This action might not be possible to undo. Are you sure you want to continue?
17 November 2010 £3.40
Automotive manufacturer sets out plan to boost appeal in UK through content
Ford draws up branded entertainment strategy
By Alex Brownsell
PSiG 'turn to 30' campaign
Unilever chief attacks P&G
By Gemma Charles
Ford of Britain is revamping its marketing strategy in an effort to strengthen its appeal as a trusted car marque. The manufacturer is looking to create several strands of content to accompany the global launch of its latest Focus model, as well as the 100th anniversary of Ford's debut in the UK. Ford of Britain marketing director Mark Simpson is keen to replicate the Impact of Foster's revival of comedy character Alan Partridge (Marketing, 18 August), but does not plan to follow the 'humour route'. Simpson is overseeing a pitch involving several production and entertainment companies. Although Ford remains the biggest-selling car brand in the
Ford launch of Focus model in March will be first global roll-out
•ford UK new Cêr registrations, year to 31 Ocf (000s) Source: SMMT
UK, rivals such as Volkswagen are more favourable among consumers. 'Ford is not necessarily known as the car of choice,' said Simpson. 'Although it is a rational and sensible purchase.
we want it to be a car people want, not one they settle for." The Focus 2011 model will be the subject of Ford's first global car launch. It will be backed by a major international campaign in March.
From May, Ford of Britain will mark its centenary with a campaign that starts with its sponsorship of the UEFA Champions League Final at Wembley. Editor's comment, page 23
Google adds video to sponsored search
By Sarah Shearman
Google is preparing to roll out an ad format that will allow UK brands to include videos in their AdWords sponsored search listings. The company is promoting its 'video extensions' initiative to advertisers and agencies as a
way of combining the benefits of brand advertising with the targeted relevance of search. The videos play automatically beneath brands' standard AdWords paid-search ads. An embedded URL allows users to click through to a branded website. Advertisers will be charged per 10 seconds of video
at the same maximum costper-click as the keywords on which they are bidding. The format is likely to be of greatest benefit to entertainment and technology brands that run film trailers and product demonstrations. The ad format is currently in beta testing in the US. Google
declined to comment on plans for a UK launch. In September Google announced it would be rolling out 'product extensions' in the UK, enabling advertisers to boost the relevance and detail of AdWords ads through the inclusion of images or maps alongside text.
Unilever's top global marketer, Keith Weed, has criticised the flagship sustainability campaign of its rival, Procter & Gamble (P&G), which encourages consumers to do their washing at 30°C. Chief marketing and communications officer Weed called into question the impact of the 'Turn to 30' activity, which is based on laundry brands such as Ariel. 'Just telling people to wash at a lower temperature sounds good, but getting people to do it is another challenge,' said Weed. 'People either forget or are economical with the truth.' His comments follow market research carried out by Unilever, in which consumers placed electronic chips in their washing machines to mea.sure the temperature and length of washes. Unilever has now unveiled plans to halve the carbon footprint of its products and source all agricultural raw materials sustainablywithin lOyears. The FMCG has set out more than 50 economic, social and environmental targets to reduce the amount of greenhouse gas emissions and water and waste generated by itself, its suppliers and consumers of its products.
