Business Tools review

We review the tools and strategies business employ to help succeed. Anything from SEO, to management and leadership, to getting bigger premises.

   Mar 04

How Tradesmen Like Plumbers Have Changed by Using YouTube and Online Professional Bodies

Discovering a plumber is a simple job. Finding an excellent plumbing technician is not as simple however it is possible. The best method to be sure you got the very best one is by beginning early. This might not seem like excellent guidance if you require one now so here is exactly what you can do now.

Ask around. Get a couple of numbers from pals, family members, neighbours and coworkers. Individuals just suggest a person who did a great job. They will certainly be sure to tell you about the frustrations they experienced so listen keenly. If many individuals speak ill of a particular plumbing technician or plumbing company then prevent it. You may get a few glowing suggestions. If one number appears more than as soon as among your circles, then you understand you have a winner.

Consult another professional in the building market. If you just recently rewired your home or repaired your roofing then you have the contacts of these individuals. Ask to recommend a great plumbing contractor they may know. They are most likely to select the name of a pal. This is not a bad thing. If they were dependable then they will certainly choose a plumbing contractor who will certainly provide you a service that is similar to theirs. They will certainly likewise make sure not to mess up the track record that they have constructed with you.

If you are still incapable to choose a selection then examine how long the plumbing technician has been around. This need to be reasonably basic if he is registered. A knowledgeable plumber ought to have the ability to address a lot of your questions. It would also be a good idea to look into a union or registration body. They will have a list of every real plumbing contractor. They will likewise warn you versus rogue dealers. Finally, if you are unsure who to pick, choose a plumbing contractor who belongs to a company. A company is likely to be more accountable due to the fact that they have a physical address and are registered.

Plumbing is, unfortunately, one of those markets and industries, that is typically full of con-artists and cowboys. They are unethical and take advantage of the vulnerable who don’t know enough, or aren’t strong enough to suggest, whilst surrounding by a pool of growing water from a leakage. So when you have an emergency situation, or how do you ensure that the individual you call to come and fix it ASAP is reliable and will not overcharge as they think it’s easy money?

The first option and probably the very best, is to have a little list of suggested plumbing professionals (and other emergency situation tradesmen) on-hand from loved ones– individuals who have been made use of before, preferably multiple times, and have a track record for being reasonable, ethical and with excellent service. Plumbing professionals in California or plumbing technicians in Congleton will constantly rely on a great track record– this holds true all over the world, and so they are the ones to trust one of the most.

If you have no recommendations list, and you do not have the time to ask around (let us envision a growing pool of water in the kitchen area!), then the starting point you will want to look is online. However don’t jump directly into the plumbing professionals internet sites themselves yet– instead head over to the Institute of Plumbing, which is an official internet site to enhance plumbing technicians and the way they work. This site likewise has a directory site listing of every plumber, and you can browse it totally– the most helpful technique being by postcode– so quickly you can see all plumbing technicians in Congleton, or anywhere you are!

YouTube is another arising choice for discovering plumbing professionals that can be dependable, with them putting in the time and effort to in fact trouble putting a video together– see this example of Congleton plumbers:

When you have actually begun sounding a couple of individuals, ensure you inquire particular questions in order to assess their professionalism. For example:

  1. Ask how long they have been in the plumbing business, and how long they have actually had this particular business (to guarantee they do not continuously change names).
  2. For non-emergency work– as if they have previous jobs where you would be able to see and check their work (helps rule out those who stop half-way through a job).
  3. Does anybody advise them and can you get their details?
  4. Guaranteed plumbing professionals are a have to– in case something goes wrong, you wish to guarantee they can fix it, no matter the costs (accidents do happen to even the very best plumbers Congleton sometimes, so ensure your plumbing professional is guaranteed).
  5. Do they belong to expert bodies in their market– e.g. APHC– which control all plumbing and heating specialists, these expert bodies have codes of ethics and members have to stick to them or they can be reported by you and deal with being kicked out!

   Sep 22

The Cheapest Office Premises Around?

How some people are taking advantage of working out of self-storage units, and their cheap rates!

The corrugated iron corridors of the Access self-storage center in West Norwood, south London are marked by the confidential layout of padlocked doors. Behind numerous are the possessions that individuals just can not bring themselves to throw away – typically the residue of life-changing minutes like death or divorce. Yet in among the heaps of furniture and knick-knacks, a growing variety of the metal containers play host to a wide range of small businesses.

They’re brought in by the flexibility, the short-notice durations and low overheads that characterise the rough and prepared space offered by the self-storage market.

Geoff Gladwell of Chaffinch student storage company has noticed an influx of visitors recently, but not all are wanting to use the space just for storage – many are utilising the area for running their business from it. Other storage companies report the same thing – more businesses are using the containers as a way of escaping soaring office rental charges.

Hiren Patel, the boss of e-commerce gift business Sent 4 U, runs one such small firm, and he’s tired. In the run-up to Christmas his team is parcelling up 12,000 items a day – toys, celebration items, diaries, cards and his best-selling Santa outfits – and sending them all around the world. It’s a day-and-night operation, and he employs 20 personnel to assist him keep up with the joyful rush. For a seasonal company such as his, the self-storage devices are perfect.

“It’s convenient to be here,” he states. “You don’t have to pay council tax, it’s all included in the rent. It offers you selection, if business isn’t performing you can offer one month’s notification and move on, or you can decrease your space so it provides you good flexibility.”.

Mr Patel uses various storage units for different bits of his operation – like a series of mini storage facilities.

“It is a kind of depot,” he says. “We keep our distribution center right here to utilize the flexible area and save some cash.”.

