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Royal Mail price hikes expected to hit DM budgets

By Ed Owen, 22 December 10, 11:20

marketing budgets, according to direct mail specialists Post Switch. ... by the Royal Mail. According to James Campbell-Clause, head of sales and marketing at post brokering firm ... the past two years, we have been working hard to reduce the costs for direct marketing campaigns, and the Royal Mail hiking prices will undo all that hard work. "For agencies, direct marketing is still one ...

Helen Edwards on Branding: Snakes and Ladders

By Helen Edwards, 07 December 10, 12:00

Prediction is hard, so I'll keep the format simple: marketing snakes and ladders. Which brands ... 's running the marketing department should be sent to the Tower. Luxury cinema The cinema industry ... when it comes to research, marketers are curiously captivated by snazzy new techniques with weird ...

Helen Edwards on Branding: Not all it's cracked up to be

By Helen Edwards, 06 December 10, 12:00

about; it is the dominance of the retailers - brand marketers' most immediate, and powerful, customers ... with Marketing's sister publication, Campaign. Since the conference audience is dominated by marketers ... marketers what they felt planners brought to their business, and where they sat in the scheme of things ...

Editor's Comment: Sky's the limit

By Gareth Jones, 06 December 10, 12:00

. The market for home services is lucrative and competition is hotting up. The AA recently expanded its ...

Helen Edwards on Branding: Back to basics

By Helen Edwards, 24 November 10, 12:00

of marketing communications, the one newcomers should learn on their very first day in the discipline ... . If that is flawed, even in some small way, all the snazzy marketing models, big communications budgets, insight ... are banging their fists on its ATMs in impotent fury. The most important communications tool that marketers ...

Helen Edwards on Branding: The contrast ratio

By Helen Edwards, 10 November 10, 12:00

Marketers can learn much from behavioural insights into the desire for unity in human consumption. ... As a marketer, you hear the word 'consumer' so often you can forget the human reality behind it ... by the recent marketing interest in behavioural economics, a discipline championed tirelessly by IPA president Rory Sutherland, and recently covered in Marketing (15 September). Equally illuminating ...

Nudge nudge, think think

By Gareth Jones, 09 November 10, 09:30

Marketers have a wide choice of bandwagons to jump on, but the one with 'behavioural economics ... Sutherland, marketers are also switching on to nudge theory. Those familiar with Marketing contributor ... bridge between the push marketing of the past and the pull model of the future. ...

Helen Edwards on Branding: A blast from the past

By Helen Edwards, 03 November 10, 12:00

Marketers aiming to run 'breakthrough' workshops should look to the industrial age for inspiration. ... , as mechanisation itself. Given this provenance, today's 'marketing workshop' must be one of the great misnomers ... as the next person. So there is no efficiency, either. Any leader wishing to emerge from a marketing ... just about encourage industry, but never revolution. Why are marketing leaders so enamoured ...

Editor's comment: Microsoft's controlling interest

By Gareth Jones, 03 November 10, 12:00

volley in its battle against its console rivals with a $500m marketing drive backing Kinect, its new ... Despite coming relatively late to market, Kinect has the potential to transform the in ... commands. However, competition - from Nintendo's market-leading Wii and Sony PlayStation's Move ... , while the latter is also building mass-market resonance with a warm and cuddly marketing drive ...

Helen Edwards on Branding: A new consumer champion

By Helen Edwards, 26 October 10, 12:01

With the demise of Consumer Focus comes an opportunity for marketers to gain competitive edge. ... into the breach: marketers. Both the motives and the methods will differ sharply from those at work in a state ... consumer satisfaction. This won't be achieved by marketers working together to agree on category ... of marketing - which should always work backward from consumer needs and realities - that a consumer watchdog ...