(Door Jos Govaart – SCP) Wat vind jij de beste campagne aller tijden? En waarom vind je juist deze campagne zo briljant? Komt dat door de briljante executie? Door het lumineuze idee? Of is het toch iets anders? Bijvoorbeeld hét inzicht dat zo ontzettend goed bij de campagne paste. Zo eenvoudig en helder dat je …

Nearly all marketers regard email as important to their work, but fewer than one in ten believe all their emails to customers are relevant, according to a new study. The Marketer email tracker 2017 report from the DMA, sponsored by dotmailer, found that two in five (42%) marketers said that at best ‘some’ of their …

As marketing technologies, channels, and platforms evolve, the skill sets of digital marketing professionals must evolve as well if businesses are to be able to successfully execute digital marketing strategies in 2017. Does your marketing team have the most important skills it needs for continued success and enhanced efforts? To identify potential talent gaps you’ll …

The famous ‘4Ps of marketing’ are revered by some members of the profession, and scoffed at by others. Some see these fundamental tenets of classical marketing theory – referring to product, price, promotion and place – as the foundations upon which all sound marketing strategies are built. For others, they represent dusty old concepts that …

Digital media fragmentation has driven down the price of online ads but at a cost to creativity and brand fame, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director. It is a trusim to say that media has changed over my time. In fact, it has exploded and there’s now a daunting superabundance …

The marketing landscape has changed dramatically in recent years because of the digitization of just about everything, new consumer behaviors, and competitive pressures. Today, more than ever, companies are looking to build and nurture personalized relationships with customers to drive increased loyalty and engagement. And although companies’ intent to enhance connection points with their consumers …

Social marketing remains focused on public platforms, but the growth of ‘dark social’ – private conversations that can’t be measured by web analytics – has significant implications for marketers who will have to develop conversation-based approaches, a Warc report argues. Toolkit 2017 defines dark social as including activity on closed networks such as messenger apps, …

Vlogs zijn populair: met name jongeren (18-34 jaar) kijken regelmatig vlogs op bijvoorbeeld YouTube. Maar zijn vlogs daarmee ook een goed medium om reclame in te maken? Volgens het IAB is het aandeel online media in mediabestedingen met 54 procent inmiddels groter dan dat van traditionele media (46 procent), en de verwachting is dat dit in de toekomst …

Among the top challenges that B2B marketers face are building brand awareness, managing customer relations, and making do with limited marketing resources (human and otherwise); 21% B2B marketers also say they have an insufficient audience size on social media. Using social advocacy could be a powerful way to tackle those challenges. Fully 70% of B2B …