While the High Street is suffering from an increase in empty stores, the market for storage devices is growing as more online sellers recognize they are convenient and cheap locations to store their stock. Storage centres are usually found on the outskirts of towns, in areas where space is cheap. And while these places might not offer a distinguished address, the fundamental units are ideal for e-commerce companies. In Balham, south west London, Helen Cockle and Helen Gilbert moved their children’s clothing business, the Little Legs Business, to a storage area when their stock grew out of the cooking area table. Beginning with a 15 sq ft (1.4 sq m) location in a regional Big Yellow center, three years later on the business has actually broadened into a space virtually 10 times the size.

Many storage centres also provide a front-of-house reception location to take shipments. Mike McGuire from Scottish self-storage company Len Lothian states such a service is a significant destination for small businesses who rent its devices. “The major reason why small firms specifically save with us is that we accept shippings on their behalf,” states Mr McGuire. “We sign for and take in the goods into shop. They are out and about running their company and don’t lose time awaiting shipping of stock.”.

No business rates.

Storage business started in the United States in the 1970s, the idea then infected Australia, and just truly launched in the UK in the past 20 years. It’s in this past years that renting space has started to expand, and there are now about 1,000 sites in the UK offering more than 30 million sq ft of storage space. Chaffinch Student are a storage company specialising in the student market, and look to provide a storage facility when students are out of term, or during summer holidays. However, they have noticed a steady increase in enquiries from business owners wanting to take advantage of their storage units. They have since started targeting business customers. This year Chaffinch tell us 42 % of self-storage space was for industrial use, compared with 39 % in 2012.

Benefits include lower costs, but also, whilst the Treasury introduced VAT on storage area in 2012, which has raised costs for domestic users, businesses can claim it back. Companies likewise do not need to pay company rates – the taxes usually paid on non-domestic properties – on any storage space they utilize. This is due to the fact that the Evaluation Workplace Company states the problem landeds on the self-storage business itself. “We usually evaluate self-storage centers as a warehouse and the operator of the self-storage center will generally be responsible for the payment of rates,” it states.

It’s difficult to put an average price on the cost of storage area in the UK since it differs across the country, but a consumer can expect to pay about £20 a year per sq ft

Thanks to BBC News for the original copy of this article. You can find it here.


   Mar 21

Take Advantage of SEO Resellers Plans For Maximum Profit

In the last few years, the modern business world has witnessed some speedy revolutions regarding technology. We’ve also seen a major impact of the internet on customers and business organizations. Due to this, most companies have tried to construct stable standards associated with selling practices.

This has increased the demand for SEO reseller websites. In simple terms, SEO reseller is a popular service through which business organizations can achieve higher visibility for their business websites. SEO resellers help business organizations rank higher in search engines when they’re unable to do it independently.

Since a direct approach to a major Search Engine Optimization firm may be quite expensive, going through an agent or SEO reseller may seem to be a more viable option. While outsourcing SEO and SEO tasks to professional SEO reseller websites, business organizations are able to market their products and services on the internet in a much better way.

Most people don’t realize, but a major share of the present SEO market is held by SEO resellers. This is because the traditional approach of SEO firms approaching prospective clients and vice versa has significantly slowed down.

Currently, strong business solutions may not be able to independently meet the robust demands of most consumers. However, additional knowledge to implement and pick various resources to boost marketing efforts may prove to be very beneficial. It makes it easier to expand a Cheshire business organization’s reach and attract more customers. A local SEO Cheshire firm can certainly help to drive your business.

In the last few years, online selling has become extremely popular in almost every part of the world. In order to generate more traffic, websites need to rank higher on search engines. SEO reseller websites can make this task a lot easier. However, before you choose an Cheshire SEO reseller, you should consider some important points. Some of these have been discussed below.

Role of SEO Reseller Websites in the Modern Business World

These days, SEO reseller websites play a very important role in assisting various business organizations who want to outsource SEO assignment to reputed and trustworthy SEO providers in an inexpensive manner.

You can easily find a lot of SEO companies on the internet. These companies offer some good opportunities to small SEO companies and individual consultants to join as authorized SEO resellers.

In fact, some companies also train people under SEO reseller programs to attract more companies which are looking for the same kind of assistance. SEO resellers have become a solid bridge between reputed SEO companies and clients. When you deal with an SEO reseller, you don’t have to dent your wallet.

There are many different kinds of SEO reseller programs available in the market. Some of the popular ones include agency programs, co-branded affiliate programs, SEO tools programs and API/White Label programs.

affiliate marketing

Aspiring Cheshire business SEO resellers can choose a program according to their needs and requirements. SEO resellers use only white hat search engine optimization practices to advertise and market a business on the internet. An SEO reseller tries to build a long term and fruitful relationship between a client and SEO provider.


   Feb 04

O2: ‘People expected us to have egg on our face but we are bringing back ‘Wear The Rose’ campaign’ + MORE

Sorrell: Business leaders should have a say in political debates like the EU referendum 

Q You are seen on TV more than most CEOs of FTSE 100 companies. Is it important for the public to see CEOs in the spotlight?
I do it because I enjoy it and it’s helpful. It’s important [for a CEO to be seen]; perhaps others disagree. I disagree with those ex-ministers who say that people who run businesses shouldn’t have a view on the EU or Scottish independence…

Continue Reading On marketingweek.co.uk »

O2, the official sponsor of English rugby, launched the big budget animated campaign during the 2015 Rugby World Cup in a bid to unite fans and propel England to success. But after the host nation England failed to progress beyond the group stage, the major investment, which included changing its shop fronts to promote a logo including England’s rose emblem, was widely mocked…

Continue Reading On marketingweek.co.uk »

Google, Mini and Kia share the secrets to Super Bowl successThe Super Bowl remains a huge draw for brands looking to resonate with the key North American audience. A record 114.4 million Americans tuned into last year’s match while, since 2006, the Super Bowl has generated $2.38bn of network advertising sales from more than 130 brands, according to Kantar Media…

