Sales & Marketing news

• Marketers’ video ad options are on the increase

  28-09-2018 18:13
  Video is undergoing a monumental shift. While it retains its premium value, there are now more ways than ever for marketers to reach audiences with video. At last week’s Dmexco trade show in Cologne, it quickly became clear that in the time since last year’s show, vendors had been working away on creating new forms of video inventory.
  Video is already responsible for a huge proportion of today’s mobile data usage, and there’s one standout reason why this has skyrocketed:
  
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• Mark Ritson and Facebook’s Steve Hatch to share the stage at the Festival of Marketing

  28-09-2018 17:44
  Marketing Week columnist Mark Ritson will be joined by Facebook’s vice-president of Northern Europe Steve Hatch on the Headline Stage to close day two of this year’s Festival of Marketing.
  The two will discuss the future of marketing, covering topics such as trust and transparency, traditional and digital media channels, and disruptive technologies.
  Before joining Facebook, Hatch worked at agencies, including Y&R, Omnicom and WPP where he spent 15 years, with his final role as C
  
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• Have marketers lost their common sense?

  28-09-2018 15:32
  Renault’s vice-president of global brand strategy laments the amount of time he spends stuck on committees and working in spreadsheets, while Bella Italia’s head of digital says her board doesn’t even care about the cost per impression (CPM). Their shared frustration? Marketers have lost their common sense.
  Driven by an obsession with data, KPIs and the thrill of being able to watch return on investment in real-time, conversations at Ad:tech London yesterday (27 September) sug
  
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• HomeServe is getting a better return on marketing activity post-GDPR

  28-09-2018 14:56
  Insurance provider HomeServe has seen an increase in marketing effectiveness since the introduction of the General Data Protection Regulation (GDPR) despite the fact it is now communicating with a smaller pool of consumers.
  The business, which provides home emergency cover, uses a combination of legitimate interest and opt-in consent, depending on the type of marketing it is doing.
  HomeServe’s core business model is based on “affinity partnerships”, so it works with water
  
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• Next, Nike & Cadbury: 5 things that mattered this week and why

  28-09-2018 14:38
  Next dumps TV and print for digital
  Next is cutting TV, print and direct mail marketing spend for digital, claiming it is seeing “impressive” results from the latter, while ROI from the former isn’t what it used to be.
  The retailer’s digital marketing spend is set to rise by 125% year on year for the 12 months to the end of January 2019, from £12m to £28m. Meanwhile, its budget for direct mail, print and TV will be cut by 51% from £23m to £11m.
  Ne
  
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• A little more conversation

  28-09-2018 14:00 via warc.com
  Part of an effective social strategy is ensuring that campaigns not only anticipate what their audience will talk about but also ensuring that they seamlessly become part of the conversation. By the7stars’ Chris Herbert. 
  
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• Sport's biggest one-off weekend

  28-09-2018 02:00 via warc.com
  Interest in the Ryder Cup, which begins in earnest today, extends beyond golf fans, while a restructuring of commercial activity means more brands than ever are becoming involved.“It’s become a powerhouse of an event,” said...
  
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• Nissan wins ADFX Grand Prix

  28-09-2018 02:00 via warc.com
  A campaign for automaker Nissan by Spark Foundry and In the Company of Huskies has won the ADFX Grand Prix, Ireland’s premier advertising effectiveness award.The ADFX awards, held every two years...
  
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• Luxury resale gathers pace in China

  28-09-2018 02:00 via warc.com
  The luxury resale market is becoming bigger across Asia, with anecdotal evidence suggesting it is set to grow rapidly in China.Earlier this year a report from Berenberg Bank valued the global luxury resale market at over €20bn, or around 10%...
  
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• 'Fish, catch, keep' to achieve mass personalisation

  28-09-2018 02:00 via warc.com
  Marketers seeking the “nirvana” of mass personalisation can use data to effectively target and retain customers using a “fish, catch, keep” model, according to a senior Australian planner.According to Richard Taylor, Senior...
  
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• Finding practical utility for AI in marketing

  28-09-2018 02:00 via warc.com
  Artificial intelligence (AI) offers major opportunities for brands and consumers even as it poses the “ultimate test for privacy”, according to a paper in the Journal of Advertising Research (JAR).Jan Kietzmann (University Of...
  
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• Driving digital ad quality for automotive brands

  28-09-2018 02:00 via warc.com
  Nick Morley explores strategies to optimise digital advertising in the automotive space.
  
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• B2B content needs 'room to breathe'

  28-09-2018 02:00 via warc.com
  B2B content marketing needs to make the most of owned media and be given “time to breathe”, according to a prominent practitioner of the art.Sade Laja, editor-in-chief of Booking.com’s digital B2B publication, Click, addressed...
  
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• Apple News delivers reach but not cash, says online publisher

  28-09-2018 02:00 via warc.com
  A surge of consumer interest in Apple News is leading to huge readership figures for online publishers – but is not driving a matching surge in revenue for those providing the content, it is claimed.Slate, the online news, politics,...
  
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• Consumers ‘nervous’ as confidence stays stuck in the doldrums

  28-09-2018 01:01
  Consumer confidence slipped by two points in September as concerns about the economic situation hit people’s outlook.
  According to GfK’s consumer confidence index, the overall score was down two points this month compared to August to -9. That means consumer confidence has been trapped in a narrow range of between -7 and -10 all year, with the last positive month in January 2016.
  While people’s perceptions of their own financial situation are slightly positive (+1 and +5, see
  
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