Inside this week
Retail Direct marketing Public«, fnr
Marketing the high street
Traditional stores fight a shift to online shopping
Tag team tactics
Direct is enjoying a revival as it combines with digital Page 2 8
Succeeding the COI
Can government persuade brands to fund public ads? Page 14
redudng wHh Itw Cartx>n Trust
I failed to convert any clients in a meaningful way and therefore do not feel like we have permission to use BE in the way we plan communications. that's it. Trinity Communications. arguably the highest-profile proponent of ad-funded programming. while Land Rover's 24-hour broadband TV channel has gone largely unnoticed.. The idea is that by adding value to the online experience. Even so. but are yet to be formulated into a coherent way of planning. Mark Simpson. 27 October).co. competition for consumer attention has increased over the past half-century . Simon Timlett. The problem is that the theory is essentially a collection of insights that powerfully undermine many historic preconceptions about marketing. London W1 TDA campaign used behavioural triggers guys in the pub) found it interesting.so much so that the road to success is now littered with the wreckage of brands that have tried and failed to engage their customers through content.uk 17 November 2010 Marketing 23 . everyone (even the marketingmagazine. The most effective sites continually iterate via live visitor feedback to hone the customer experience. By constantly optimising against thousands of variations of a web page in a live environment. explore the November issue of Revolution (now distributed exclusively with Marketing) The roaa to success is littered with the wreckage of brands that have tried and failed to engage their customers through content' Readers Say nnarketing. I briefed the team in the office extensively. converted and an evangelist. London W1 and behaviour to try some of these technlgues and therefore start to create some coherence. this is not deterring Ford from making a foray into the realm of branded content. the car manufacturer hopes to make itself more 'exciting' to consumers by diverting spend from TV ads to online content. the rewards for brands bold enough to invest in content have been clean Of course. Colgate-Palmolive and Lever Brothers decided to fund the first soap operas back in the 50s. companies immediately see which pages yield the best results for real visitors. Maxymiser. Eight months ago I participated in a three-day IPA 'test and learn' training session on the subject. Advertising-led organisations like ISBA and lAB are to a certain extent just riding the social media wave.letters@haynnarketconn Attention to detail pays off for retailer websites 11 was interested to read your feature on how innovations in ecommerce are making 'clicks' more popular than 'bricks' ('Better than bricks and mortar'. and might just allow it to be heard above the noise. This is easy and affordable to do. Nowhere is this more true than in the automotive sector. then responding with enhancements that can be delivered guickly. BE might continue to be just entertaining stories about flies In urinals. but if Ford wants to curry favour with consumers rather than merelyflogthem motors. Details are still sketchy. Otherwise. This is implicit in the great work being done by the IPA in pushing the BE agenda and trying to generate compelling case studies. this is a solid start. 10 November) reminded me of the key challenge this issue presents. However. Being innovative needn't mean making radical or costly changes. I had become a BE bore.. Ford's strategy is smart. er. it is taking a different tack and will focus purely on content that entertains. and has been shown to represent much greater value for money than other forms of usability testing. and even talked about it in the pub with my mates. For example. founder and president. and. sought out likely individuals within client marketing teams who might be converted. simply flipping the positioning of the 'log-in' and 'register' boxes has enabled some companies to achieve a 10% increase on conversion rates.Jones@haymarket. Marketir^g. Patrick Morrison We must act to develop 'nudqe' beyond tbeory Your highlighting of the application of behavioural economics (BE) (Marketing. page 43 Editor's comment Ford wants ustoget engaged Ever since Procter & Gamble. Gareth.What it's really like inside: Pendragon Careers. We are all challenged (agencies and marketers) to alter our own attitudes Social media lessons for brands from ISBA • There is a huge tension between * " advertising and social media. dealership profiles and new-product previews. Last year Audi. called time on its Sky Digital TV channel afterfiveyears. Much will depend on execution.corn For more on branded content. One is about controlling the message on a narrow but positive spectrum of take out: the other is about possibly multiple messages and across a positive/ negative and a don't-really-careactually spectrum. I left inspired. partner. but whereas Ford's rivals have largely offered vehicle information. It's about paying more attention to how customers navigate and behave on your site. However. retailers will maximise online revenues only if their websites can provide the same customer experience as physical stores. Rival Honda's online experiments have met with varying degrees of success. consumers will volunteer to spend time with the brand without feeling as if they're being sold to. It's a new thing and with it will come a lot of probably complex multiple relationship metrics that no one invented yet. As we reveal in this issue. The factors which make the biggest difference to website performance can often be small and subtle. As customers become less tolerant of'Del Boy brands' constantly on the make. They will inevitably force old-media measurement criteria onto it like a badly fitting suit.
However. download.Copyright of Marketing (00253650) is the property of Haymarket Business Publications Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. or email articles for individual use. users may print. .