Despite widespread controversy around the way agencies handle media and rebates, marketers are still poorly trained when it comes to media planning and buying. Just 9.4% of marketers and agencies believe their current media training programmes are at ‘satisfactory’ levels, according to a new report by ID Comms, which polled 117 senior executives at agencies …

Tekst: Marc van Eck Mede door Simon Sinek zijn veel merken naast wat ze doen (what), ook aandacht gaan geven aan waarom ze dingen doen (why), mede daarom is het aantal merken met een purpose toegenomen. Maar aan wie het merk is en hoe het merk zich gedraagt (how) wordt veel minder aandacht gegeven, dit …

Goede communicatieafdelingen vergroten de (positieve) impact van organisaties. En laten dat ook zien; accountability moet. Helaas ligt de nadruk in de praktijk te vaak op meten, en dat is zonde. Tijd en middelen zijn schaars en de spotlights van social media kunnen ieder moment op jouw organisatie gericht zijn. Dan moet de inzet en opbrengst van …

In 2010, tobacco, the public sector, accountancy, law and financial services were singled out as the most difficult industries to market in a survey commissioned by Marketing Week. Six years on much has changed, so what is now considered the toughest sell? Societal concerns have evolved, technology has created a plethora of new opportunities for marketers – along with a new set …

Clients could force well-intentioned agencies to make good on their word, Matthew Chapman writes. Agencies like to talk the talk about improving diversity within the ad industry, but too many have been slow to walk the walk. If anything, the industry’s reputation around diversity has worsened this year following the sexism row that cost Kevin …

Managing a marketing team is one thing but creating one from the ground up in line with rapid business growth requires additional focus. One of the many pressures facing fast-growing companies is how to grow a marketing team in a sustainable and effective way. Brands must increase their personnel as they seek to cater to an expanding …

Marc van Eck, oprichter en managing partner van Business Openers schreef het boek ‘Karaktervol Positioneren’. Hij meent dat merken die zich baseren op een oerkarakter succesvoller zijn. ‘Karaktervol positioneren’. Wat is het verschil met gewoon goed positioneren? ‘De term positioneren wordt verschillend geïnterpreteerd en gebruikt. Gewoon positioneren bestaat dan denk ik ook niet, maar vaak wordt …

Content marketing can be as complex or as simple as you want it to be. You may base your strategy on the basic idea of producing valuable material for your users, or dig deep into data that dictates a complex process of creating content for the entirety of the customer journey. Either way, some fundamental …

Online ad fraud is on the rise, and costing companies billions of dollars each year. Display advertising and programmatic ad buys get most of the press, but clever fraudsters are finding new ways to fake video views and mobile ad impressions, as well. Smart marketers need to stay vigilant for signs of ad fraud and …