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Digital Marketing

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All marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.

All marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.

All marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.

All marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.

US travel plans—and prices—are reaching pre-pandemic levels. Here’s how marketers can capture that demand - Insider Intelligence Trends, Forecasts & Statistics Travel Ads, Car Travel, Budget Travel, Big Picture, Statistics, Trip Planning, Digital Marketing, Trends, How To Plan

US travel plans—and prices—are reaching pre-pandemic levels. Here’s how marketers can capture that demand

Travel's on the up: With US adults' demand for domestic travel on the rise, prices are following. But there are still a few ways for marketers to capture that demand among price-conscious travelers.

Amazon has been crowned the world’s most valuable brand for the third year in a row, according to the Kantar BrandZ 2021 Top 100 ranking.The success of the ecommerce giant comes amid a record year of growth for brands on the ranking. Overall, the top 100 brands grew four and a half times higher than in a typical year and collectively are now worth $7trn, more than the GDPs of France and Germany combined.This growth has been prompted in part by increased optimism about a possible end to the p Intangible Asset, Stock Market Index, Uk Brands, Us Government, Global Business, Optimism, Going To Work, Prompts, Ecommerce

Amazon retains crown as world’s most valuable brand

Amazon tops Kantar BrandZ's list of the world's 100 most valuable brands for the third year in a row, as a host of global businesses bounce back with a vengeance despite the trials of lockdown.

In this latest video looking back at 50 years of Effies case studies, Mark Ritson explains how market research into beauty industry stereotypes and a balance between long- and short-term investment led to Dove's 'Real Beauty' campaign and a sales boost. Brand Purpose, Two Decades, Market Research, Beauty Industry, Real Beauty, Latest Video, Case Study, Looking Back

Mark Ritson on how Dove challenged beauty industry stereotypes

In this latest video looking back at 50 years of Effies case studies, Mark Ritson explains how market research into beauty industry stereotypes and a balance...

Unilever’s chief digital and marketing officer Conny Braams said brands must “raise the floor” for marketers to ensure they are well prepared for future opportunities, while also “raising the ceiling” for digital specialists. Brand Purpose, Double Down, Tea Brands, Ben And Jerrys, Creativity And Innovation, Greenhouse Gases, Carbon Footprint, Climate Change, Packaging Design

'Raise the floor and the ceiling': Unilever on its 'integrated approach' to training

Unilever's top marketer Conny Braams says marketers must be given the opportunity to use their new skills on the job immediately or training will be wasted.

Boots’ CMO Pete Markey said might sound obvious, but without a solid foundation it becomes very easy to lose your way, meaning challenges can’t be overcome and opportunities will be missed.“There are some businesses that fall into stuff – no. Have a clear marketing plan and strategy that links very clearly to what your business is trying to do,” he said, talking on a panel at the Festival of Marketing: Fast Forward this morning (8 June).“But within that you need to build flexibility…Brands a Economic Environment, Customer Insight, Brand Assets, Swot Analysis, Marketing Plan, Flexibility, Digital Marketing, Foundation, Rings For Men

Why ‘wargaming’ is essential to future-proof marketing

Being able to take advantage of opportunities and overcome challenges starts with having a solid marketing strategy in place, which Boots CMO Pete Markey says might sound basic, but without the right foundation it's easy to get blown off course.

Agencies feel the squeeze, even without the pandemic - Insider Intelligence Trends, Forecasts & Statistics Marketing And Advertising, Digital Marketing, Performance Evaluation, Tracking Software, Digital Strategy, Marketing Professional, The Agency, Project Management, Priorities

Agencies feel the squeeze, even without the pandemic

Although the pandemic has been the elephant in the (virtual meeting) room since early 2020, it isn’t the only hurdle agencies must overcome for continued growth and success.

The majority of marketing campaigns are looked through via one of two lenses: brand or performance. The former is thought of as a long-term investment in driving brand health, while the latter is looked at as a short-term tool to drive customer acquisition.But marketers have been urged to look past these “false boundaries” when creating marketing campaigns and to bring brand and performance together as one.“Ignore these false boundaries, ignore the titles people have and get behind briefs wi Acting Class, Create Words, Meet The Team, S Stories, Ted Talks, Social Events, Chronic Illness, Introvert

Marketers urged to ignore ‘false boundaries’ of brand and performance

Discovery reveals the holistic approach it took when launching its streaming platform earlier this year, as effectiveness expert Tom Roach questions the validity of separating brand and performance.

