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Forrester on mobile marketing: who you do — and do not — want to target

Forrester on mobile marketing: who you do — and do not — want to target | International Marketing Communications | Scoop.it
Forrester released a new report today on mobile marketing. As it turns out, there's only one group of mobile customers that marketers want to target. Big shocker: It's not the 7 percent of American...
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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 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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ROI: Still no measure for creative effectiveness - Campaign Asia-Pacific

ROI: Still no measure for creative effectiveness Campaign Asia-Pacific Creative agencies are not doing enough to reinforce the benefits of creative work they can add to a brand's bottom line and are struggling to find a balance between creativity...
Paul Squirrell's insight:

The ROI discussion crawls on.  It really is easy to understand why clients get frustrated with agency payment models when many creative agencies themselves struggle to demonstrate how to measure the ROI of their own output.

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An Ad Agency Staffed By Former Addicts

An Ad Agency Staffed By Former Addicts | International Marketing Communications | Scoop.it
The Creative Matters agency helps people in recovery learn new skills--and make the most of their unusual expertise.
Paul Squirrell's insight:

The creative industry often struggles to be seen to be doing good, after all it's a business that really exists to change peoples behaviour and essentially get us all to consume more.   BUT, from time-to-time, one comes across inspiring stories like 'Creative Matters' in LA - an agency run by former addicts.  Have a read of this one.

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How Instagram and Vine are creeping into 'DNA' of sports teams, brands - SportingNews.com

How Instagram and Vine are creeping into 'DNA' of sports teams, brands - SportingNews.com | International Marketing Communications | Scoop.it
How Instagram and Vine are creeping into 'DNA' of sports teams, brands SportingNews.com While teams and leagues continually hone their brand voice on Facebook and Twitter—the 1-2 punch in social media strategy—Vine and Instagram are quickly nudging...
Paul Squirrell's insight:

Of course social media lends itself very well to sports and sports marketing and whilst twitter is great at capturing the instant conversation and excitement of 'the game', Vine and Instagram are probably better at delivering a richer fan experience that's not restricted to 140 characters.

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Google misses revenue target, ad prices slide - Times of India

Google misses revenue target, ad prices slide - Times of India | International Marketing Communications | Scoop.it
Times of India
Google misses revenue target, ad prices slide
Times of India
The number of "paid clicks" by consumers on Google's ads increased by 26% in the first quarter, disappointing some analysts who had hoped for stronger volume growth.
Paul Squirrell's insight:

Google's quarter by quarter figures are of course important BUT it's worth remembering that Google's business focus has always been based on long-term thinking - often at the expense of short-term growth.  Interestingly, Campaign magazine today reported Google is the 31st largest advertiser in the UK now.  A 50% uplift in spend.

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Pernod Ricard in global push to reunite media and creative

Pernod Ricard in global push to reunite media and creative | International Marketing Communications | Scoop.it

myself in general French spirits giant Pernod Ricard says the cycle has turned, the usefulness of the big agency groups and holding companies is under scrutiny and media and creative disciplines need to get back together.

Paul Squirrell's insight:

I find myself in general agreement with this argument.  The media environment is richer than it has ever been and programatic solutions are changing the game still further.  To be able to offer optimised and innovative solutions to clients it makes sense for media and creative to be closure.

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Ryanair hunts for creative, digital, media and CRM agencies after launching ... - The Drum

Ryanair hunts for creative, digital, media and CRM agencies after launching ... - The Drum | International Marketing Communications | Scoop.it
Ryanair hunts for creative, digital, media and CRM agencies after launching ...
Paul Squirrell's insight:

My personal view - it's a brave agency that takes on this challenge.  I foresee long meetings haggling over every line item in the budget and only the smallest possible margins.  Lets be honest, Ryanair's tough no-frills, budget cutting brand character, doesn't lend itself to a significant and creatively exciting communications campaign.

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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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Marketers and advertising agencies should heed the mistakes of estate agencies

Marketers and advertising agencies should heed the mistakes of estate agencies | International Marketing Communications | Scoop.it
Local high streets are losing shops that can’t compete with the likes of Amazon, eBay and Not On The High Street, to say nothing of...
Paul Squirrell's insight:

Hamish draws an interesting comparison here - just check out my earlier post regarding Facebooks fist quarter ad revenue figures by way of support.  The agency world is changing at a pace and one can't but help thing of Darwinism. 

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5 Ads that Piggyback on the Indian Elections - India Real Time - WSJ

5 Ads that Piggyback on the Indian Elections - India Real Time - WSJ | International Marketing Communications | Scoop.it
Some Indian companies have found creative – even humorous – ways to hitch their products to India’s lengthy five-week electoral process.
Paul Squirrell's insight:

India is many things but, one thing it's not is boring - especially when it come to politics and marketing.  Perhaps because there's such a rich source of commentary and material several brands are using the lengthy election process to promote themselves.    Take a look.

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The downsizing of brand building - The Guardian (blog)

The downsizing of brand building - The Guardian (blog) | International Marketing Communications | Scoop.it
The Guardian (blog)
The downsizing of brand building
The Guardian (blog)
Today, brand building is fuelled by smaller demonstrations as much as big statements.
Paul Squirrell's insight:

… the move from 'big campaign' to small 'big impact events' is well documented and the internet is awash with good examples.  Never-the-less, this article is worth a read.

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Content Marketing Is A Long-Term Commitment, Not A Campaign - Forbes

Forbes
Content Marketing Is A Long-Term Commitment, Not A Campaign
Forbes
There's a debate raging in the world of marketing. How many times must a consumer be exposed to an advertisement before it changes his behavior?
Paul Squirrell's insight:

There's an obvious BUT strong point here.  Content is an on going engagement and should be viewed (and measured) in a very different way to a more traditional campaign.  Arguably content creates a longer-term relationship which is better for products and services with a high purchase consideration profile.

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Are Happy Employees the Future of Social Media and PR? - The Drum

Are Happy Employees the Future of Social Media and PR? - The Drum | International Marketing Communications | Scoop.it
Are Happy Employees the Future of Social Media and PR?
The Drum
PR - Public Relations or Press Relations. No matter what way you look at it, it's fairly defining.
Paul Squirrell's insight:

I like info-graphics especially on Friday afternoon.  I do think there's something in this.  Businesses (and people centric businesses like agencies), are better when employees are engaged and feel valued.  Of course, if you like something you'll say nice things about it or, at least not say bad things about it.  This said it would be easy to overplay the impact the average employee can have on a business via social media usage.  It is a naive individual who thinks sounding off about their current employer online will not damage their future career prospects.

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