The natural fear of driving blind with your advertising media budget

Since the release of the ANA K2 Report on Media Transparency and now with Marc Pritchard, CMO of Procter & Gamble and Chairman of the ANA calling on the digital media industry to sort out their industry, many advertisers are in the difficult situation of knowing the need to address this issue but equally confused as to what to do first. Part of this is due to the complex nature of the digital media buying value chain, but it is also a fear of any changes revealing where they were possibly getting it wrong. Just as FOMO (Fear Of Missing Out) will often drive marketers into action when it comes to embracing new technology like Virtual and Augmented Reality, FOBFO (Fear Of Being Found Out) is often paralysing some advertisers from making the changes they need to make in the context of the very public statements of where digital media is failing. Continue reading

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Cut through the clutter in your marketing technology stack

The technology transformation era has caused businesses to sit up and take note that in order to sustain your brand for future growth and profit you need to invest in the latest technology to keep up with….what exactly? This question, and often panic, has led to businesses investing in multiple technology solutions and internal marketing departments facing restructure to manage the investment, which ultimately leads to more (poor) investment. Sometimes businesses get it right investing in technology and sometimes it can lead to dormant software and marketing divisions not really achieving results. Which leads to the big question that often cannot be answered, or in most cases is not even being asked ‘What has the ROI been on that investment?’ Continue reading

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Managing Marketing: The transformation of Higher Education marketing

Chief Marketing Officer, John Chatterton talks with Darren about the challenges facing marketers, particularly in the Higher Education category, which is undergoing significant transformation due to the changing expectations of students and industry. He shares some of the opportunities for marketers in the category to help manage this transformation leveraging strong brands with agile customer experience management. Continue reading

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The problem with digital transformation

Digital Transformation is on everyone’s lips these days, from cool new start-ups, to the mastodons of the corporate world. The business models of yesterday are changing, and disruption is happening in all industries, across all markets. The disruption is driven by new competitors, new ideas, new technology, new mind-sets and new cultural shifts that are making it more and more challenging for companies to stay connected with their customers and to just keep the business running as usual. ”Usual” doesn’t exist anymore. Almost every tech company, every consultancy firm and every digital agency talks the talk on Digital Transformation. But very few companies actually manage to walk the walk. So, what is the problem? Why is Digital Transformation taking so long? Continue reading

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The real problem with data is marketers don’t know how (or when) to use it

In a recent TrinityP3 post, Darren wrote about the growing problem marketers appear to be having with data, posing the hypothesis that the problem with data (and its effective use in marketing) is due to the fact many marketers misuse it in its application. At the end of the post Darren asks what is stopping marketers from coexisting with and embracing data and analytics in their roles and questions whether this lack of data trust stems from a lack of understanding. Continue reading

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Book Review: Think Like a Freak by Steven Levitt & Stephen Dubner

You may have read Freakonomics and SuperFreakonomics, however, have you read Steven Levitt and Stephen Dubner’s latest book Think Like a Freak? If not, then here’s a little summary to entice you. As always, I tend to wade through books at light speed over the summer break. And this one grabbed my attention from our recently updated TrinityP3 library. So I popped it on the pile to read. Continue reading

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Managing Marketing: The media industry, women in media, and the state of the media

Denise Shrivell is the Founder of MediaScope and discusses with Darren the state of the media industry today, the challenges of media technology and her MediaScapes along with the role of women in media and the role Peggy’s List plays in ensuring women have equal opportunity to share their thoughts and insights in the important discussions on the issues facing the media and marketing industry. Continue reading

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How TrinityP3 achieved 200,000 website visitors (and how you can too)

2016 was a big year for TrinityP3. And this was reflected in Google Analytics results. For the first time in 2016 we had more than 200,000 visitors to the TrinityP3 website. And this is a remarkable achievement for a business and website that focuses on topics that most people outside of the advertising and marketing industry are not aware of. Who would be aware that there is a very necessary role in managing the relationships, remuneration, alignment, processes, rosters and structures of major businesses and organisations and their advertising agencies? Continue reading

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Is the Year of the Rooster an opportunity to address a few major issues for advertisers?

The Chinese Year of the Fire Rooster starts tomorrow on January 28, 2017 and lasts until 15th February 2018. Astrologically we are coming out of a pretty confusing period of time and entering a rational and constructive period. The Rooster gives the year that just begins some of the characteristics of the bird it has as a symbol: ambition, pride, the desire to be admired, punctuality and courage. Most importantly the relationships between people will be under the sign of great honesty. Continue reading

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Managing Marketing: Media value, transparency and relationships today

Steve Allen, Chief Executive of Fusion Media has seen significant changes in the media landscape in his career and here shares with Darren his views on media value, the problem with lack of media transparency today and the continued importance of having trusted and respected relationships with media owners, media and agencies and the advertisers. Continue reading

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