From the GDPR opportunity and the purpose backlash to wellbeing as a differentiator, Marketing Week has rounded up all the trends you need to know going into 2018. Below, Marketing Week outlines the eight key trends, issues and predictions that will define 2018. Click on each heading for the full analysis. Lees verder op MarketingWeek

Influencer relations are a higher communications and marketing priority for the UK luxury sector than traditional media relations, according to a survey of industry specialists. Working with PR Week, the Luxury Communications Council (LCC) polled 30 of its core members to gauge their views about a range of issues, including digitalisation, budgets and the impact of …

It should come as no surprise to any marketer that 2018 is likely to be a tough year. Media agency groups GroupM and Zenith Optimedia have both cut their growth forecasts for next year, while the major agency holding groups are seeing revenue growth either slow or decline as advertisers tighten their belts. The major …

‘Purpose’ has been moving up the agenda for many a marketing department over the past few years as companies look to ‘do well by doing good’. But this year saw the beginnings of a backlash. Not around doing good necessarily, but around the misappropriation of the term ‘purpose’ when in actual fact it often comes …

Eric Kip (ceo van Exterion Media) is sinds dit najaar de nieuwe MWG-voorzitter als opvolger van Ton Rozestraten, die nu bij branchevereniging Screenforce de voorzittershamer oppakt. Hij heeft met zijn bestuur volgens Kip ‘een gezond MWG’ achtergelaten. Er is in die periode een grote slag gemaakt met een ander soort lidmaatschap: van individueel naar bedrijf. Zo …

We denken vaak dat merktrouw hand in hand gaat met (positieve) word of mouth (WOM). Uit ons onderzoek, over fast moving consumer goods (FMCG), blijkt dat loyale klanten vooral offline, in gesprekken van persoon tot persoon, over hun favoriete merk praten (persoonlijke WOM), terwijl dat online veel minder of helemaal niet gebeurt (elektronische WOM, eWOM). …

Procter & Gamble is planning to increase investment in what Marc Pritchard, Chief Brand Officer, calls one-to-one marketing at scale. In an exclusive interview with WARC, Pritchard said he was encouraged by the progress on media transparency made by the digital industry during 2017 as he reported that all P&G’s agencies now have transparent contracts …

Z24 Media kwam vorig jaar september met de Nederlandse versie van het succesvolle Amerikaanse zakensite Business Insider. Sinds de start in 2007 groeide dit journalistieke platform wereldwijd uit naar zo’n 110 miljoen unieke maandelijkse bezoekers. Bij de lancering in Nederland werd de site Z24.nl geïntegreerd in Business Insider. Een goede stap, volgens commercieel directeur Stefan …

For marketers, a mindset that puts the customer first is critical to competitive success. That’s something marketers know. Yet, during day-to-day execution, that customer-centric mentality tends to get pushed aside, more so in Marketing than other in client-facing parts of the business, such as Sales and Customer Support. It happens easily, even to the best …