Sales & Marketing news

• The data giving marketers new insight into direct mail

  13-06-2018 17:00
  There’s a way to uncover the latest data to help you find out how your mail campaign can perform. Royal Mail MarketReach has developed a new, improved Insight Engine based on data from JICMail – the direct mail industry’s new audience measurement standard. It’s a powerful tool that can help you drive success.
  JICMail is changing the face of marketing. As you may be aware, since its launch in January, JICMail – the Joint Industry Committee for Mail – provides
  
  Read more

• Guinness’s ‘Surfer’ ad didn’t do that well in research ‘but we ignored it’

  13-06-2018 14:20
  No list of the greatest ads of the past 40 years would be complete without Guinness’s ‘Surfer’ ad. The TV spot was creatively brilliant, commercially successful and helped propel the careers of everyone behind it – the brand marketer Andy Fennell, AMV BBDO’s Walter Campbell and director Jonathan Glazer.
  Little did the team know they would be making a classic when AMV pitched for the Guinness business in late 1997. The agency of record on the brand for a dozen years
  
  Read more

• Sky steers clear of ‘bribery tactics’ as it targets 4.5 million loyalty members

  13-06-2018 14:04
  Sky says it is on track to have 4.5 million VIP customers within the next year, around a third of its UK customer base.
  1.8 million people have already signed up to Sky’s 10-month-old loyalty programme – which rewards tenure rather than spend – which launched last summer following complaints from existing customers that newer ones were getting better deals.
  It was also an attempt to reduce churn amid growing competition from the likes of BT and Netflix, as well as to
  
  Read more

• The traits that make consumers more loyal

  13-06-2018 13:36
  Numerous brands across all sectors use loyalty schemes as a marketing tactic, both to encourage repeat business and to learn more about their customers. But just because they are so common, it doesn’t make them easy to get right.
  In a new report, YouGov lays out key insights into the consumers that use these programmes the most, and how to maximise the value they give back to your brand. Here is a sneak peek.
  READ MORE: Download YouGov’s whitepaper, ‘What the British think of l
  
  Read more

• Advertisement

• How to mine the web's insights without personal data

  13-06-2018 12:00 via warc.com
  Advertisers are currently navigating one of the biggest shake-ups to the way they collect, use and store consumer data. For some, GDPR and the uncertain future ahead has been reason enough to temporarily withdraw altogether. Conversely,...
  
  Read more

• Sir John Hegarty: Great advertising elevates brands to a part of culture

  13-06-2018 08:00
  Illustration by Peter StrainI’ve barely sat down in the office of Sir John Hegarty’s latest venture, startup incubator The Garage, before he is bemoaning everything that is wrong in the ad industry today. Across the table, he complains how creativity is “receding from the world of marketing” as it becomes data-driven, how marketing has forgotten to “engage with people’s imagination and soul” and how digital tech “hasn’t created the wealth it
  
  Read more

• Sir John Hegarty: Creativity is receding from the world of marketing and the obsession with data is to blame

  13-06-2018 08:00
  Illustration by Peter StrainI’ve barely sat down in the office of Sir John Hegarty’s latest venture, startup incubator The Garage, before he is bemoaning everything that is wrong in the ad industry today. Across the table, he complains how creativity is “receding from the world of marketing” as it becomes data-driven, how marketing has forgotten to “engage with people’s imagination and soul” and how digital tech “hasn’t created the wealth it
  
  Read more

• Ascot’s top marketer on the challenge of being a ‘sport that isn’t tribal’

  13-06-2018 08:00
  Royal Ascot is one of the UK’s most renowned race meetings, known as much for its extravagant hats and glamour as it is for horse racing.
  Over the course of the five-day event, which this year takes place between 19 and 23 June, the racecourse welcomes more than 300,000 visitors and generates three-quarters of its annual income. It has 21 other race days throughout the year, but they attract just 300,000 visitors between them and a quarter of its overall revenue.
  Therein lies the challenge
  
  Read more

• Advertisement

• TV ads set for digitally-driven comeback

  13-06-2018 01:30 via warc.com
  NEW YORK: Television advertising is truly succumbing to the “digital revolution”, and is likely to strengthen its long-term position as a result, a study has argued.The Association of National Advertisers (ANA), the industry body, and...
  
  Read more

• PwC Australia: Trust at core of media investment success

  13-06-2018 01:30 via warc.com
  SYDNEY: Growth in the Australian media and entertainment space will depend on brands’ ability to foster trust among consumers, according to PwC, with ‘trust assets’ key to overcoming present concerns.This is according to the...
  
  Read more

• Influencers are on the up

  13-06-2018 01:30 via warc.com
  LONDON: The effectiveness of influencers can be difficult to quantify but many marketers in the beauty category believe that they will become increasingly important, especially when engaging younger audiences.A survey by Celebrity Intelligence,...
  
  Read more

• Impromptu Kim Jong-un selfie tops off Singapore tourism push

  13-06-2018 01:30 via warc.com
  SINGAPORE: The Singapore Tourism Board has taken advantage of the city state’s moment on the international stage to promote it as a tourist destination to the world this week – but it was an unexpected selfie of Kim Jong-un at...
  
  Read more

• Facebook's complicated news relationships

  13-06-2018 01:30 via warc.com
  MENLO PARK, CA: Facebook has declined to exempt ads for publishers’ news content from inclusion in an archive of political ads and suggested they could simply pause their advertising while the platform builds a separate archive to address...
  
  Read more

• Delivering on better metrics

  13-06-2018 01:30 via warc.com
  JERSEY CITY, NJ: Scott McDonald, president/CEO of the Advertising Research Foundation (ARF) understands the frustration of reinventing metrics in a marketing ecosystem that is in perpetual motion.“We all sometimes fall into the trap of...
  
  Read more

• Coca-Cola wins Content Grand Prix at WARC Awards

  13-06-2018 01:30 via warc.com
  GLOBAL: A campaign created by FP7/CAIRO for soft drinks brand Coca-Cola around the African Cup of Nations has won the Grand Prix in the Effective Content Strategy category in the 2018 WARC Awards.This category rewards branded content strategies...
  
  Read more

Follow @sales_mrktinguk on Twitter!