Why the CEO should be on social media as the public face of the company

CEOs are smart people, right? They couldn’t have got to where they are without being switched-on, dynamic and multi-skilled. But is it possible they have a blind spot? Where are all the CEOs in Social? In a world where more than 3 billion people are on the internet and 2 billion are active social media users, should CEOs not be active in Social? At We Are Social, we recently revisited a piece of research looking at the proportion of C-suite executives in ASX-listed companies who have a social profile. It’s currently sitting at just 56%, and surprisingly, that’s only 2% higher than when we originally conducted the research in 2013. Continue reading

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All-time greatest TrinityP3 marketing management posts

Ten years and this is the one thousandth post here on the TrinityP3 blog. I think that is an achievement worth celebrating if I do say so myself. The marketing management space is very different today to how it looked ten years ago. And TrinityP3 itself is a very different consulting firm to what it was back then. The post topics reflect that, if you take the time to look back to some of the earlier posts it captures the topics and issues of the time. Looking across the topics that are our most read posts, we see topics that have been read and referred to by tens of thousands of marketers, marketing procurement and agency professionals, not just in Asia, but around the world. But lets take a closer look at the Top Ten from the last ten years and the last 1,000 posts (though technically 999) to see how the world of marketing management is evolving. Continue reading

Posted in agency remuneration / compensation, interesting observations, iPhone business app, marketing procurement, media planning & buying, resource rate calculator, social media & digital marketing, strategic management | Comments Off on All-time greatest TrinityP3 marketing management posts

7 essential considerations when moving from agency retainer to project fees

There is a distinct market trend occurring in the way marketers and advertisers are compensating their agencies and suppliers. Along with the Agency of Record (AoR) we are seeing a trend away from retainers to project based fees. This is due to a often long held belief by many marketers that the retainer does not deliver value, while most agencies believe that marketers are getting more then their pound of flesh under these arrangements. But many companies are finding the process of transitioning from retainers to project fees a frustrating one that will often not deliver the increased value, lower cost or greater agility they expected. In our experience this is because they will often make some fundamental errors in the process, largely due to a lack of consideration as to how the current remuneration model works. Continue reading

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A perfect match: Finding the best advertising agency

Well Perfect Match is a concept that really interests me for commercial proposition. I always wonder how do you match an advertising agency or a media group with a marketing company? How do you find the commercial perfect match? The person we’re talking to tonight not only understands how to do that, but he also has a product called, ‘Perfect Match’ where you use an agency database of more than 3,000 agencies to help companies find the best fit marketing suppliers. Continue reading

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What to do if you think you are being overcharged by an agency

It was an interesting conversation recently, with the head of a digital agency that had found themselves in a dispute with their client over the cost of work they had performed. It appears that having briefed the agency, the client then had the agency develop concepts, approved the costs and even paid the invoices. So what had gone wrong? This is an increasingly common occurrence in a cost sensitive industry with a possible over-supply of vendors, both specialists and generalists. The client was showing off their shiny new website to their PR agency, feeling very proud and wanting the PR agency to promote the site to the media, when the Head of the PR agency asked how much did the site cost? The client told them and was immediately deflated to hear that they would have charged half as much as they paid. Continue reading

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The Oscars, advertising and movie production budgets

Well the OSCARS are done for another year and controversy surrounding the nominated actor’s racial ratio is all “the-buzz”. Personally I am more interested in another ratio.I am interested in the shooting ratio (see table below). Here we have a range of films including three films nominated in the Best Picture at this years Academy Awards. The shoot ratio is the number of hours and minutes shot during production compared to the actual hours and minutes that makes it onto the screen. So why am I interested in this? Because the lower the shoot ratio the lower the cost of production. Do I have your attention? Take Primer for instance. This futuristic time travel film was reportedly made on a budget of $7,000. Continue reading

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Agile marketing: The promise and the reality

t’s been more than five years since brands first started talking about agile marketing, appropriating the Agile principles used for software development and applying them to the creation of marketing campaigns.
So since 2016 is the Year of the Monkey, according to the Chinese calendar, perhaps it’s time to assess how it’s being applied in reality and whether brands are actually becoming more agile. Continue reading

Posted in industry news & trends, interesting observations, marketing process optimisation | 1 Comment

Managing Marketing – Defining media value in a media market obsessed with cost

David Indo and Tom Denford are joint founder and CEOs of global media consultancy ID Comms and talk with Darren on the state of the media and the media agencies across Europe and the globe. Specifically they discuss their focus on media value and the ways to define, manage and maximise media value for their clients. Continue reading

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The death of the customer and consumer marketing divide

Customer, shopper & consumer. They’re all the same right? Starting out in my career – I admit, in the early 90s – I never knew the difference between customer and consumer. But of course I quickly learned that customer is the trade or a business partner. For example, customers of Burton snow gear are ski / snowboard retail shops. And the consumer is the end user – you or me who is interested in a Burton product from a ski shop. Ah but wait, the consumer is also a shopper. And many purists now distinguish between consumer and shopper marketing. Whilst in essence they’re targeting the same people they’re targeting them at different stages in the buying cycle. Continue reading

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What are Marketing Operations Managers and Chief Marketing Technologists accountable for?

I caught up with an old colleague recently – who is now a Marketing Operations Manager – and asked her what she is doing. In simple terms she is focused on helping coordinate marketing activity throughout the business. Her role is more focused on partnerships (internal and external) and systems efficiency (processes and governance). In my language it is probably more of a General Manager role but for the marketing team. So I went into my LinkedIn contacts to see how many other Operations Managers I knew. Here’s the list of some of the titles that came up: Continue reading

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