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ROI on media spend highest when '40-50% spent online'
“Brand building can and very much does happen online nowadays,” Kite says. “It’s not something that can only happen offline. For example, we quite often see that YouTube content does a brand building job in the online space, as well as other online video.”
Coca-Cola to shift focus from broadcast to experiences under new brand platform
The Coca-Cola Company president Selman Careaga says the new brand platform reflects bigger changes in the way the brand communicates. “We want to move away from primarily broadcast communications to create an ecosystem of experiences for our consumers and people everywhere,” he says. “Through our campaigns we want to create more Real Magic – individual moments aligned to people’s passion points, aligned to culture and aligned also to our core, key occasion as a business, which is meals and havi
The 95:5 rule is the new 60:40 rule – Marketing Week
According to Dawes, only 5% of B2B buyers are in-market to buy right now. That means 95% of the buyers that you reach are out-of-market and won’t buy for months or even years. And, contrary to popular belief, you cannot persuade the buyer to go in-market because they already have what you’re selling and won’t need a newer version any time soon.
Amazon has eclipsed Walmart to become the world’s largest retail seller outside China, according to corporate and industry data, a milestone in the shift from brick-and-mortar to online shopping that has changed how people buy everything from Teddy Grahams to teddy bears. Propelled in part by surging demand during the pandemic, people spent more than $610 billion on Amazon over the 12 months ending in June, according to Wall Street estimates compiled by the financial research firm FactSet. Walm
Do you have a marketing philosophy?
In fact anyone who insists there’s only one way to solve your problem isn’t trying to solve your problem, they’re probably trying to sell you their solution. We all need to be better equipped to judge which of the new ideas we’re exposed to were designed to promote a particular company. Which are sound, and which are snake oil.
Amazon retains crown as world’s most valuable brand
Amazon has been crowned the world’s most valuable brand for the third year in a row, according to the Kantar BrandZ 2021 Top 100 ranking.The success of the ecommerce giant comes amid a record year of growth for brands on the ranking. Overall, the top 100 brands grew four and a half times higher than in a typical year and collectively are now worth $7trn, more than the GDPs of France and Germany combined.This growth has been prompted in part by increased optimism about a possible end to the p
Mark Ritson on how Dove challenged beauty industry stereotypes
Dove’s ‘Campaign for Real Beauty’ is one of the most celebrated examples of brand purpose over the past two decades, successfully transitioning it from a maker of creamy soap to a stalwart of the beauty category.To come up with the campaign, Dove-owner Unilever dug into the data around how women thought about beauty. What they discovered is what Marketing Week columnist Mark Ritson describes in this video as the “most discouraging and depressing data he has seen anywhere”, which led to the cre
'Raise the floor and the ceiling': Unilever on its 'integrated approach' to training
Unilever’s chief digital and marketing officer Conny Braams said brands must “raise the floor” for marketers to ensure they are well prepared for future opportunities, while also “raising the ceiling” for digital specialists.
Why ‘wargaming’ is essential to future-proof marketing
Boots’ CMO Pete Markey said might sound obvious, but without a solid foundation it becomes very easy to lose your way, meaning challenges can’t be overcome and opportunities will be missed.“There are some businesses that fall into stuff – no. Have a clear marketing plan and strategy that links very clearly to what your business is trying to do,” he said, talking on a panel at the Festival of Marketing: Fast Forward this morning (8 June).“But within that you need to build flexibility…Brands a
Marketers urged to ignore ‘false boundaries’ of brand and performance
The majority of marketing campaigns are looked through via one of two lenses: brand or performance. The former is thought of as a long-term investment in driving brand health, while the latter is looked at as a short-term tool to drive customer acquisition.But marketers have been urged to look past these “false boundaries” when creating marketing campaigns and to bring brand and performance together as one.“Ignore these false boundaries, ignore the titles people have and get behind briefs wi
eMarketer Podcast: Where political advertisers spent on digital media in 2020
Digital political ad spending broke records in the 2020 election cycle. Grace Briscoe, senior vice president of candidates and causes at programmatic media firm Centro, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what, when, and where political advertisers bought digital ads last year, how much attention they paid to connected TV (CTV), and why they love digital video ads so much.