Continue Reading On marketingweek.co.uk »

How GSK plans to shake up healthcare marketing“How exciting can over-the-counter medicines really be?” That was the first question GlaxoSmithKline’s Northern Europe marketing director for consumer healthcare Rachel Deans asked when she joined the business 17 years ago.
One source of excitement at present is the expanded portfolio of OTC brands GSK acquired from Swiss drug maker Novartis in an asset swap deal last year…

Continue Reading On marketingweek.co.uk »

B2B brands shift focus to customer experience
Business-to-business (B2B) companies are moving away from price-led marketing in favour of a value-led approach that puts greater focus on the customer experience, new research suggests. It reveals that retaining customers and growing brand awareness are mounting challenges for B2B businesses, but that many marketers are struggling to adapt to the pace of change…

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   Jan 28

Diageo increases squeeze on agencies as it drives marketing spend efficiencies + MORE

Why 2016 will be virtual reality’s breakthrough year
It is not difficult to see why virtual reality (VR) is being hyped as the next frontier of branded content considering its huge growth potential. The industry is expected to break the $1bn (£710m) barrier for the first time this year, according to Deloitte, and with Goldman Sachs predicting the market could be worth $80bn (£56…

Continue Reading On marketingweek.co.uk »

ITV’s marketing director on planning for life after Downton
Rufus Radcliffe, Group marketing director, ITVMore than 10 million viewers tuned in for the conclusion of ITV’s hit drama Downton Abbey last December, making it the clear ratings winner over Christmas. However, with figures for other flagship shows such as The X Factor taking a dive, the channel will have its work cut out to attract new viewers in 2016…

Continue Reading On marketingweek.co.uk »

In its fourth quarter, Facebook posted a better-than-expected 51.7% jump in revenues to $5.84bn, while ad revenues grew 57% to reach $5.65bn.
And it is mobile that is leading Facebook’s ad growth. Over the December quarter, mobile ad revenue was up 81% year on year to reach $4.5bn – representing 80% of total ad revenue…

Continue Reading On marketingweek.co.uk »

The company’s interim results for the six months ending 31 December 2015 show that net sales for Diageo UK were up 3%, while global net sales rose 1.8%.
Diageo is eager to achieve better returns while lowering its marketing spend, and the alcoholic beverages owner revealed it spent £806m on marketing for the period…

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Jamie Oliver: ‘Brands are not even getting the basics right when it comes to tackling childhood obesity’
Speaking at the Advertising Association’s LEAD 2016 conference in London today (28 January), Oliver said most brands are only now tackling issues such as reformulation and product labelling. He highlighted the example of Ribena, which only shows nutritional information for half a bottle of its drink and uses adult guidelines when “it’s a kids drink”…

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   Jan 21

Google launches real-time charm offensive for brands ahead of this year’s Super Bowl + MORE

What brands can learn from election polling failures
There were gasps of surprise around the country when the exit polls at the general election predicted an outright Conservative majority. Few were more surprised, however, than the companies that had been doing pre-election polling.
Almost all had been predicting a hung Parliament, with Labour and the Conservatives neck and neck with 34% of the vote…

Continue Reading On marketingweek.co.uk »

Mrongovius takes over from Scott Fletcher who held the position since September 2013. He has moved to a senior management role within Delivery Hero Holding.
She joined the brand’s parent company Delivery Hero in 2011 as its seventh employee. It now has more than 2,500 staff. Starting within SEO, she went on to manage the channel for UK and Australian markets, while also coordinating other international SEO teams, including Russia, Mexico, Poland and Brazil…

Continue Reading On marketingweek.co.uk »

Google’s ‘real-time ads’ platform allows brands to trigger messaging and promotions around events – such as the Super Bowl or Uefa Champions League – instantly, with the format encompassing inventory on YouTube and Google’s display network.
Although still in beta stage, Google already has website-building brand Wix signed up as the tech giant tests out the real-time platform during this year’s Super Bowl…

Continue Reading On marketingweek.co.uk »

How connected cars are driving innovation
“I have no doubt that the auto industry will change more in the next five to 10 years than it has in the past 50,” said Mary Barra, chairman and CEO of General Motors (GM), during her speech  at the Consumer Electronics Show (CES) in Las Vegas earlier this month…

Continue Reading On marketingweek.co.uk »

What’s also interesting, however, is how weak the bricks-and-mortar brands have been in pushing the USPs of their offer, whereas the digital marketplace has been quick to stress the ease of online ordering, the simplicity of click-and-collect and, in many cases, cheaper prices.
I find the high street brands’ inability or reluctance to fight back bemusing…

Continue Reading On marketingweek.co.uk »


   Jan 14

Sports sponsorship in an era of scandal – how should brands respond? + MORE

The festive performance by Tesco is way ahead of analysts’ expectations, with the City predicting a sales fall of up to 3%.
Speaking on a press call this morning (14 January), Lewis said Tesco’s commitment to better prices – which saw the overall cost of key Christmas lines (such as turkeys and mince pies) come down by 5% – and improvements in customer service had “put Tesco back on track” as  it aims to rebuild its brand following a difficult 2015…

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IPA Bellwether report: ‘The end of the bull run on marketing budgets’
There was a further slowdown in marketing budget growth in Q4, according to the report, with the balance of marketers saying they would be increasing their spend dropping to just 0.5%; this marking the lowest level for 11 quarters and down from 4.4% in Q3. This means that a broadly similar proportion of companies revised their budgets up as much as down in the quarter…

