Guest blogger
Say it loud. I’m a marketer… and I’m proud
February 10th, 2012 by Guest bloggerSarah Stratford, strategy director, Archibald Ingall Stretton
A few months ago I was at a party in Bristol. Not my usual crowd: teachers, social workers and so on. I got chatting to someone, and the conversation went as follows:
Him: “So what do you do?”
Me: “You really don’t want to know.”
Him: “No, go on. What do you do? I mean, it’s not something evil like advertising is it?”
Me: “Um…”
I thought better of launching an impassioned defence of our industry and craft right there and then, not least of all because it was two in the morning, and I wasn’t sure I was capable of making a convincing case. But on the way home, I did start thinking: when did advertising and marketing become the worst thing you could do with your life?
OK, I exaggerate slightly. But not much. We’re not up there with politicians, bankers and estate agents. But we’re not far off.
Why? I think at one level, the juddering halt the economy’s come to means the sheen has come off what we do – we’re seen as the handmaidens to a lot of the people that got us into the mess we’re in, selling dreams it turns out we could only afford on credit that we now can’t pay back.
More substantially, as we’ve spent the last 15 years or so preaching corporate social responsibility and greater transparency to those we work with, it’s not that surprising some of the spotlight has been turned back on us, and some of the tactics we use. Hell, I’d feel embarrassed if I was linked to a brand that indulged in astroturfing.
How do we turn things round? Fundamentally, it’s by realising that what we do has to change. Not only do our communications have to be more considerate, but we have to be challenging ourselves and our clients. It’s not about selling any more, but adding value. How do we make sure brands add more to people’s lives? How do we help people express themselves? How do we give them creative innovation that’s actually useful? How do we help them do what they want to do?
If we can start answering those questions, I think we might be able to say ‘I’m in marketing’ with pride over the canapés.
Mind the gap
February 3rd, 2012 by Guest bloggerMark Artus, managing creative director, IHQ, and author of One Hard Question:
The humble “Mind the Gap” warning, that prevents people from falling off trains, is fast becoming a far wider message. Whether we look at the gap between the “haves and have nots”, the educated and the uneducated, or the north/south property divide, the warning “mind the gap” seems to be constantly ringing in our ears. Read the rest of this entry “
TV is not dead: it is alive and kicking
January 27th, 2012 by Guest bloggerTags: B2B, B2C, branding, creativity, innovation, internet, marketing
Hamish Pringle, strategic advisor, 23red and co-author of Spending advertising money in the digital age:
In 2006 the Wall Street Journal asked: “As 30-Second Spot Fades, What Will Advertisers Do Next?” And a year later CNN/Money reported: “The death of the 30-second TV commercial: Devices like the new Apple TV box and digital video recorders from TiVo, Motorola and Cisco could help bring an end to the traditional TV ad.” Read the rest of this entry “
Don’t miss out on the dot brand revolution…
January 6th, 2012 by Guest bloggerTags: B2B, B2C, creativity, Digital, internet, Social media
Roland LaPlante, chief marketing officer, Afilias:
Soon we’ll be witness to a “dot Brand” new revolution on the Internet. Dot Brand represents a historic change where any organisation can acquire and manage its own top-level domain (TLD). Essentially this means that companies who choose to opt for a dot Brand will see their brand’s name featured on the right side of the “dot” in web addresses for the first time: think “sale.tesco” rather than “tesco.com/sale”.
The introduction of dot Brand is good news for companies aspiring to expand their global footprint. It gives businesses the chance to enhance their brand presence and customer loyalty online, while maintaining brand security – particularly relevant in a tough economic climate. Read the rest of this entry “
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 “
Britain’s got talent
November 18th, 2011 by Guest bloggerStephen Maher, CEO of MBA:
Despite all the financial doom and gloom we must never forget what we are truly good at. This country is the fifth largest market for advertising in the world and advertising is the fourth fastest growing export sector for UK creative industries.
I had the great pleasure to attend the 18th China International Advertising Festival this year as part of the Institute of Practitioners in Advertising trade delegation. Our mission was to represent the UK as the global creative hub to successful Chinese brands looking to internationalise their brand assets.
I think we left many Chinese businesses including Snow Beer, the world’s largest beer, and China Mobile, the country’s largest company, excited and intrigued about what our industry can offer and how we can support this enormous emerging market. And let’s face it; it’s not every day that our country is judged to be the best at something in the world. Read the rest of this entry “
