Brands have a stark choice when creating a social strategy – create something that stakeholders approve but which is unlikely to make an impact or take a risk and produce work that makes people sit up and take notice, a senior Heineken executive believes. “Going for great – that’s the only way to win in …

Gartner recently released their CMO Spend Survey 2017-2018. The headline of their report: Budgets Recede Amid Demand For Results. Let’s hear it for results! After three consecutive years of growth, average marketing budgets at enterprise companies (most of the companies Gartner surveyed have more than $1 billion in revenue) have slipped from 12.1% of company revenue in …

Are you looking for a job – or looking to hire someone – in a field associated with “content marketing” or “content strategy” or “content marketing strategy”? Do these terms pop up regularly in your reading and your conversations? If so, you know that people often misuse them. Not that they mean to. It’s just …

Delivering world-class customer experience continues to rise up the agenda for marketers. But despite UK brands ploughing billions of pounds into improving their relationship with consumers, they are failing to keep up with increasingly high expectations. Indeed, KPMG Nunwood’s annual Customer Experience Excellence study shows that rather than improving, the overall performance score for British …

Businesses that want to succeed in personalisation will also need to succeed in retaining – and effectively using – data. However, with GDPR coming into force next May, the topic of acquiring, storing, processing and using customer data will dominate in the first half of the year. This opens opportunities for more agile retailers to …

Consumenten kunnen hun producten en merken tegenwoordig overal vandaan halen. Hoe beïnvloedt dit hun voorkeur? Nielsen onderzocht in zijn Global Brand Origin-onderzoek voorkeuren voor lokale merken versus internationale merken, in 34 categorieën. Wat blijkt: consumenten geven steeds minder vaak de voorkeur aan lokale merken. In categorieën waar traditioneel lokale merken sterk vertegenwoordigd waren, denk aan …

Op 29 maart 2018 zullen in Amsterdam de Dutch Marketing Awards 2018 worden uitgereikt aan Nederlandse bedrijven met de beste marketingprestaties. Ook worden de Marketeer of the Year én het Marketing Talent of the Year bekendgemaakt. Inzenden voor nominaties kan via de site www.dutchmarketingawards.nl. Daar is ook meer informatie te vinden over de criteria en …

Het is vandaag World Television Day. De Verenigde Naties deze dag in 1996 uit om stil te staan bij de kracht en veelzijdigheid van televisie. De Global TV Group, bestaande uit broadcasters en brancheorganisaties, grijpt dit jaar deze dag aan om voor het eerst gezamenlijk naar buiten te treden met nieuwe, wereldwijde cijfers over tv. …

Growth in marketing budgets has stalled in 2017, with spend hitting a plateau this year after three years of growth. According to a survey of 353 marketing executives in the US and UK at companies with more than $250m in annual revenue, budgets fell from 12.1% of company revenue in 2016 to 11.3% in 2017 …