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Just before Christmas, I commented on my perspective of what makes a world-class client CMO by talking about leadership and orchestration. I used to believe there was a third skill – great judgement – but recent developments have made me think again about that.
Take procurement departments, which are the scourge of many marketers and many more agencies…

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Beats CMO on Dr Dre, ambassadors and unconventional marketing
For somebody who calls himself a “marketing geek” there is nothing nerdy about Omar Johnson, CMO at headphone and speaker brand Beats by Dr Dre. He is extroverted yet understated; cool and sophisticated, but without being arrogant.
Just like Johnson, brand owner Beats Electronics – started by music producers Dr Dre and Jimmy Iovine in 2008 – likes to do things in style and at scale, an ambition made all the more real thanks to its $3bn acquisition by Apple in 2014…

Continue Reading On marketingweek.co.uk »

Sports sponsorship in an era of scandal – how should brands respond?
Sports marketers have plenty to look forward to this year, but ample reason for concern too. The UEFA Euro 2016 football tournament in France and the Rio Olympics both offer brands huge opportunity to reach diverse and engaged global audiences, but they will take place against an unprecedented backdrop of scandal and claims of corruption at the highest levels…

Continue Reading On marketingweek.co.uk »


   Jan 07

Britvic CMO: ‘Spending money on digital is easy, it’s producing great content that’s hard’ + MORE

Like-for-like sales in the important general merchandise division were down 5.8% for the 13 weeks ending 26 December. The festive performance represents M&S’s worst ever performance in the category and is a steeper drop than city expectations of a 5.5% fall.
Bolland will be succeeded by Steve Rowe, who was most recently made head of general merchandise and has been with the retailer for more than 26 years in various roles across areas such as ecommerce and food…

Continue Reading On marketingweek.co.uk »

The focus on lower-alcohol and alcohol-free options fit in with AB InBev’s existing marketing strategy on responsible drinking and wider plans as part of its ‘Global Smart Drinking Goals’. These goals aim to empower consumers to make smart drinking choices and reduce the harmful use of alcohol by the end of 2025…

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Gumtree aims to surpass Facebook and Google as UK’s biggest digital brand
The listings service has persisted with the same logo since 2000 but has now scrapped it for a more minimalist green tree motif set to a darker background (pictured).
It is also launching 24-hour customer service support through its online channels, improved message notifications for users and will launch a new narrative TV campaign [developed by Fold7] from the 15 January…

Continue Reading On marketingweek.co.uk »

Having launched a new £10 million Robinsons campaign, acquired Brazilian soft drinks company ebba and pushed its health agenda, Britvic’s CMO Matt Barwell had a busy 2015. And he says 2016 will be all about digital marketing.
He points to programmatic as a key area of interest after it launched campaigns for Robinsons last year…

Continue Reading On marketingweek.co.uk »

Three ways new M&S boss Steve Rowe can reinvigorate its brand appeal
Make online stand up to its rivals
In the immediate aftermath of its high-profile website relaunch in February 2014, M&S was crippled by crashes, technical glitches and even bugs that allowed customers to view other customers’ credit card details.
After taking three years to develop, some shareholders were understandably annoyed at the issues…

Continue Reading On marketingweek.co.uk »


   Dec 31

McDonald’s puts Christmas Day ad in the hands of the great British public

McDonald’s launched the ‘Journey to Christmas’ campaign, created by Leo Burnett London, last month. It featured a young family making a long car journey just before Christmas Day, breaking up the trip with a visit to McDonald’s.
It ended with a call to action encouraging people to film themselves while on their own Christmas journeys and submit the video online…

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   Dec 24

Why a focus on artisan brands helped gin sales top £1bn + MORE

Nestle drops ad slogan after criticism it encouraged poor nutritional habits in children

The ad in question appeared on Asda’s own brand milk labels and showed the price of the Nesquik product at the supermarket chain as well as an image of the Nesquik bunny stirring a cup of hot chocolate.
Text included: ‘For a great start to the day!… Nutri-Start Vit D Zinc Iron complementing milk’…

Continue Reading On marketingweek.co.uk »

In its second quarter results, announced yesterday (22 December), Nike saw ecommerce sales growth accelerate to 50% (from 46% the previous quarter). Some of that growth comes from expanding the markets where it offers online sales – over the last three months it has added Canada, Switzerland and Norway and it plans to expand to Mexico, Turkey and Chile over the next quarter…

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Why a focus on artisan brands helped gin sales top £1bn
More young people than ever are drinking gin. According to the latest figures from market research firm Mintel while most white spirit drinkers (56%) think gin is an older person’s drink, it is actually younger consumers who are the most likely to buy it.
More than two in five (42%) of Brits aged 18-34 say they have drunk gin the past 12 months, according to the research…

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In the final full week’s trade before Christmas, John Lewis said its sales increased 7% year on year to £171.8m. Online performed particularly well, with sales at johnlewis.com up 30.3% and the retailer is looking to boost those sales as high as possible by extending its click-and-collect deadline to 8pm today (23 December) so people can still pick up orders on Christmas Eve…

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The ad, created by Adam+Eve DDB, featured on Mulberry’s website and YouTube channel. The spots showed a man giving a women a Mulberry handbag as a gift in scenes reminiscent of the Christmas Nativity story.
Forty-two people questioned whether the ad was offensive to Christians because it replaced the baby Jesus with a handbag…

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   Dec 17

Let Toys Be Toys sets its sights on advertisers in a bid to stop gender stereotyping + MORE

M&S and Aldi the big winners in the closing stages of Christmas ad battle
Topping a list of 13 retailers, Aldi achieved a score of 256 points for its festive marketing activity between the period of 2 November to 17 December, according to the study by Waggener Edstrom (WE), which assesses the social media impact of each retailer’s Christmas advertising.
The German discounter has maintained its positive performance from November, when its advertising beat the likes of John Lewis, to secure the best festive performance among UK brands to date…

