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Theories & ideas of marketing strategy

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Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

News

BEIJING/SINGAPORE: Brand trust is “currency” in China’s booming automotive category, according to a senior marketer at Uxin, an online automotive marketplace.

Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

Article

Building brand trust is vital in China's online automotive category, where local players are creating their category's own infrastructure at the same time as growing market share.

News

ORLANDO, FL: Kentucky Fried Chicken, the quick-service restaurant chain, has enjoyed a consistent pattern of growth having reinvigorated the brand, and returned Colonel Sanders, its iconic founder, to the core of its messaging.

News

LONDON: UK marketers appear to be well-prepared when it comes to incorporating new technology into their sales and marketing strategies for 2018, according to a recent survey.

Article

Examines Tactical SEO: The Theory and Practice of Search Marketing by Lee Wilson.

Opinion

Brands would do well to take a leaf out of the Apple playbook and aim for a much simpler strategy, says Tim Williams, and offers a step-by-step guide on how to do just that.

Opinion

Like the Zeppelins of old, many of today’s technologies fit a ‘pathological’ profile, argues Malcolm White, and more of us need to take control of the way we use our tech, instead of being used by it.

Article

JPMorgan Chase, the financial-services provider, believes that being "customer-obsessed" is now essential for brands to succeed.

News

HONG KONG/SYDNEY: The Economist, the UK weekly business magazine, places heavy emphasis on boosting circulation rather than advertising for its revenues, and as it seeks to increase its subscriber base, it now has Australia in its sights.

Article

McDonald's has long been the subject of rumour and supposition around the contents of its products; the campaign has not been easy for the US-headquartered QSR, but it is beginning to shift the dial and regain trust in the UK.

Article

The way businesses think about the effectiveness of their marketing is changing from a justification of expenditure toward clarifying and optimising marketing spend toward business outcomes.

News

NEW YORK: Unilever, the FMCG manufacturer, believes that following a “5Cs” strategy can help marketers navigate the rapidly-changing communications landscape.

News

LONDON: Businesses with a strong marketing effectiveness culture are fitter and better able to deliver targets, according to a new study which highlights five behaviours that successful organisations are practising.

Article

This short article examines In Your Creative Element: The Formula for Creative Success in Business by Claire Bridges.

Article

This article examines the constants that won’t change in marketing and society in the future.

Article

Despite President Trump's assertions it is "failing", the New York Times reports it is thriving as digital subscriptions grow and it attracts more international attention.

Article

This article examines the idea that brands must ensure every touchpoint, both online and offline, is in alignment as the customer journey grows increasingly complex.

News

LONDON: Marketers need to leave themselves the flexibility to respond to events on which they can successfully piggyback their brand, as the recent experience of furniture retailer IKEA has demonstrated.

Article

This article demonstrates how marketers can create high impact marketing on low engagement products, such as financial products.

News

HONG KONG: Mozilla, the internet non-profit known for its Firefox web browser, can’t compete directly with the likes of Google and instead emphasises its difference and its conscience, its CMO has said.

Article

This event report outlines how Aditya Birla Group, the conglomerate, built its Liva apparel brand based on marketing insights.

News

MENLO PARK, CA: Amid a flurry of impressive second-quarter figures – ad revenues up 47%, mobile ad revenues up 53% – Facebook played down the idea that its Messenger app is going to be monetized any time soon.

News

CANNES: Marketers should be more willing to discuss their failures and recognise that these slip ups are often part of a longer journey towards making great work, according to Syl Saller, the Chief Marketing Officer at Diageo.