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Creating a B2B Marketing Plan [infographic] - Smart Insights Digital Marketing Advice

Creating a B2B Marketing Plan [infographic] - Smart Insights Digital Marketing Advice | International Marketing Communications | Scoop.it
Don't get left behind, follow these 7 Steps to Brilliant B2B Marketing! Many Business-to-business (B2B) companies are already successfully getting great r. Marketing topic(s):Digital strategy development.
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International Marketing Communications
The good, the bad and the ugly of international marketing
Curated by Paul Squirrell
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The future of marketing depends on ideas, not tinkering with technology - The Guardian

The future of marketing depends on ideas, not tinkering with technology - The Guardian | International Marketing Communications | Scoop.it
Drones that deliver parcels? Tweeting house plants? An over-reliance on digital strategists and creatives in marketing means we are losing focus
Paul Squirrell's insight:

I think that this is worth a read.  I completely agree - at the core of 'marketing' must be ideas - ideas that engage people.  Technology is an enabler and, if employed well, a powerful one but, lets not forget the human factor.

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Advertising ‘under threat’ from internet of things but marketing and creativity will thrive, says Microsoft’s James Whittaker

Advertising ‘under threat’ from internet of things but marketing and creativity will thrive, says Microsoft’s James Whittaker | International Marketing Communications | Scoop.it
The future of advertising is "under threat" as we hurtle towards an internet of things-dominated economy, but marketing and...
Paul Squirrell's insight:

This is worth a read.  I do like the idea of thinking about apps as adjectives rather than nouns although, I am not sure 'advertising' is doomed - sure it will change but, by its very nature, it's an evolutionary discipline.

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Why agency people are so unhappy - Digiday

Why agency people are so unhappy - Digiday | International Marketing Communications | Scoop.it
Agency people love to complain, and it seems like the problem's only getting worse. But why are they so grumpy all the time?
Paul Squirrell's insight:

This is pretty interesting.  When I started reading it,  I though this was just another article about how tough life is in agencies today but, on further consideration some of the issue do ring true.  At the end of the day, a happy work force (and an agencies biggest assets is its people), is a productive and more creative one.

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Coca-Cola Life: can brands ever play a role in tackling obesity? - The Guardian (blog)

Coca-Cola Life: can brands ever play a role in tackling obesity? - The Guardian (blog) | International Marketing Communications | Scoop.it
The Guardian (blog)
Coca-Cola Life: can brands ever play a role in tackling obesity?
Paul Squirrell's insight:

Obesity is a problem that we do need to do something about BUT, it's all too easy to introduce taxes on sugar and blame manufactures for producing non-healthy foods when in reality we all have free will and can say "NO".  You would have to be stupid to not realise a "full fat Coke" for example, is not good for you in large quantities - come on, it's time for individuals to take responsibility for their own actions and stop looking for excuses and scape goats!

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Ronald Bannon M.B.A., Adm.A., F.C.M.C.'s curator insight, September 14, 12:22 PM

Obesity is one of the most alarming health issues of our time. Sadly, there is an embedded perception among many people that obesity is, in essence, an utterly avoidable disease that has no historical precedence. In our society, there is an organic-eating, Nike Fuelband-toting demographic that doesn’t take obesity seriously enough. Ask any of them to rank obesity alongside cancer, HIV, Ebola – to name a fraction of the global threats to human life – and, nine times out of 10, obesity will come in last.

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Opportunities and challenges of PR in Africa - Bizcommunity.com

Opportunities and challenges of PR in Africa - Bizcommunity.com | International Marketing Communications | Scoop.it
Opportunities and challenges of PR in Africa
Bizcommunity.com
There is no doubt that Africa has taken center-stage in terms of global investment and expansion of operations.
Paul Squirrell's insight:

Africa (the sub-Saharan region specifically) does represent a massive opportunity for brands but as this article outlines, the challenges are equally large. Just because there's a will, doesn't always mean that there's a way.

