December 14, 2018

Subliminal house buying message: the power of multi-sensual marketing?

I had a good experience the other week teaching Marketing at our Edinburgh campus, alongside my colleague Professor Steve Carter. Part of our session on consumer behaviour explored the consumer decision-making process (Marketing module 6). We looked at how consumers tend to go through a more complex, informed process when a purchase decision is highly […]

The power of perception (or deception?)

I recently reported on a paper about corporate social responsibility that I saw presented at a conference in the USA. Well, at the same conference another paper caught my attention. It consisted of a series of photos of the recent Hong Kong riots, in which students demonstrated against what they saw as a lack of […]

Market segmentation: are you a Rural Vogue or a Satellite Settler?

Do you live in the country, have a young family, drive a Range Rover and own a big dog? If so, you might be what marketers like to call ‘Rural Vogue’. In the UK, more and more professionals with families are swapping urban living for the country, while maintaining their city salaries. Digital connectivity and […]

Aldi: best of British or authentically German?

View image | gettyimages.com Stand-up comedian Kevin Bridges once made fun of Scottish children on holiday, suggesting the lower-class mother could be recognised by having ‘Lidl’ and ‘Aldi’ tattooed across each hand. But since then, the common perception of the two German discount supermarkets in the UK seems to have changed. Aldi opened its first […]

Can demographic groups still tell us something in a post-demographic consumer world?

This weekend I enjoyed teaching the Edinburgh on-campus Marketing class alongside my colleague Professor Steve Carter. I found the session on market segmentation, targeting and positioning particularly interesting. It’s well known that good market segmentation underpins effective marketing strategies, and that several variables can be used to divide a market into groups of customers who […]

Talking brands

Is anyone else getting annoyed by the widespread use of ‘wackaging’? In the UK, countless brands are talking to us like we are toddlers. Marketers’ goal of making messages clearer and giving their brands personality has led to silly, twee language (also known as ‘wackaging’) becoming the norm: from patronising reassurances, ‘We believe in doing […]

Lost in big data

British lingerie and swimwear retailer Bravissimo increased pay-per-click sales by 600% and doubled conversion rates over three months when it linked keyword bidding to weather data. The rationale for this action was Bravissimo found it sold more swimwear when it’s hot. This is just one example of the power of ‘big data’. Yet despite the […]

‘Cool’ ice cream in Serbia: capitalising on unmet needs

Last week I had the pleasure of teaching our new cohort of on-campus students here in Edinburgh. During the marketing seminar, we explored the concepts of consumer behaviour, as well as market segmentation, targeting and positioning. I recently heard an interview online with an entrepreneur in Belgrade, Serbia, that I think neatly illustrates some of […]