Will the current economic uncertainty sort out the pretenders from the real deal? asks Dan Bobby, CEO of creative brand consultancy Dave. There's been a lot of talk lately about the impact of the economic downturn on luxury brands. Some have asked if we're about to see a number of so-called luxury brands come crashing down to earth with a bump. Well, as Confucius famously said, "Even in a fair wind a turkey can fly." Consumers are becoming much more discerning about the purchases they make and will interrogate the luxury credentials of the brands
"...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."
How Apple Is Blurring the Line Between Marketing and Service
Người viết: Webmaster
25/06/2008
Pete Blackshaw Explains Why Consumer-Facing Brands Can Benefit From Better Customer Interaction..."How can I help you, and where would you like to go?" In this simple greeting, there's a huge question: Are the greeting and the experience that follows marketing or service or both? In the last couple of months, Apple has boosted the number of "concierges" who greet and direct shoppers as soon as they walk in the door of its retail stores. Apple has always had employees at the front, ready to help, but this time it is positioning an eager-to-please offensive line a few steps from the doorway.
Creativity and Integration. Two words that are constantly bandied around in our industry, and independently hailed as the most important aspects of any successful marketing campaign. But is enough being done to ensure that the two work hand in hand? asks RMG Connect's Dave Woods. On the surface, integrated campaigns appear to be a no-brainer these days. Engaging customers through multiple channels is a strategy adopted by most brands and is accepted by many marketers as the only way forward in ensuring that all consumer touch-points are covered.
Will the current economic uncertainty sort out the pretenders from the real deal? asks Dan Bobby, CEO of creative brand consultancy Dave. There's been a lot of talk lately about the impact of the economic downturn on luxury brands. Some have asked if we're about to see a number of so-called luxury brands come crashing down to earth with a bump. Well, as Confucius famously said, "Even in a fair wind a turkey can fly." Consumers are becoming much more discerning about the purchases they make and will interrogate the luxury credentials of the brands 
"...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." 
Pete Blackshaw Explains Why Consumer-Facing Brands Can Benefit From Better Customer Interaction..."How can I help you, and where would you like to go?" In this simple greeting, there's a huge question: Are the greeting and the experience that follows marketing or service or both? In the last couple of months, Apple has boosted the number of "concierges" who greet and direct shoppers as soon as they walk in the door of its retail stores. Apple has always had employees at the front, ready to help, but this time it is positioning an eager-to-please offensive line a few steps from the doorway. .jpg){kind=small}
Creativity and Integration. Two words that are constantly bandied around in our industry, and independently hailed as the most important aspects of any successful marketing campaign. But is enough being done to ensure that the two work hand in hand? asks RMG Connect's Dave Woods. On the surface, integrated campaigns appear to be a no-brainer these days. Engaging customers through multiple channels is a strategy adopted by most brands and is accepted by many marketers as the only way forward in ensuring that all consumer touch-points are covered. 
