Sales & Marketing news

• Why Reebok doesn’t rely on data to understand its consumers

  30-05-2018 16:09
  Eleanor Carter-Silk is not only Reebok UK’s head of sports marketing, she is also an athlete and a former ambassador for the brand – like most of its head office.
  All of its marketers are trained in the areas they work in, and as such, Reebok can afford to be less reliant on data from third parties to understand its consumers.
  “We are our own consumers,” Carter-Silk says. “While we bring in consumers and focus groups, and listen to people by email and in person at e
  
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• HP on proving the business case for diversity in marketing

  30-05-2018 15:55
  HP is proving the business case for diversity in marketing, with new data showing its diversity schemes are having a positive impact.
  The tech giant has compared the impact of ads created before and after the launch of its 2016 diversity initiative, with Brand Monitor showing a “significant” six-point increase in purchase intent and HP business drivers in just one year. Separate Marketing Mix Analysis, run by Nielsen, captured a 33% increase in revenue per impression.
  Antonio Lucio,
  
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• Wake up and smell the coffee: why publishers need a Fairtrade programme

  30-05-2018 02:00 via warc.com
  The Fairtrade movement has helped coffee farmers and its ideas have something to teach the digital marketing industry too, says Nigel Gilbert of AppNexus.The 1980s were tough on coffee bean farmers. Free trade had destabilised a...
  
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• How word of mouth can impact sales

  30-05-2018 02:00 via warc.com
  NEW YORK: Brands that increase their marketing budgets can fuel word of mouth levels, with potentially beneficial effects on sales, according to a study.Keon Pauwels, a marketing professor at Northwestern University, discussed analysis he...
  
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• Chinese consumers expect to buy more imported brands

  30-05-2018 02:00 via warc.com
  BEIJING: Three in ten Chinese consumers expect to buy more imported products over the next six months, according to a new survey by the Ministry of Commerce.The ministry surveyed 1,400consumers and found that more than 30% of respondents...
  
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• Cannabis branding needs work

  30-05-2018 02:00 via warc.com
  NEW YORK: With Canada in the process of legalizing recreational cannabis use and the medical cannabis market in the US projected to be worth almost $20bn by 2024, the growing number of brands in this category need to consider their marketing...
  
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• Britannia optimises distribution network

  30-05-2018 02:00 via warc.com
  BENGALARU: Britannia, one of India’s leading biscuit makers, is deploying a high-tech strategy as it seeks to increase penetration in rural areas and boost the proportion of its sales generated there.According to the Business Standard, just...
  
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• Brands have a role in reassuring worried parents

  30-05-2018 02:00 via warc.com
  LONDON: Brands can find a role in supporting British parents concerned about their child-rearing skills, as new research shows four in five (86%) are not confident they are good enough, with many turning to social media for reassurance.Media...
  
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• Bodyform wins Purpose category in WARC Awards

  30-05-2018 02:00 via warc.com
  GLOBAL: A ground-breaking campaign byAMV BBDO for feminine hygiene brand Bodyform has won the Grand Prix in the Effective Use of Brand Purpose category in the 2018 WARC Awards.This category is for marketing initiatives that have successfully...
  
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