Archive for the ‘B2B’ Category

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Mind the gap

Friday, February 3rd, 2012 by Guest blogger

Mark 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. (more…)

Don’t miss out on the dot brand revolution…

Friday, January 6th, 2012 by Guest blogger

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. (more…)

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How to achieve B2B marketing and sales excellence

Friday, December 16th, 2011 by Guest blogger

Dr 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. (more…)

How can brands grow?

Wednesday, December 7th, 2011 by Guest blogger

David 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. (more…)

Britain’s got talent

Friday, November 18th, 2011 by Guest blogger

Stephen 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. (more…)

Creative start-ups: the dos and don’ts of marketing

Friday, September 30th, 2011 by Guest blogger

Doug Richard, entrepreneur, former Dragons’ Den panellist and founder of School for Startups:

New creative businesses are the lifeblood of the UK economy. As well as creating the jobs and wealth needed for growth, they have enormous potential for innovation and the creation of new ideas.

But having a fantastically creative mind unfortunately does not always go hand in hand with possessing the critical business skills to build a sustainable enterprise. (more…)

Targeted television: proceed with caution

Thursday, September 15th, 2011 by Guest blogger

Giles Hedger, Group Chief Strategy Officer, Leo Burnett Group:

I was standing in the queue at the post office the other day and above me was a television screen looping infomercials for travel insurance. Those bleak five minutes I will never get back, but they did prompt this thought: it is possible that targeted television is the most self-defeating and joyless idea since low calorie chocolate cake. (more…)