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Admap: May 2010

Collaborative Marketing
Looking at how marketers work with consumers through crowdsourcing and co-creation, with case studies from Syfy and McDonald's

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Article

Insight is not synonymous with market research, but too many Customer Insight Managers (the Market Research Executive rebranded) are still only data gatherers.

Article

When discussing word-of-mouth and social approaches for brands, I often come across three myths that need dispelling.

Article

Roisin Donnelly, corporate marketing director for P&G UK and Ireland, presents the six books she finds the most influential.

Article

Opensourcing, crowdsourcing, co-creation and mass collaboration are forces that will change the nature of advertising and of work itself.

Article

This Admap article contains a set of seven charts, representing analysis of global sponsorship. These include adspend by region and category, forecasts by region, main objectives and effect on ROI.

Article

To uncover consumers' multi-channel shopping habits, a survey was conducted by Arc Worldwide in the UK, U.S.

Article

The most radical changes in planning will come from outside current mainstream thinking. Digital media and behavioural targeting will offer a quantum leap in effectiveness with mass adoption of GPS phones.

Article

Current research dogma states that research questions must be addressed only to 'me', the individual respondent.

Article

In his monthly column, Paul Feldwick considers the question: "As a member of what was formerly the market research department, I now find my colleagues and I are tasked to deliver 'insights' to the brand teams.

Article

Models of thinking, such as Maslow's Hierarchy of Needs, help us to structure our thoughts and ideas in brand planning.

Article

Consumers are no longer passive recipients of goods delivered to them; they want to be participants in creating services they want.

Case Study

The Sci Fi channel decided in 2009 to rebrand to SyFy. The challenge was to invite new viewers while not alienating its long-time fans.

Article

In the wake of the global recession, new consumer spending trends are emerging. For example, excessive spending will continue to be spurned.

Article

Service brands need to involve consumers in their development, using consumer participation to shape the fundamentals of what they offer, and constantly keep up with changing needs.

Article

The Learning and Skills Council (LSC) is responsible for funding and marketing further education in the UK.

Article

The rapid rise of 'collaborative marketing' – that does things with (rather than to) other parties (be they consumers, competitors or suppliers) is changing the game for marketers.

Case Study

Competitor value offers in the U.S. recession saw the quality perception of McDonald's Dollar Menu offer eroded.

Article

Robert Heath's paper on low-involvement processing argued in 2000 that most advertising was not important enough to be processed rationally by consumers, because in the modern world, product differences had become minimal, our media consumption, specifically of TV, was passive and so our models of creating advertising and measuring its effectiveness were flawed.

Article

Neuroscientists have developed a model to help marketers and media companies understand what happens when people interface with a particular medium or type of content.

Article

In their regular column, Les Binet and Sarah Carterof DDB expose the myth behind a commonly held tenet of marketing wisdom.