For our thinking to stay sharp it's vital to stay informed. So we're forever updating ourselves on the diverse world of marketing trends and news. And we thought we'd share some of our more fascinating finds with you. But knowing what a busy lot you are we've condensed them for you into little bite size pieces. Every month expect the latest developments, the highs and lows and a whole lot of interesting insights, from our own point of view.
Issue 2
Issue 1
Actions speak louder than data
A new global survey amongst internet marketers suggest there is a widespread lack of understanding of how to convert internet data into results for their business. In 2008, 22% of marketing spend was invested online. Which is a chunky slice of the pie. However of the 8 out of 10 UK marketers who are recording internet data, an incredible 70% are not modifying websites as a result of the findings. Companies who take action now can only benefit. With our expertise in digital strategy, perhaps its time to give us a call.
Google Slaps Google
The good guys at Google have penalised their Japan team for contravening their policies as they tried to usurp Yahoo's local domination in page rankings. This is the first time Google have applied a search penalty to a website it owns. The company disapproves of the buying and selling of links, but its attempts to stamp out the practice have been ineffective. So is this good business practise, a PR stunt, very weak internal communications on their search guidelines or are Google's automated algo to track suspicious movements of links just getting better and better?
iMac, iPhone, iTunes... will iUni be next to take off?
In our Feb issue of Know How we gave full marks to The University of Derby for their pilot of iPod tutorials. On the same theme, the State University of New York have conducted a study on multi-media lectures. Results prove that students who download podcast lectures can get significantly improved grades than those who learn through traditional lectures. But pay attention class, take note. Or rather notes. Those students who did scored even higher.
Cash in a hurry, get it online
Loans typically make us groan. But then along came Wonga. No more drawn out processes and streams of complicated paperwork. This British VC backed business is offering small loans in an instant, to help give your finances an emergency surge until the end of the month. You apply online, instantly find out how much it will cost in total, and if successful £50 to £200 will be in your account in under an hour. But unlike your local pawnbroker, they use a sophisticated credit scoring system on every applicant. A neat trick is that good borrowers get good ratings e-Bay style and rewarded with increased flexibility when they apply again. Perhaps the convenience and speed of this model is something the banks should take note of.
Don't look now but someone's watching you...
It may seem quite Orwellian but technology advances now mean we can determine the gender and age group of our target audience through embedded sensors in electronic advertisements. With the acceleration in micro targeting and increasing pressures on more accurate accountability, this is a fantastic advancement for our industry. And one that creatively and commercially can only be good news for advertisers and contractors alike. We'll be keeping a close watch on this one.
Move over Bollywood, Nollywood is here
No prizes for guessing where the top two global film industry locations are. Yep, that'll be US and India. But Nigeria as the third biggest film industry is not quite as predictable. Mostly produced with small budgets, this opens the cinematic arts up to a new creative generation. Dubbed Nollywood, it may seem an odd name but let's not forget so was the now-familiar term Bollywood when it first came on the scene. Just let's be thankful that Carol T is not chairing the Nigerian film industry association…
Snow advertising takes London by storm
Flyposting has a role but can reflect negatively on a brand. Here is a solution to get a client's logo widely dispersed using a totally green, and well white, solution. The guys at Curb developed the idea right through to getting their target sports channel client's logo laser cut in advance. Then just waited for it to snow, called Extreme and covered wintry central London with over 3,500 logo imprints. A great entrepreneurial idea, well executed.
Olympics are bad sports
Who said advertising was easy. We sweat blood, really we do, to get the best work for our clients. And we operate in an industry that is reliant on self-funded pitches and self-promotion to win our next bit of business. So we need to be able to showcase our talent and hard graft. Trust us, it's not about feeding our egos. So we were dismayed for our peers to hear that the Olympic authorities have ruled against any companies who win contracts for 2012 publicising their link to the event. In their words, “Marketing suppliers are not paying to receive the benefits of being an “official marketing partner” of the games.” You'd think after all that sweat and blood, us agencies would be deemed partners not suppliers. Suppose it's the taking part that counts guys. Just don't tell anyone.
A small step for consumer confidence
Buried in the news, and pitched against a backdrop of negativity, this encouraging glimpse into the future is sadly not getting the press it deserves. Yes, we know that indexes in consumer confidence will compare badly against this time last year. But hang on, this latest report by GfK NOP (and quoted by the appropriately named Rachael Joy) informs us that a growing number of consumers believe that things will be better this time next year. Isn't that something to shout about, a nice feel good sentiment. Wouldn't it be great to read a story about the economy without the use of the words "despite, although and but" - not to mention the ‘c' word. Or are we being too optimistic?
A rewarded customer is your best friend
At a time when the consumer voice is actively heard, far and wide through social network-land, having strong customer champions is a must for any brand. A new study shows that these ambassadors are more likely to be members of loyalty reward programmes. But its not all about getting free stuff. They also crave a deeper relationship with their favourite brands and are constantly looking for ways to provide you with feedback. With the current focus on customer retention, this is an important customer set to recognise and encourage.
First there was Green Grannies, now there's Green Irene
Last month we applauded Oxfam's Green Granny initiative. More commercial but equally as good an idea, a NY based company, Green Irene, trains local people to become Eco-consultants. These green gurus then come to your home or business to advise you on how you can become more environmentally friendly and reduce your carbon footprint. And it doesn't cost the earth to help save the planet. A franchise model in the making.
iChange could alter the way we design cars
Well, we thought nothing but nothing would beat the batmobile-defying Cadillac concept car showcased in last month's Know How. But this is definitely a close contender. Rinspeed have done away with archaic things such as ignition keys and powered this car by an iPhone. And if that's not impressive enough, its body changes shape according to the number of passengers on board. That said it does take itself a little bit too seriously, claiming that "its surface character and materiality combine to create a symbiosis of shell, firmness and frothy air." Righty-ho.
