My start in the industry came during the heyday of direct marketing: data was king and the data planner the key to unlocking the riches that the target consumer held. Stereotypically, a 28 to 35 year old housewife who regularly read the Daily Mail, enjoyed travel, eating out and cinema, had two or more credit cards and a direct debit to an animal charity, lived in a semi-detached house and had two cars parked on the drive.
Archive for the ‘Digital’ Category
New developments abound daily in the media and marketing landscape.
Let’s look at idea generation from the Mad Men era to today. The brainstorming process is an integral part of agency life and to some it can feel like a daunting war zone. But when successfully navigating your way through the battlefield of the brainstorm, it can bring to life more overriding positives than any other agency activity.
Someone once told me that our memories are always influenced by our current state of maturity. For instance, we reflect on childhood memories as though we were facing them at the age we are today. An interesting example of this is how (if) we remember a time before smartphones. (more…)
We have now just passed the fifth anniversary of the collapse of Lehman Brothers; that momentous day where global markets dropped like a stone, and money around the world seemed to dry up overnight as if attracted to a giant sponge of debt. Even before that pivotal day on the 15th September 2008, the world was living in “straitened times”. (more…)
No one can deny the marketing landscape has changed irrecoverably over the past ten years, not only for the marketer, but the consumer too.
The evolution in retail marketing specifically has meant that the relationship between a brand and consumer has changed from one-dimensional “push” advertising to an omni-channel collaborative experience. The experience and expectations of the consumer in today’s market goes far beyond the realms of traditional marketing channels. Customers do not separate the experience they have in a store to one that they have online. (more…)
Yet again, we’ve seen another high profile brand being outsmarted by a disgruntled customer, in a very public fashion. (more…)