The limited value of ad views

Think with Google published the results of a very interesting study measuring the effectiveness of different video versions of an ad for a new product. The study uses three alternative approaches – with very different results.   The product The ad was for a new line of make up from L’Oreal Paris.   The ad … Continue reading The limited value of ad views

No digital marketing, please; just marketing, says @markritson

I still remember my marketing classes with Professor Mark Ritson, during my MBA programme at London Business School. They were very entertaining, but also very challenging. Mark Ritson was not afraid to question well accepted beliefs, or dispel marketing myths, in very direct (and, often, colourful) terms. So, when I found Mark Ritson on Twitter … Continue reading No digital marketing, please; just marketing, says @markritson

August round-up

August = school and family holidays. Therefore, it is no surprise that this was a somehow unproductive month.   For me, August included the following highlights. Researching As I am working on a paper on using social media for customer insight, I spent some time catching up with literature on this topic. I have also … Continue reading August round-up

June round-up

June was a very weird month. Following some health problems, I had to take time off at the start of the month. Really off –the  ‘not-even-reading-a-book-kind-of- being-off' off.   That means that I failed to achieve most of the things on my To Do list. Still, there were some highlights during the month.   Researching … Continue reading June round-up

Brand management during economic recession

This is a presentation I did at Oxford Brookes University, some time ago. It highlights how marketers' priorities have been shaped by changes in consumer behaviour and expectations, and by the economic recession. In this age of choice and value conscious consumers, digital is seen as the panacea: the way to demonstrate relevance and value … Continue reading Brand management during economic recession

The state of segmentation and customer engagement research

What does digital mean for the development of target market strategy, segmentation and customer engagement? That’s what several academics discussed today at a workshop combining the interest of two of the Academy of Marketing’s Special Interest Groups (SIGs): the Market Segmentation and Target Market Strategy SIG and the newly formed SIG in Customer Relationship Management … Continue reading The state of segmentation and customer engagement research

The tools any marketer needs to be familiar with, today

Whenever I ask recruiters or those working in digital marketing what single thing my students ought to do to increase their chances of getting an interview, the response is unanimous: have a digital presence... and that such presence needs to go (well) beyond having a Facebook account! According to top executive recruiters interviewed by Forbes, … Continue reading The tools any marketer needs to be familiar with, today