Each week Pearlfinders investigates a particular issue that is affecting brands' marketing spend. Below you'll see recent reports, with links to trial access of Pearlfinders if they're of interest.
The year ahead in comms
This year, PR pros are looking forward to a year for rebuilding integrity and trust, focusing on the Queen’s Diamond Jubilee and the London 2012 Olympics. We’ve spoken to PR decision-makers across the retail, FMCG and telecoms sectors for their thoughts on agency preferences for the year ahead.
Skills sector scales up marketing
With record levels of unemployment in the UK – the worst since 1994 – the skills and training sector has been one of the few to benefit from the current economy. Helping Britons gain qualifications or get back to work has become a lucrative business. For agencies, traditional services like print and design are likely to be wrapped up by procurement, scaling up PR and digital – in particular, mobile and social media – is a focus for marketers in 2012.
Financial firms gear up for social
It’s safe to say the financial services sector is naturally risk-averse, and correspondingly marketers are still cautious in their approach to social media. We spoke to marketers across the industry for their views. We found that while we found that many have set up internal committees or formed social media teams, negotiating legislation that surrounds the promotion of financial products remains a sticking point.
Where the work is - Pearlfinders Index Q4 2011
The full data from Q4 2011 - Pearlfinders tracks decision-maker sentiment to gauge the buoyancy of each area of marketing.
Priorities in CRM
Customer relationship marketers are facing what could be one of the biggest years in CRM. Despite warnings of data overload, as the Big Data challenge comes to the fore, social CRM has the potential to revolutionise brand communications. To understand the potential challenges and priorities for brands looking to maximise customer communications, we’ve spoken to brands across the financial, travel, motor and retail sectors.
Retailers consider future of the high street
Last week, TV personality and retail expert Mary Portas released a government-commissioned review of the state of the UK high street. Retailers across the country are still struggling, with footfall outside London said to have declined by at least 10% over the past three years. We’ve spoken to a number of retailers for their thoughts on the future of the high street, and how this could affect marketing strategies.
Partnership marketers discuss priorities for 2012
Having spoken with decision-makers across the travel and leisure industry it’s evident that there are no hard and fast rules when considering strategies for 2012. While partnerships do appear to be taking a greater role in the marketing mix, as decision-makers seek to better integrate their brands with people’s lives, agencies need to consider the broader business goals of each.
Autumn Statement: Marketers’ reactions
It’s clear that many SMEs are still getting to grips with the implications of the Autumn Statement. Decreases in corporation tax will undoubtedly be a long-term advantage for businesses, but it’s felt that these measures are likely to benefit the bigger players and the startups, leaving medium-sized firms on unsure footing.
Marketers consider NFC
Having spoken with marketing decision-makers, we’ve found that there are many unanswered questions with respect to NFC. Decision-makers are focusing their attention on “getting the basics right” with mobile and social media, to ensure there’s a solid basis for any future developments.
Mobile Search for 2012
From the conversations we’ve had, it’s evident that there’s still a level of scepticism around the impact of mobile SEO. While the importance of mobile as a channel and the need to see it fully integrated into the mix for a seamless user experience is undisputed, the relevance of search is less keenly felt.
Mobile in market research
While new methodologies are always hitting the market research space, their perceived worth by research professionals doesn’t necessarily match the hype.
Experiential and events in 2012
For brands looking to make some noise in summer 2012, there is going to be a great deal of additional clutter on the experiential scene. Aside from the usual host of festivals, events and sporting fixtures, the London Olympic and Paralympic Games will dominate between July and September.Prospecting tactics in comms
For perspectives on how brands are negotiating the shifting comms space, how traditional PR fits with online, and how agencies are used to implement these strategies, Pearlfinders spoke to decision-makers across the motor, FMCG and travel sectors.Priorities in mobile
From the conversations we’ve had, it’s evident that while there are a host of opportunities available to marketing decision-makers using mobile technology, there are more fundamental issues to address in the first instance. Big Data: Marketers consider CRM, loyalty and social media
From the conversations we’ve had, it’s evident that while data decision-makers are thinking about the potential impact of vast amounts of customer information, their concerns aren’t focused on which tools to bring in to deal with this, but which questions to be asking.Where the work is - Pearlfinders Index Q3 2011
The full data from Q3 2011 - Pearlfinders takes the temperature for each area of marketing.
