Author Archives: Mark Cluer

Brand advocacy programmes: Six things to consider before you start

Who do you trust more to recommend a product to you, someone within your social circle, or the person paid to market the product?

It’s not a hard question to answer, and that’s why recruiting third-party brand advocates is one of the hottest topics in marketing right now. Read more on Brand advocacy programmes: Six things to consider before you start…

Why tablets are good news for advertisers (and media owners)

Rupert Murdoch's defunct The dailyI keep reading that if media owners put their content behind paywalls, then advertising revenues will suffer. The theory, I guess, is that fewer people will access the content, and so the value to the advertiser will decrease.  But people have always paid for good content, and advertisers have always targeted subscribers, whether that content is a game, news, or a glossy magazine. What they pay to access it on, is – or should be – irrelevant. An active, engaged subscriber is surely worth more to an advertiser than an anonymous ‘eyeball’.  Read more on Why tablets are good news for advertisers (and media owners)…

Why it pays to integrate mobile to marketing campaigns – 5 Things mobile campaigns need

Mobile has been hailed as marketing’s Next Big Thing for at least five years. But finally, mobile really is coming into its own. The ubiquity of 3G and advent of 4G, coupled with a boom in smartphones (and, more recently, tablets), mean mobile is ready to earn its marketing stripes.

More than half of the UK’s mobile users own a smartphone, and 28 per cent of UK internet usage is via a mobile phone. But we do stuff differently on mobile phones and tablets, and marketing campaigns are starting to reflect that. We don’t put away our mobiles to watch TV, for example – a Nielsen report revealed that 78% of smartphone owners in the UK use their device while watching TV (known as ‘multi-screening’). Read more on Why it pays to integrate mobile to marketing campaigns – 5 Things mobile campaigns need…