Sales & Marketing news

• How human is your brand?

  13-11-2018 18:26
  In October, Braze announced a new, precedent-setting piece of commissioned research, conducted by Forrester Consulting on behalf of Braze. We call it the Braze Brand Humanity Index. Introducing the study was vice-president and principal analyst at Forrester Research, Dipanjan Chatterjee, along with Braze president and chief customer officer, Myles Kleeger.The session opened with Kleeger reminding the audience of the conference’s theme for the year, ‘The Human Factor’. He contin
  
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• Marketing Week Meets…entrepreneur, author and blogger Seth Godin

  13-11-2018 17:46
  The post Marketing Week Meets…entrepreneur, author and blogger Seth Godin appeared first on Marketing Week.
  
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• Purpose, promise and profitability

  13-11-2018 17:05 via warc.com
  As brand purpose enters the mainstream, the 2018 ANA Masters of Marketing witnessed its influence on brands as diverse as Ancestry, Clorox, and FedEx. MediaLink’s Jason Shulweis was there to hear them.
  
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• Charlotte Rogers: Iceland’s banned Christmas ad is a festive masterstroke

  13-11-2018 16:16
  It’s fair to say Iceland’s Christmas campaigns have come a long way over the past decade. Back in 2008 the frozen food retailer ushered in the festive season with Jason Donovan, Coleen Nolan and Kerry Katona dancing around a table decked with jumbo king prawns and a platter of beef and pepperoni kebabs.
  Everything changed in 2017 when the business made a decisive move away from celeb-heavy TV campaigns in a bid to establish itself as “retail’s best kept secret”. At
  
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• Why brand plays a key role in marketing effectiveness

  13-11-2018 14:37
  Brands that want to improve marketing effectiveness need to balance long- and short-term effects and ensure they don’t forget about the importance of creativity, according to marketing effectiveness experts.
  Speaking in the final episode of our series on marketing effectiveness, created in partnership with Thinkbox, Mark Ritson says: “It comes down to having one, maybe two objectives that are about delivering the kind of dollar return next year that will keep everyone happy. [And th
  
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• Building a sustainable marketing effectiveness culture in your organisation

  13-11-2018 13:38 via warc.com
  Marketing effectiveness has long been in a state of waiting for that perfect metric, the tell-all KPI. David Hartley of D2D looks at this myth, and instead suggests three ways to build a culture of effectiveness.
  
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• Marketoonist on cancelling services

  13-11-2018 10:41
  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 cancelling services appeared first on Marketing Week.
  
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• Buzz Bingo on its mission to be a brand for ‘ordinary people’

  13-11-2018 08:51
  Despite being Britain’s biggest bingo club chain, boasting more than 100 venues and an active database of over one million customers, Buzz Bingo is a relative unknown. Now, the business is on a mission to attract bingo lovers of all ages and genders across the UK by positioning itself as a brand for the people.
  “We are unashamedly a brand for ordinary people and everyone’s welcome,” says Amanda Howard, Buzz Bingo marketing director.
  “You can come in your onesie, yo
  
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• How brands are finally realising the full potential of personalisation

  13-11-2018 08:00
  Marketers have been debating personalisation in earnest for over a decade, since the time when it meant no more than including someone’s name in an email or on a piece of direct mail. The sophistication of targeting technology has undoubtedly increased since then, yet there remains a sense that the potential of personalised marketing still hasn’t quite been fulfilled.
  Sarah Mansfield, Unilever vice-president of global media for Europe and the Americas, neatly explained the trajectory
  
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• Singles' Day sets new record amid consumer gloom

  13-11-2018 01:00 via warc.com
  The Chinese online shopping fest known as Singles’ Day set a new record this year, raking in $30.7 billion (213.5 billion yuan) in just 24 hours.But, while that figure was up 27% on the previous year and makes the 24-hour Alibaba-hosted sale...
  
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• Purpose goes mainstream

  13-11-2018 01:00 via warc.com
  In retrospect, 2018 will be regarded as the year purpose went mainstream, says the chief marketing officer of IKEA in a new WARC report that highlights brand purpose strategy trends for effective marketing.The Effective Use of Brand Purpose Report...
  
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• OTT leaders push back on top-down regulation

  13-11-2018 01:00 via warc.com
  As digital entertainment content booms both on desktop and mobile in India, industry players are having to navigate questions around statutory regulation, which has not been a major issue in this space until now.Earlier this year, India’s...
  
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• H1 digital ad spend in Europe hits €25.7bn

  13-11-2018 01:00 via warc.com
  European digital ad spend rose by 10% in the first half of the year compared to the same period last year, reaching €25.7bn, with the full year total expected to exceed €50bn.The figure is revealed in the half-yearly update to IAB...
  
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• FedEx pursues marketing with purpose

  13-11-2018 01:00 via warc.com
  FedEx, the courier and delivery service company, is adopting a more integrated, purpose-driven approach to its messaging in response to major changes taking place in the marketplace.Rajesh Subramaniam, FedEx’s evp/chief marketing and...
  
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• Data liability adds to agency stress

  13-11-2018 01:00 via warc.com
  The agency-client relationship, already under pressure from multiple directions, including transparency around rebates and the growth of in-housing, is facing yet another sticking point as advertisers demand agencies take on liability for data...
  
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• CMOs face tough new focus on business results

  13-11-2018 01:00 via warc.com
  Tech that drives efficiency and ROI will be top of mind for chief marketing officers in 2019, new research shows.Legacy metrics such as page views and clicks no longer deliver, a survey of chief marketing officers reveals; instead CEOs and boards...
  
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