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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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  • Five things marketers need to know about consumers in 2014

    17 December 2013

    Chris Jefford, founder/strategy director at Hometown, discusses what he believes to be the five things that marketers will need to know about consumers in 2014.

    1. They will spot you jumping on the marketing bandwagon a mile off.

    If 2013 taught us anything it was that the birth of royal baby George did not provide brands with a shoo-in to send out a pointless piece of direct marketing, or worse, a slap-dash Facebook post with the picture of a crown super imposed onto a product. Consumers deserve to be credited with more intelligence than that, and they can spot a bandwagon ...

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    Posted by: Bloggers' Gallery

    Tags: Consumers, 2014, Marketing, Insight

  • Tracking at the crossroads

    07 June 2013

    A single study can no longer answer all marketing questions, but what approach can take its place?

    Continuous tracking of brand perceptions has given marketers actionable insight on which to base their strategies for 40 years. The approach has developed, with incremental innovations such as questionnaires that are optimised for mobile devices. What’s required next, however, is more of a leap than a step: measuring the impact of campaigns in a meaningful way is becoming too much for the traditional one stop shop, one-size-fits-all tracking studies to handle.

    Invented by Maurice Millward and Gordon Brown in the 1970s to give ...

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    Posted by: Bloggers' Gallery

    Tags: Data, Insight