B2B Marketing
B2B marketers have long been fighting the reputation for producing lacklustre campaigns that are traditional in focus and slow to adopt new technologies. While this is perhaps now an outdated view, we’ve taken the opportunity to talk to a number of major industrial businesses for their thoughts on the current state of marketing in B2B sectors.Talking points in packaging & brand design
The UK Packaging Awards next month will recognise retailers and products for packaging innovations and sustainability over the past year. As CSR comes into ever sharper focus for brands, and products have to work harder on the shelf, we’ve taken the opportunity to speak with some of the nominees for their thoughts on priorities in design and branding at the moment. Priorities in social commerce for UK retailers
Regarding social commerce, it’s clear that marketers hope to be approached with strong creds and a real business understanding, rather than “fuzzy measurements". While smaller, more nimble retailers have found it relatively easy to start selling through Facebook, for more complex businesses an F-commerce launch is still years awaySEO in the travel industry
Six months ago Google launched the Panda update to its search algorithms, designed to reduce the rankings of low-quality sites and increase the visibility of high-quality sites, rich in original content. While the intent is positive, for some brands the reality has been a significant drop in traffic. We’ve spoken to marketing decision-makers across the travel industry for insights into how they – and agencies – should be adapting.The new breed of casual dining chains planning growth
The recession's lasting impact on the UK high street is well-documented – according to recent research from the Local Data Company, one in seven shops is now boarded up across the UK, while vacancy rates are up to 30% in areas like Dudley and West Bromwich. For current perspectives on the UK casual dining sector, Pearlfinders has spoken to five up-and-coming restaurant brands.New challenges in customer experience
As touch points for brands to interact with customers – and customers with each other – diversify with technology, the need to create a consistent experience across all channels is becoming a greater concern for both marketers and customer service representatives. We’ve spoken to decision-makers at finance and retail brands for their views on the challenge.Priorities in PR
While there is a sense that PR agencies should broaden their offer and skill set across channels – and for the decision-makers we spoke to there is a continuing drive for the integration and alignment of all communications, both traditional and digital – there remains a need for separation between paid and earned comms, in order for brands to top up their “trust bank”.Scotland gears up for 2014
The 20th Commonwealth Games will be held in Glasgow in 2014. The event will be the biggest of any kind to be hosted in Scotland, drawing 6,000 athletes and officials from 71 nations. The period between 2012 and 2014 is considered a “golden opportunity” to present Scotland to the world - we’ve spoken to marketing decision-makers for insights on sponsorship and PR initiatives around these events, as well as their agency preferences.
Higher education marketing to commercialise
As prospective university students brace for tuition fees of up to £9000 per year, the institutions themselves face a new marketing challenge. It’s not yet clear how the move will affect demand, but what’s certain is that both sector competition and student expectations are set to rise.London Fashion Week 2011
The fashion industry is gearing up for London Fashion Week, this year held September 16-20. Taking a wider look at sponsorship, a lack of new compelling properties coming to the market was highlighted as a challenge by decision-makers we spoke to.New messages in green marketing
The Sunday Times has released this year's list of the UK's 60 Best Green Companies. The "green list" looks both at environmental policies and the extent to which they're adopted by staff in a practical context, ensuring real responsibility whether the business is large or small, with a high or low impact.Casual dining sector to build on growth
For the high street restaurant, understanding the consumer is naturally a priority, but one marketer said the fast-casual industry – which until the recession did very little marketing – still has a lot to learn. For agencies looking to push into new verticals there are lessons to be learned from retailers, supermarkets and FMCG brands.Where the work is - Pearlfinders Index Q2 2011
The full data from Q2 2011 - Pearlfinders takes the temperature for each area of marketing.