Are B2B and B2C marketing really any different? – Marketing Week Marketing Approach, Marketing Plan, Empirical Research, Crypto Money, Order Book, Investment Advice, Brand Building, Cloud Computing, Digital Marketing

Are B2B and B2C marketing really any different? – Marketing Week

Marketing to businesses is strategically no different from marketing to consumers, but using the same tactics for both won't be effective.

How the pandemic changed worldwide ad spending - Insider Intelligence Trends, Forecasts & Statistics Display Advertising, Display Ads, Search Ads, Executive Summary, Decision Making, Things That Bounce, Digital Marketing, Statistics, Trends

How the pandemic changed worldwide ad spending

Although 2020 was ad spending’s most disappointing year on record worldwide, it could have been worse. In fact, the final figures outperformed dire mid-pandemic projections.

Digital political ad spending broke records in the 2020 election cycle. Grace Briscoe, senior vice president of candidates and causes at programmatic media firm Centro, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what, when, and where political advertisers bought digital ads last year, how much attention they paid to connected TV (CTV), and why they love digital video ads so much. Political Ads, Vice President, Digital Media, Digital Marketing, Campaign, Advertising, Politics, Tv

eMarketer Podcast: Where political advertisers spent on digital media in 2020

Digital political ad spending broke records in the 2020 election cycle. Grace Briscoe, senior vice president of candidates and causes at programmatic media firm Centro, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what, when, and where political advertisers bought digital ads last year, how much attention they paid to connected TV (CTV), and why they love digital video ads so much.

Verizon Sells AOL and Yahoo to Apollo for $5 Billion - The New York Times Mobile Business, Media Unit, Digital Media, Change The World, Rafting, Apollo, Ny Times, Digital Marketing, York

Verizon Sells AOL and Yahoo to Apollo for $5 Billion - The New York Times

Spencer Stuart’s head of marketing, sales and communications, Greg Welch, says the decline in tenure was fuelled in part by the Covid-19 pandemic.“Most certainly, the pandemic fuelled some of the decline in chief marketing officer tenure as executive teams across industries faced unprecedented change in the market,” he says. The Marketing, Digital Marketing, Spencer Stuart, Leadership Competencies, Right Brain, Life Science, Change, Home Decor, Decoration Home

CMOs have the shortest tenure in the c-suite

New research shows that CMOs last an average of just 4.1 years in their roles as businesses "fail to align" behind the change marketers are leading.

“If we see demand is coming in at the higher end and more reopenings [of markets] happen quickly and revenue starts accelerating, we will also likely re-accelerate the restitution of marketing spend,” Quincey said.“Conversely, if for whatever reason revenue starts to look a little weaker, then we are likely to hold back on some of the marketing. I think it’s important you view the rest of the year not as normal times, but one where we have to think about how we are using the resources… Coca Cola Marketing, The Marketing, Digital Marketing, Hold On, Things To Think About, Rest, Times, Naruto Sad

Coca-Cola to hold marketing spend in countries with slow vaccine rollout

The beverage giant saw a boost to sales resulting in a 5% year-on-year increase in revenue to $9bn (£6.4bn), as CEO James Quincey credits the actions Coca-Cola took during the pandemic in helping its recovery.

Ken Murphy, who replaced Dave Lewis as CEO in October, expects to see a strong recovery in profitability as the majority of Covid-related costs won’t need to be repeated.“I joined the business when our Covid response was in full flow and what the team has achieved is extraordinary,” Murphy said on a call with press today (14 April).He claimed that by “simply focusing on doing the right thing for customers”, Tesco has increased its market share and attracted customers from all its key competi Sales And Marketing, Digital Marketing, Aldi Prices, Fixed Cost, Traditional Market, Share Online, Online Sales, Online Business

Tesco deems marketing ‘mission critical’ following Covid sales boost

CEO Ken Murphy is “optimistic” about the future of the business, highlighting value, loyalty and online as the three areas Tesco will be focusing on in the year ahead.