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Banks and finance companies were early adopters of mobile but are still learning whether it works best as a marketing or service channel.
In the hype stakes, Twitter won in 2009. The media was obsessed, the conference season was dominated by 140 characters and every brand was bolting on the inevitable Twitter page. Such was the praise that it was quite refreshing to hear Ricky Gervais at The Golden Globes recently being cynical about the motives of celebrities who tweet. |
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Many of the major developments in marketing practice over the last 50 years have been about customer data. Creativity may have grabbed the headlines but it has been advances in customer databases, CRM, loyalty, direct mail and customer profiling that have changed the way marketers think and work. Why, then, is the industry on the verge of throwing this all away? I fear we could be sleepwalking towards disaster as marketers hand over control of and access to customer data to distant and unengaged third parties. |
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The internet is the most important medium for women, according to a study by ad network Glam Media and Survey Interactive. It found a third of women aged 16 to 60 said the internet was their most important medium, followed by mobile (22%), TV (18%), radio (4%), newspapers (3%), magazines (1%) and cinema (1%). |
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A poll of NMA readers suggests 69% think social networks are better for running brand campaigns than campaign sites |
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Unique UK users November 2008 then November 2009 You Tube 20m - 26m CBS INteractive 9m 10.8m iTunes 8.3m 10.2m BBC iPLayer 5.0m 7.3m Viacom Doigital 5.5m 6.8m ITV 5.2m 6.3m Break Media 3.0m 6.3m
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Many key developments in digital media stand poised to redefine the way we consume content across platforms in 2010. Among these will be the introduction of paid-for content, further blurring of traditional TV broadcasting and online video distribution, and a significant acceleration in mobile internet use. This last is particularly important, for while content will continue to converge under the digital umbrella, the mobile internet can bring it to a wider and more consistently engaged audience. |
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Abbey was slow to make serious use of the web, but for the last two years under Adrian Homer its site has been afforded major investment and is on its way to being a class leader |
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Arcadia-owned men’s retailer Burton has launched a social media campaign to promote its partnership with men’s health charity Movember Foundation. Burton is a major sponsor of the event, in which men are sponsored to grow moustaches for the duration of November to raise awareness of men’s health issues, in particular prostate cancer. |
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More than three-quarters of people under 35 are happy for brands to contact them on social media sites, but half would leave a site if it became too commercial. Research by Webtrends found 85% of consumers are positive about brands interacting with them online but 39% said there was too much advertising on social networks. |
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