This year’s election campaign has seen plenty of mudslinging but little discussion of the issues that matter. Here are seven key points for business which we should have heard more about.
Continue reading “GE24: seven discussions we could have had”
Received wisdom tells us that businesses should do enough to stay in business, naturally enough. It also tells us staying in business in itself is not enough. Businesses and brands should also show leadership, pursuing a social purpose, so says the received wisdom. It motivates workers and it mobilises customers.
Continue reading “What’s the purpose of marketing in 2024?”
Basic marketing practice generally means identifying a segment of people with common characteristics and then trying to work out what few triggers will attract as many of them as possible. Continue reading “The myth of the millennial market”
Too often the idea of measuring effectiveness sends shivers down the spines of PR and comms people. Everyone knows it is vital to commit to evaluation, but often it is complex, potentially expensive and can be just plain difficult. Continue reading “Good evaluation means better work”
The sponsors have finally felt compelled to intervene. Actual criminal charges laid against Sepp Blatter have proven the trigger for Coca-Cola, McDonald’s, Visa and Budweiser to step in and call for change. Continue reading “FIFA World Cup intervention reflects poorly on sponsors”
Rarely do you leave a discussion on energy policy with a clearer understanding of what’s going on than you started with, but that’s what happened last Thursday at an excellent talk by Oxford economics Professor Dieter Helm at the Social Market Foundation think tank. Continue reading “Energy is too important to be left to the politicians”
So Forrester tells us that geolocation apps (such as Foursquare to you and me) aren’t yet an advertisers’ gold mine. They have a role but not the reach of other digital routes such as SMS, mobile search and WAP display advertising. Continue reading “Location-based targeting: fools’ gold or gold dust?”
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