Marketers debate over salience and differentiation like they are mutually exclusive, when the evidence shows both in combination will deliver the best results.
There’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention.
It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
From a new recipe for pic n’ mix comms, to making extreme choices, Mark Ritson shares his marketing twists that can help SMEs get big brand outcomes.
Right-minded marketers understand the need for long-term brand building investment, but most still question how they can convince those above them. Here’s how you do it.
Marketing theory is a constant battle between opposing viewpoints, but an open mind and accurate data set will show you usually need to adopt both perspectives.
Marketers must heed the great Northwestern University professor’s principles of integrated marketing communications, or risk the loss of effectiveness that comes with focusing on individual channels.
It may seem like a paradox, but recessionary periods actually provide fertile grounds for marketers to grow their brand’s market share if they’re prepared to think long-term.
Marketers should follow Santa’s example this Christmas. He needs elves and reindeer to deliver all his presents in time, not just one or the other.
Renault’s new ad featuring a lesbian couple is a beautiful story and cultural statement, but the brand’s presence is nowhere near distinctive enough.
If you have a big budget and are making long-form video ads, it makes little sense to leave the most effective medium out of the mix, as Gap has done by rejecting TV for its Christmas campaign.
Ritson reveals his insights into what makes “perfectly effective” campaigns and why marketers must go big if they want to see the best results.
Marketing Week columnist Mark Ritson digs into the marketing strategy that helped Australian iced coffee brand Dare more than double sales.
Marketing Week columnist Mark Ritson explains how generating excess share of voice enabled Lidl to accelerate sales and market share, and tackle brand perceptions.
Marketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes.