MarketLine Blog

Posts tagged to Marketing

Despite the doom mongers, the media industry finds itself in generally rude health


Across the 2009-2013 period, the global media industry has continued to find room to grow despite the ever looming spectre of the financial crisis. The advertising sector has been particularly susceptible to austerity as companies have continued to cast a critical eye across their costs, looking to wield the dreaded “cutback” scissors, asking themselves “do we really need to spend X amount on advertising when we can do a lot of it in-house?” Cue that competitive threat to seemingly every industry on the planet, Google and its AdWords service, not… Read more

Loyalty programs utilizing big data analytics to improve CRM for retailers


Loyal customers are indispensable if retailers are to succeed. According to the Chartered Institute of Marketing, it can cost between 4 and 10 times as much to acquire a new customer (primarily through marketing costs) than it does to retain an existing one. Recognizing the benefit of loyal customers, responsible for around 55%-70% of revenues according to the Center for Retail Management at Northwestern University in the US, retailers developed loyalty programs very early on. From early beginnings in Germany to get around a government ban on price competition, to… Read more

Old Spice using social media to revitalise a brand


As consumer media consumption patterns are changing, CPG marketers are adjusting their marketing budgets to dovetail with shifting consumer audiences. As such, digital social media, e.g. Facebook, Reddit, and Twitter, have become more important to the marketing mix. Indeed, for many brands, social media has become their biggest relationship-marketing provider. This blog entry focuses on two brands in the men’s personal care sector which have successfully integrated social media into their respective marketing campaigns, namely: Old Spice and King of Shaves. The primary focus of this article is the Old… Read more

Is online social gaming a viable CPG marketing opportunity?


Online social gaming has been one of the key growth stories of 2010, with millions of people worldwide driving multimillion dollar valuations for games such as Farmville and Angry Birds. Consumer packaged goods (CPG) companies are becoming increasingly skilled at using online social media to promote their products, but most have not yet fully exploited the potential in online social gaming. There are opportunities both in sponsorship of existing mass-market social games, and in creating brand-focused games to develop social media strategies and drive consumer engagement. CPG companies have so… Read more

Mentos -Turning Unexpected Online Attention to Your Advantage


In 2006, an online filmmaking duo called EepyBird posted a video featuring an explosive mixture of Diet Coke and Mentos candy. The video rapidly became immensely popular. Mentos’ manufacturer, Perfetti Van Melle, rapidly capitalized on this sudden fame to promote the candy brand, while Coca-Cola lagged behind in its online marketing efforts. Even at the time of the initial Mentos and Diet Coke video in 2006, it was clear that online viral marketing was a vital part of the marketer’s toolbox, and the basic rules have not changed since. If… Read more

Management and Marketing Consulting Market Faces Competition From In-house Specialists


  Despite continuing financial and economic uncertainty impacting the global economy, management & marketing consulting continues to grow in 2011, with only Japan declining of the major markets. The global market expanded by 6.2% in 2011, to reach a value of $301.1 billion, indicating a compound annual growth rate (CAGR) of 3.6% in the period 2007-2011. Growth in this period was primarily driven by the Americas and the Middle East and Africa, who achieved the largest CAGRs in 2007-2011. The Americas contains the single largest consulting market, the United States,… Read more