Monday August 4th 2008 Marketers want to improve the effectiveness & ROI of their marketing investment. It's a strong working hypothesis and a good starting assumption. But the market place evidence from near & far proves that for a disturbingly large number, their preference is for the status quo of uncertainty, ignorance and "we like it the way it is"<< MORE >>

Friday August 1st 2008

It's no more than self delusion to set as your marketing objective the aim of "increasing brand loyalty". Brand loyalty is little more than a function of the period of data collection and rarely a reflection of true consumer behaviour.

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Thursday July 31st 2008

Leaders in marketing effectiveness have recognized that the best way to make progress is to demote to the second tier the well established practice of using small panels of consumer behaviour - media exposure, brand purchase et all, and work intensively with the new premier league of consumer behaviour audits.

Interesting that the biggest, current marketing effectiveness news is about the probable acquisition of TNS by either GFK or WPP. It should be about getting control of Dunn Humby, the majority Tesco owned company who with their creation and development of Tesco Club Card (and now live with Kroger in ...<< MORE >>

Wednesday July 30th 2008

Not long ago the direct marketers, the direct marketing agencies and the direct marketing trade associations could claim they were the true faith of marketing effectiveness. Their claim to divine holiness was that they were the purest form of marketing effectiveness. Not any more folks.

They claimed they alone could relate input to output and hence owned  the holy grail of marketing effectiveness. Now, the combination of technology and the internet has made us all direct marketers.

It is now clear to all except those in marketing denial. Coupon clipping, direct mail responses, letter writing, phone calls & click through, no longer ...<< MORE >>

Tuesday July 29th 2008

Sustaining your marketing visibility over time with limited intensity is more cost effective than shorter, more intensive bursts of activity.

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Monday July 28th 2008

Consumer promotions, trade deals, retailer support, direct mail & media advertising are internal competitors for marketing funds. Instead of complementing each other they often act in counter productive ways. And many marketers like it that way and encourage dissonance not harmony ...<< MORE >>

Friday July 25th 2008 Television is the most effective marketing communications medium. That's what the TV networks claim. That's what the ad. agencies claim. Proven TV case histories abound. It's what the econometric models "prove". So it must be true. Or is it? << MORE >>

Thursday July 24th 2008 Campaigns that are seen by more prospects, always deliver more rewards. It sounds so obvious, yet many campaigns overlook or just ignore the simple truths. << MORE >>

Wednesday July 23rd 2006

The evidence proves conclusively that
whilst consumer response to long standing effective marketing campaigns
may continue to remain high, company brand management regularly ditch them
too soon, only because the company, not the consumer, has fallen out
of love and just wants a change ...<< MORE >>

Tuesday July 22nd 2008

"The internet is great, for we can measure directly the relationship between input & output." Yes, it's an attractive current belief but marketing buyer's beware. Reality may be an illusion. ...<< MORE >>