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RE: Helen Edwards: Looking to boost the skills in your team? Think training before recuitment.

This article raises some interesting and valid points. Marketing teams are still often expected to learn on the job, yet most marketing managers are unsure of how a training programme should be best managed to suit all needs and levels. The Case Method, as Edwards suggests, is effective because it allows trainees to learn from other people, from a safe distance. What the article doesn't mention is that there are good case studies and bad case studies, and both are equally important. Of course a great deal of learning comes from doing, but particularly when it comes to making mistakes, it's always better to learn from others' experience. The principles of marketing have to be understood first, as Edwards suggests, this method wouldn't work with a total novice. However, training should be accessible to people of all levels – if it goes over the heads of lower level marketers, it's something to aspire to, and if it's below what some know, then it might be seen as a refresher. Either way, without a program of learning that provides a fresh point of view, marketers are not going to get the most from their own campaigns or media contacts. Also, it's worth remembering that "nuts and bolts" training isn't always aimed at junior level, it may be that your team needs training in a channel it hasn't had much experience in. To put it another way: you don't know what you don't know. It's too easy to say "what am I going to learn from this?", but the training might help clarify or even inspire. Something else to consider is that case studies should be fresh, relevant and up to date, especially in the context of technology, social media and mobile, where things are changing all the time. And lastly, a significant point missing from the article is the importance of inspiration, or how training can aid creativity. What training does is equip people with skills that can help them achieve their true potential. It inspires confidence – which is an important tool in itself – even if it's something as simple as knowing what questions to ask. Without a structured learning programme people aren't necessarily going to come across what they need. Richard Ardley, Insight Director at Getmemedia.com

Industry View: How will web domain liberalisation affect brands?

As The Internet Corporation for Assigned Names and Numbers (ICANN) gets underway with its controversial move to allow companies to buy their own top level domain names, we ask industry experts what it means for brands' digital marketing strategies.

Read: Industry View: How will web domain liberalisation affect brands?.

RE: Zeebox founder Rose: 'They're not ad breaks anymore, they're tweet breaks'

Ok, so some lonely people Tweet \(get a real life) in ad breaks, but only a few in reality, 50% of Tweets come from just 0.5% of Twitter users. 24% have no followers, 97% less than 100 followers. Only 1.53% of conversations are 3 level deep. 36% of Tweeters are 25-34, 27% 35-44. Only 3% are under 18. \(Facts from Twitter itself.) Remember David Ogilvy's quote, "just because people are talking about it doesn't mean they are buying it." However, Zeebox could be very influential. The idea of a shared viewing experience appeals to basic human psychology. But I think Google's True-View idea will be more revolutionary as a new approach and will actually reverse the decline in creative standards of ads. Because only good ads win audiences.

RE: Sector Insight: Desktops, laptops, tablets

There is another way to look at the table. Look at the ratio of Ever bought and bought in last 12 months -Apple and Samsung show high degrees of loyalty. If I was Fujitsu I would be really worried and Compaq, Dell and HP should be concerned! Acer prop up the low price, entry level but have done well. Lenovo should focus on driving brand awareness along with what it stands for. Sony Vaio also have work to do.

RE: Sony buys out Sony Ericsson

I was surprised to hear that Sony has decided to take full control and dispose of the Sony Ericsson brand in its smartphone handset operations. Although strong in the electronics market, Sony does not have the same level of credibility and brand strength in the handset manufacturing market as Sony Ericsson. Strong brand identity is essential in driving not only sales, but customer loyalty. I'll be interested to see how this develops. This move by Sony may backfire; it can acquire all the necessary licences, but it is impossible to simply buy and then absorb Sony Ericsson's reputation for producing high quality smartphones.

RE: DMA agrees new green targets with Defra

I would agree that the blanket DM approach is verging on criminal. So, it's encouraging to see the DMA respond to consumer and government concerns about the level of often unwelcome advertising mail that exists within the industry so responsibly. To meet the targets set out, marketers need to be placing more focus on data analysis technology that can be used to more efficiently centralise marketing activity. This will ensure rich data pots can be used to their full advantage to improve direct and targeted communications and advertising. This would not only allow brands to be more environmentally sound but also smarter in how they interact with consumers and utilise one of the greatest assets they have at their disposal.

RE: Manchester United to unveil global social-media network

If you've got a brand with global recognition and are engaged with your customers already it seems to be a no-brainer. Look what Ducati have done from North America http://bit.ly/vTi4xT - brilliant. There's a great opportunity for other UK businesses and brands, and I look forward to others applying the real level of resources needed to do the job. It's not just about bringing in the agency to build the platform - it's about integrating into the company. Come on Britain!

RE: Tories give up party political broadcast slot for East Africa

Great strategy, Steve. That sure went down well with the vast majority in THIS country who are struggling on every level. His and their heads are firmly up their a*ses and not in the blue sky. They really are as thick as S*it.

Local radio groups question Ofcom on DAB switchover

A number of local radio groups have questioned the role of the DAB platform at the local level in a response to a consultation from broadcasting regulator Ofcom.

Read: Local radio groups question Ofcom on DAB switchover.

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