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Business-to-consumer marketing

 

  • Up to date?2011 was a trailblazing year for marketing law from green claims to social media ads, hardly a month went by without an update. So did you stay on top of it all?
  • 5 social advertising endorsementsAdvertising on social 
media offers brands the 
tantalising prospect of having it 
all by micro-marketing to a mass audience, reports John Manning
  • 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.
  • How to win your customers' loyaltyBudgets are tight and delivering value for money has never been harder, yet customers are more likely than ever to shop around hanging on to your market share right now is all about loyalty, says Jon Severs
  • Opting in to best practice with e-mail dataWhen it comes to e-mail data, recommendations and warnings abound. It can be difficult for marketers to understand what the law actually specifies regarding e-mail marketing to consumers, says Mark Smith
  • 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
  • 4 levels of gamificationBrands are turning to play to keep customers engaged, but as hype is replaced by reality is it game on or game over? John Manning finds out
  • Laurence Bresh, Visit BritainYou're invited. But will anyone turn up? Visit Britain marketing director Laurence Bresh on why the country needs a rebrand, what keeps him awake at night and why the Olympics are worth it
  • Posting NotesData management for low cost, high tech e-mail marketing to consumers may be keeping you on your toes but what about direct marketing by post?
  • Marketing alcohol: the Diageo interviewThe drinks giant talks to TM about the ethics and challenges of marketing alcohol
  • Smell sells: scent marketingDoes the smell of chocolate in a shop make you more likely to buy some? Do certain aromas tempt you to linger longer, or even buy more?
  • QR codes leave consumers confusedDespite their popularity among tech-savvy marketers only 36 per cent of consumers understand the purpose of QR codes and just 11 per cent...
  • Joe Beek, Channel 4As Ofcom opens the door to product placement on UK television, Channel 4 commercial research manager Joe Beek explains why he believes product placement is the way forward
  • Case study: NHS NorthamptonshireNHS Northamptonshire cut its teeth on a seductive social media campaign to lure young people to their local dentist
  • 4 social search recommendationsJohn Manning explores the seductive pull of social networks and how search engines are turning to people power to salvage their strained relationship with users
  • Right ingredients?Claims about a food's nutritional value will be scrutinised, especially if it's high in fat, salt or sugar and aimed at kids
  • 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
  • How to use gift cards for marketingGift cards have never been more popular with consumers and businesses wanting to reward staff. But is a gift card strategy a money spinner or a dud? Kate Hilpern finds out how marketers in the B2C and B2B arenas are using the latest gift card technology
  • My day: Steven RobsonMarketing manager and marketing specialist business advisor, South Durham Enterprise Agency
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More busines-to-consumer articles coming soon...