Next generation social media monitoring
The power of Twitter has become clear in recent months. While privacy battles have long raged in celebrity circles over its impact, the website's role in thwarting super-injunctions and mobilising the masses in response to revelations over News Corp’s journalistic practices has been historic. Pearlfinders has spoken to marketing decision-makers for a sense of current thinking on social media – and brands' expectations of agency partners in changing times.Online dating: marketing tactics in a competitive sector
While strong growth is being seen across the dating industry, competition is fierce. For decision-makers we spoke to customer acquisition is relatively straightforward, but retaining those conversions and ensuring they utilise services remains a challenge. Marketers are turning to the agency world to help them get creative with PR and digital.
Content marketing: The next steps
Among those we spoke to, the emerging theme was one of integration and collaboration. The crossover between IT, marketing and customer services departments is increasing, and when it comes to platforms, according to one marketer, “social media and digital are on a collision course". For agencies that can encompass this company-wide view in their communications, then, there’s an opportunity to gain traction.Recruiters prioritise PR to tackle brand differentiation challenge
Although the recruitment market is seeing more available jobs, there are other problems to tackle with the quality of candidates. Recruiters are competing for the top prospects – leading marketing decision-makers to reassess brand strategy and PR, prompting new business opportunities for agencies.An integrated approach to experiential
While events have previously been seen by many as a bolt-on, for the brands we spoke to it’s now about integrating experiential with the wider marketing mix. Rather than working in isolation, events specialists need to be “part of the bigger picture”.Casual gamblers drive industry interest in new media
For the gambling industry, the stalwart business drivers have long been betting, poker and casino gaming, but the landscape is changing. Whilst operators have historically relied on serious gamblers, the casual player is now the focus.The role of procurement post-recession
The old adage of 'magic versus logic' – and how to pitch your offer to marketing and procurement teams, respectively – is well known. But how relevant is this school of thought today?Social media challenges in financial services
For agencies, speaking with authority on the intricacies of the financial world is essential. Although consumer confidence is beginning to return to the market, decision-makers are unwilling to disrupt the status quo. At the same time there is a belief that social media can give financial firms a competitive edge when dealing with a more sceptical consumer – transparency is key.Luxury marketers embrace digital
While in the past, there was a sense that appearing in the digital space was “too mass market” and carried the risk of devaluing a luxury brand, there is now a new opportunity for agencies to take a strategic role as brands toe the line between exclusivity and driving sales.Modernising CSR
With so many government efficiency agendas in place, noncompliance has the potential to be more costly in penalties than not, so sustainability has naturally taken greater precedence in wider business models. But this has left CSR in an uncertain space. Some say it’s now defunct, while others insist the difference is mere semantics. For comms specialists in the field, the shifts in corporate perspectives is creating new opportunities.Legal shakeup prompts new opportunities for brand strategists
For a profession that has already been shaken up by the prevalence of personal injury specialists, the further evolution of consumer legal services is prompting firms to revisit core brand values, as known consumer brands gear up to take market share from long-established players. Where law firms now need to take a more customer-focused approach, for agencies there's a unique opportunity to break into professional business services. Third sector looks to integrated strategies to commercialise messaging
In a turbulent global environment marred by natural disasters and civil unrest, charities are vying for increased donation from a public facing a squeeze in personal finances. For marketers working in the third sector, budgets are coming under heavier scrutiny, as are the services of agency partners. The need for game-changing brand marketing initiatives is, however, securing the role of agencies.Travel marketers seek to restore confidence through digital
This time last year, almost two million travellers had their holiday plans disrupted by the ash cloud crisis. Now, year holidaymakers are expecting more from their travel providers, while the companies themselves are expecting more from their agencies. Market research: Evolving new business practices
ISBA's publication of a market research guide for clients comes as procurement departments are playing an ever-increasing role in consumer insight operations. Pearlfinders has spoken to companies across the utilities, retail, FMCG and financial services industries, for perspectives on the evolution of the procurement of market research services, as well as the next areas of investment.
