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The magazine of The Chartered Institute of Marketing

The Marketer
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  • Market to people, not profilesAny marketer worth their salt knows the consumer must always be at the centre of whatever they do. And in the context of an ever booming digital world, we now have the opportunity to understand our...
  • How to make a great branded appA negative experience with a branded app can be toxic for consumers, the brand itself, and those involved in making the app. It can easily lead to an “apps don't work” mentality on the brand side,...
  • Media barter: your essential guideAs economists argue about whether the UK is experiencing a double or triple dip recession, business efficiency is under the microscope and advertisers are under pressure to seek out new and creative...
  • Beauty tips: how to make-over consumer trustBeauty may be only skin deep but advertising needs to delve further to boost beauty brands' engagement with consumers. The industry has been condemned for creating social standards and stereotypes of...

CHARLES DAVIS

Charles Davis
  • Time to go global?With employment rising but salaries falling, UK consumers will be careful in 2013 and marketers may have to look for new customers in emerging markets
  • Regional targetingThe north-south divide is set to grow while the east-west divide in London will narrow, making East London a great place for marketers to target
  • Will the tide turn in 2013?With household incomes flattening out and British exports to the emerging economies starting to take off, there are signs of hope for marketers in 2013
  • Green shoots of economic growthMarketers, at least in the online retail sector, can take heart from a predicted rise in consumer spending as gradual economic recovery boosts incomes

PHILIP GRAVES

Philip Graves
  • Cupboard loveLike cats, customers who come back 
are not loyal just in it for the perks. If you kick them, they'll find another home
  • Marketing the unmentionableCould advertising the embarrassing nature of your product actually make your advert more convincing?
  • New year, new marketing opportunityA new year drives a desire for change in people, providing marketers with an ideal opportunity to tempt consumers with fresh habit-forming products
  • What's in a name?Personalisation, if well executed, can be a great way to make your customer feel special but get it wrong and it is likely 
to have exactly the opposite effect

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