Radiocentre and ebiquity’s new report forensically lays bare marketers’ perceptions about which channels perform best, and the extent to which they are divorced from reality.
Nike’s new ad by Wieden+Kennedy, ‘Nothing Beats a Londoner’, is brilliantly executed, but by focusing on one city the brand risks alienating a much bigger market elsewhere.
On International Television Day, brands would do well to remember that TV is still in rude health, even among millennials.
Facebook may be flawed, as I have pointed out repeatedly, but its segmentation of US voters is a masterful piece of work by well trained marketers that demonstrates its formidable targeting capabilities.
Twitter and Amazon’s broadcasts have failed to match TV’s enduring reach but digital viewing will inevitably grow, so are ad partnerships the answer or is that just another route in for digital’s Trojan horse?
KFC’s new ad by Mother puts chickens front and centre, but given the realities of how its birds are reared it’s a dangerous route to go down.
Digital metrics are a mess of confusion and obfuscation, but it’s clear most marketers have bought into this opaque and over-complicated world.
Marketers love to predict the death of established ideas, but in reality nothing in marketing ever dies and things change much more slowly than you think.
The dominance of price promotions in British retail is finally waning, but if you think it’s because marketers have grown a brain and a spine, think again.
In every part of the marketing industry – from creative agencies to strategy consultants – the traditional business model was to make money on the execution while doing the most valuable bits for free. Now that model has fallen apart.
Like Cabbage Patch Kids, the Rubik’s Cube and the Tamagotchi, Pokémon Go is a fad destined to burn out quickly, but that doesn’t stop clueless marketers abandoning their brand positioning in favour of luring any teenage boy with a smartphone.
Before anyone is declared an expert/ninja/guru/visionary in marketing they need to learn the discipline. You need a qualification to be qualified.
The polls are still within the margin for error, but marketing theory suggests we are heading for Brexit.
If marketers want to be taken seriously they must end their preoccupation with tactics and tools and focus on their strategy, devised by thoroughly researching, segmenting and targeting their market.
It is fashionable to believe marketers today should aim for mass market penetration and that segmenting, targeting and positioning are things of the past. For most brands that is a fallacy.