Where the work is - Pearlfinders Index Q1 2011
The full data from Q1 2011 - Pearlfinders takes the temperature for each area of marketing.
Challenges in building a sporting legacy
For sports marketers and agency partners alike, the Olympics is undoubtedly a rare opportunity for the promotion of sports, but a consequence is that they're battling to stand out in the crowd. Pearlfinders spoke to six of the UK's sporting associations to understand the challenges and platforms for engagement sports marketers can capitalise on, in the run-up to 2012 and beyond.
Trade unions: The need for relevance in the digital era
With up to 500,000 job losses expected in the public sector over the next five years, the union movement is in a unique position, with the potential to mobilise and support popular opinion. Illustrated by its impact across the Middle East and Africa, the political power of social media is unquestioned, so why are the UK's trade unions slow to revolutionise comms?
Changing priorities in packaging design
Many UK consumers are still making purchasing decisions on a budget, so packaging has to work harder to convince shoppers to buy in just a few seconds. Nevertheless, while cost-effectiveness is a big driver, expectations are now ingrained that packaging will be sustainable and recyclable.
UK brands experiment with product placement
As of the 28th of February 2011, product placement is permitted in UK television programming. The move is seen as essential by many, as an alternative revenue stream for broadcasters in an increasingly challenging media market.
Managing social media in sport
Digital media has been a game-changer for fan interaction in sport. But as social media offers new opportunities for clubs and sponsors to converse with fans, it’s the players who are finding themselves in hot water, and over the past few months Twitter has been a major fixture of the back pages.
Is mobile search a turn-off for UK brands?
Industry pundits have once again hailed 'the year of mobile', with smartphone shipments overtaking those of PCs for the first time and the major operating platforms are jostling for business. So why are brands cautious about pushing the development of mobile search?
The Royal Wedding 2011: Can the honeymoon period last for British heritage?
The wedding of Prince William to Kate Middleton on 29 April 2011 is being hailed as the media sensation of the decade. While employees are eyeing the additional holiday and the younger generation looks forward to its first Royal Wedding, brands are also gearing up for the big day.
Where the work is - Pearlfinders Index Q4
The full data from Q4 2010 - Pearlfinders takes the temperature for each area of marketing.
British Brands Abroad
Welcome to our final quarterly special report of 2010, which looks at the marketing decisions involved with launching a British brand to global markets - and on the other side - the opportunities and challenges that surround supporting international brands that are hoping to establish a foothold in the UK.
Where the work is - Pearlfinders Index Q3
The full data from Q3 2010 - Pearlfinders takes the temperature for each area of marketing.
London 2012 Tier 2 Sponsors
As the build-up to the London 2012 Olympics gathers pace, we've spoken to senior marketers at every one of the event's second tier sponsors about their involvement and activation plans.
London 2012 Tier 3 Sponsors
(September 2010) Following the opening of volunteer applications for the London 2012 Olympics, Pearlfinders has spoken to marketers at Tier-3 sponsors of the Games. These partners provide services to the event with limited monetary exchange. This does not mean, however, that significant sums are not being spent leveraging the tie-ups.
Where the work is - Pearlfinders Index Q2
The full data from Q2 2010 - Pearlfinders takes the temperature for each area of marketing.
Generation Marketing
Welcome to our third special report of 2010, which investigates brands that focus their marketing on either a senior or a youth audience.
Music Festivals
Welcome to our second Special Report of 2010. This time we've chosen to look at music festivals and the increasingly sophisticated approach that brands use to exploit them. According to eFestivals founder Neil Greenway, there are 630 festival-type events taking place in 2010.
Where the work is - Pearlfinders Index Q1
The full data from Q1 2010 - Pearlfinders takes the temperature for each area of marketing.
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