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Walkers transforms London bus stops into Twitter-activated vending machines - Brand Republic News

Walkers transforms London bus stops into Twitter-activated vending machines - Brand Republic News | International Marketing Communications | Scoop.it
Walkers has transformed three London bus stops into tweet-activated vending machines as part of its ongoing ‘Do us a Flavour‘ campaign. - Brand Republic

Via AIA Worldwide
Paul Squirrell's insight:

An interesting twist to re-energise the 'Do us a Flavour' campaign - it's just a shame they did role it out across a few more sites.

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Why Word Of Mouth Marketing IS The Most Important Social Media - Forbes

Why Word Of Mouth Marketing IS The Most Important Social Media - Forbes | International Marketing Communications | Scoop.it
Why Word Of Mouth Marketing IS The Most Important Social Media
Forbes
Word of Mouth Marketing (WOMM). Isn't this really the original social media platform?
Paul Squirrell's insight:

I think it's true, word of mouth marketing has become a little forgotten in recent years as brands chase relatively meaningly 'likes'.  Surely it must be better (if less easily measurable) to have true brand ambassadors who'll say good things that, random 'likes' from unengaged potential consumers?

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DDB launches innovation lab; but are ad agencies any good at ...

DDB launches innovation lab; but are ad agencies any good at ... | International Marketing Communications | Scoop.it
Following on from its Australian branch, DDB New Zealand has now also launched an in-house innovation lab called Shaper. Established with the bold goal to.
Paul Squirrell's insight:

I think the concept of agencies building innovation labs and creating their own products and services is interesting and exciting.  As traditional revenue models are put under the microscope, agencies need to look at what they are remunerated for and, (indeed), what they are giving away for free - thinking which is often valuable.  It takes guts to change the way a business model works but, I do think the standard agency remuneration model is due an overhaul.

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See it. Click it. Buy it. Amazon Fire phone just ... - Marketing Pilgrim

See it. Click it. Buy it. Amazon Fire phone just ... - Marketing Pilgrim | International Marketing Communications | Scoop.it
Amazon Firefly Amazon is now in the smartphone biz. Not a huge leap seeing as how Amazon's original Kindle made ereaders cool and their new generation of tablets is slowly eating up the iPad's territory.
Paul Squirrell's insight:

The new Amazon Firefly is interesting not as a phone but because of it can do in the m-commerce space .  We all know the world is mobile and the device of choice is still the phone (as was repeatedly said at Cannes this week).  The Firefly brings together the Amazon eco-system and enables users a simple, see, click, find, buy (from Amazon) solution.  Not necessarily a telecoms revolution but, certainly a product that will move the m-market along and demonstrate the power of a connected eco-system in this space.

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Germany's 50 most valuable brands - The Local.de

Germany's 50 most valuable brands - The Local.de | International Marketing Communications | Scoop.it
Germany's 50 most valuable brands The Local.de The study, conducted by brand consultancy Interbrand and released on Monday, ranked the 50 German brands according to the competitive strength of the brand, the role the brand plays in a purchase...
Paul Squirrell's insight:

No real surprises here but, an interest list of Germany's top 50 brands.

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Brands must 'relinquish control' and let consumers feel in charge

Brands must 'relinquish control' and let consumers feel in charge | International Marketing Communications | Scoop.it
Brands must 'relinquish control' and let consumers feel in charge, Brands should (Brands must 'relinquish control' and let consumers feel in charge http://t.co/w3RUg8r5gg)...
Paul Squirrell's insight:

I couldn't agree more.  If brands want consumers to 'engage' and share their lives with them, they must do it on the consumers terms.  This means being open and accessible - offering something of value to consumers that they can take on, use and adapt to suit their own requirements.  It's not easy to do but the results (Red Bull being the obvious example) can be tremendous.

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Wendy Flanagan's curator insight, June 10, 8:26 AM

This is the year of the consumer, shaping brands through their insights.

