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April 30th, 2010 by Chris Measures

Jimmy Choo goes digital

I find how brands integrate digital with the rest of the marketing mix fascinating. Many still don’t get it, as seen by high profile cock-ups by the likes of Nestle but savvy companies realise it opens new channels to their audiences.

My colleague Chris McCrudden blogged on Nike’s new campaign, and, continuing the shoe theme, Jimmy Choo is getting in on the act. For the launch of its new ultra cool trainer range, the CatchaChoo campaign updates the treasure hunt idea with technology. The trainers appear at a fashionable London hotspot, announced via FourSquare, Facebook and Twitter and first person to get there wins a pair of their very own.

What’s great about CatchaChoo is that it is simple, straightforward and uses the strengths of digital to best advantage. Not being a Jimmy Choo type I’ll leave it to others to chase the trainer but look forward to seeing the impact it has on sales. Maybe then it will encourage more brands to use digital positively in the marketing mix.

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March 24th, 2010 by Chris Measures

East Anglia does digital

Flag of East Anglia.
Image via Wikipedia

Last week’s Chartered Institute of Marketing (CIM) Spring Conference in Norwich was a very positive affair. Whether it was the Spring weather, the green shoots of recovery or the plush surroundings of the John Innes Centre there seemed a mood of optimism around marketing in East Anglia.

And this was backed up by the speakers –Robert Shaw of the Cass Business School outlined how in a more and more complex marketing ecosystem it is time to focus on ideas that add value. Slaying the sacred cows of Brand Awareness, Customer Satisfaction and Brand Loyalty he put forward a new model for analysing, predicting and measuring the impact of ideas.

But the real meat of the day was digital. David German, sales and innovation director of News International talked about new models of advertising that focus on payment by results, learning from the affiliate traffic models of the likes of Amazon. Ducking the question on how proposed News International paywalls will affect his ambitious plans to deliver 10 per cent of total commercial revenues through payment by results within 3 years, he finished by quoting his boss Rupert Murdoch “The business model that relies on advertising only is dead”.

The afternoon saw Ian McKendrick and Mark Peters develop digital further, providing an introduction to what it is, what it can do and how all businesses can benefit. We even got the event video up on YouTube before the end of the day. Entertaining and educational – probably a first for a trip to Norwich for me.

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December 16th, 2009 by Lisa Francis

Daily News: 16/12

Computing.co.uk – Mobile device sales to bounce back in 2010
Worldwide sales of mobile devices in 2009 beat gloomy expectations despite a small decline and are forecast to increase by nine per cent next year, according to a Gartner report released yesterday.

BBC – Teletext close mid-December

The Teletext information service on analogue and digital television will close across the UK on 16 December. Limited services including holidays, racing and bookmaking and the subtitles on analogue channels will remain available.

IT PRO – Google unveils URL shrinking service

Google has unveiled its own URL shrinking system, dubbed Goo.gl. Link shortening systems cut down full-length URLs into much shorter ones so they’re easier to share, such as on sites like Twitter, which limit posts to 140 characters.

Total Telecom – Australia pushes ahead with controversial Internet filter
Australia said Tuesday it would push ahead with a mandatory China-style plan to filter the Internet, despite widespread criticism that it will strangle free speech and is doomed to fail.

CBR – Spammers target online Christmas shoppers
Cyber criminals are using the pre-Christmas online shopping rush to target users with seasonal spam message, new research from Symantec has revealed. The security firm’s State of Spam report for November found that during that month and October, spammers have been sending emails with references to online shopping and luxury goods.

Computer Weekly – Social media has changed online shopping forever, says report

The way consumers shop online changed over the past year as a result of the abundance of social networking applications enabling people to help each other make decisions. Web shoppers today are sharing information and their views on products and services through social networking before deciding what they buy.

September 24th, 2009 by Caroline Allen

Mail prowess

The Daily Mail, much sniffed at by its critics as the housewives’ favourite, certainly seems to be making in-roads with its online content.

New figures out show that the Mail is growing its digital readership faster than any other UK paper for the third month running.

So why is the Mail getting it so right? Is is translating its penchant for fearful news stories to the Internet age? Or is it being smart about how the content people want online is different, and it is doing a very good job of meeting that need? Probably the latter.

Plus its use of images, even oddities like this, has come on in leaps and bounds, making it a highly readable and engaging site.

Any brand owners who thought the Mail’s appeal was rather narrow, with the red-tops and broadsheets doing onlien better, had better think again.