Mobile Marketing Complaints
Complaints about advertising
to mobile phones via text messaging have jumped in the past year. The number of
complaints rose from 65 in 2002 to 393 in 2003. The Advertising Standards Authority
has announced guidelines for text campaigns, requiring marketers to obtain specific
consent to send text messages when acquiring consumers’ mobile numbers. Marketers
must also ensure that their identity is clear, as many complaints were made because
consumers did not know who had sent the text. Marketers take note: where guidelines
lead, legislation will surely follow.
‘Britishness’ still selling
Trying to sell an overtly
British brand when much of the world is ideologically opposed to the UK’s involvement
in Iraq might seem like a tall order. However, recent research by the Walpole
Committee has shown that the conflict in Iraq has not had a significant impact
on UK export sales. The sample size of the research carried out was small, and
the brands questioned were mostly luxury, so it is not possible to draw firm broad-brush
conclusions. However, most of the companies, including Gieves & Hawkes and
Alfred Dunhill, stated that being British still increased their chances of winning
overseas contracts. Over 70% stated that Iraq had not affected how they were regarded
overseas and 90% claimed not to have changed their marketing strategies.
Pester power? Are you
Do your promotions aimed
at children offer long-term brand value? Children are well known to be fickle,
with interest in products waning after a promotion has ended. The most successful
promotional campaigns build on a core brand, for example, the Andrex puppy. Promoting
food to children is known to be risky, but Walker’s have managed this successfully
with Gary Lineker now an integral part of the brand and their ‘Free Books for
Schools’ campaign, which was hugely popular with children and parents alike. Those
in the industry argue that the most successful campaigns are those which are part
of both parents’ and children’s lifestyles.
Affiliate marketing is
set to soar
Affiliate marketing spend
is set to more than double by the end of 2004. The predicted amount generated
through sales as a result of affiliate marketing campaigns is £600m, with sectors
such as gambling and retail investing more and more in affiliate marketing.
Keywords get more expensive
Search marketing was estimated
to represent 25% of the total online ad spend for 2003. As such, the price of
search engine keywords has rocketed, prompting some marketers to buy keywords
with second and third-tier search engines where the cost is lower. This, however,
doesn’t mean to say the cost is too high – as positive ROI shows.
Listening habits are
More and more of us are
taking the plunge and going digital when it comes to radio. A recent report by
Continental Research for digital audio broadcasting (DAB) consortium, MRX, shows
that once purchased, listening habits change with people tuning in to more radio,
on average 11.9 hours per week. The findings also show that 82% of respondents
deliberately listen to one or more new stations subsequent to their DAB purchase.
It looks like DAB might well be coming of age soon.
PoP goes the celebrity
A survey commissioned by
Kesslers International has found that customers thought point-of-purchase advertising
made their shopping more enjoyable, but there was a call for more theatre to be
introduced into displays. However, the endorsement of products by celebrities
is becoming less popular with consumers; only 7% said it added value to a purchase.
Perhaps the huge fees paid to Beckham et al are wasted?
New Qualification from
The Professional Postgraduate
Diploma in Marketing is the highest qualification awarded by The Chartered Institute
of Marketing. It is a brand new qualification to be launched in July 2004 and
replaces the current Postgraduate Diploma in Marketing. Click
here to find out more…