"...We Need to Move From 'Intent to Buy' to 'Intent to Engage...". There's a lot of talk about "intention" in recent posts. Intention is the golden center of response marketing and an obvious requirement for transaction. Online marketers are pretty good at finding intent and have worked at exploiting it since the beginning. But as we struggle to make the internet work for brand advertisers, we have to look at the challenge differently. Here's what I mean: Intention is one or two steps before purchase and far removed from "unaware."
The difference between what is said and what is meant
Người viết: Webmaster
28/06/2008
The top UK retail brands are reported to be boosting their investment in customer marketing, which includes in-store and field marketing -- and it's about time, writes the ISP's Marc Lawn. This year Sainsbury's is putting its biggest spend to date behind field marketing, including sampling and in-store demonstrations. Similarly GlaxoSmithKline GSK, owner of Ribena and Panadol is putting customer marketing at the core of its 2008 communications strategy. And Vodafone is also reported to be following suit. Analysts have speculated that other retailers will also begin to invest more in customer marketing
Pharmaceutical brands fail to react to patient websites and blogs
Người viết: Webmaster
27/06/2008
Healthcare and pharmaceutical brands are failing to embrace digital promotion and marketing, despite the rising popularity of patient websites set up by individuals and groups outside the industry, according to the findings of a survey by Millward Brown. The report, which surveyed GPs across the UK, highlighted that healthcare and pharmaceutical brands were failing to respond to the growing numbers of user-generated websites, many of which reported negatively on patient care and prescription drugs. Fergus Hampton, chief executive of Millward Brown Precis,
When it comes to advertising in and around schools, marketers should consider skipping children altogether and going straight to the top: mom. In a recent survey of almost 1,200 PTO and PTA mothers by School Family Media, more than 73% agreed that promotional materials aimed at parents are more acceptable than those aimed at kids. Only 3% said those aimed at kids are more acceptable. (Some 18% said both are acceptable; 6% said neither is acceptable.) Not surprisingly, programs such as General Mills' Box Tops for Education and Campbell's Labels
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"...We Need to Move From 'Intent to Buy' to 'Intent to Engage...". There's a lot of talk about "intention" in recent posts. Intention is the golden center of response marketing and an obvious requirement for transaction. Online marketers are pretty good at finding intent and have worked at exploiting it since the beginning. But as we struggle to make the internet work for brand advertisers, we have to look at the challenge differently. Here's what I mean: Intention is one or two steps before purchase and far removed from "unaware." .jpg){kind=small}
The top UK retail brands are reported to be boosting their investment in customer marketing, which includes in-store and field marketing -- and it's about time, writes the ISP's Marc Lawn. This year Sainsbury's is putting its biggest spend to date behind field marketing, including sampling and in-store demonstrations. Similarly GlaxoSmithKline GSK, owner of Ribena and Panadol is putting customer marketing at the core of its 2008 communications strategy. And Vodafone is also reported to be following suit. Analysts have speculated that other retailers will also begin to invest more in customer marketing 
Healthcare and pharmaceutical brands are failing to embrace digital promotion and marketing, despite the rising popularity of patient websites set up by individuals and groups outside the industry, according to the findings of a survey by Millward Brown. The report, which surveyed GPs across the UK, highlighted that healthcare and pharmaceutical brands were failing to respond to the growing numbers of user-generated websites, many of which reported negatively on patient care and prescription drugs. Fergus Hampton, chief executive of Millward Brown Precis, 
When it comes to advertising in and around schools, marketers should consider skipping children altogether and going straight to the top: mom. In a recent survey of almost 1,200 PTO and PTA mothers by School Family Media, more than 73% agreed that promotional materials aimed at parents are more acceptable than those aimed at kids. Only 3% said those aimed at kids are more acceptable. (Some 18% said both are acceptable; 6% said neither is acceptable.) Not surprisingly, programs such as General Mills' Box Tops for Education and Campbell's Labels 
