Lidl is shifting the focus of its marketing communications to talk more about its quality and range and less about price in a bid to convince shoppers it can be a destination for their big weekly shop. A new ad campaign, that launches this evening (2 June), is markedly different from what we are used […]

Gone are the days of leaflets, postcards, repeat emails and messaging services to get more customers? Well, truth be told, the marketing industry or the small and medium enterprises business (SMEs) isn’t the same as it used to be before. Innovation in direct to customer marketing has evolved along with the SME sectors in the […]

Women may make up half of the U.S. population, but they dominate consumer purchasing decisions. Brands looking to reach this coveted audience must move beyond traditional marketing methods and understand how cultural shifts affect this diverse group. Here are a few key facts to know before you launch a campaign targeted to women: Women drive […]

Francisco Crespo, SVP and chief growth officer at The Coca-Cola Company, doesn’t just provide stewardship for one of the world’s most highly valued brands. He guides the portfolio of different consumer brands that require what can be dramatically different marketing strategies. I recently asked Francisco to illuminate parts of Coca-Cola’s strategic process. Paul Talbot: What process […]

I started my first business out of my university dorm room, and like most startup business owners, I had to be resourceful and use whatever tools I could afford. Thus, I taught myself how to use Photoshop and I designed my own business cards, my own logo and all of my own marketing materials — […]

After consolidating early in the day, the market managed to gain momentum in the last hour of trade and ended near the day’s high on April 9 with all sectoral indices closing in the green. The BSE Sensex gained 238.69 points at 38,939.22 while the Nifty 50 rose 67.50 points to 11,672, forming a bullish […]

As an already-busy entrepreneur, taking the time to create kick-ass marketing campaigns can sometimes seem more like a distraction than a worthwhile investment of your time. That being said, most entrepreneurs aren’t taking advantage of something that could dramatically reduce the time they spend on marketing: their customers. If you take the time to strategize correctly and are […]

It’s no secret that U.S. consumers spend much of their day engaging with digital content across various platforms, devices and channels. That level of online engagement is expected to continue to rise, especially with the explosion of emerging technologies, which paints a picture of a world where digital content is everywhere. [“source=adweek”]

Marketing trends come and go, and some are more successful than others. What many companies don’t realize, however, is that certain marketing fads, no matter how “hot” they are at the time, simply don’t work for certain brands. If you want to successfully market your business, you’ll have to experiment with techniques that make sense […]

As brands try to keep up with the newest innovations in digital, they constantly need to step outside the box to give them an edge on the competition. Video content is one of the strongest ways to do that and now there is a new factor changing the game, interactive content. When giving the viewer the […]