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Comment and expert marketing advice

A level playing field In the digital era, marketing effectiveness is only limited by how your company makes use of data captured on ...
In search of the big idea Great ideas in the world of branding don't appear out of thin air. They begin with a thorough understanding of your business strategy... by Gus Carlson
Get personal with customers Let technology make up for the difficulty of providing one-to-one contact for every customer, using personalisation to ensure they feel like kings... by Roger Llewellyn
Digital marketing: B2B versus B2C B2B marketers should take a leaf out of the e-book of B2C marketers when it comes to staying astride the digital marketing curve ... by Danny Turnbull
Be precise about diversity The lucrative ethnic minority market is a rich resource for marketers if they understand cultural differences and use segmentation effectively . . . by Saad Saraf
The cautious consumer Use data to track your customers, then use direct e-mail marketing to re-engage and remind them of why they should come back to you... by Steve Lomax
Small is beautiful With big brands such as Coca-Cola learning from entrepreneurial outfits such as Innocent, its possible that the meek could inherit the earth... by Dan Collins
Show some respect When the going gets tough, the tough mail direct. But ensure you adopt a sensitive approach so that your carefully planned campaign... By Mark Roy
Words from the heart As marketers, the way you write - particularly in times of economic crisis - should be inventive, creative, persuasive and, most importantly, honest... By John Simmons
Impetus for change How the current economic crisis will help a new, more efficient, momentum-driven style of marketing to evolve within business... By Jean-Claude Larreche
Make your own rules Governments come and go, yet regulation remains and, ironically for marketers whod like to see fewer, the answer lies in applying more self-imposed rules... By Tim Ambler
Webwise kids Todays kids may well be web savvy, but they are less wise to the ploys of online marketing. Both business and parents need to act more responsibly... Sally Gimson
Brand value Marketers looking for a fresh strategy for the coming year could do worse than try the enduring tactics of Chinese philosophy - its working for China... By Dan Mintz
Cash is king Coffee is a boomtime drink - the eighties espresso, the dotcom frappuccino - it would almost be tempting fate to drink it now... By David Haigh
Make the most of what youve got With reports of an economic slowdown dominating the news, strategic marketing can help buck the trend. A more scientific approach to targeting and customer management can help marketers turn the prospect of a downturn into a competitive advantage... By Gareth Mitchell-Jones
Gender psychology Women influence 80 per cent of consumer decisions. Recognising gender differences is no equality crusade - it makes good business sense... By Collette Dunkley
Mood maker A spoonful of carefully chosen background music can be a cheap and effective way of combatting... By Dr Steve Oakes
Thinking beyond the classroom You really can learn something new every day, whether its at work, socialising with your friends or... By David Thorp
Return on involvement matters, too Accountability is one thing. But isnt the type of accountability vital? Enough creativity can improve the fortunes of your brand... By Neil Hughston
Seeking out new worlds When Captain Kirk said space was the final frontier he hadnt reckoned on Second Life, the new world that many marketers... By Peter Dunkley
Good marketing beats regulation Responsible marketing and consumer choice work better than advertising regulation in the battle... By Ben Clarke
Does green business pay? Consumers might not be about to throw away their plane tickets and start darning their old socks - but that doesnt mean we shouldnt encourage them.. By Charles Harkness
Cosy up to commercial colleagues Marketing and finance are all too often at daggers drawn. So why should we bother to work together?... By Professor Robert Shaw
Time to get back to basics Successful digital marketing relies on developing a website that works for you - get the essentials right and the customers and rewards will follow... By Dave Chaffey
Good practice makes perfect Can marketing say its a credible profession? Anydoubts will soon be gone, thanks to the work of the Marketing and Sales Standards Setting Body... By Dr Chahid Fourali
The age of the trialogue The internet has created a three-way relationship between consumers talking to each other and brands, which are being encouraged to listen By Andrew Walmsley