Brand licensing should sit at the very heart of an organisation’s work. Licensing activity should reinforce the corporate vision and mission and support plans for customer engagement, development and retention. It is in effect just one strand of an organisation’s marketing and communications stragegy.
Mobile is vital to on line retailers as a mobile optimised store and a fast mobile connection gives pure play retailers like Colour & Paint a chance to be included in an in-store price comparison and purchase decision even if they sell exclsively on line. Google Analytics show that 25% of all traffic to www.colourandpaint.com is from a mobile device.
A recent article in Marketing Week magazine says a stunning 78% of CEOs criticise their agencies for not being ROI driven and that marketers have “continuously failed” to prove marketing strategies and campaigns delivered business growth. What is going on here? Isn’t the whole point of marketing to drive business growth?