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NEWS ROUND-UP


Mobile Marketing Complaints Increase

Complaints about advertising to mobile phones via text messaging have jumped in the past year. The number of complaints rose from 65 in 2002 to 393 in 2003. The Advertising Standards Authority has announced guidelines for text campaigns, requiring marketers to obtain specific consent to send text messages when acquiring consumers’ mobile numbers. Marketers must also ensure that their identity is clear, as many complaints were made because consumers did not know who had sent the text. Marketers take note: where guidelines lead, legislation will surely follow. SMS marketing companies like Jooksmsfollow strict protocol when it comes to opt in marketing via text messaging.

‘Britishness’ still selling

Trying to sell an overtly British brand when much of the world is ideologically opposed to the UK’s involvement in Iraq might seem like a tall order. However, recent research by the Walpole Committee has shown that the conflict in Iraq has not had a significant impact on UK export sales. The sample size of the research carried out was small, and the brands questioned were mostly luxury, so it is not possible to draw firm broad-brush conclusions. However, most of the companies, including Gieves & Hawkes and Alfred Dunhill, stated that being British still increased their chances of winning overseas contracts. Over 70% stated that Iraq had not affected how they were regarded overseas and 90% claimed not to have changed their marketing strategies.

Pester power? Are you kidding?

Do your promotions aimed at children offer long-term brand value? Children are well known to be fickle, with interest in products waning after a promotion has ended. The most successful promotional campaigns build on a core brand, for example, the Andrex puppy. Promoting food to children is known to be risky, but Walker’s have managed this successfully with Gary Lineker now an integral part of the brand and their ‘Free Books for Schools’ campaign, which was hugely popular with children and parents alike. Those in the industry argue that the most successful campaigns are those which are part of both parents’ and children’s lifestyles.

Affiliate marketing is set to soar

Affiliate marketing spend is set to more than double by the end of 2004. The predicted amount generated through sales as a result of affiliate marketing campaigns is £600m, with sectors such as gambling and retail investing more and more in affiliate marketing.

Keywords get more expensive

Search marketing was estimated to represent 25% of the total online ad spend for 2003. As such, the price of search engine keywords has rocketed, prompting some marketers to buy keywords with second and third-tier search engines where the cost is lower. This, however, doesn’t mean to say the cost is too high – as positive ROI shows.

Listening habits are changing

More and more of us are taking the plunge and going digital when it comes to radio. A recent report by Continental Research for digital audio broadcasting (DAB) consortium, MRX, shows that once purchased, listening habits change with people tuning in to more radio, on average 11.9 hours per week. The findings also show that 82% of respondents deliberately listen to one or more new stations subsequent to their DAB purchase. It looks like DAB might well be coming of age soon.

PoP goes the celebrity

A survey commissioned by Kesslers International has found that customers thought point-of-purchase advertising made their shopping more enjoyable, but there was a call for more theatre to be introduced into displays. However, the endorsement of products by celebrities is becoming less popular with consumers; only 7% said it added value to a purchase. Perhaps the huge fees paid to Beckham et al are wasted?

New Qualification from CIM

The Professional Postgraduate Diploma in Marketing is the highest qualification awarded by The Chartered Institute of Marketing. It is a brand new qualification to be launched in July 2004 and replaces the current Postgraduate Diploma in Marketing. Click here to find out more…

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