Tag Online advertising

Measuring Word of Mouth – some principles

This morning we spent some time with Robert East, Professor of Consumer Behaviour at Kingston University. His research focuses on word of mouth and brand loyalty and we spent the morning talking about how you can measure these things and in particular critiqued the Net Promoter Score as an approach to this. One of the

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New media is big business for B2B

America’s top B2B firms are embracing new media. An article from the World Advertising Research Centre (WARC) suggests that more than one in three US B2B firms is spending more that 20% of their total media budget on new and digital media. This contrasts with B2C advertisers who see an average of just 5% of

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