You searched for How to avoid the traditional to digital marketing transition trap

How “Broken” Is Marketing at Major Advertisers?

April 16, 2018

industry news & trends, return on investment, strategic management

…the Axiom Gold Business Book Award for the best marketing / advertising book of 2016. Marketing is not fully represented by the career-stressed Chief Marketing Officer. Marketing is not the…

AANA Connect Conference – 10 take-outs to take-away

May 29, 2013

agency solutions, customer relationship management, data & direct marketing, industry news & trends, media planning & buying, return on investment, social media & digital marketing, strategic management

…way. And inspiring us all to take risks, be brave and have the confidence to elevate marketing to its rightful position at the top table steering businesses to commercial success…

How to manage organisational change in marketing

August 30, 2013

agency solutions, industry news & trends, interesting observations, marketing process optimisation, social media & digital marketing, strategic management

…was looking around the table & noted that 70% were new to their roles. Their new arrival is a result of organisational change and they will be expected to align…

Do marketers in Asia face similar marketing challenges to those in the West?

July 10, 2019

interesting observations, marketing process optimisation, marketing procurement, media planning & buying, return on investment, strategic management

…On the whole it’s a resounding ‘yes’, though of course with respect to the challenges themselves, there are differences because of the clients’ circumstances (available budget, their capabilities, etc) the…

Value, not cost

October 15, 2020

…are setting the price. The price represents the value. The value the agency work represents to you and the business. And it is not just big ideas. You can set…

Marketing for universities: the need for smart marketing data

August 31, 2016

data & direct marketing, interesting observations, marketing process optimisation, strategic management

…genuine marketing value when it comes to technology, digital activity, and the resulting data footprint. The higher education market is starting to undergo a major disruption, with the advent of…

Can Zero Based Budgeting spiral marketing budgets to zero?

April 27, 2020

interesting observations, marketing process optimisation, return on investment, strategic management

…their insights and understanding of the marketing discipline. What has not changed is the way that most of them sell the value of their projects to the CEO and the…

Is marketing procurement an investment or an insurance policy?

July 24, 2015

agency remuneration / compensation, agency search & selection, interesting observations, marketing procurement, return on investment

…use negotiations to drive down costs. In the second year, depending on how they went in the first year, they cut deeper into the core agency fees and continue a…

Navigating the murky media waters of RTB, DSPs, DMPs and ATDs

April 19, 2013

agency remuneration / compensation, agency solutions, data & direct marketing, industry news & trends, marketing process optimisation, marketing procurement, media planning & buying, mobile marketing, return on investment, social media & digital marketing

…no shortage of material explaining the changes to the eco-system, it’s difficult for marketers to get to grips with the decisions and actions that they need to make to ensure…

Managing Marketing: Marketing And Sports Sponsorship

February 21, 2020

industry news & trends, marketing process optimisation, podcasts, return on investment, strategic management

…goes back to the opportunity for the event or hosting country and then looking at the broader purpose, the why are we hosting this major event. In the context of…

The Marketing Management Book of the Year 2018

December 4, 2018

…is a must read for any marketer, marketing procurement, marketing technology and advertising agency grappling with the fast-paced environment of today’s marketing. This edition is proof the issues of marketing…

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How “Broken” Is Marketing at Major Advertisers?

Do marketers in Asia face similar marketing challenges to those in the West?

Value, not cost

Marketing for universities: the need for smart marketing data

Can Zero Based Budgeting spiral marketing budgets to zero?

Is marketing procurement an investment or an insurance policy?

Managing Marketing: Marketing And Sports Sponsorship

The Marketing Management Book of the Year 2018

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