Knowledge Centre

Marketing 2.0 and the New Consumer

Sweeping advances in digital technology has enabled a seismic shift in the balance of power from marketers to consumers. And it's a trend that is set to continue, writes John McGee.

Companies jumping on the green bandwagon by greenwashing their marketing and advertising activities had better tread carefully, writes Deirdre Kilroy.

Described by Time magazine as one of the most influential people on the planet, Martin Lindstrom knows quite a lot about neuromarketing.

Neuromarketing is rapidly becoming a useful tool for marketers in their quest to find out what really goes on it their customers' minds. Gerry Ryan reports.

The science of probability has always come in for a bad press, but it could help shed some light on Ireland's post-NAMA future, writes John D.Byrne.

Direct marketing has evolved as new methods of interpreting customers' online habits become available.

Are you on Twitter? Do you tweet? Does this make you a Twitterer? How many followers do you have? Do you retweet? What about Follow Fridays? Have you seen the latest mashup?

Bill Moss demonstrates the benefits of keeping databases up-to-date and accurate when planning a direct marketing campaign. Tips for the Irish SME.

Mobile marketing in Ireland has finally come of age and smart brands are now using it as an essential part of their marketing mix. John McGee looks at what's being tipped as marketing's next great white hope.

Health claims are a feature of food marketing but legislators are biting down hard on "better for you" sugary and fat-filled foods, writes Margaret E. Ward.

Web analytics provide only one layer of information for marketers wishing to exploit data based on visitor habits. John D. Byrne delves into the black art of clickstream data, packet-sniffers and web beacons.

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