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European Turnaround Spurs Rise in Global Marketing Budgets
Budget conditions continue to improve this month, details Warc [pdf] in its latest Global Marketing Index. The budget component of the index improved to a reading of 52.4 this month from 51.7 in February, as Europeans recorded budget growth (50.5) for the first time since the index’s beginning in October 2011. (A score above 50 indicates a generally improving environment, while a score below 50 indicates a generally declining environment.)
comScore Releases ‘2013 Europe Digital Future in Focus’ Report
comScore, Inc. (NASDAQ: SCOR), a global leader in digital measurement and analytics, today released the 2013 Europe Digital Future in Focus report. The report provides a comprehensive overview of the European market and identifies the prevailing trends in web usage, online video, mobile and search. There is also a special scorecard section, which shows the top sites for all 18 European countries measured by comScore as well as an overview of top news, retail and online banking sites per market.
Big ideas, local insights: multicultural content marketing made easy
Effective multicultural marketing is not easy, but it is valuable. It combines the good old-fashioned concept of high-quality content with up-to-the-minute marketing techniques, big data, and on-the-ground knowledge of the cultures you are targeting.
New Survey shows the UK 'embracing' content marketing
Over the next 12 months, marketers based in the UK are planning to increase their content marketing budgets more than their peers in countries such as the US and Australia, the study suggests.
UK marketers grow in confidence
Marketers in the UK are slightly more optimistic about the future than was the case in late 2012, according to a survey.
Research Finds UK Marketers are Raising Content Marketing Budgets Significantly
A new study from the Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA) shows that UK marketers are investing more in content marketing than their international peers are, with 64% planning to increase their content marketing budgets over the next 12 months.
Marketers' priorities: customer experience up, influencing board down
European marketers put CRM, customer insight and experience ahead of the brand, while North America marketers are more focused on measuring the impact of marketing.
Act like a local: How to sell in emerging markets
Emerging markets can be fertile ground for enormous sales growth but each market has its own unique hurdles. Without a deep understanding of the local customer you are likely to trip over those obstacles—or abandon the market prematurely like our apocryphal salesman above. To break into emerging markets and capture the potential, the best sales leaders have realized they have to think like a local.
The London Olympics Was a Shining Moment for Cultural Diversity
In a post-Olympic article titled "Mo Farah is proof of great mulitcultural Britain," the British comedian Eddie Izzard got quite serious about this summer's Games.
Netflix sets sail for northern europe
Netflix is bringing its Web subscription service to Norway, Denmark, Sweden and Finland by year's end, the Los Gatos, Calif.-based firm announced this morning.
10 interesting digital marketing stats we've seen this week
Here's a round up if some of the most interesting digital marketing stats we've seen this week.
Marketing cycling: Are we trying to reach the people who might actually listen to our message?
Recent campaigns to encourage people to cyle more have generally focussed on everyday cycling: pictures of people like you and me riding bikes.
Tech brands wake up to the Apply way of marketing
Acer has become the latest in a raft of tech brands that appear finally waking up to the Apple way of marketing - but this trend my well be emerging around five years too late.
Luxury brands up their digital marketing spend in 2012
Luxury brands are upping their spend on digital media in 2012, according to a new report.
Beyond Content Marketing: 10 Alternative Uses for Infographics
Infographics distill complex information into an easy-to-understand visual that tells a comelling story. They are powerful content marketing tool, but can do so much more effectively drive online traffic to your site.
Nine Essential Skills for B2B Marketers
The marketing industry is constantly in flux as new technologies emerge and others fade into obscurity.
Content Marketing's Dirty Little Secret
Your customers live in a noisy environment. They are constantly bombarded with messages. You're trying to break through and it's tough.
Marketing the Practice of Medicine
While demand for medical practitioners is growing due to an aging population, new treatments and innovative insurance solutions, the competition among medical practitioners including hospital systems, urgent care networks, private practices and others is intensifying with no letup in sight.
Mobile messaging to rack up $7.4bn in ad spend by 2017
Mobile messaging ad spend will reach $7.4bn by 2017, driven by a surge in location-based services, according to a new report from Juniper Research.
Indians most active in social media
Approximately 25.2% of all online minutes in India are spent on social networks, representing one in every four online minutes, according to new figures from Comscore's MMX service.
Ford hit by high costs in Germany
US automaker Ford is facing fierce competition from rival brands in the major European car markets.
No Olympic boost for UK retailers
Retail sales fell to their lowest level in four months in the UK during August, despite hopes that the Olympic Games would boost the sector, the Confederation of British industry has revealed.
Mobile web use doubles in Germany
Mobile internet usage has almost doubled in Germany during the last year, as rising smartphone and tablet penetration encourage the adoption of new media consumption habits.