Continue Reading On marketingweek.co.uk »

According to new research carried out by Let Toys Be Toys, a majority of ads still show boys and girls playing separately and in very stereotypical ways.
The action group analysed over 30 hours of children’s programming in the UK in September and October 2015 to see what toy ads are telling children about boys’ and girls’ play…

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Tumblr’s head of sales on attracting advertisers, storytelling and the future of social media
As it stands, Tumblr does not appear to be doing too badly. It is currently the second-largest social media platform in terms of users, boasting over 500 million members and having grown 97.99% year on year since 2014.
And as the number of users grows, so does interest among advertisers. Earlier this year, coffee brand Nescafé moved its entire web presence, including all global and local websites, to Tumblr in a bid to engage with younger coffee-loving audiences and drive ecommerce sales…

Continue Reading On marketingweek.co.uk »

Schiller, who currently heads up worldwide product marketing, international marketing as well as education and business marketing, will continue in the role but see his remit widened to included leadership of Apple’s App Store, which has seen over 100 billion app downloads to date.
Focusing on “extending the App Store ecosystem” across Apple’s multiple devices, Schiller’s wider role will see him head up the majority of developed-related functions…

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   Dec 10

Marketers urged to merge social and online display ad teams in 2016 + MORE

Marketing Academy opens nominations for 2016 Scholarship programme

The non-profit learning and mentoring organisation, of which Marketing Week is a founder partner, is now looking for talented young executives for its seventh year of intake.
The 30 chosen Scholars benefit from one-to-one mentoring from CEOs, CMOs and entrepreneurs who will impart their experience and insight…

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By deploying CRM task generation and using alerts for consumer Web behavior, you can nurture campaigns and drive telesales all via the use of marketing automation technology.

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According to the latest ‘active people survey’ by Sport England, the number of people playing sport regularly has increased by 245,000 since June to 15.74 million. But women have “bucked the usual trend” with the number of women playing sport for at least half an hour once a week increasing faster than the number of men…

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According to a report by Forrester, European online display advertising revenue will grow at 12.1% annually between 2015 and 2020, and will reach €17.7 billion by 2020 — more than double 2014 levels. The UK and Germany alone will represent almost 50% of this growth.
And Forrester advises: “Social ads are display ads more than they are ‘social’ but only 27% of media teams are in charge of social ad budgets, compared with 54% of social teams…

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The move, which will also allow people who click on links to tweets via Google Search to see ads, comes as Twitter attempts to open up its advertising platform to the biggest audience possible.
In a blog post, Twitter’s revenue product manager Deepak Rao said: “By letting advertisers tap into the total Twitter audience, they will be able to speak to more people in new places using the same targeting signals, ad creative, and measurement tools…

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The top tweeted TV of 2015

– marketingweek.co.uk

The top tweeted TV of 2015
According to the first year of data from Kantar Twitter TV Ratings (KTTR), which launched in October 2014 and tracks more than 30 channels in the UK, the event generated 2.01 million tweets – 24% more than the next most tweeted about show: the Eurovision Song Contest  2015, with 1…

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   Dec 03

Aldi’s ‘agile’ Christmas campaign wins first round of Christmas ad battle + MORE

Speaking at the Marketing Society’s annual conference, Quoirin said the new breed follow brands but expect a follow back; demand instant responses; and expect brands “to tell them what they need to know that they don’t know yet”.
In short, they want a deeper, more personal relationship with data as the facilitator…

Continue Reading On marketingweek.co.uk »

Topping a list of 13 retailers, Aldi has a score of 154 compared to John Lewis’ 142, with the study assessing the social media impact of each retailer’s Christmas marketing over the last four weeks.
For the Christmas index, WE has not just scored the TV ad and how it’s been perceived by UK audiences but also how the retailers are maintaining and sustaining their respective campaigns in the build up to 25 December…

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Renault on how car marques will use VR for sales not just engagement
Yesterday (2 December) the car brand launched an immersive campaign that utilises 360 video technology to give Facebook and YouTube users the chance to sit in the driver’s seat of a racing car at the Renaultsport Clio Cup.
The campaign, created by Manning Gottlieb, also allows users to experience what it feels like to be in the driver’s seat via Google Cardboard…

Continue Reading On marketingweek.co.uk »

It is also the time of year when you are invited to become a judge on panels for the the numerous end-of-year awards to celebrate the great and good in marketing over the past year.
I tend to accept when I can, as it carries numerous benefits for me. I get to rub shoulders with peers from other brands…

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The company has been looking for a replacement since June this year, when Mathieu left the company to join Samsung.
Santos has been with Unilever for 25 years and was previously global senior vice president of laundry. She was part of the Dove global brand team in 2002 when the Dove Beauty Theory was created, and more recently oversaw the ‘Dirt is Good’ campaign for Persil, OMO and Surf…

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   Nov 26

Why the mobile operators are getting involved in ad blocking + MORE

For successful brand campaigns that emerge based on real-time reactions to culturally relevant events, marketing automation capitalizes on these moments by driving consumer engagement.

