Nilewide Marketing Review articles from May 2005

Nilewide Marketing Review archives from May 2005

A not so simple change.(company frames and rules)
May 8, 2005... When faced with an early, perhaps painful death, most people still find it difficult or nearly impossible to change their lifestyles, even when fully armed with the facts. Similarly in business, the single greatest difficulty in managing a...

Generally speaking.
May 8, 2005... The practice of generalising is very common in everyday speech, and in marketing, where it is all too easy to generalise attractive results from one small sample to the whole population. From the academic viewpoint, true empirical...

Keep your customer in sight.
May 8, 2005... Customer insight is a popular term whose meaning varies to suit the business title or author. It could be argued that customer insights are those aha moments that come from a new set of data or research and the sudden connection an analyst of...

Net adspend will rise.
May 8, 2005... Worldwide internet ad revenue grew by 21% in 2004 and is set to match the combined ad revenues of ABC, CBS and NBC in the USA in 2005. It seems likely to continue to grow at a similar rate, as online advertising currently only takes about 2-4%...

What are you searching for?(Search engines)
May 8, 2005... Search engines are an increasingly important part of any marketing tactical plan but, despite the advances of search companies such as Google, marketers are still only scratching the surface when it comes to maximising the opportunities. Most...

The fastest way is down.
May 8, 2005... In any category or brand portfolio management exercise, the secret is to know where you are starting from, not just where you wish to be. Booz-Allen Hamilton suggests another matrix approach to this question, based on a high road/low road...

From jogging to blogging.(Brief Article)
May 8, 2005... Although blogging is not new it is becoming de rigeur for all companies to adopt it in one form or another. Many companies already track what is said about their brands in blogs and others have created blogs for the purpose. Already,...

Lie back and think.(Brief Article)
May 8, 2005... Descartes was reputedly incapable of getting up in the morning and it was while lying-in that he did most of his renowned thinking. Physiologists now believe that this is in fact logical and, through a series of simple tests, suggest that we...

The quiet European.(Young europeans culture)(Brief Article)
May 8, 2005... The headlines may be focused on the EU referendums, but behind these heated disagreements there is reportedly an emerging sense of European identity, notably among younger people. Programs such as the Erasmus University scheme, which over the...

Cleaned up cookies!(Brief Article)
May 8, 2005... Recent survey data from researchers, including Jupiter in the US, have claimed that on average consumers clear the cookies on their computers about once every 30 days. This was originally refuted in a behavioural observation study by Atlas, but...

The history of loyalty.(brand loyalty)
May 15, 2005... If we need to understand our past to understand our present and future, then analysing the history of brand loyalty may help us to overcome what appears to be declining loyalty. Brands (defined as more than just the maker's mark) arose sometime...

A good relationship goes bad.
May 15, 2005... There is no denying the widespread belief in the benefits that come from close relationships with both customers and suppliers. Yet people seem willing to skirt over the evidence that, in business, close relationships very often don't last, for...

The clash of cultures.
May 15, 2005... Acquiring or investing in a small socially aware brand can bring benefits for both the larger organisation and the small brand. However, there remains considerable disagreement on such a strategy, especially with regard to the differences in...

Cheat the product lifecycle.
May 15, 2005... The product lifecycle, like many tools, offers managers process-oriented management perspectives for their brands. However, it can also encourage managers to adhere to the process and for many to approach their brands in the same way, depending...

Who are the mavens?(Brief Article)
May 15, 2005... In this era of increasing segmentation, market mavens - consumers who are highly involved in and knowledgeable about the marketplace - are desirable targets. They are desirable because other consumers go to them for information, because they...

Projective validity.
May 15, 2005... The quest to prove effectiveness and improve the reliability and validity of every aspect of marketing shows no signs of letting up, and market research techniques will be in the firing line just as much as other disciplines, such as...

They think they know what you want!(behavioural marketing)(Brief Article)
May 15, 2005... Behavioural marketing continues to be a much-hyped online advertising niche. To some it is known as adware and a sister of spyware; to its proponents, it is the way to deliver targeted messages that may sometimes be so relevant that they are...

Spy in the sky.(spyware)(Brief Article)
May 15, 2005... As the New York attorney general launches the first of what may be a series of legal suits against spyware companies, it is becoming clear just how omnipresent this software is today. Spyware programs monitor internet use, by definition without...

Will pay if satisfied.(Brief Article)
May 15, 2005... If customers were satisfied, then intuitively, they should be willing to pay more than if they were not satisfied. However, this idea has not been tested and, although there is a link between customer satisfaction and company profitability, it...

Breaking inertia.
May 22, 2005... Doing what we have always done, or inertia, is a normal behaviour, although one that often frustrates marketers because it is so hard to break. Neuroscience is giving some insights into why it is so hard to change our behaviour, and there are a...

Extensions that work both ways.
May 22, 2005... Brand extensions remain a key tool for most marketers, although there is little empirical data or even case studies on the effects of real (as opposed to hypothetical) extensions. Lack of data is a concern because actual experience of an...

Private labels and your money.
May 22, 2005... In many consumer goods markets own labels, or private labels, continue to grow in importance. Their shares range from 38% of sales in Switzerland to 15% in the US and only 10% in Taiwan. Cultural differences clearly impact on their success, but...

It's a deal - or is it?
May 22, 2005... Some consumers are particularly attracted to buying products on promotions, and they are called "deal-prone". They are not the same as value conscious consumers, because they look at what is gained versus what is given up, rather than whether...

The right way to collect data.
May 22, 2005... It is widely claimed that the internet offers a unique opportunity to get close to customers and to potentially create a one-to-one relationship. But the ways to get there are usually cumbersome and expensive, often creating indifference among...

A way towards living the brand.
May 22, 2005... Much has been written about getting employees to live the brand, but at least 50% of brand managers do no internal brand building. Most of what passes for internal branding is often little more than pushing information at employees. Given the...

Suffering poor circulation.(Newspaper circulation )(Brief Article)
May 22, 2005... Newspaper circulation continues its downward spiral in the US and many other countries as the internet becomes the preferred source of news for many people. In the US, newspaper circulation has been declining by between 0.5% and 1.3% per annum...

Halting the demise of paper.(Brief Article)
May 22, 2005... Newspaper circulation is falling in all industrialised countries, not just North America, because of the impact of the digital age. This is because there is an oversupply of information coupled with a falling demand, an oversupply of timely...

A place in our fantasy worlds?(Brief Article)
May 22, 2005... One part of the net where 18-34 year olds are spending more and more time is in what are termed synthetic worlds, more easily understood as fantasy worlds. Here individuals adopt a name and character and they can participate in nearly anything...

The neglectful parent.(Brief Article)
May 22, 2005... As more big brands, such as Buick and Pontiac, seem to be biting the dust, it becomes clear that many are simply being neglected. This may be what has been called the "caretaker management syndrome". It is similar to the idea of three...

Beyond marketing: is business?(challenges in consumer markets)
May 29, 2005... Analysis There is no avoiding the intense pressure the major consumer goods companies are facing. The large consulting firms have recently published articles on the current situation and their views for the future, while other consultants...