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Editor's Picks
Numbers game
Math Marketing
Dmitri Maex, Ogilvy, 2009
Measurability and accountability are two of the buzzwords in marketing today, thanks to the reams of data generated by digital campaigns. Yet to many, anything to do with analytics is a mysterious and somewhat intimidating domain. This paper recounts the history of ‘math marketing’ in which digital forms the fourth era of evolution, and then proceeds to consider the challenge for marketers and agencies who want to build their capabilities in this area. It’s a must-read for anyone who wants to get their head around the subject.
Beyond price
What is a real recession response?
Roz Calder, 2009
The kneejerk response from marketers during the downturn is to focus on price and offer a better deal; yet the best response would be to examine the emotional and psychological needs of consumers, and how their customers value the products and services they deliver. What consumers are looking for can be characterized by a series of archetypes – and successful marketers will be those who understand where they fit in to the picture.
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Also in MarketingSee all
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JWT, 2009
Everything is getting smaller, from homes to cars to technology to packaged goods. This trend is being fueled by a recession that’s forcing people to live with less but is also an outgrowth of the environmental movement.
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Ogilvy, 2009
Techniques drawing on mathematics and analytics are having an increasing impact in the marketing space, as companies look to improve the accountability of their marketing effort and to generate powerful insights from consumer data. This paper surveys the landscape and offers some tips on putting Math Marketing into action.
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JWT, 2009
First in a series of articles on rural markets by Ratan Malli, strategic planning director, Northeast Asia, JWT.
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Jeremy Bullmore, 1997-2009
Jeremy Bullmore’s essays for the WPP Annual Report have become an eagerly-awaited and much-referenced source of insight into the practice of marketing.
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Martin Bishop, 2009
The era of the beat-the-consumer-into-submission marketing approach is over. Companies are better served by focusing on innovation, customer experience, and a focused value proposition.
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