Opinion

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.

Stuart Maconie is a Professional Northerner. He lives, breathes, speaks, broadcasts, and makes good money from his calling. He even writes about it. For a lad born in Whiston, a sub-Scouser no less, he enjoys a pretty amazing career, writes Robert Waterhouse.

So, when the New Statesman in its wisdom devotes a special issue to The North, as it has done this week, who better to set the scene than – Stuart Maconie?

The 31 October 2013 is a day to be remembered. Not, as you may suspect, for the usual fancy dress, trick or treat and pumpkin carving but from this date, for the first time, proceedings within the Court of Appeal are to be televised.
It is not a historic day of the same magnitude as the moon landing, the end of the Second World War or the birth of Prince George of Cambridge but it is, nonetheless, a day of great significance which some welcome and others, like Jack Froggatt, Litigation Solicitor at North West law firm Brabners, treat with a degree of scepticism.

The growth of smartphones and tablets has opened up a hugely diverse platform for financial mobile applications, writes Adam Fleming, chief technology officer of Apadmi.

With more and more apps entering the market and rapidly becoming the preferred means to conduct trades and transactions, it has never been more important to make sure that mobile applications offered by a financial institution are safe, secure and appropriately reflect the brand values of that institution.

To pitch or not to pitch… is a question I often ask myself, writes Corporation Pop managing director, Dom Raban.

Sun Tzu, the ancient Chinese military strategist, and author of ‘The Art of War’ famously advised, ‘He will win who knows when to fight and when not to fight’.

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