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How to predict the peaks in Christmas demand
The run-up to Christmas is a key period for many brands. However, there are nuances to consumer spending in certain categories that retailers can use to target the marketing of their products beyond Black Friday, Boxing Day and the January sales.
The study by online retail specialist Summit shows why it is important for marketers to identify sector-specific peaks throughout the season, outside of traditional promotional events…

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Mobile video is about more than views — it is about the viewers

Furthermore, according to the IAB UK’s recent report ‘Mobile video 2015: A global perspective’ mobile video is not only a short-form channel. More than a third (36%) of smartphone video viewers surveyed state that they watch long-form videos (five minutes or longer) daily or more frequently…

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The changes were announced as part of the Government’s spending review yesterday (25 November). Speaking to Marketing Week Alex Aiken, the executive director of government communications, said the aim is to ensure campaigns are better joined up and money spent more efficiently.
This year the Government will spend around £300m on marketing across 80 campaigns…

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Why the mobile operators are getting involved in ad blocking
That ad blocking is happening is not in doubt. According to the latest IAB figures, 18% of UK adults are actively using ad blocking technology. This is mostly through third-party technology such as AdBlock Plus, which offer apps that consumers have to download.
The mobile operators, however, are now looking at taking matters into their own hands…

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Dulux aims to bring ‘human side’ to the brand as it launches online interior design service
The brand has launched ‘Dulux Amazing Space’, which it describes as the UK’s first online interior design service. It will give the British public access to advice from professional interior designers.
By completing a questionnaire, that establishes a consumer’s taste and budget and uploading images of the room in need of an upgrade, a Dulux design expert will create a suggested style guide…

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   Nov 19

Dunnhumby founder Clive Humby: customer insights should be based on passions as well as purchases + MORE

Meet a CMO’s worst nightmare, the chairman of AdBlock Plus
It’s strikingly clear that as marketers have gone digital, consumers have turned to ad blocking tools.
At the latest count, 18% of British adults are users ad-blocking software, according to November’s Ad Blocking Report from the Internet Advertising Bureau and YouGov. Nearly half (48%) cite ‘interference’ as the primary driver behind their decision to screen out website advertising…

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Meet the content disruptors

– marketingweek.co.uk

Meet the content disruptors
Disruption has become a popular marketing buzzword in recent years, used primarily to refer to innovative businesses such as Airbnb and Uber that have turned traditional industries like the hotel and transport sectors upside-down.
Yet as these companies have grown at a rapid rate, disruption has also become the goal of more established brands as they look to keep pace with advances in technology and changing consumer behaviours…

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What we learnt from the Festival of Marketing
Marketers must champion workplace diversity
Despite Lord Sugar’s claim on the Headline Stage during Day One that marketers should prioritise product and avoid brand purpose, there were plenty of musings on the latter. In particular, one message that dominated the Festival was for marketers to rethink their ethical behaviour…

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The Alan Turing Institute’s research activity in data sciences finally began this autumn. With it has come a renewed conversation about the role of ‘big data’ in Britain – and £42 million worth of confidence from the chancellor George Osborne. Industry and academia are meeting at an exciting intersection, which is welcoming in a new era of insights using the mass of data now available…

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How to get the most out of user-generated content

According to Malleschitz, user generated content is all about making the most of consumers who are already eager to engage with your brand, and the key to achieving this is through their emotions.
He demonstrated this by marching on stage and doing a no-holds-barred impression of The Wolf of Wall Street, Jordan Belfort…

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   Nov 12

How to choose a data management platform + MORE

Stephanie Meyer is the woman behind GE Healthcare’s successful marketing automation initiative. Here’s how her team modernized and consolidated the company’s marketing tools.

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Atom Bank’s Anthony Thomson: ‘We should not be starting businesses to make money’

Opening the second day of the Festival of Marketing on the headline stage this morning (12 November) he told delegates: “The purpose of business should be to give customers a better product, service or experience. If you do that well and you manage your business effectively you will make money, but it should be that way around…

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The Economist’s Iain Noakes, whose job title – Global Digital Acquisition Journey and Performance Director – clearly wouldn’t fit on a conventional business card, discussed how he helped inject tech into a 172-year-old magazine.
The first thing Noakes is keen to stress is that despite its recent efforts The Economist is not actually a digital brand…

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Marketing’s record on diversity is ‘a disgrace’

The Realising Your Potential stage played host to a compelling panel debate about ‘championing diversity in the workplace’.
Jan Gooding, group brand director at Aviva and chair of LGBT charity Stonewall, criticised the marketing profession for failing to properly embrace and encourage diversity…

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The ad is not due to air until 2 December, but Post Office CMO Pete Markey gave an exclusive preview of the spot during his presentation at the Festival of Marketing this morning (12 March).
The advert again features The Inbetweeners actor Simon Bird, who began fronting the Post Office’s campaigns earlier this year…

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How to choose a data management platform
It may be an exaggeration to say that there are as many data platforms as there are grains of sand, but marketers often feel beached when working out which might be best for them.
As soon as a new marketing channel or way of exploiting an existing one emerges, a solution pops up to manage it. In some cases, it is the marketer that has generated it…

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   Nov 05

Russell Parsons: The spate of data hacks highlights unease over data capture and use + MORE

BBC Store, which launches today (5 November), is operated by the broadcaster’s commercial arm BBC Worldwide and enables viewers to buy, download and keep digital copies of current BBC programmes including Sherlock, Doctor Who and David Attenborough’s natural history documentaries, as well as recent hits like The Fall and classic shows from the BBC archive…

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We are in the midst of an enormously exciting shift in in the history of brands, marketing and business.
One of the many examples is in mobile. Mobile is the biggest technology shift the world has witnessed since the industrial revolution. The ubiquity of mobile means most people are online all the time and this is fundamentally changing the way people discover, shop and experience brands…

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Speaking at a Thinkbox event today (5 November) on the hidden impact of TV advertising, Vodafone’s head of brand strategy, insight and operations David Still said the brand has been working hard for the past 18 months to gain a thorough understanding of its media ROI.
“At Vodafone, we’re trying to make testing part of our DNA…

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Attitude replaces age for targeting consumers
Marketers could be missing out on appealing to receptive consumers as new research dispels myths around the use of traditional marketing segments. Although some demographic groups continue to show a strong affinity with particular brands, they are often not the ones marketers would naturally expect…

