Podcast: Mark Ritson on the best Christmas marketing campaigns of all time
Each year when retailers begin decorating their shop windows with Christmas cheer, companies start coaxing shoppers online or in-store to buy more – and often fail.
In the latest Melbourne Business School podcast, Adjunct Professor and marketer's marketer Mark Ritson explains what makes or breaks a great Christmas marketing campaign and why long-term brand building is needed for short-term goals.
"The best way to market is not necessarily to push prices or even products, but to go after a much more longer-term emotional connection between the brand and its customer base," says Professor Ritson.
Bridging an emotional connection may sound easy when all retailers need to do is promise good value, but Professor Ritson says many of them hardly ever get it right and the marketing teams are usually to blame.
"The research is clear that what works best is when the short-term route is allied with a long-term approach. Failing in that – well, the tenure of a marketing department and the senior marketing team is a factor."