Exploring current issues in the marketing industry
-
United we standMarketing and sales need to bury the hatchet. In David Thorp's full version of this abridged paper, 'Marketing and sales fusion', CIM seeks to begin a dialogue with marketers and sales professionals by setting out a case for aligning the marketing and sales functions more closely
-
Child's playLooking for an easy way to generate profit? Thanks to IP licensing, merchandising spin-offs for children can now make you megabucks
-
Food fightThe battle for share of plate in the fresh produce B2B and B2C market requires a marketing recipe that's seasonal, fashionable, healthy and good value. Asparagus was a rare delicacy 10 years ago. Only 2 per cent of households ate it during the short season. Chefs never mentioned it. Why would they the only way to eat it was steamed with a drizzle of melted butter. Yet today household penetration has risen to more than 16 per cent.
-
An ageless strategyTargeting consumers based on age has long been a default approach for marketers, but is it time to ditch demographic profiling, or is age more important than ever in the digital era?
-
Leave those kids alone?Responsible marketing to children can be a minefield. Mark Blayney Stuart calls for greater clarity on existing regulation in this abridged version of CIM's latest paper
-
Big Society brandsCould brands be the new heroes of the Big Society, helping to bridge the funding gap while demonstrating their core values?
-
The new RomanticsWhether it's growing your own herbs or slaving over the perfect cupcake, rustic and home-grown pursuits are back in vogue. Rob Gray finds out how marketers
can tap into the back-to-nature and crafts trends
-
More than mobileMobile is changing the way we use the internet. Apps and the ubiquity of mobiles give marketers a wealth of opportunities, but are we exploiting them, asks CIM's Mark Blayney Stuart in this abridged version of It's Not Just a Phone: a Future of Mobile Marketing
-
Twitter terrorismWhat's the number one risk factor for your business? A supply bottleneck? A manufacturing fault? Cashflow? Most business risks are manageable, but now there's one that can rage out of control in seconds - social media
-
Target ChinaThese days it's surely not a letter from America but a tweet from China that tells the world's marketers what they need to know - except that the Chinese don't use Twitter
-
Here today...The British summer is always awash with seasonal bargains, but marketers need to decide whether time-sensitive offers and campaigns are essential to their business - or a short-sighted tactic with short-term benefits, says Rob Gray
-
Ambush marketing and the lawIf you thought ambush marketing was for the big boys, think again - SME marketers could be set to ambush the Olympics and other events without even realising it, says CIM's Mark Blayney-Stuart
-
Pure profitForget big society it's global. Social marketing for behavioural change is a growing and worldwide phenomenon that should reap benefits for everyone. The Marketer caught up with some of its practitioners at the 2011 World Social Marketing Conference
-
POS persuasionWe've all changed our minds at the checkout - and that's why point of sale promotion is such a crucial
retail marketing tool, says Kate Hilpern
-
Brands of the centuryHas your brand got what it takes to survive a century without being merged with a competitor or losing the battle for market share? We look back at the great survivors of the century to date, to celebrate 100 years of marketing with CIM
-
When less is not moreWith saving money and developing digital both top of your list of priorities this year, is your creative agency an expense you can afford?
-
21st century alchemyThe product that sells itself is perhaps the holy grail of marketing, but what's special about those products that have created their own market? We find out what the trailblazers have in common
-
Does your marketing serve?The democracy of the digital arena means that marketers no longer have the monopoly on communications. As customers are empowered, marketing is shifting from a push model to a service model
-
When small think bigWishing you had CRM software? Cursing your clunky e-mail campaign? Certain you'd succeed, if only you could afford a TV ad? Every SME marketer has felt these frustrations here's how to overcome these perceived limitations
-
Location is where it's atChecked in with Foursquare yet, or Gowalla? You'll need to offer privacy and find the perfect partners if you plan to create customer value with location based apps
-
A brand new approachNow that brands can carry a hard cash value under ISO 10668, they can be used more widely than ever, for anything from collateral for loans to bargaining in takeovers
-
Survival of the fittestAdaptation is crucial to survival in today's hostile business environment, and that means innovation finding new execution and delivery methods, as well as products and services, and then doing what marketers do best
-
Get a promotionBetter than sex? Promo goods will gratify your customers and give seductive returns on investment
-
Reforming reputationCorporate news has gone mainstream, forcing managers of brands as diverse as BA, BP, Royal Mail and Toyota to strengthen ties between strategy, brand promise and communications to safeguard reputation
-
Cheaper by the dozenMarketing on a shoestring: for economically challenged small enterprises we've come up with 12 ways to stretch your marketing moolah
-
Perfect positioningEase of international travel and communications mean every region around the globe needs a marketing strategy to compete for visitors, workers and business investors
-
Decisive scienceMarketers have been applying the wisdom of science for years often without realising it. TM uncovers hard evidence to support behavioural economics and outlines the psychological triggers that can coax punters to part with their cash
-
Clicks to cashAll-singing, all-dancing software systems make it easy to forget that, whether you're in B2B or B2C marketing, it's not gimmicks or gizmos but conversions that make a truly successful e-mail
-
At your serviceProfessional services marketing has often been seen as the poor relation in marketing circles. But marketers in accountancies, management consultancies and law firms are learning from the FMCG arena
-
Non voyageTravel, for business or pleasure, was supposedly a thing of the past when the credit crunch hit. But the new travel bug has infected consumer and business behaviour in very different ways, says Richard Brass
to magazine
