Kellogg’s initial foray into the Indian market is generally agreed to have been a failure, although it’s now doing well in terms of both market share and sales growth in the subcontinent. As part of our series of in-depth case studies with TranslateMedia looking at major brands tackling major new markets we look at Kellogg’s…
Research shows Pharma has been slow on the uptake, but massive opportunities await New communications technology has the potential to both disrupt and enhance the pharmaceutical industry, but research shows that pharma often needs to up its game when it comes to the adoption of new technologies. Mobile devices have transformed how we access and…
A review of different methods and models for developing a marketing communications plan Introduction Commercial as well as non-profit organisations, routinely confront these typical questions: Do we need social media? How do we introduce our new website? What can we do to publicize our webshop? How do we introduce our new product? How will our…
Responsive images have been around long enough for most of us to have taken them for a spin, or at least to have learned from the experiences of those who have. Beyond doubt, the responsive images specification is a great win for the web. However, quite a few reports from the front lines suggest that…
An introduction to best practices for using buyer personas to create more customer-centric websites Creating personas of website visitors is a powerful technique for helping increase the usability and customer centricity of a web site as part of a user-centred design (UCD) process. I’ve been a big fan of using personas since around 2003 I…
Working in Marketing Operations requires surgical precision Marketing Operations (Marketing Ops) is on the rise, with many companies turning to a Marketing Ops team to make their company’s marketing efforts more efficient and effective. With roots deep in strategic planning and budgeting and its increasing focus on customer acquisition, this position has quickly becoming a…
What are the options to make use of the one-to-one marketing model to deliver targeted messages It was way back in 1999 that Peppers & Rogers asked: Is your company ready for One to One Marketing? What are the options today for one to one to encourage greater interaction with your online contacts? Has the…
What’s going on in the industry? What new techniques have emerged recently? What insights, tools, tips and tricks is the web design community talking about? Anselm Hannemann is collecting everything that popped up over the last week in his web development reading list so that you don’t miss out on anything. The result is a…
Outlining solutions to your email marketing challenges Email marketers have taken long strides in the never-ending race to keep up to the changes in email marketing described in Tim Watson’s post describing the latest Email trends for 2016. When email design for multiple email clients was a struggle, email renderability on multiple mobile devices was…
A social media policy is crucial if you want to be in full control of your social media interactions One social media gaffe can ruin the reputation of even the strongest brands out there. No marketer wants to face a host of outraged consumers. Social media might be the best thing that ever happened to…
