Twitter has been feted as a tool that has helped democratise information. From being used as a conduit for pro-democracy campaigners around the world to a means for brands to engage with people and manage reputations, Twitter has enjoyed a period almost unblemished by negative headlines.
Consumer culture. It’s one of the most used and yet least understood concepts in the modern lexicon. It’s a phrase usually wheeled out when society is deemed to be spending too much or to describe the proliferation of brands on the high street. But the concept of consumer culture and its implications for society are far more complex and important than that.
Independent retailers do indeed face some harsh realities, so why not get brands to sponsor the ailing high street?
With the World Cup just a year away, sponsor Adidas is gearing up its marketing but faces tough competition from Brazilian team partner Nike. Senior vice-president of global marketing Nicole Vollebregt explains how her brand aims to win.
Are you a Pygmalion or a Mercator? Are you focused on finding the perfect sales motivation tool or are you living by the teachings of a marketing bible? Are both camps destined to fuse into one, and if so, why and how?
Your Digital Strategy article ‘Perfect Experience’ by Steve Hemsley said that the online user experience is now one of the top priorities for marketers (Marketing Week 16 May).
Mark Ritson’s article ‘Pay up and embrace Twitter’s fake followers’ confirms my fears about how social media is pitched. It would be a shame if it were besmirched by those motivated by greed and who have a master’s degree in jargon.
Virgin Holidays marketing director Andrew Shelton talks about the brand’s new campaign, working in an industry with slim margins and growing the business.
Richard Madden’s article last week on ‘big data’ made some good points but it illustrated how much confusion there is over the definition of big data.
What exactly is Kering? If you don’t know, by the end of June you’ll be familiar with the word and the organisation behind it.
More trouble in social media land. Insiders at consumer goods giant Unilever recently confessed that some of their brand teams were questioning whether increased investments in social media were proving their worth.
There’s no denying that tablet advertising offers unique opportunities for innovation as well as providing a stronger platform for conversion when executed correctly. However, we’re a long way from seeing the ‘year of the tablet’ from an advertising ROI perspective. In reality, there are challenges that make investment more difficult: limited ‘proof’ of the reach […]
Perhaps it’s surprising that EE and O2 have only recently announced new ‘big data’ insight services as a way to monetise their mobile network data. Having seen a presentation from one of them at a conference last year, illustrating the potential power that lies within its data, I know that the service will be of […]
Everybody knows about brand loyalty. It’s one of the first concepts taught to marketing undergraduates. In a decent MBA programme a couple of weeks are spent exploring all the strategic attractions of building loyalty for a brand: price insensitivity, repeat purchase, advocacy. No wonder, then, that most brand managers spend a lot of their lives talking about, understanding and then protecting that magical little army of consumers considered to be loyalists.