In her keynote speech at this year’s Edinburgh TV Festival, Elisabeth Murdoch warned television executives that “traditional” players ignore new digital platforms “at their peril” and that a direct relationship with the viewer is essential to ensure survival.
Why all the hype around 1 million Facebook Fans?
Lynx has launched a ‘Thank You’ film for its Facebook fans after becoming the first Unilever brand to reach one million Likes on the social network in the UK and Ireland. There’s nothing wrong with celebrating a milestone, but the move brings into focus the ongoing debate about whether it is quantity or quality of social advocates that justifies how much brands invest in Facebook.
The car maker is turning to kotozukuri - storytelling - to take its branding up a gear and grab more of the upmarket and green vehicle sectors.
Top retailers at channel crossroads
Even the world's leading retailers are still feeling their way when it comes to cross-channel operations, reveals research seen by Marketing Week. Lucy Fisher reports.
Global mobile statistics 2012 Part A: mobile subscribers; handset market share; mobile operators
The essential compendium of need-to-know statistics.
Beyond the logos: how to win at Olympic sponsorship
There's been a lot of discussion around that brands succeeded during the Olympics. Who made the most of their affiliation?
Mobile marketing: friend or foe of consumers?
Mobile is the largest platform on the planet. It is increasingly able to deliver more targeted, relevant and intelligent infomration based on where we are and what we're doing.
Going global: top tips for building your own creative website
Finding your place on the internet requires hard work, commitment and a professional outlook, says Daniel Marshall.
Pinning your marketing hopes on social media
Pinterest is one of the fatest growing social media sites and offers UK businesses plenty of opportunitites to drive growth.
The emergence of social commerce is taking word of mouth marketing to its next level by rewarding friends who go online to recommend products and services with cash, discounts and offers.
The summer is a time for brands to venture outside their comfort zones. And this year, many have used the Queen’s Diamond Jubilee and the London Olympics as inspiration for temporary stands and shops where marketers can engage customers through innovative, immersive experiences.
Consumers get measure of their lifestyles
Tracking every part of their lives, from calorie intake to energy use, is helping consumers take control of purchase decisions and personal goals, according to research seen by Marketing Week.
4 ways to measure your social media success
Your business is off to a great start—you know your market, you’ve developed a great presence, and you’re keeping your audience engaged. And you know your social media efforts play a significant role. Naturally, some are more effective than others—but how do you really know what's working?
Top 100 brands are missing out on mobile
Mobile is at the forefront again this week as the Internet Advertising Bureau (IAB) releases research showing that only 40 per cent of the top 100 brands, such as Tesco, B&Q and Boots, have mobile-optimised websites.
Are Facebook and Twitter forgetting what it means to be social?
This week both Facebook and Twitter have announced the roll out of new services and guidelines to boost their appeal to advertisers, which could come at the cost of alienating their users.
Data tide turns in consumer's favour
It's not only businesses that are obsessed with how to make the most of their data. Consumers are becoming more and more interested in measuring their own lives and acting on the results.
Major players fail on mobile in UK
Nearly two-thirds of leading UK brands have failed to develop fully optimised mobile websites, and are thus failing to extract the maximum benefits offered by this channel, according to new research.
New devices boost web usage in Germany
Rising numbers of German consumers are accessing the web from tablets and mobile phones, but this internet usage is seemingly incremental, rather than serving as a substitute for PCS.
Target, 3M among most "adaptive" firms
Target, 3M and Google are among the "highly adaptive" companies that have prospered in spite of fluctuating economic situations, largely due to their unique capabilities, a study has argued.
Simultaneous media use growing in UK
Almost a quarter of consumers across the UK regularly engage in simultaneous media use while watching television, a trend that is likely to become increasingly common, according to a report.
Digital natives don't buy into f-commerce
Students may now spend more time on Facebook than down the pub, but research seen by Marketing Week suggests that brands wanting to connect with 16- to 24-year-olds should reassess their f-commerce strategies. By Lucy Handley
Is the online advertising market still a 'wild west'?
How can a brand ensure its online ad campaigns end up in front of the consumers they were intended for 100 per cent of the time?
The 7Cs of building a social media strategy
After using social media for awhile, a lot of people and companies decide that they need a strategy. Of course, that approach is like putting the cart before the horse.
The perfect Facebook post: A blueprint
Writing the perfect post is important for any Facebook page administrator, regardless of industry, business, or brand.
Women's weekly titles hit UK mag slump
Circulation of women’s weekly titles slumped 10.8% in the first half of the year to 6,282,853, one of the steepest drops in the declining UK consumer print magazine sector, according to the latest figures from the Audit Bureau of Circulations (ABC).
Brands share in the joy of giving on social media
Gift giving via social media is growing in popularity, offering brands an opportunity to extend their reach by offering vouchers on group buying-style websites.
In today's rapidly transforming, consumer empowered digital world, as CMO, do you operate with a Silicon Valley state of mind for today's state of business?
