I firmly believe that we will look back at Christmas 2010 as the moment mobile went from a really interesting topic to a serious tactic within all retailers' marketing mix, and what better way to assist retailers in the build up to Christmas than to put together a mobile wish list. Now what a present that is! Ok, maybe a bit of an exaggeration but below are my top 10 tips and considerations for mobile: 1. Don't think for too long! Mobile is still heavily in the planning stage and everyone seems to be talking about theories rather than proven conclusions. This has lead to many retailers waiting to see what happens with mobile before taking the plunge themselves. Read the rest of this entry...

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During a recession, ROI is obviously more important than ever. But are you also taking the time to focus on existing customers and on how they can be harnessed as brand advocates? With marketing spends under tremendous scrutiny in the economic downturn, companies are raising their game and working even harder to secure the best return possible for their investment. Although generating brand awareness and creating interest is indeed crucial, it is also often the most expensive form of marketing. As a result, more time is being invested in market research to ensure the messages are hitting the sweet spots. A strong understanding of who your customers are, staying close to them and building customer loyalty are all imperative within marketing - and brand advocacy is without doubt brand nirvana. Brand advocates play a tremendous role in influencing others to move along the customer journey and turning loyal customers into brand advocates is one of the most effective forms of...

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