Sales & Marketing news

• Is data really the new oil?

  12-06-2018 17:00 via warc.com
  If data really is the new oil then it’s high time advertising started learning lessons from the oil industry, suggests Alex Steer of Wavemaker.
  “We’re obsessed by this notion that data may be the new...
  
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• You can always do more with less: Amanda Mackenzie on what it takes to be a successful marketer

  12-06-2018 15:17
  Amanda Mackenzie grew up thinking she was going to be a doctor – via the brief ambition of being a ballet dancer – but ultimately started her career in ad agencies. Despite this beginning, she freely admits that “some of the conversations you have in advertising can be absolutely pointless, because most consumers aren’t going to notice it and it really doesn’t matter a jot”.
  It perhaps isn’t a surprise, then, that after just over a decade at WCRS and DMB
  
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• Marketoonist on short-termism

  12-06-2018 11:04
  Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
  See more of the Marketoonist here
  The post Marketoonist on short-termism appeared first on Marketing Week.
  
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• Beauty influencers deliver ROI of £8.81, report finds

  12-06-2018 09:00
  The return on investment of influencer marketing is notoriously hard to measure, but a new report finds that for every £1 spent on influencers within the beauty industry in 2017, brands received an average return of £8.81.
  The most popular source of data for proving the ROI of influencer activity is web analytics (77%), according to the survey by Marketing Week’s sister publication Celebrity Intelligence. Meanwhile, 52% use platform-specific metrics, such as trac
  
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• New Balance aims to avoid tournament ‘hype’ in World Cup debut

  12-06-2018 08:00
  https://s3-eu-central-1.amazonaws.com/centaur-wp/marketingweek/prod/content/uploads/2018/06/11161007/11.06.18_11.00BST_Teaser_NoSubtitles_18.7mb.mp4
  New Balance is making its World Cup debut as it looks to shake up the football market and take market share from incumbents Nike and Adidas.
  Speaking to Marketing Week ahead of the World Cup kick-off in Russia on Thursday (14 June), New Balance’s general manager of global football Kenny McCallum admits the company can’t compete with the
  
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• How ‘JR Hartley’ helped Yellow Pages shift perceptions: The making of the UK’s favourite ad of the 1980s

  12-06-2018 08:00
  An out-of-print book on fly fishing may not seem like the most likely candidate for an ad that people will continue to talk about 35 years later. But add in the heart-warming charm of JR Hartley and it’s not only one of the most memorable ads of the 1980s, it’s also people’s favourite, according to a Marketing Week and YouGov poll.
  The ad in question shows an elderly gentleman going from shop to shop trying to find the elusive book to no avail. But when his daughter suggests lo
  
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• Podcast ad revenues surged in 2017

  12-06-2018 02:00 via warc.com
  NEW YORK: The US podcast market saw strong advertising growth in 2017, rising 86% to reach $314m, according to new data from the IAB.The latest Podcast Advertising Revenue Study,...
  
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• New internet era faces legal challenges

  12-06-2018 02:00 via warc.com
  WASHINGTON DC: Yesterday marked the end of US government rules regarding net neutrality, but the new policy faces legal challenges from individual states, some of which have also developed their own rules on the matter.The proposal by the Federal...
  
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• Multinational brands review agency rosters

  12-06-2018 02:00 via warc.com
  GLOBAL:Nearly three-quarters of major multinationals are reviewing their current agency arrangements, looking at whether they have the right mix of agencies and capabilities in their external partners, new research shows.The Future of Agency...
  
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• How brands can respond to e-commerce

  12-06-2018 02:00 via warc.com
  NEW YORK: Marketers that want to succeed in the e-commerce world could benefit from paying attention to the “4Cs” as much as the traditional “4Ps”, a study has argued.The CMO Council, the executive network, partnered with...
  
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• Digital takes off in Bangladesh

  12-06-2018 02:00 via warc.com
  DHAKA: Adspend is moving towards digital in Bangladesh and e-commerce is growing fast as half of the country’s young population use the internet and most of them do so via mobile.According to Campaign Asia-Pacific, the share of marketing...
  
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• Breaking out of advertising's zero-sum game

  12-06-2018 02:00 via warc.com
  LONDON: Campaign effectiveness has been declining even as the levers are in place to increase it – a consequence, two industry figures suggest, of focusing on either targeting or context but not both together.Writing in the June issue of...
  
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• Brands use summit fever to raise profile in Singapore

  12-06-2018 02:00 via warc.com
  SINGAPORE: Businesses across Singapore – both local and international – are capitalising as Trump-Kim fever sweeps the city-state ahead of today’s highly anticipated meeting between US President Donald Trump and North Korean leader...
  
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• 'Brand Singapore' to benefit as Trump-Kim summit kicks off

  12-06-2018 02:00 via warc.com
  SINGAPORE:Singapore’s national brand is set to benefit from the historic first meeting between US President Donald Trump and North Korean leader Kim Jong-un, as the city-state hosts one of its biggest ever international media events. ...
  
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• Three-quarters of major brands reviewing agency roster

  12-06-2018 01:01
  The majority of major brands are reviewing their agency rosters as they admit that their current set-up is not fit for purpose.
  According to a study by the World Federation of Advertisers (WFA) and management consultancy The Observatory International, clients give their current agency rosters a score of just 5.7 out of 10, where 10 means they are fully happy with the effectiveness of their set-up. That concern means three-quarters are reviewing their current arrangements to ensure they have the
  
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