marketing leadership Archives - Pagina 3 van 3

Calm marketing: Could advertising benefit from being a little quieter?

Posted on 12/02/201922/07/2021 by Alva van Beek

A school of UX design thought posits that technology can become more useful to people if it becomes calm, that it should inform and create calm, that it should take up the smallest possible amount of attention. Gareth Kay explores how these principles might help the advertising industry’s situation.

I’m writing this the day after the Superbowl (or, as some of my friends on Boston have taken to calling it, ‘the New England Invitational’). It’s the annual coming out party for the advertising industry in America: weeks of leaks of the work followed by the post mortem on local TV shows. Recriminations and post mortems are held by agency and client teams based on any metric from ‘likability’ in the USA Today Admeter to online share of voice.

Lots of money – about $5 million for 30 seconds and all the money for production and endorsements – is spent on trying to get a bit of fame. It’s always puzzled me how loose the tie to any commercial metric exists in the process. Even more puzzling is the counter intuitive logic that to stand out and be noticed you’ll run to the same place where 40 other advertisers are running to give it their very best shot to achieve exactly the same outcome in a moment when people tend to be refilling their glasses and plates. The whole thing feels like the ‘advertising bubble’. And given the context of some events that occurred in the weeks the hype felt even more jarring this year than most.

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(Blog Arthur Simonetti – NIMA B2B) Vier commercialisatie-dilemma’s: kiezen of delen?

Posted on 29/10/201808/07/2021 by Alva van Beek

Een van de belangrijkste taken van een manager is het nemen van beslissingen. Soms vinden we dat dit gelijk staat aan het maken van keuzes. Een keuze tussen A en B, zwart en wit, strategie en tactiek. Dit suggereert dat de twee tegenpolen elkaar uitsluiten en dat één van beide keuzes het beste zou zijn. In de echte wereld is dit niet altijd (of misschien wel nooit) het geval. In marketing worden we dagelijks geconfronteerd met dilemma’s, maar tijdens de lancering van nieuwe producten zijn er meerdere dilemma’s tegelijkertijd. Hoe ga je daarmee om?

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Marketingfacts is een gezamenlijke onderneming van NIMA en BBP Media

Het ideale leiderschap voor merk-engagement

Posted on 24/08/201815/04/2021 by Alva van Beek

Met twee hittegolven op rij, gaat onze interesse wellicht meer uit naar vakantie dan naar merken. Jammer, want juist in toerisme spelen merken een belangrijke rol. Enkele van de meest bewonderde en waardevolle merken ter wereld zijn actief in de ‘hospitality industry’, zoals TUI, Hilton, Thomas Cook, Schiphol, Four Seasons en Disneyland. Bij deze merken zetten medewerkers vaak net even een stapje extra om superieure service te verlenen en de merkbelofte te realiseren. Hoe kan leiderschap bijdragen aan de motivatie van medewerkers om net dat beetje extra te doen om het merk naar een hoger niveau te tillen?

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Marketingfacts is een gezamenlijke onderneming van NIMA en BBP Media

Thomas Barta: Watch out for the swing to short-termism

Posted on 08/06/201815/04/2021 by Alva van Beek

There’s no long term without the short term. And when short-term survival is on the agenda, no marketer will win admiration with long-term campaigns. M&S looks like a classic example of marketers who have dropped out of the ‘value creation zone’ (V-zone), where their work matters for both customers and the company. Bousquet-Chavanne’s and Weston’s work mattered for customers, but, it seems, no longer mattered for the CEO.

Every customer experience impacts on sales and profit, both in the short term (people buy something) and in the long term (people buy again). But in today’s fast-paced business environment, long-term brand equity building is an increasingly hard sell, especially if a firm is in a crisis.

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Thomas Barta: Leading your boss and colleagues matters more than leading your team

Posted on 02/02/201815/04/2021 by Alva van Beek

Leadership. If there were a prize for the world’s most overused word, I’d give it to leadership. Yet much of today’s leadership buzz still points in one direction: downwards – leading your team. The perplexing truth is that leading your bosses and colleagues may be more important.

Let’s step back in time. In the early 1900s, top-down leadership and the theories of Max Weber et al were in fashion. Firms were pretty hierarchical then. The boss called the shots. Success meant getting the most out of the people below you and executives craved tips on how to lead the team.

And today? In a digital, global world, is the most important task still to lead your team? London Business School’s Patrick Barwise and I asked that question in a large-scale study. The answer might surprise you. Yes, leading your team still matters – of course it does – but today, leading your bosses and your colleagues matters more.

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Making marketing a career option for people from socially diverse backgrounds

Posted on 15/11/201715/04/2021 by Alva van Beek

Among the many diversity challenges marketing faces, social diversity is seldom discussed. It’s safe to say in many cases the majority of marketers do not share the social class of many of their customers.

The Marketing Academy Foundation wants to address this under representation. It has two objectives: to fund marketing apprenticeships for people from disadvantaged backgrounds and increase awareness of marketing as a career among people who wouldn’t be likely to ever consider it an option.

Launched in May, the Foundation is an extension of The Marketing Academy and will build on the work started by the Merlin’s Apprenticeship scheme, a programme which placed young people with difficult upbringings or lack of qualifications into marketing roles. The Foundation is different in several ways – it is now a registered charity and has a CEO in Daryl Fielding who has big ambitions.

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