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Although the volume of personal information volunteered and the sheer weight of available observed data waiting to be captured requires interpretation and extraction, the opportunity to target in ever more sophisticated ways must be mind blowing for marketers, particularly those of a certain vintage used to feeding off scraps…

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   Oct 29

Mark Ritson: I was right about the i newspaper, it leaves The Independent in worse shape + MORE

On Tuesday the Evening Standard newspaper published an article (see below) noting that five years ago, when the new daily tabloid i was launched, I had “railed” in Marketing Week about the new brand’s prospects and concluded i would ultimately come to stand for “irrelevant, ill-conceived and ultimately ill-fated”…

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How to build storytelling into your video strategy
We are witnessing an explosion of video across the digital sphere, a startling trend reinforced by Cisco’s prediction that 69% of all consumer internet traffic will be video-based by 2017. Brands therefore need to consider their video strategy carefully.
Home appliances brand Bosch has put video storytelling at the heart of its brand engagement strategy for its power tools range…

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Move challenges people to a commit to some form of physical activity every day for the month of November. Supported by an integrated campaign designed by MATTA, it will run alongside the usual moustache-growing activities and encourage supporters to raise money and awareness of the cause.
Paul Mitcheson, head of UK marketing comms at Movember, told Marketing Week that the idea came about because while the moustache element has been hugely successful, there was no tangible offering for women or for people that either didn’t want to or were not able to grow a moustache…

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GE Healthcare on how to humanise B2B marketing
As the global head of marketing operations at General Electric’s healthcare division, with annual revenues of $18bn (£11.7bn), Stephanie Meyer’s remit is to market life-saving equipment with multimillion dollar price tags to professionals in over 100 countries.
Following a major restructure of the marketing function at GE Healthcare, the division now looks at marketing beyond B2B or B2C techniques, instead focusing on a human-centred approach…

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The struggle behind standardising viewability

With marketers operating at the centre of the eminently quantifiable digital universe, one would think we would finally be able to put the often repeated dictum – “I know half my advertising budget is wasted, I just don’t know which half” – out to pasture.
Sadly, in the world of programmatic display and video this appears not to be the case…

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   Oct 22

What brands can learn from supermarkets’ service + MORE

Sales at McDonald’s stores open for at least a year were up 0.9%, while global sales increased by 4%. The UK, which is one of McDonald’s lead markets, continues to see strong growth, which CEO Steve Easterbrook put down to a “robust planning process and taking actions to meet consumer needs”…

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What brands can learn from supermarkets’ service
Online and high street retailers, supermarkets and hotels are top of mind for the best customer service experiences, compared to mobile network providers, utilities and financial services, which are lagging behind.
New research by agency Simpson Carpenter surveyed 1,547 consumers and shows the experiences of customer service by sector…

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Current regulations by Ofcom already place restrictions on the advertising of foods highest in fat, salt and sugar – specifically during children’s TV programmes.
However, PHE says these regulations are not strict enough. While the rules have stopped products with the highest levels of sugar, fat and salt being advertised, it still allows products that are relatively high in one or more of these nutrients to be advertised, it claims in a report published today (22 October)…

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Jason King, who was most recently CMO at Working Capital Solutions, GE Capital, will join Williams & Glyn on 4 January 2016. He has previously held a number of senior roles at Barclays and Barclaycard.
Reporting to CEO Jim Brown, King will be responsible for marketing, customer experience, branding, product development and digital channel management…

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Halfords’ Jill McDonald on moving from CMO to CEO
Jill McDonald, the newly appointed boss of cycling and motoring retailer Halfords, is a rare breed having successfully made the transition from CMO to CEO. It is a move made all the more impressive considering she is just one of 11 female leaders in the FTSE 250.
However, moving into general management was not always her goal…

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   Oct 15

How Project Everyone reached 3 billion people in one week + MORE

Keep superfans fans close
Airbnb has come a long way since it was founded in 2008. It now has close to 2 million properties available, with 67,000 of those in the UK. It recently had its biggest night ever when almost 1 million stayed at one of its user-listed sites during the month of August.
One of its biggest challenges is keeping its service personal…

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Speaking at the annual British Soft Drinks Association (BDSA) industry lunch today (15 October), Harding warned that previous successes are no guarantee for future prosperity, citing McDonald’s ongoing store closures in the US amid falling sales as an example.
“[McDonald’s]It’s a lesson that we have to adapt, change and we have to meet the modern demands of consumers, retailers, society and regulators to produce a more healthy portfolio and agenda for the future while preserving the right of consumers to make their own choices,” he said…

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Disney teamed up with Public Health England for its Change4Life campaign as part of its renewed push on healthy livingSpeaking at the IAB Engage conference, Hill said Disney uses the ‘Brand Desire’ index, which measures how users think, feel and act towards brands to find other companies with similar characteristics that it could collaborate with before it engages in conversation with them…

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Vote now for the marketer of the year

– marketingweek.co.uk

Vote now for the marketer of the year
All five shortlisted – Lynton Crosby, Kenny Jacobs, Rebecca Snell, Jacco Van der Linden and Tanya Joseph – have had a huge impact on their organisations but which one deserves the accolade marketer of the year?
Details of the shortlisted brands can be found below and all five will be showcased at the Masters gallery at the Festival of Marketing in November…

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The project is the brainchild of Richard Curtis, who believed the UN should make its sustainability targets famous. The aim was to ensure they had a better chance of being achieved by allowing people to hold their governments to account.
MacKenzie, speaking at the IAB Engage conference, said she joined with three jobs to do
To rebrand the goals in language that people could get behind
To give them the loudest launch
To bring the goals together into three main aims
There are 17 goals altogether, but MacKenzie said the aim is for everyone to “find the one they are passionate about” and help with or stand for that…

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Marketers can successfully manage potential leads and improve lead scoring by coordinating with sales teams and optimizing integrated CRM and marketing automation technology.

