Sales & Marketing news

• Marketing Week Masters Awards 2018: The specials winners

  09-10-2018 23:15
  The Marketing Week Masters Awards took place at London’s Tobacco Dock this evening (9 October). The biggest of their kind in the UK, the awards cover everything in marketing from strategy through to execution.
  From the strategic challenge of digital disruption and transformation, to the societal and business challenge of increasing diversity in your team and output; from boardroom demands to extract more from less, to the challenge of building a winning marketing team – it’s a
  
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• Marketing Week Masters Awards 2018: The sector winners

  09-10-2018 23:15
  The Marketing Week Masters Awards took place at London’s Tobacco Dock last night (9 October). The biggest of their kind in the UK, the awards cover everything in marketing from strategy through to execution.
  Click below to see the winners of the channel awards and the special categories, including ‘brand of the year’ and ‘marketer of the year’.
  Marketing Week Masters Awards 2018: The specials winners
  Marketing Week Masters Awards 2018: The channel winners
  Sector Ma
  
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• Marketing Week Masters Awards 2018: The channel winners

  09-10-2018 23:15
  The Marketing Week Masters Awards took place at London’s Tobacco Dock last night (9 October). The biggest of their kind in the UK, the awards cover everything in marketing from strategy through to execution.
  Click below to see the winners of the sector awards and the special categories, including ‘brand of the year’ and ‘marketer of the year’.
  Marketing Week Masters Awards 2018: The specials winners
  Marketing Week Masters Awards 2018: The sector winners
  Branded Exp
  
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• Asos, Nationwide and Bodyform win top prizes at the Marketing Week Masters Awards

  09-10-2018 23:15
  Asos has been crowned ‘Brand of the Year’ at this year’s Marketing Week Masters Awards, while Nationwide CMO Sara Bennison was named ‘Visionary Marketer of the Year’.
  The awards were held at a glittering ceremony this evening (9 October) at Tobacco Dock in London, which will now play host to the Festival of Marketing for the next two days (10 and 11 October).
  In a hotly-contested category, Asos beat a shortlist that included Ikea, KFC, Quorn and the Guard
  
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• How Pepsi and Sky cut their KPIs and boosted marketing effectiveness

  09-10-2018 18:53
  As proving marketing effectiveness becomes increasingly important, marketers need to be able to pick the metrics that matter to show the impact marketing is having on the business. That is a journey both PepsiCo and Sky have been on over the past three years.
  PepsiCo admits it had too many KPIs, leaving the business with a “flood of information” but little insight.
  “Three years ago we were in a situation where we had as many KPIs and tracking metrics as there were combinations
  
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• Colin Lewis: Marketers need strategic knowledge, not just tactical tips

  09-10-2018 16:09
  The phrase ‘that might work in practice, but does it work in theory?’ is invariably attributed to economists.
  Unfortunately, the theoretical aspect is also what holds precedence in marketing degrees in many of our universities. In an article on Medium in 2016, Tribefire founder Daniel Palmer described studying marketing at university as “a frustrating waste of time”.  When he was asked “Hey mate, you’re studying marketing at uni. Can you help me with my b
  
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• How brands overcome the challenge of data overload to boost marketing effectiveness

  09-10-2018 15:15
  Businesses are increasingly looking for evidence from marketers that shows why they should invest in the discipline and the impact that investment will have on the top and bottom lines.
  In the second episode in this series on marketing effectiveness, created in partnership with Thinkbox, we talk to people who aren’t marketing directors – from Direct Line CEO Paul Geddes to marketing effectiveness consultant Peter Field and Manning Gottlieb OMD’s Richard Shotton – about w
  
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• How brands can overcome the challenge of data overload to boost marketing effectiveness

  09-10-2018 15:15
  Businesses are increasingly looking for evidence from marketers that shows why they should invest in the discipline and the impact that investment will have on the top and bottom lines.
  In the second episode in this series on marketing effectiveness, created in partnership with Thinkbox, we talk to people who aren’t marketing directors – from Direct Line CEO Paul Geddes to marketing effectiveness consultant Peter Field and Manning Gottlieb OMD’s Richard Shotton – about w
  
  Read more

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• What makes a brand experience go viral and truly effective?

