Reports of the death of the sales funnel are greatly exaggerated. Consumers might be bombarded by media and marketing from all angles, but marketers must still understand how to influence their journeys towards a purchase.
I am generally opposed to ‘what marketers can learn’ articles but in the case of Leicester City and their manager Claudio Ranieri I have to make an exception.
If you buy the idea of millennials, then you must, by definition, reject the concept of proper segmentation and of consumers holding different perceptions and experiences – millennials are essentially the same.
There is no consensus around when the formal discipline of marketing actually began. For British marketers it is common to cite 18th Century businessman and potter Josiah Wedgwood as the inventor of modern marketing. More accurately, most scholars point to America where the first marketing courses were offered back in 1905 and where the first marketing textbook was published a year later.
I was cajoled into talking to a bunch of up-and-coming marketers last week at a company I work for. It’s not something I normally do. They probably know more than me already and if they don’t, why give them all my knowledge, especially for free?
The imminent arrival of the Apple Watch and a phalanx of other smartwatches into the global market was the main topic for debate last week at Baselworld – the annual gathering of the watchmaking industry in Switzerland. There were three very different competitive responses from the Swiss brands in attendance at the event.
There is a hugely depressing article this month in The Marketer, the Chartered Institute of Marketing’s magazine. The article describes the latest advances in augmented reality and virtual reality and concludes, rather breathlessly, that both technologies ‘offer promising results for marketers’ looking to ‘bridge the gap between consumer and product and close the online-offline divide’.
The downfall of Google Glass is down to one thing – it was an ugly product that made anyone wearing it look stupid. Its marketing, however, was immaculate with a seamless blend of social media and more traditional PR.
Deep down I think every marketer wonders what the vaunted role of CMO actually means. I mean, what do CMOs actually do?
It’s official. We have entered a period of unprecedented decline for the big four supermarkets.
There are two ways to come up with your marketing budget for 2015. There is the stupid way and there is the smart way.
Rarely in the annals of British retailing has there been a more striking contrast in strategic thinking than the current approaches of Tesco and Waitrose.
The latest big branding crisis has erupted in the US and this time the culprit is a surprising one. Yoga brand Lululemon might seem an unlikely target for criticisms of body fascism but that’s exactly what happened last week when co-founder Chip Wilson appeared on Bloomberg TV’s Street Smart programme with wife and fellow co-founder Shannon.