Mark Artus, managing creative director, IHQ, and author of One Hard Question Read the rest of this entry »
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Digital marketing discussed
How to achieve B2B marketing and sales excellence
December 16th, 2011 by Guest bloggerDr Peter Colman, Simon-Kucher & Partners:
Although the procurement function will be at different levels of maturity across industry sectors, the trend is one direction only – increasing levels of professionalism. For sales and marketing teams experiencing these changes, it is a fundamental and worrying shift in the dynamics of the customer relationship.
The customers’ buying centre (i.e. decision making group) is now larger, more complicated and more likely to have divergent goals. Furthermore, the professional procurement manager will have access to good market information, the option of utilising technical innovations like e-auctions and be financially incentivised to demonstrate savings.To counter this strengthened position, three actions should be taken by marketing and sales teams. Read the rest of this entry »
How can brands grow?
December 7th, 2011 by Guest bloggerDavid Wood, creative director, Iris Associates
All brands want commercial growth. It’s what they need to weather turbulent trading conditions, overcome competitive markets, and ultimately secure their long-term survival. But how can marketers strive for real growth against a backdrop of ever-expanding techniques and channels through which to engage with potential customers? “Old fashioned” marketing processes, which are focussed on delivering ROI on marketing spend, creates an increasing challenge to drive up a brand. Read the rest of this entry »
Can retail marketers lure Christmas shoppers back to the high street?
November 2nd, 2011 by Guest bloggerDr. Alan Treadgold, head of retail strategy, Leo Burnett Group:
For marketers, developing a strategy to encourage shoppers back into stores for the crucial Christmas period is an increasingly difficult, but critical, task. According to the Local Data Company, on average 14.5 per cent of UK stores are vacant. If that sounds bad enough, there are many town centres where well over one in four shops stand shuttered up and vacant. Doing your shopping in a high street where every third or fourth shop is closed for business is likely to be as dispiriting and depressing for the shoppers as it is for the business owners who have lost their stores and their livelihoods. Read the rest of this entry »