  09-10-2018 12:00 via warc.com
  How can experience be truly effective in a digital era. Experience is in fact one of the most effective ways to create meaningful relationships with consumers, but the cost of physical reach is high and metrics often too ambiguous to justify...
  
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• Marketoonist on customer satisfaction survey fatigue

  09-10-2018 10:50
  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 customer satisfaction survey fatigue appeared first on Marketing Week.
  
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• Marketers are starting to understand the true power of voice technology

  09-10-2018 10:41
  Joke-telling can be a competitive business. Stand-up comedians have gone to great lengths to achieve astounding feats in comedy, including Tim Vine, who broke all records a few years ago for most jokes told in an hour (he managed to squeeze in 449).
  But, as far as I know, no comedian has delivered 100 million jokes in four years. That particular boast belongs to Amazon’s voice assistant Alexa, who has been rattling off gags on request ever since she was invented. As Alexa can’t affor
  
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• Helen Edwards: Unless you’re ahead of the consumer, you can’t be ahead of the competition

  09-10-2018 08:09
  If the first rule of marketing is to offer products and services that consumers want, the second rule is to rip up the first.
  It’s not that it’s misguided; of course it isn’t. The principle of building from consumer needs and desires takes us right back to the foundation of modern marketing, with the seminal 1960 paper ‘Marketing Myopia’, from the Harvard academic Theodore Levitt.
  In those unenlightened times, what the consumer might actually want was an afterthoug
  
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• The role of influencers in luxury travel

  09-10-2018 02:00 via warc.com
  Everyone likes a freebie and they don’t come much than better than a stay at a luxury resort, but the value of using social media influencers in this context may be limited to younger travellers and even then the resort may not benefit...
  
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• Print ad revenue plummets at Reach

  09-10-2018 02:00 via warc.com
  Reach, publisher of the Daily Mirror, Daily Star and Daily Express, has reported a 20% drop in print advertising revenue across the group, a decline that coincides with a fall of 4% in circulation in the third quarter.Digital ad revenue increased,...
  
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• Pandora search tool can help brands in podcast market

  09-10-2018 02:00 via warc.com
  Pandora, the largest digital audio platform in the US, is planning to take advantage of the growing podcast market by introducing a more efficient search tool for users that will ultimately help brands improve their targeting in this medium. ...
  
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• Northwestern Mutual's brand refresh

  09-10-2018 02:00 via warc.com
  Northwestern Mutual, the financial-services provider, has shifted its marketing focus towards demonstrating that it can help people achieve their immediate aims, rather than placing a greater emphasis on the more abstract, long-term future.Aditi...
  
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• New migrants offer big opportunities for brands

  09-10-2018 02:00 via warc.com
  New migrants to Australia are breaking common stereotypes with sophisticated customer journeys and purchasing behaviours, according to industry-first research.Australian broadcaster SBS spoke to 1,000 new migrants on how they felt about coming to...
  
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• Marketing effectiveness is everyone's responsibility

  09-10-2018 02:00 via warc.com
  Marketing effectiveness is a business priority and no longer the remit of marketing alone, according to new research from the IPA and ISBA.The organisations, which represent agencies and advertisers in the UK, carried out quantitative and...
  
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• Ford hands BBDO lead creative duties

  09-10-2018 02:00 via warc.com
  Ford, the automaker, has named BBDO as its new global brand creative agency following a review, and has also revealed plans to expand its in-house marketing capabilities.BBDO, which is owned by Omnicom Group, is taking over creative...
  
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• Flipkart marks sales season with personalised ads

  09-10-2018 02:00 via warc.com
  India’s biggest online retailer is rolling out its most personalised ad campaign yet, to entice shoppers to get spending in the sales ahead of Diwali.Flipkartplans to serve 3 million personalised, star-studded ads during its three-week Big...
  
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• Three-quarters of marketers prioritising short-term tactics over long-term strategy

  09-10-2018 01:01
  The majority of marketers are prioritising short-term tactics over long-term strategy, while finance bosses believe marketing is still based on short-term impact.
  According to a survey of the marketing industry by the IPA and ISBA, 75% of marketers and 73% of agencies agree that short-term tactical needs often take priority over longer-term objectives. Some 58% of marketers and 43% of agencies agree marketing direction regularly changes to meet the demands of the marketplace, with just 22% and
  
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