Sir Martin Sorrell expects further admissions that brands have over-invested in some areas of digital after Procter & Gamble said it went too far in targeting consumers on Facebook. WPP’s CEO Sir Martin Sorrell expects growth in digital ad spend to slow over the next few years as concerns over viewability, ad fraud and measurement …

Er verandert nogal wat bij de gretige aanbodzijde van marketingtalent Door: Martin Huisman* Vorige week verscheen een mooi en lang interview met Bart Kuppens, de hoogste Unilever-marketeer in de Benelux, in MarketingTribune. Eerder al gaf hij ook een interview voor de lezers van Tijdschrift voor Marketing en dat is op zich al een heel goed signaal. …

Sinds augustus is het voor communicatieprofessionals mogelijk om de titel Senior Communication Professional te behalen. NIMA, beroepsvereniging voor professionals in marketing, communicatie en sales, heeft deze titel laten accrediteren bij de European Marketing Confederation en is de enige instantie in Nederland die de titel mag toewijzen. In aanloop naar de introductie hebben tien communicatieprofessionals de …

With The Guardian revealing this week it is trialling a time-based advertising model, the attention minutes currency is gaining ground as marketers question the true relevance of an impression. Digital advertisers needed a currency and it just happens the impression was the perfect fit. The Internet Advertising Bureau’s (IAB) Viewable Impressions guidelines state that 50% of …

Perceptions reported in a recent study may be surprising to some, but ineffective internal communication may be the reason. How do other business functions think of marketers? According to a study by Research Now, marketers are considered executional rather than strategic, ineffective problem solvers and only decent at communication. Many numbers from the study, which surveyed …

Op Internet komt er via diverse blogs en marketing sites steeds meer aandacht voor Account Based Marketing (ABM). Nieuw is ABM niet, wel dat er meer tools voorhanden zijn en men de toegevoegde waarde steeds meer begint te zien. Tijd om hier eens uitgebreider bij stil te staan. Auteur: Jean Paul Schriek SMP Wat wordt er …

Understanding dopamine cycles could be the key to boosting social media engagement and more effective targeting, an expert in neuroscience believes. According to Dr Peter Steidl, principal at strategic consultancy Neurothinking, social sharing activates the rewards system of the brain, providing the same “feel good” release of dopamine received from pleasure-seeking activities, such as sex, …

Content marketing careers are constantly evolving, but one thing is certain: The power of LinkedIn for personal branding is here to stay, especially when you’re aware of all the tricks that can help you strengthen your profile. If your “Who’s Viewed Your Profile” chart is flatlining week after week, these tips will help breathe new life …

Immersion in a digital world changes how the brain processes content and brands must understand this when marketing to “digital native” millennials and centennials, a neuroscience expert says. In an exclusive article for Warc, Dr. Peter Steidl, neuromarketer and principal at strategic consultancy Neurothinking, notes that the human brain possesses the ability to change in …

New analysis of the Warc case study database has shown that the average profit delivered by high-performing advertising is 1.8 times the advertising investment, or 180%, with even greater returns likely over the long term. Warc has launched an ROI Benchmarker tool that allows users to see how their own campaigns compare with the case …

Amid the furore over Saatchi & Saatchi head coach Kevin Roberts’ explosive comments on women and their apparently differently shaped ambitions, four tweets were particularly potent. Linking to an article about the scandal, Brad Jakeman, president of the global beverage group at PepsiCo, wrote: “Proud to say that I am NOT a client of @wwsaatchi & …

B2B-marketeers zijn net gewone marketeers die in alles doen wat álle marketing-professionals doen. Het verschil zit ‘m hooguit in de doelgroep. Waar bijna iedereen bij ‘marketing’ direct denkt aan het verleiden van ‘consumenten’ als ‘personen’ die door een winkelstraat lopen, richten de B2B-marketeers zich tot organisaties en bedrijven, of beter: de personen die daar werkzaam …