Marketers choosing to ignore the ever-powerful 50+ market are playing a dangerous game, according to new marketing think tank ASK, which reveals the findings of its largest ever survey, highlighting key challenges to unlocking the sector’s value.The old view that a consumer is dead by the time they reach 35 is a highly risky view… Continue reading Re-Thinking The Over 50s
Online gambling is becoming an increasingly popular pastime, both for British and European internet users. Alex Burmaster, European Internet Analyst at Nielsen//NetRatings, explains the advantages of gambling from home, and the factors fuelling the industry’s phenomenal growth.Thirty million people in the US do it each month, as do one in four of the French Internet… Continue reading Online Gambling: A Good Bet For The Future
Increasingly popular women’s weekly magazines offer marketers a new type of print advertising, according to Peter Stevens, marketing director at The Publishing Consultancy, who explains their advantages in driving short term sales, a previously under-rated attribute.When a brand manager is tasked with driving sales in the short-term, traditionally the response has been to pile money… Continue reading Weeklies As A Short-Term Solution
The impact of new technologies on the media world is giving consumers increasing control on their advertising consumption. Neil Perkins, Ad Director, marketing & strategy, IPC Media and chair of events committee at PPA Marketing outlines the importance of magazines as a way to engage readers in advertising messages.Back in July, Ofcom announced that UK… Continue reading Power To The People – Why Magazines Are More Relevant To Advertisers Than Ever
Last week saw the release of RAJAR’s latest audience data, covering the three months to September. Programming consultant Paul Chantler looks at the figures, and predicts the next trend to hit radio content from America…Good news for the BBC in the latest RAJAR audience figures – its highest-ever share of audience in the UK radio… Continue reading Look Out Moyles, Jack Could Be Coming For You!
Britain’s postage system is set for a radical change in pricing structure next year, with new Pricing in Proportion (PIP) guidelines based on item size as well as weight. Tom Wasilewski, head of publishing at Royal Mail, explains the true effects of the new guidelines on businesses, and the implications for industries such as subscription… Continue reading Pricing In Proportion
Britain’s mobile internet services are coming of age. With more handsets than residents, the UK leads the way in mobile technology, although advertising to this increasingly mature sector requires specific strategies. Nick Wiggin, chairman of the Mobile Marketing Association, explains the hurdles faced by marketers in tackling the growing mobile sector…It was interesting to see… Continue reading Mastering Mobile Markets
The wealth of content available on the Internet, and the numerous niche websites and newsletters that provide it, can offer marketers intimate access to otherwise difficult to reach demographics. Simon Anderson, managing partner at Unique Digital, explains how best to capitalise on the new technology…“Once upon a time e-journalists were the club perfume sprayers of… Continue reading The Content Revolution
Adoption of bluetooth is now common amongst the British public, with mobile handsets increasingly featuring the technology as standard. But how can advertisers tap into the new technology? Fred Durman, commercial partner at Filter explains advantages of BlueCasting to both companies and consumers alike…BlueCasting is a proximity marketing system, allowing consumers the chance to download… Continue reading BlueCasting – A Channel That’s Here To Stay
The British population is becoming more mature by the year, with over-50s now constituting a quarter of all adults in the UK. Dale Lovell, content and PR manager at 50connect.co.uk, the UK’s largest website for the over-50s, explains the importance of marketing to this age group, and the benefits available to advertisers…In 2002, one fifth… Continue reading The Rise of Older Internet Users