9 out of 10 shoppers ringing the changes. Are you?
Having extensive experience in the retail and FMCG sectors, we have always found that one of the key acquisition-led challenges brands, stores and centres face is to get people to change their deeply ingrained shopping habits. However, a new robust piece of research reveals that change in how we shop is omnipresent as a result of the recession. Consumers by and large want help in coping with the recession. But this goes far beyond price positioning, and incorrectly addressed can result in a brand, store or even category being relegated by consumers. Clearly this is no time for sheep or ostrich mentalities but to be more bullish and actively seek out innovative solutions.
A Small Minded Approach To E-commerce
New research from BT indicates that small businesses are not making the most of the e-commerce boom. In 2008, consumer spending online rose by 32%. Yet 6 out of 10 small businesses are not selling their products and services online and just 13% consider websites integral to their marketing strategy. Starting an online retail business is both easy and cost effective. With one of the world's leading payment gateways as our clients, we should know.
It's clear to see which way the wind is blowing for super-mutual group
Now the fifth largest food retailer, The Co-operative Group is investing a whopping £1.5 billion in a rebranding exercise - the largest in UK corporate history. In our business timing is everything. And it's never been a better time for the original ethical brand to reinforce its stalwart credentials. The UK public are showing an increasing lack of faith in plc practises whilst caring more and more about the sustainability of our planet. Plus they have Bob Dylan behind them. But will the desire to change things for the greater good translate down the food-chain? Only time will tell.
What do consumers really want?
We are fairly knowledgeable chaps but boy do we wish we had the (complete) answer to this question. What we can enlighten you on however is what consumers want from e-tail websites, thanks to a new UK survey from PayPal. Keep it simple and make it secure is the order of the day. And if you want your customers to check-out and not log out, don't exceed the ‘three clicks to the till' rule.
Will the "rescue me" auto package be more than just a "band-aid"?
Car depreciation has fallen through the floor. New car sales have fallen more than a fifth year on year. Ford is putting up its prices. BMW are laying off 850 workers. All in all the motor trade has been hurt badly and needs more than just a sticking plaster. So will the new trade-in scrappage car scheme that is being banged about be the answer? The motor trade bodies are keen. It will get rid of the gas-guzzling bangers, boost new car sales and helps save the planet to boot. AA carried out a survey which found that 28% of drivers would consider taking advantage of such a scheme. But will the cash incentives for 10-year old cars really find their way into new car showrooms? Let's see how Mandy's rescue package develops.
Now it's our turn to raise eyebrows at Cadbury's
Firstly, well done to Fallon and Cadbury's for another great, great ad. Love it. And their recent results are looking just as appetising, with its global chocolate sales up 6%. But we're not so sure about Cadbury's latest move in worldwide chocolate-domination. In a legal battle stretching back to 2003, the courts have ruled against the first appeal by Cadbury's to stop an Australian local chocolate maker using its distinctive purple colour, otherwise known as Pantone 2685C. IP rights aside, could this be a little bit of corporate bullying tactics at play? Perhaps Cadbury's should stop being hard-nuts and show us more of their soft centre.
Starbucks in an instant
Looks like the coffee chains have been ground down by the state of the economy. As the ubiquitous Starbucks states its intention to offer instant coffee in its stores to help us poor, caffeine-addicted lot get through the day at a more palatable cost. Their coffee techno boffins have had their nose to the grindstone for no less than 20 years to make instant coffee taste like expresso. If they have indeed made such a breakthrough, perhaps this line of diversification should be extended into the supermarket shelves – especially with the growing trend identified by the European Coffee Federation toward ‘home brewing'. Home-what? Yes, you read right. Don't know about you but we still call it a cuppa.
Who needs focus groups when you have Twitter groups
Customer feedback is invaluable, if correctly weighted, moderated and evaluated. Against commissioned research, planners and researchers are employed to do just that. And are using newer methodologies such as ethnographics, semiotics and digi-blogs to gain invaluable customer insights. But with the increasing use of social networking sites as a marketing forum, are marketers taking time out to give these short, sharp customer comments due consideration? If we take the Pepsi-Co Tropicana packaging u-turn as an example, are we going to become a knee-jerk industry, held hostage to customers every whim? C'mon guys let's not forget why we are here.
Unilever: tight-lipped over forecasts yet quietly confident
160 million times a day, someone somewhere chooses a Unilever product. Or is that 159m, 158m, wait no, 157m… The multi-brand owner's sales volumes have taking a bit of a hammering. And to the detriment of their share price, they are keeping mum about their 2009 and 2010 targets. At a time when brands are under increasing pressure from own-label products, analysts fear for their margin forecasts. But we should remember this is a company that is now being led by a man who deeply believes in building brands and creating innovative opportunities. So let's just wait and see.
Eu would have thought it?
A little know French town in Normandy is resorting to drastic measures to attract tourists. And it's not just because of the poor economic trends. Unfortunately, it is called Eu. We say unfortunately as Eu is not a good name to have when you are heavily reliant on organic search. So, to overcome this the town is planning to change its name. And if that's not bizarre enough, Eu is twinned with two other French towns. Ay and Is. We jest you not.