Measuring ROI in social media is a big concern for marketers as they consider moving budget away from traditional media channels and into social media activity. But before they can invest in social media, marketers need to get an idea of what it can contribute to their brand. This has driven a debate about measurement … Read More
What can a database record tell us about customers?
Your customer database is a potential fountain of opportunities to improve campaign targeting, creative messaging and return on marketing investment. Good database analysis can have a huge positive effect on your business. Your database can tell you who your customers are, where they live, what kind of people they are, what they buy, how they … Read More
Data planning and market research – mind the gap
I once attended a research debrief to report the results of a survey into the communication effects of a direct mail campaign. The survey asked if the target group had received the direct mail piece and what they thought of it. The survey results were not good. According to the research, hardly any of the … Read More
Marketing data analysis gets you closer to customers
Smart data analysis can be a major source of campaign insight and even competitive advantage for brands and advertisers. The customer data owned by a brand advertiser can reveal Exactly who buys a given product or service Detailed information about the characteristics of those buyers Which other products and services they buy Which product and … Read More
UK advertising predictions 2009
I think 2009 is going to be a year of immense change in the UK media landscape. But it’s not going to be the same for everyone. I predict that it will be a bad year for the traditional offline players whilst newer digital players will find 2009 painful but manageable. For many traditional media … Read More
Can marketing use social media networks for advertising?
So the mighty P&G has spoken about social media. When these companies speak the marketing community has to listen. These guys think long and hard about the issues to cut straight through the hype. I know because I did it for Unilever. I worked directly with Unilever digital teams to help them understand the real … Read More
Advertising Frequency and Diminishing Marginal Utility
Economists have a concept called Diminishing Marginal Utility. This means that each additional time a consumer consumes something they get less satisfaction from consuming it. So, if I have one coffee, I find it very satisfying, two could be OK, but by the time I get to three I’m not getting much additional satisfaction, infact, … Read More
Dairy Milk gets the gorilla, but Galaxy gets the growth
So, Dairy Milk with its Drumming Gorilla TV ad campaign has posted a sluggish 2% market share growth whilst ‘run of the mill’ Galaxy has romped home with a 12% growth. Research has shown that the Gorilla ad is more memorable than Galaxy activity, but clearly this success in recall does not seem to have … Read More