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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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Viewers 'watching more television ads'

Viewers 'watching more television ads' | International Marketing Communications | Scoop.it
Lindsey Clay from Thinkbox discusses the findings of the Broadcasters' Audience Research Board on the UK's television viewing habits in 2013. (Good news for us!
Paul Squirrell's insight:

… to be honest, I am surprised by the 98.5% figure, (which seems very low), would have thought that more people were viewing by iPads, computers and the like.  It would be interesting to see the research methodology on this.

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Ethnic marketing picks up pace in the UAE | - AME Info

Ethnic marketing picks up pace in the UAE | - AME Info | International Marketing Communications | Scoop.it
The drastic change in growth and composition of its population – ethnicity, culture and income level – pose challenges to many companies looking to communicate their products. In 2011, ethnic minorities represented $2.5 ...
Paul Squirrell's insight:
With globalisation and global population migration ever increasing, the traditional methods of 'ethnic marketing' must be re-evaluated. Areas like the UAE demonstrate this very well as this article explains.
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5 Chinese Social Networks You Need to Watch - THE CHINA GAP

5 Chinese Social Networks You Need to Watch - THE CHINA GAP | International Marketing Communications | Scoop.it
Connections mean “power” in China. This is why social networks have become part of the relationship-building fabric of Chinese society.
Paul Squirrell's insight:

Don't under estimate the power of social networks in China.  Okay, so it maybe hard for non-Chinese nationals to use them effectively but,  there's little to stop you partnering with a locally owned social media specialist agency.

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9 Simple Local Marketing Ideas for Your Small Business

9 Simple Local Marketing Ideas for Your Small Business | International Marketing Communications | Scoop.it
So often these days when we think about marketing our small business, we think about finding new customers on the internet. Facebook, Yelp, Google Ads...

Via The Fish Firm
Paul Squirrell's insight:

I came across this and thought it worth posting.  It's very easy to forget about 'traditional' forms of promotion in a facebooked / LinkedIn world but, sometimes a simple flyer or cold call to a prospect does the trick - especially if you're a niche or small business.  Lets not neglect the old for the new if the old still works.

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Witmer Group's curator insight, January 28, 2014 9:04 PM

Local is still so relevant and important in any marketing strategy.

Jeremy Barton's curator insight, February 5, 2014 1:31 AM

These are simple and what's more do able for most of us.

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Pitches: where agencies get it right and where they get it wrong - Brand Republic News

Pitches: where agencies get it right and where they get it wrong - Brand Republic News | International Marketing Communications | Scoop.it
Agencies are working hard but are still making some silly mistakes in the heat of battle for new accounts, says ID Comms pitch specialist Matt Gill.
Paul Squirrell's insight:

Matt, makes some good points here.  Over the year, I have seen a few pitches that've turned into 'train crashes' .  At the end of the day - practice the pitch over and over, know what you're talking about and inject the energy.  These are the basics so build from here!

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Marketing Lessons From Emerging Markets

Marketing Lessons From Emerging Markets | International Marketing Communications | Scoop.it
Successful marketing examples from emerging markets teach us many a lesson in getting the basics right. Let's take Indonesia for example. While Coke is the beverages leader globally, it is NOT so i...
Paul Squirrell's insight:

Here are some interesting insights as to why and how, global strategies and creative output need to adapt for different markets - especially those markets that are developing fast and perhaps the environment is somewhat different to the domestic one.  A little research goes a long way.

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Brands tap into lifestyle services to gain foothold - Financial Express

Brands tap into lifestyle services to gain foothold - Financial Express | International Marketing Communications | Scoop.it
Financial Express Brands tap into lifestyle services to gain foothold Financial Express Six months after opening the country's first Puma Social Club in Bangalore, the global sports lifestyle major is now looking to take the lounge format to other...
Paul Squirrell's insight:

Here we see the rapid growth of the 'lifestyle' brand in India - consumers no longer just want 'products'.  Watch this grow throughout 2014.

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Top 10 Influential Social Media Marketing Campaigns Of 2013 - Business 2 Community

Top 10 Influential Social Media Marketing Campaigns Of 2013 - Business 2 Community | International Marketing Communications | Scoop.it
RT @SEOPRObayarea: Top 10 Influential Social Media Marketing Campaigns Of 2013 http://t.co/2djbo25gWL #SMM
Paul Squirrell's insight:

It's Friday and, it's nearly Christmas so, there has to be a top 10 of 2013 right?  Here's a few from the social media space this year

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Manchester's Love takes Johnnie Walker Black to China | MAA

Manchester's Love takes Johnnie Walker Black to China | MAA | International Marketing Communications | Scoop.it
It's not bad for a Manchester agency to win Diageo business so Love (based in that soggy north west of the UK) will be patting themselves on the back to be awarded the not insignificant task of advertising Johnnie Walker ...
Paul Squirrell's insight:

Nice work Love.  Just goes to show that London is not the only place in the UK that can produce good work for non-domestic markets.

