| Premium, brands and why Mark Twain was wrong | | 31 March 2014, 12:15PM |  I've been thinking a lot about 'premium' recently. And Mark Twain - he of the "Clothes make the man" adage. Can a brand 'put on' premium like a man puts on clothes and hey presto, it's premium? Or is there something deeper going on?
| | | | Are marketers missing a trick with online gaming? | | 31 March 2014, 11:59AM |  TV has always been the mass-market media of choice for brands, providing huge, emotionally engaged audiences across a wide range of content designed to appeal to specific groups. But the way we consume entertainment media has changed dramatically over the passed few years and the TV is no longer the "living room" focal point it once was.
| | | | Field Notes: On the road to the truth about European affluence | | 31 March 2014, 11:40AM |  Over the course of the past month, I have made several stops on a tour across Europe presenting my team's global report, ‘The Truth about Affluence‘. Throughout the tour, I have partnered with regional thought leaders to develop a keener understanding of the drivers, the barriers, and the values that undergird the lifestyles of affluent individuals in Europe today.
| | | | How Karl Lagerfeld is changing the role of technology in fashion | | 28 March 2014, 8:30AM |  Karl Lagerfeld has just opened a new flagship London store and the brand looks to crack the UK marketplace by placing digital at its core. It is laying down a new vision of social shopping by placing iPad minis on clothes rails and iPads in the changing rooms, enabling customers to send a photo of themselves through social networks to seek a second opinion.
| | | | Managing the risk of your search engine marketing tactics | | 28 March 2014, 8:25AM |  Although you wouldn't immediately think so, Search Engine Marketing (SEM) and the popular board game Risk have a lot in common.
In the tactical game of Risk, victory or defeat is based on how the dice are rolled. Offensive and defensive strategies are based on the strength of your army and how many battles you're willing to lose before winning the war on that territory. Similarly, in SEM, victory for online marketing managers is decided on customer behaviour online and the strength of keywords. Just as you would in a game of Risk, online marketing managers must make sacrifices – only in this case they have to ask themselves how much they are prepared to lose in order to occupy a keyword position to win a customer and reach their ROI target.
| | | | Now is the time for customer engagement marketing | | 28 March 2014, 8:15AM |  Increasingly companies are seeing the value of what we as customers have to say about them – bad and good. Recent research commissioned by Verint and the Customer Contact Association (CCA)* has found that over two thirds of businesses are making a concerted effort to show consumers they are listening and acting on what consumers say.
| | | | Is the digital industry unprepared for further rapid growth? | | 27 March 2014, 2:20PM |  Based on last year's performance, 2014 is predicted to be a good year for the UK advertising industry with digital marketing at the forefront of growth. As development in this sector continues, the Emarketeers iSkills survey, has set out to understand what shape the digital marketing industry is in when it comes to skills, experience, resource and recruitment.
| | | | Apps and mobile web: which strategy will lead the future? | | 27 March 2014, 1:28PM |  Every business today needs a mobile presence to effectively reach and engage their audiences. Many brands are seeing mobile (both smartphone and tablet) visitors now constituting between a third and half of their overall digital interactions, yet a lot still struggle to embrace this omni-channel world and to create the best experiences across multiple platforms.
| | | | Five ways to make Facebook work for your brand | | 27 March 2014, 10:28AM |  Facebook continues to be an important platform in the world of marketing, and now more than ever is a necessary element of any advertiser's media mix. In its Q4 2013 earnings report, Facebook stated that more than one million advertisers are now looking to reach the 750 million+ users who visit the site each day.
| | | | The rise of the selfie | | 27 March 2014, 10:16AM |  Over the last week, the phenomenon of the #nomakeupselfie has generated £8 million in donations to Cancer Research. No one can have failed to notice the trend, we've been barely able to navigate our Facebook newsfeed for the images of make-up free women (and men). But what is most interesting for marketing professionals is that this was not a campaign started by Cancer Research themselves, but from the front room of a Stoke-On-Trent young mum.
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