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WARC (April 13)

2023/ 04/ 14 by jd in Global News

“Search marketing is on the cusp of its most consequential transformation since Google first introduced its sponsored keyword search auction over 20 years ago, and the more recent introduction of the use of data and algorithms to provide greater personalisation in search results.” As we move into the Search 3.0 era, it will be “defined as much by image or video as text, and by artificial intelligence and natural language processing, in which marketers shift from targeting keywords to targeting intent and context.”

 

WARC (April 14)

2022/ 04/ 16 by jd in Global News

Marketing spend is set to grow across all 15 major types of media. “Social media sees the largest net budget increase, at +53%, while print and AM/FM radio see the smallest net budget increase, but still at +13%.” Taken as a whole, “WARC Data forecasts global advertising spend to grow by 12.5% this year.”

 

WARC (November 19)

2020/ 11/ 21 by jd in Global News

“The seismic events of 2020 will echo long into the coming year: marketing strategies are being reshaped to suit the new e-commerce reality, media budgets have been slashed, brand-building activity is on hold…. Performance marketing is accelerating the trend toward digital channels, with Amazon and TikTok among the growth stories…. Brands must find new creative solutions to achieve distinctiveness in the post-pandemic marketplace.”

 

WARC (October)

2020/ 10/ 30 by jd in Global News

“Almost two-in-five marketers (38%) in Asia Pacific are allocating more than 30% of their budgets on mobile marketing and advertising, according to data from WARC and the Mobile Marketing Association (MMA)…. In APAC, mobile commerce is far more popular than across other regions which makes it all the more important to master the e-commerce experience as consumers look to shop online more post-COVID.”

 

WARC (May 19)

2020/ 05/ 19 by jd in Global News

“India’s largest consumer-facing companies have begun pushing ‘vocal for local’ themes across all advertising and marketing campaigns and last-mile sales pitches.” This could give local brands a boost in the Indian market, which is currently dominated by global brands.

 

Wall Street Journal (March 18)

2020/ 03/ 20 by jd in Global News

“The coronavirus pandemic is devastating global travel, causing business to evaporate and forcing companies to slash payroll in what’s shaping up to be the biggest test the modern travel industry has ever faced.” Travel bans today’s other issues are different from the financial crisis. They “can’t be overcome with cheaper fares or clever marketing.” Moreover, “the crisis could permanently reshape attitudes toward travel, fundamentally changing the landscape for hotels, airlines and cruise companies, and the millions of smaller businesses that make up the industry.”

 

Forbes (October 2)

2019/ 10/ 02 by jd in Global News

“For many years, marketing, corporate communications and investor relations have been loosely connected by a dotted line in many organizations. Today, however, as organizations undergo digital transformation, rethink traditional approaches to communication and strive to underpin all business strategy with a sense of purpose, I believe it’s more essential than ever that these divisions be fully integrated in order to achieve the kind of consistency and efficiency in messaging that key stakeholders expect.”

 

WARC (March 5)

2018/ 03/ 07 by jd in Global News

Just 2% of UK consumers say they trust marketing and advertising companies with their personal information, according to a recent survey which also suggests people seem resigned to the issue of data privacy being out of their control.

 

Economist (January 14, 2012)

2012/ 01/ 15 by jd in Global News

Founded in 1880, “Kodak was the Google of its day,” with innovative marketing and pioneering technology. But Kodak quit changing. Profits peaked at $2.5 billion in 1999. With 9 quarterly losses in the past 3 years, Kodak’s share price has fallen by 90% in just the past year. In contrast, “Fujifilm has mastered new tactics and survived. Film went from 60% of its profits in 2000 to basically nothing, yet it found new sources of revenue.” In contrast, Kodak “is poised, like an old photo, to fade away.”

 

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