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 …

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 …

Sales and marketing teams need to work more closely together to better understand their audience and convert leads, but new research suggests that many UK brands have yet to make this adjustment. Oracle, the cloud applications business, surveyed 800 CMOs, CSOs, senior marketers, and senior sales executives across France, the Netherlands, South Africa and the …

Being classed as ‘simple’ isn’t always seen as a positive but when it comes to brand proposition, being simple is most definitely an advantage. The majority of consumers (62%) are prepared to pay more for a simple experience, new research finds, while 61% would recommend a brand if it has a clear proposition that saves them time. Offering a straightforward shopping …

Op 30 maart reiken NIMA, Adfo Groep, PIM, en MEC de Dutch Marketing Awards uit. Onder leiding van juryvoorzitter Marc van Eck RM heeft de vakjury de finalisten gekozen in de categorieën Start Up, Scale Up, Marketing Company en Internal Branding Company of the Year en – natuurlijk – de Marketeer of the Year. De …

As marketers everywhere accept that data is now essential to their work, they are spending more on data-driven marketing and advertising (DDMA) and getting better at evaluating its effectiveness, a new study says. The Global Review of Data-Driven Marketing and Advertising from the GDMA trade body was based on an online survey of 3,283 thought …

De subtitel van het boek nodigt gelijk uit om het boek ‘Klantsignaalmanagement’ te lezen. Draait marketing immers niet om klantbeleving en klanttevredenheid? En is social media niet enorm in opkomst bij consumenten en bedrijven om interactief met elkaar direct te communiceren om bijvoorbeeld ervaringen uit te wisselen en problemen op te lossen? Denk aan hoe …