In praise of honestyTell the Truth
In "Tell the Truth", Jonathan Baskin and Sue Unerman, Chief Strategy Officer of MediaCom, look at the content and context of marketing communications. They provide the research of hundreds of companies and in-depth case studies on more than 50 global brands to show us that truthful brands deliver sales, profits, and sustainable relationships.
Dividends at the check-outShopper Marketing’s RoI
Every CEO wants greater ROI from their marketing, but Investment in Shopper Marketing programmes is often seen as a ‘rob Peter to pay Paul’ strategy, argues Manita Khuller. But working in collaboration with retailers can reap outstanding benefits for both.
Also in Marketing
Fast-moving digital technology has driven almost continuous change in attitudes, behaviour and habits, and this has been hugely disruptive for marketing. However the technologies that set the parameters for connected consumer behaviour are no longer new.
In marketing, it can be hard to distinguish between a fad du jour and a real, game-changing shift. To help you cut through the clutter, the top minds at Landor have identified five major trends that will shape the industry for years to come.
Big data mining, online communities, predictive analytics, and other contemporary research tools and practices might dominate business news and workplace chatter, but a centuries-old, tried-and-true research method is also attracting its fair share of attention.
Product, Price, Placement, and Promotion still matter but the new 4Ps enable us to expand upon and magnify their effects in an increasingly digital world.
Walk into the lobby of any of the biggest brands around the world, and you're likely to see the kind of content marketing that the people with the purse strings like. Art. Art impresses; art communicates; art has impact.
Customer Segmentation is key to any successful campaign. But how can retailers use customer information to better understand how different media affects these various customer segments?
Understanding how share of voice and market share relate to each other can help retailers make better sense of their numbers.