ibis, Novotel and Mercure brands, is revamping its ecommerce platform and loyalty programme in a bid to ward off competition from distribution sites such as Expedia.
The energy suppliers that have announced price hikes are adopting a low key approach to countering the swell of negative perception that followed news of the increases, a tactic tipped to be short-lived as the big six turn to data-driven marketing initiatives to rebuild trust.
Your article on the growing use of apps and QR codes for exhibitions and other events (Innovation Update, MW 15 September) highlights a trend that we’ve seen growing for some time. As well as the apps made specifically for trade shows to give extra information to attendees and get information from them, there are other […]
Can US brand Forever 21 and speed retailing take over the British high street? Read our feature here See a timeline charting Forever 21’s growth, here Read our Q&A with Forever 21’s head of marketing Linda Chang and executive vice-president Larry Meyer, here Find out why Forever 21 feel confident in the UK market, here […]
Unicef’s call for a ban on television advertising to under-12s (MarketingWeek.co.uk 14 September) along with culture secretary Jeremy Hunt’s RTS Cambridge speech calling for a cross-media approach to regulation are signs of an increasing concern over what children are exposed to. However, this growing awareness, starting with the Bailey Report back in June, should not […]
EasyJet has turned creating new efficiencies into a fine art. Despite a continual squeeze on margins across the aviation industry, the company – which expects to carry 50 million passengers in 2010 – manages to refine its operations from year to year to give passengers some of the best prices available for airline travel.
Unicef’s report into childhood consumerism highlights the huge social responsibility of the marketing industry. The Chartered Institute of Marketing believes it is time to look at what we’re doing as marketers more critically because, as highlighted in Unicef’s report, marketing can have unintended social consequences. Through a paper issued last week, the CIM is setting […]
Fewer than one in six marketers use data as the main guide in decisions. Are the rest shooting in the dark, or just drowning in raw information?
Sponsored feature Forward by Jonathon Beeston, global marketing director, Efficient Frontier Performance-based marketing – search, advertising, direct marketing, and now social marketing – used to work within reasonably clear boundaries. Good marketers would link them by creating unified messages, sharing insight from each discipline, and even getting all the various agencies round the table to […]
It comes as no surprise to see the growing power of B2B brands (Cover Story, MW 8 September), but while the high-profile sponsorship deals, celebrity endorsements and slick TV ads may get all the attention, the common factor that really underpins the success of the top B2B brands is the relentless pursuit of customer insight. […]
As I write this, the French football team are sulking and England are on the verge of another year of World Cup hurt. Very predictable brand behaviour, some might say.
At the Omniture Summit last month, we hosted various streams of digital seminars and found that following analytics, conversion was the most popular. This focus on conversion is reflected in the survey, with a big move towards customer experience.
Marketers still want to be found at the top of the search listings; what has changed is how they ensure that happens.
Affiliate’s appeal lies in the fact that advertisers pay only for sales. But the system is vulnerable to ’cannibalisation’, so some marketers are looking for a fairer model.
CBS Outdoor has revealed it is behind the cryptic tube posters challenging commuters to ‘Look for Longer’ and identify the 75 underground featured stations.
Just what it is about internal announcements? Whether it be for reasons of HR protocol, corporate blandness or sheer laziness on behalf of the author, they tend to be hopelessly formulaic. When you receive an email with an employee’s name in the subject line, you know what’s coming next: “Dave Bloggs has decided that he […]
At the beginning of every campaign, brands and agencies need to be very clear on what they want PR to achieve and what success will look like (PR Strategy, MWlinks.co.uk/ PRMeasurement). Is it about awareness and education, for example? Is it about changing perceptions? Is it about creating fame or is it about keeping news […]
Absolute Radio is to offer brands the chance to run Spotify-style personalised ads targeting listeners tuning in to the station’s online stream. ’One-to-one’ targeted audio-visual ads on internet and mobile streams will be sold to advertisers as more ’accountable and effective’ than DAB or FM spots. The service, the station adds, will also include ’active […]