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   Oct 08

The top 10 YouTube ads in September + MORE

As a result, I’m constantly distressed by the negative sales figures of some of our great brands – Tesco, M&S, Morrisons, WH Smith, Thomas Cook – all of whom are struggling to make their bricks-and-mortar presence be relevant in the 21st century.
I was therefore encouraged to see a recent announcement from Network Rail which reported that like-for-like sales from some of this country’s major railway stations were up 3…

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The top 10 YouTube ads in September

– marketingweek.co.uk

1. O2: Wear the rose – Make them giants England rugby animation
Blink and you’ll have missed it. Sadly the English team didn’t make it out of their group in the Rugby World Cup, shattering the dreams of the nation and its sponsors alike. Regardless of this disappointment, O2 still made a big impact with its “Wear the rose” campaign, taking the top spot of YouTube’s top 10 in September…

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The move will see Stand Up To Cancer’s YouTube channel run a 12-hour livestreaming event featuring celebrities as well as high profile vloggers. Running on 17 October from midday, the aim is to extend the reach of the SUTC brand by increasing its engagement with a younger audience.
SUTC is backed by Cancer Research UK and Channel 4…

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Lidl has said it will pay a minimum of £8.20 an hour across England, Scotland, Wales and Northern Ireland, and £9.35 per hour in London. The move is expected to cost the discounter £9m but has led to a noticeable spike in customer appreciation.
According to YouGov brandIndex, its buzz rating, a measure of the negative and positive things consumers have heard about a brand, rose from a score of 16 on 18 September (when Lidl announced the move) to a score of 29 just a week later…

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Brands urged to move football marketing spend to online video

Video analytics firm Tubular Labs unveiled new research showing that while football-related video content now receives more than 100 million views per day, only 11% of that content is currently produced by brands.
The highest proportion of views (40%) is of ‘football gamers’, meaning content shared by fans playing virtual football games…

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   Oct 01

5 Tips for Making Your Migration to a New MAP as Painless as Possible + MORE

There is more of a two-way learning relationship between senior and the next generation of marketers than ever before, according to findings from the 2015 Creativebrief ‘Marketing Director and Future Market Leader’ survey. 

Due to their increased interest in digital and social media, young marketers face less of a hierarchy within their businesses and are encouraged to share their knowledge with their senior peers…

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Seven golden rules for content marketing
Then after you’re done here, you can learn even more about content marketing at our two day Festival of Marketing event in November.
Create what your audience needs (not what you want)
We’re all selfish, especially in our business lives. We want to accomplish our tasks, push projects forward and drive growth…

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These five tips will help you easily transition messaging campaigns from your old platform to a new email service provider or marketing automation system.

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The AdMission programme has already been running for three years but has been completely revamped with a new website – which acts as a jobs portal – now updated to contain more diverse content and blogs to entice graduates into advertising.
As part of the changes, the IPA will host events on campus to reposition the ad industry for the digital generation…

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Brands are increasingly using editorial content to engage with consumers. It is now possible to buy so-called ‘native’ advertising on sites from Buzzfeed to The Guardian, Facebook to Twitter.
The idea is that these adverts look so much like content that consumers barely notice the difference, alerted only by small signs reading “promoted” or “advertorial”…

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Email automation doesn’t have to be impersonal. Used correctly, it can actually help marketers get hyper-personal messages to the right subscribers at the right time. Read our guide to find out how.

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Trinity Mirror’s Zoe Harris on why Twitter trolls can be your brand’s best friend

As marketers, we’d all be the first to admit that digital and social media has totally revolutionised what we do. 
In addition to TV, radio, outdoor and print, we’ve added digital as a channel for our advertising output, and introduced the concept of paid, owned and earned into our thinking…

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   Sep 24

Why Volkswagen cannot survive the emissions scandal unscathed + MORE

One of the problems around out of home advertising was that it wasn’t seen as something brands should always consider, Outsmart’s CEO Alan Brydon told Marketing Week.
“There was a warmth towards the medium, but there was no one properly marketing it. Out of home was generally seen as a ‘nice to have, but not a must-have’,” he said…

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Integrating MAP technology with a CRM system is essential for having an efficient marketing automation structure. However, there are three glaring errors too many marketers seem to make.

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Behind the scenes at San Francisco’s tech disrupters

It is a dreary, overcast Monday morning in San Francisco, and a small group of journalists are being herded onto a bus for a whistlestop tour of three highly disruptive tech brands. The city is quickly overtaking Silicon Valley, the Californian region to its south, as the world’s premier technology hub and cloud computing group Salesforce (itself a native of San Francisco) has organised the outing as a prelude to its huge Dreamforce conference…

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The brand’s ‘#Changethenumbers’ campaign comes on the back of an international piece of research measured across five countries, which questioned over 5,000 participants.
The results show that in the UK, 71% of people think men are more suited to being high-level scientists, much higher than the European average of 60%…

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Toy brand Lego invited kids to create a ‘Kronkiwongi’ – which it defines as anything you can imagine – and share it on Facebook
The role of user-generated content (UGC) is becoming more prominent as brands look for an authentic way of communicating with consumers, increasingly jaded by traditional pushy marketing…

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It is now little under a week since the revelation that Volkswagen was fixing its car emissions first surfaced. In the past week we have seen Volkswagen admit the issue could affect up to 11 million cars globally, equating to millions of tonnes of emissions.
Its CEO Martin Winterkorn has already fallen on his sword despite saying he had no knowledge of the elaborate rigging ruse…

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