Sales & Marketing news

• Richard Shotton: The ‘safest’ ads are at greatest risk of going unnoticed

  05-07-2018 17:38
  Advertising is blighted by a certain self-absorption. I call it the Barry Manilow problem.
  To understand this issue, we need to go back to 2000 and consider a study conducted by Thomas Gilovich, a professor of psychology at Cornell University.
  Gilovich recruited 109 students to take part in an experiment and asked them to arrive promptly at his laboratory at a given time. Once assembled, they were taken in groups of five or six to a smaller room, where they were seated around a table to fill in
  
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• World Cup: Analysis finds adidas, Nike ads miss the mark

  05-07-2018 17:00 via warc.com
  As the first analyses of World Cup advertising roll in, WARC's Sam Peña-Taylor turns pundit with some help from Kantar Millward Brown.You can’t buy your way to glory in the World Cup. Perhaps that is why it is so so...
  
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• Instagram on why brands shouldn’t see shoppable posts as a threat

  05-07-2018 15:27
  Shopping with Instagram Stories.Instagram extended its shopping function to Stories last month in a move it believes will democratise brand building and shift consumer behaviour from window shopping to purchase.
  “Previously we made it really difficult to interact. You would see something, get inspired and want to go and buy that product, but you had to go to the business profile, try to find a link and jump off to web search; it hasn’t been easy to do,” Instagram’s head
  
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• Molly Fleming: Brands must do Pride right if they truly want to support the LGBTQ+ community

  05-07-2018 15:15
  Every year around June and July the advertising world explodes with rainbows. From retail to FMCG, every brand begins sporting the multi-coloured arch to show their support for the LGBTIQ+ community and honour Pride month.
  However, this inevitably draws criticism as many companies are accused of hiding behind the rainbow and using Pride as a lazy attempt at brand purpose.
  True brand purpose is not just about ad campaigns but how companies operate. If brands are celebrating the LGBTQ+ commun
  
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• Walmart ups customer focus, Uber in merger talks: International round-up

  05-07-2018 15:08
  Uber in talks to merge with Middle Eastern rival
  Uber is in preliminary talks with Dubai-based ride-sharing business Careem as it looks to combine their services.
  According to sources, the two firms have discussed a number of potential structures, but Uber has stated it wants to own more than half of the combined company or buy Careem outright.
  While Careem operates in more than 70 cities across 10 countries, Saudi Arabia is its biggest market.
  Saudi Arabia’s sovereign wealth fund acquired
  
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• Why marketers lose influence as B2B brands grow

  05-07-2018 08:00
  Customers are obviously essential to business success and, whether business-to-business (B2B) or business-to-consumer (B2C), the process of acquiring and retaining them is undoubtedly the responsibility of the marketing department. In recent times, the focus has fallen on the ideal of ‘customer centricity’, embedding marketing deeper in the heart of business strategy.
  However the latest research by Marketing Week, in partnership with B2B agency Omobono, would suggest that as B2B busi
  
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• Sponsorship helps MillerCoors' tap millennials

  05-07-2018 01:21 via warc.com
  NEW YORK: MillerCoors, the brewer, is using an increasingly diverse sponsorship portfolio as a means of connecting with millennial consumers.Marques Jackson, MillerCoors’ senior manager/brand experience, discussed this subject during a...
  
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• Mini programs boost WeChat

  05-07-2018 01:21 via warc.com
  BEIJING: WeChat now boasts one million mini-programs that are helping to increase user engagement with the Tencent-owned messaging app and which are attracting the attention of brands keen to exploit commercial opportunities.According to the South...
  
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• How brands can tap the 'adulting' trend

  05-07-2018 01:21 via warc.com
  CHICAGO: Brands seeking to engage millennials may benefit from tapping the trend towards “adulting” displayed by this audience, according to a study by BuzzFeed, the media company, and Publicis Media, the agency.Lindsey Noble, senior...
  
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• Global auto marques are determined to crack India

  05-07-2018 01:21 via warc.com
  NEW DELHI: Maruti Suzuki’s dominance of the India car market has left many international mass manufacturers struggling to establish themselves with the modest aspiration of a 5% market share eluding most of them.But the figure retains a...
  
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• Digital ads can drive store footfall

  05-07-2018 01:21 via warc.com
  LONDON: Things may look gloomy on the UK high street, with retailers facing increasingcosts and twin threats from e-commerce and D2C brands, but digital ads can help drive footfall according to new research.The
  
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• Creative agencies struggle to prove their value

  05-07-2018 01:21 via warc.com
  CANNES: Despite continuous innovation in the media sector, creative shops have struggled to bring clients compelling strategic data that can ease conversations with the C-suite, according to one client-side marketer.Speaking at Cannes...
  
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