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Marketing in China can be tricky. Consumers there are eager to learn about Western brands, but that interest can quickly turn to outrage if people feel that companies have been misleading.
Here are three recent stories of brands that 'lost face' in China and how others can avoid the same fate.
Sadly, for years affiliate marketing has been seen as the poor relation of the digital advertising family.
Tracking networks and technology companies typically selling the channel as a no-frills, “no-win no-fee” way to pad out marketing plans.
Nearly twelve million people in the UK have a limiting long-term illness, impairment or disability.
Ofcom recently published its Disabled Consumers’ Ownership of Communications Services Report, which reveals younger disabled people now have roughly the same level of internet access as the non-disabled.
What are the common mistakes of accessibility and what does the landscape look like for disabled consumers' access to the web?
From increasing brand awareness to accelerating conversions and transaction volume, mobile has become an integral way for brands to guide consumers along the path to purchase.
The rise of mobile is a key factor in the shift from what used to be a linear path to purchase. The days of "here's our ad, see you at the register" are long gone and have been replaced by a broad, multi-faceted discovery and engagement process.
With this evolution, marketers must make effective investments that use mobile as a connective tissue in the increasingly non-linear purchase cycle.
Paid content is and has been a big business -- if you're in the right market.
Unfortunately for consumer-oriented news organizations, the right market isn't their market.
But could that be changing?
Coupons have always been a key advertising tool used to drive consumers into stores, but the online deal space is still somewhat new in Australia.
To better understand the daily deal industry, online competitions aggregator competitions.com.au has put together an interesting infographic which attempts to show the current state of the industry and where it might be headed.
As video ad consumption soars, so do marketers' video budgets.
And the mind-blowing numbers keep coming – comScore’s May estimates for U.S. video views topped 10 billion for the very first time.
Everyone loves a deal, and group buying companies like Groupon have cashed in on that in a big way.
But as a publicly traded company, keeping the momentum going is a must for Groupon, which is not only facing competition from other group buying services like Living Social, but which is also trying to keep consumers and merchants happy as daily deal fatigue sets in.
Making decisions is tough. Consumers today have more choice than ever, and in many markets, competition is fierce. For many individuals, pulling the trigger and making a big decision is all but impossible.
Needless to say, consumer inaction is a problem for businesses. If you can't convince potential customers to make the decisions that lead to them becoming customers, you don't have a viable business.
Social media is increasingly the battlefield for disputes between David and Goliath. Thanks to the spotlight that social media tools like Twitter and Facebook can shine on these disputes, individuals have more power than ever to get companies to acknowledge their complaints and resolve disputes out in the open.
But that power can be deceptive. Despite the fact that social media can pressure companies to deal with sticky situations in a more even-handed fashion, individuals often waste the opportunity.
The Nexus One has generated a lot of buzz over the past week for a number of good reasons. Google's foray into the competitive smartphone market is arguably one of the company's boldest yet.
Google may deliver success with the Nexus One but its direct-to-consumer sales model, which some claim could disrupt mobile carriers, is also drawing attention to Google's customer service limitations.
In the movie What Women Want, Nick Marshall (played by Mel Gibson) has an accident and finds himself able to hear what the women around him are really thinking. At first he uses it to his advantage selfishly before he falls in love.
Chances are you're not going to suffer from an accident that gives you Nick Marshall-like abilities, but fortunately when it comes to finding out what customers want, market research can tackle the challenge.