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Marketing
Posted by: Paul Flatters | Friday, May 10, 2013 - 10:22
The topic under review was content marketing and the marketers were drawn from a broad spectrum of sectors (fast-moving consumer goods to energy, technology, professional services and financial services).The answers to that question included “relevance”, “differentiation”, “reaching the right people”, “consistency of message”, “prioritisation and control of messages”, “the challenge of communicating with a range of audiences” and “making the most of data generated”. Fear was also in the air -- the fear of letting go and losing control. Everyone agreed that it was important to be “part of the...
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Posted by: Nick Jefferson | Wednesday, March 13, 2013 - 14:08
The creative industries are fast becoming the darlings of the political and economic world, and not a moment too soon. For decades the UK has been viewed as a hub of creative excellence by those in the industry, with agencies and brands alike brimming with marketing and advertising innovations. But despite this, the attention fostered upon it by the government has always been minimal. This could be taken as a compliment; maybe the industry’s continued growth and success meant it didn’t need looking after? But it could also have been detrimental to the country’s economic output as a whole. For...
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Posted by: The Big Ideas P... | Monday, November 19, 2012 - 14:10
In this Big Ideas Project for the Marketing community, Rory Sutherland, Executive Creative Director and Vice-chariman at OgilvyOneLondon; Ogilvy and Mather UK reflects on the psychology behind innovative businesses.
Filmed at The Big Rethink which took place on March 8th 2012 in London.
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Rory Sutherland became a copywriter in 1990. He has worked on Amex, BT, Compaq, Microsoft, IBM, BUPA, easyJet, Unilever, winning awards along the way. He...
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Posted by: Stella Medlicott | Monday, November 12, 2012 - 17:18
Consumers are watching more TV than ever before; there is more content, more channels and many more options to choose how and when to watch TV. It was only thirty years ago that Channel 4 launched in the UK and provided audiences with a fourth TV channel. We now have almost 700 channels in the UK and 9000 channels in the EU.One reason for this change is the unprecedented growth in the adoption of new technology. Think back: BBC launched the iPlayer just five years ago. Before this, all television content was viewed through a traditional TV set. Today, there is a multitude of existing and new...
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Posted by: Zoe Tabary | Monday, October 29, 2012 - 10:05
As in other industries, an important driver of change in media and entertainment is the rapid growth of emerging markets. In terms of total media spend, the USremains the world's largest market by far with, according to PwC, a total spend in 2010 of over $443 billion. However, other countries are adapting more quickly to the growing digitalisation of content and the proliferation of new kinds of devices for accessing it. China’s total spend on media and entertainment grew by more than 75% between 2006 and 2010, and it is expected to grow at nearly the same rate up to 2015. Braziltoo is...
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Posted by: The Big Ideas P... | Thursday, October 4, 2012 - 16:54
In this Big Ideas Project for the Marketing community, David Butler, the Vice-president for Global Design at Coca-Cola talks about why design isn't just about "making things look pretty", it is in fact an indispensable part of a business' overall success.
Filmed at the Big Rethink event which took place on March 21st 2011 in London.
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David Butler, Vice-president, Global Design, Coca-Cola, is a designer that avoids using the word design. He prefers...
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Posted by: Zoe Tabary | Monday, October 1, 2012 - 09:55
Q- Why do brands matter so much? A- Brands matter because they are deeply tied with intangible values and personal identity. They are things that people wear and carry with them, like amulets in traditional societies, and signify their community belonging and values. The more authentic and deep the relation you create around those values, the stronger the brand. Q- When did marketers begin to grasp the concept of brands?A- In the fifties, when the modern concept of brand was born, advertising started to focus not only on products and their functionalities, but also on their aura and...
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Posted by: Zoe Tabary | Tuesday, September 25, 2012 - 16:05
Castorama, a French home-improvement chain owned by Kingfisher, has devised an innovative way of allowing its customers to benefit from each other’s expertise. Les Trocs'heures is a free website that allows customers to swap their DIY expertise (troc is French for barter or swap). “Say you’re a gardener but you don’t have a clue how to lay a floor. You can swap with somebody who’s good at flooring but not much cop in the garden,” explains Ian Cheshire, group chief executive of Kingfisher. “It’s doing surprisingly well on a slow burn.”Users upload a profile including their location...
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Posted by: Mark Earls | Friday, July 20, 2012 - 15:27
I’m lucky enough to see inside lots of marketing organisations – big and small, here and overseas – and one of the things that strikes me most in the conversations I have is the degree to which marketers continue to misunderstand their audiences. Not in the sense that marketers are suddenly dropping market research or failing to develop huge consumer databases (size is everything, it seems), but rather that many of the assumptions I see marketers using about their customers are patently wrong (or based on decision science of at least 50 years ago). Perhaps the most obvious example of this is...
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Posted by: Annabel Symington | Friday, July 6, 2012 - 15:52
Post financial crisis, a major US bank was rapidly losing customers. The numbers suggested that the solution laid in selling customers multiple products. A customer who only had a checking account, the data suggested, were significantly more likely to change banks than a customer that had a checking account, a credit card and a mortgage. The strategy failed. The bank had focused on cross-selling, and had neglected the fact that the exodus of customers reflected a lack of trust and a widespread feeling that banks were working in their own interests, not those of the customer. The bank...
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All Marketing posts
“What keeps you awake at night?” was the rather provocative question posed to a gathering of marketers over dinner at the top of the Economist building in St James last week.
Posted by: Paul Flatters | Friday, May 10, 2013 - 10:22
Why the creative industry deserves more attention.
Posted by: Nick Jefferson | Wednesday, March 13, 2013 - 14:08
A big idea for the Marketing community
Posted by: The Big Ideas P... | Monday, November 19, 2012 - 14:10
The evolution of TV is fast becoming a revolution of the global media industry, argues Stella Medlicott, chief marketing officer at Red Bee Media.
Posted by: Stella Medlicott | Monday, November 12, 2012 - 17:18
The outlook for the media and entertainment industry in emerging markets could hardly be brighter
Posted by: Zoe Tabary | Monday, October 29, 2012 - 10:05
A big idea for the marketing community
Posted by: The Big Ideas P... | Thursday, October 4, 2012 - 16:54
I recently interviewed Maria Sebregondi, VP of brand equity and communications at Moleskine, on how brands can play to their strengths to engage with consumers
Posted by: Zoe Tabary | Monday, October 1, 2012 - 09:55
Ian Cheshire, group chief executive of Kingfisher, talks to the Economist Intelligence Unit about changing the retail relationship with customers
Posted by: Zoe Tabary | Tuesday, September 25, 2012 - 16:05