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When agencies launch their own products

When agencies launch their own products | International Marketing Communications | Scoop.it
Digiday recently spoke with four agencies that have taken on the challenges of launching a product outside their core business. (I guess this is a thing now?
Paul Squirrell's insight:

I am a big fan of agencies (and independents are especially well placed for this), that create, market and sell their own products - agencies such as Kolle Rebbe and Hirschen Group in Germany or investors in start-up business such as Pretty Green or iris Worldwide in the UK.  Ultimately, this type of experience allows the agency to learn and grow but, also it attacks new people and more diverse skills into the business.  Of course the end game is about making money but, let us not forget how many products and service launch and fail in the 'real world', so we should not be too surprise if agencies get it wrong from time to time.  

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Why is client servicing so integral to agencies?

Why is client servicing so integral to agencies? | International Marketing Communications | Scoop.it
There’s no denying the importance of the brand experience your customer has. So as an agency that creates brands and the experience of them, our own customer know-how is paramount to any level of success.
Paul Squirrell's insight:

Good client service is not 'rocket science' but, here are a few little reminders of what it should include.

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8 Insights on How the Top 100 Brands Use Twitter in 2014 - Study

8 Insights on How the Top 100 Brands Use Twitter in 2014 - Study | International Marketing Communications | Scoop.it
How you use Twitter and Facebook should be different as they are not the same beast. Here are some insights on how the top 100 brands use Twitter in 2014
Paul Squirrell's insight:

In truth we all probably know most of this but, it's useful to read through and recap the basic differences between Facebook and Twitter usage and reach as a business.

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Ello: a new anti-advertising, pro-transparency social media platform

Ello: a new anti-advertising, pro-transparency social media platform | International Marketing Communications | Scoop.it
Ello, a new social networking platform built on an anti-advertising, anti-data-mining, pro-transparency ethos, is gaining popularity this week.
Paul Squirrell's insight:

Okay so no advertising on Ello, I seem to recall this being the claim of other social media sites not so long ago - humm, we'll see.

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Oops! Retailer hails independent Scotland

Oops! Retailer hails independent Scotland | International Marketing Communications | Scoop.it
Online furniture retailer Made was in such a hurry to win business in a new Scotland, it pushed out the wrong email to customers. (#Marketing celebrated a tad early...or a tad hard(?
Paul Squirrell's insight:

Oh dear!  The old rule - 'think before you click' should have been applied here. 

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China Mobile jumps the gun with an ad of the two iPhone 6s models

China Mobile jumps the gun with an ad of the two iPhone 6s models | International Marketing Communications | Scoop.it
The pricing in China is unknown, but in Russia the 4.7 (China Mobile jumps the gun with an ad of the two iPhone 6s models: China Mobile is already advertising the App...
Paul Squirrell's insight:

The best made plans…  Ah, the difficulty of a global product launch.  Although, to be honest, this probably did very little harm as most 'Apple fans' had a good idea what iPhone 6 would be like anyway.  Still it does demonstrate how when doing anything internationally, the complexity level (and therefore the chances of it going wrong) increase by a factor of X.

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How brands should use celebrities to build their business - The Drum

How brands should use celebrities to build their business - The Drum | International Marketing Communications | Scoop.it
The Drum
How brands should use celebrities to build their business
The Drum
The star needs to be seen by consumers to have a stake in the relationship with the brand.
Paul Squirrell's insight:

Another good article from Hamish Pringle about brands using celebrities to increase their market share.  Get it right and the brand can fly, choose the wrong celeb or, have a celeb that 'goes bad' on you and, it can be really damaging.

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The 12 Types of People You’ll Meet at a Conference

The 12 Types of People You’ll Meet at a Conference | International Marketing Communications | Scoop.it
Which type of conference-goer are you? (The 12 Types of People You’ll Meet at a Conference http://t.co/U4LT1tn2D7 via @hubspot)
Paul Squirrell's insight:

A bit of Friday fun - which one are you?

