Straight Talk with Nigel Hollis

Nigel Hollis Executive Vice President and Chief Global Analyst, Kantar Millward Brown

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Monday, June 17, 2019

How intention, technology and performance marketing will kill your brand

After presenting at the Effies Summit in Colombia the other week, I sat in on a presentation by Santiago Pachano, Commercial Director at Google Argentina. He laid out a compelling case for why marketers should invest more in performance marketing. In my opinion there was just one small problem with his argument: it was a recipe for killing a brand’s future revenues.

Wednesday, June 12, 2019

Let’s stop talking about customer loyalty

A couple of weeks ago I came across an article titled “The Death Of Brand Loyalty”. The author argues that because of a generational shift the concept of loyalty has lost relevance and nowadays it’s all about constant change. But is that really true?

Monday, June 10, 2019

Does marketing need a new lexicon?

The nice thing about attending a client conference as one of the speakers is that you get to hear some interesting presentations. While I am not sure that I agreed with Diego Bolson’s take on what the future will bring, I was intrigued by his belief that the language of marketing was holding companies back from making disruptive decisions.

Wednesday, June 5, 2019

Would you recommend the NPS metric?

The Net Promoter Score has been in the news lately and it has as many supporters as detractors, yet continues to grow in popularity. Recently one of our clients asked, would you recommend NPS? My answer was it all depends on what you want to use it for.

Monday, June 3, 2019

Where should a retailer invest? Refurbishment or marketing?

After delivering my take on what is requires to revitalise a brand, one of my audience asked, where should a retailer invest? In refurbishing existing, older stores, or in marketing to reach new customers? Of course, ideally one would do both, but if you do not keep your existing customers happy their defection may undermine your growth prospects anyway.

Wednesday, May 29, 2019

Do not misinterpret the Excess Share of Voice analysis

Various studies find that there is a consistent relationship between share of voice this year and market share change next year. The more a brand spends compared to its market share, the more likely it is to grow over time. But within a category some brands will fail to obey the general relationship and it is important to understand why.

Monday, May 27, 2019

Word of mouth is powerful but lacks some important qualities

Last week I was in Monterrey, Mexico, invited to speak at the internal marketing conference of packaged goods company Sigma. First up on the agenda was Jonah Berger, professor at Wharton Business School and author of the book ‘Contagious’, who, not surprisingly, was talking about the power of word of mouth. He delivered a great presentation, but I had to question some of his assertions.

Wednesday, May 22, 2019

James Charles highlights the challenges of influencer marketing

Influencer marketing is one of the most hyped marketing strategies today. However, in a world that rises and falls on public opinion, at the speed of digital, there are dangers in an influencer strategy. We can look to James Charles and The Jolly Green Giant for lessons on how to navigate this new opportunity.