Introduction This article outlines the case for considering Permission as the 8th P in the marketing mix. It is slightly lighthearted as I wouldn’t presume myself worthy of adding the 8th P, but the recent rise in big data analytics and the resulting changes in data regulation (GDPR) mean that there may be a case … Read More
A simple definition of marketing
A quick thought for those who want a simple definition of marketing. There are a number of definitions of marketing. Here are a few of the better ones: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. … Read More
TV Media Planning Terms – calculating media reach and frequency using TVRs
When media planners develop TV campaign plans they are often optimising the relationship between three sets of numbers: TVRs (or GRPs, or TRPs) – TVRs or TV rating points are a way of sizing target audiences across both demographics and geography. 1 TVR is 1% of a target audience universe as defined by both demographic and … Read More
What is the sales funnel and is it alive or dead?
The sales funnel is one of the most powerful conceptual tools in marketing. It gives marketers the ability to contextualise how consumers move from being unaware prospects to converted brand advocates. It was originally conceived by Elias St. Elmo Lewis an American ad agency owner who was operating out of Philadelphia in the early 1900s – … Read More
Understanding brand awareness, consideration and preference
Brand awareness is vitally important in the marketing process. As consumers need to be aware of a product and brand to purchase it, then the more consumers who are aware, the more purchases take place. This hierarchical approach, begins with awareness and moves through consideration and preference to purchase. This hierarchical path is sometimes called … Read More
How do TVRs build media reach and frequency?
As we saw in the “what is a TVR” post a TVR is a percentage of a given target audience in a given geographic base. But is a TVR any more than that? Well, yes it is. A TVR is an important factor in calculating how media activity builds reach and frequency. Reach is the … Read More
What is first, second and third-party data and how is it affected by GDPR?
First party data is data that your organisation has collected and owns about your customers. It is information that has been gathered in the course of your direct relationship with your customers. They key here is that your organisation is the owner of this data; this is your database of your leads, your enquiries, your … Read More
Advertising Response Rates by Channel
Understanding response rates by media channel is a vital component of marketing and media planning. If you know the response rates, media costs and likely conversion rates of each channel you are using, you can forecast the ROI of your planned activity – before you spend any budget. This helps to de-risk your marketing activity … Read More
What will Brexit mean for Marketers?
Whilst there may be a lot of general uncertainty around Brexit, particularly in the medium term there are some effects that can be forecast with considerable accuracy right now. By far away the biggest short term effects of Brexit will be those caused by currency changes. Since June 2016 we have seen the pound fall … Read More
2017 UK Marketing Predictions
Always fun to gaze into the year ahead. Here are my predictions for 2017: Mobile web use will be an increasing problem for Google: Mobile is now the dominant web use platform. In 2010 over 95% of web activity was delivered via PC, now it’s half that. As of this October, mobile had the edge … Read More