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Advertising agencies take note: the weapons of yesteryear won't win the next ... - Marketing magazine Australia (blog)

Advertising agencies take note: the weapons of yesteryear won't win the next ... - Marketing magazine Australia (blog) | International Marketing Communications | Scoop.it
Advertising agencies take note: the weapons of yesteryear won't win the next ...
Marketing magazine Australia (blog)
A great creative demarcation is underway, and consumer pop culture 2.0 is up for grabs.
Paul Squirrell's insight:

An interesting almost Orwellian view of the future for the advertising industry.  I think Steve makes some interesting points here - the industry is being challenged by new technology, sure some well known industry names will not adapt and then die BUT, this is evolution (or perhaps just 'natural selection').  I don't think we're going to see the ad industry morph into a new segment of the tech sector.

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It's the End of 'Marketing' As We Know It at Procter & Gamble - AdAge.com

It's the End of 'Marketing' As We Know It at Procter & Gamble AdAge.com The move is part of the organization re-design P&G announced in February, in which the marketing organization becomes "Brand Management" with "single-point responsibility for...
Paul Squirrell's insight:

Where P&G goes others follow.  On one level, it's a title change / restructure, but on another it's much more… worth a read.

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Use of Hitler in advertising: Tracing the tyrant's disturbing afterlife in ... - Economic Times

Use of Hitler in advertising: Tracing the tyrant's disturbing afterlife in ... - Economic Times | International Marketing Communications | Scoop.it
Economic Times
Use of Hitler in advertising: Tracing the tyrant's disturbing afterlife in ...
Economic Times
Almost every year, every award show of note receives entries featuring the Nazi tyrant. A fair number of these can be traced back to India.
Paul Squirrell's insight:

I can decide if using Hitler (or indeed, other dictators) is a good thing.  Certainly there are plenty of cases in which agencies and brands have fallen over because of inappropriate usage or, God forbid attempts at  'humour'!

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Brands from KFC to Gucci are Jumping on the Cause Marketing Bandwagon - AdAge.com (blog)

Brands from KFC to Gucci are Jumping on the Cause Marketing Bandwagon AdAge.com (blog) Google "cause marketing," and you'll find plenty of research that confirms it: People want to buy from companies that "do good." Yet a great deal of cause...
Paul Squirrell's insight:

I think Adam makes some good points here.  Cause marketing is a tricky area and there are a good many example where brands do it for the wrong reasons and then, get found out by consumers.  True, people are generally keen to see bands have a positive impact but not as a cheap publicity stunt.

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If You Build It, They Will Come Brands need to create their own social networks - Adweek

If You Build It, They Will Come Brands need to create their own social networks - Adweek | International Marketing Communications | Scoop.it
Adweek
If You Build It, They Will Come Brands need to create their own social networks
Adweek
The largest generation in U.S. history, the 87 million millennials (and the generations that follow) are redefining how brands relate with their customers.
Paul Squirrell's insight:

On the face of it, the idea of brands setting up their own social platforms does not seem like a good thing - but, think about it.  Traditional social platforms are becoming increasingly 'commercial' selling ad space etc., thus moving away from their original non-commercial ethos.  As such the jump to a social platform owned by a brand is not such a big one now.  Additionally, many brands have strong fan bases that crave content and engagement opportunities plus, from a data gathering perspective, the opportunities for a brand owning its own platform and, therefore controlling the data gathering, are enormous.

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Here are the countries where Facebook will add its next billion users

Here are the countries where Facebook will add its next billion users | International Marketing Communications | Scoop.it
Facebook is home to 1.28 billion monthly active users, making it more populous than the European Union. But that doesn't mean it won't get any bigger.
Paul Squirrell's insight:

These are big numbers and Facebooks penetration of mostly English speaking markets is amazing but, let us not forget, one third of the world's population lives in China - a market closed to Facebook and as such one where locally grown solution have established themselves - so even if it were allowed in, the competition would be very tough.

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