When I started off as a local government press officer in east Lancashire, the Accrington Observer had six reporters who were each dispatched to cover the council’s various meetings. Now the paper doesn’t even have an office in the town, writes Kevin Meagher, communications consultant, political blogger and former editor of Postcode Gazette.
As consumers we’ve been segmented, profiled, prodded, poked and questioned by brands and marketers in an effort to find new ways to inch us ever closer to the point of purchase, writes Tim Downs, director at Aberfield Communications.
But there is one group that, until now, has remained steadfastly stuck in their stereotype and largely on the back burner when it comes to targeted marketing – Dads.
Keyword-stuffed content, cloaking and bought links refer to just a few of the many traditional search engine optimisation (SEO) tactics that once helped some website owners to drive their sites up to the strongest, most profitable positions on Google’s search engine results pages (SERPs).
Ahead of this evening’s Tonight documentary, ‘The Rise of Discount Supermarkets’ (ITV1, 8:00pm), Tim Downs, director at Aberfield Communications looks at some of the factors that allowed the discounters to gain a foot hold in the UK and why he thinks the ‘Big Four’ only have themselves to blame.
With the current rise of mumpreneurs and the increasing number of women having children at the age of 40, modern motherhood is a completely different ballgame and brands need to reassess the way they speak to mums to avoid losing them all together, writes Hayley Peters, account director at Weber Shandwick Manchester.
For so long the champions of everyday low pricing (EDLP), this Christmas the big four supermarkets have been shown a clean of pair of heels as the discounters of Aldi and Lidl have stolen significant market share, writes Tim Downs, Director at Aberfield Communications in Leeds.
At best the experts are predicting that Asda will have held their own and at worst, as with Tesco and Morrisons, will have seen a significant drop – 2.6 per cent and 5.6 per cent in year-on-year sales for the six week Christmas period.
The continued national roll-out of 4G and wider adoption of free wifi by high street retailers and supermarkets will make 2014 the year that m-commerce finally joins the mainstream, writes Paul Mcgann, director at shopper marketing agency, Brass.