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30 Digital Marketing Statistics you can’t ignore

30 Digital Marketing Statistics you can’t ignore | International Marketing Communications | Scoop.it
We are now living in computer and digital generation that's why online digital marketing is now getting in demand.
Paul Squirrell's insight:

I like infographics and these might be very useful in the odd presentation or two!

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2014 will be the year of personalisation as brands try to take a piece of the $1.4trn e-commerce pie

2014 will be the year of personalisation as brands try to take a piece of the $1.4trn e-commerce pie | International Marketing Communications | Scoop.it
2014 will see retailers offer a richer, more personal, online shopping experience as retailers gain more access to their customer’s...
Paul Squirrell's insight:

I think this is going to be a really interesting area to watch next year.  When social media and the retail experience start to come together in a coherent way, consumers will start to see a much more personalised and individual retail experience - it's already started with sites like shopcade.com 

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Nicola's curator insight, February 6, 2014 2:02 AM

As we wait in anticipation for increased connectivity CUSTOMER ENGAGEMENT will become a critical factor. What are your opinions on how brands can capitalise on PERSONALISATION to increase online retail in Africa?

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How do you create a marketing function fit for the future?

How do you create a marketing function fit for the future? | International Marketing Communications | Scoop.it
This was the question a newly-appointed CMO asked me recently. It’s a tough question. Almost as tough as the “What does good look like?
Paul Squirrell's insight:

This exlores some interesting issues around the marketing officer function in an organisation today.  This role has (and is), becoming an increasingly complex one with, CMOs expected to grasp and understand a vast array of disciplines.  Of course, this also creates an opportunities for more savvy agencies who, are able to take on the 'trusted advisor' role with their clients.

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Agencies at the vanguard of digital marketing revolution - The Economic Times

Agencies at the vanguard of digital marketing revolution - The Economic Times | International Marketing Communications | Scoop.it
A clutch of digital agencies born in an era when social and mobile are moving centrestage have the ears and the wallets of India's largest marketers. (Brand Equity speaks to our CEO @songitaverma.
Paul Squirrell's insight:

India remains an amazing hotbed of creative talent both online and offline.  This article looks at a few of India's hot digital shops (there are others too), which are making waves as the Indian market embrasses digital and social in an ever increasing way.

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Toyota tops Japanese brands - Warc

Toyota tops Japanese brands - Warc | International Marketing Communications | Scoop.it
Toyota tops Japanese brands
Warc
Toyota tops Japanese brands. 14 February 2014.
Paul Squirrell's insight:

A quick look at the value of major Japanese brands.  There's no surprise that the world's largest car marketer Toyota is top of the list -  although this week it announced a recall of 1.9million cars!

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Health Ministry angry with Air India's e-cigarette ads - India.Com Health

Health Ministry angry with Air India's e-cigarette ads - India.Com Health | International Marketing Communications | Scoop.it
India.Com Health Health Ministry angry with Air India's e-cigarette ads India.Com Health e-cigarette The union health ministry has told the civil aviation ministry and Air India that the display of electronic cigarettes in some of its publications...
Paul Squirrell's insight:

This is an interesting area for communications companies and brand owners that requires some official / government clarification.  Sure, e-cigarettes have benefits over traditional cigarettes but, should their use be promoted in advertising as Air India has done?  I am not so sure but, equally, I am non-smoker and can see the argument the other way - you decide.

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3 Nigerian banks make global 500 brands - Vanguard News

3 Nigerian banks make global 500 brands - Vanguard News | International Marketing Communications | Scoop.it
Three Nigerian banks out of the 24 banks in the country made the Banker 500 global bank brand ranking 2014. The three banks are First Bank Plc, GTbank Plc and Zenith Bank Plc.
Paul Squirrell's insight:

An article probably more suited to my African blog but, having just hosted a conference on the rise of the sub-Saharan African gateway markets and, there increasingly wealthy consumers, I thought this worthy of note.  There are African brands that are on the rise and have the drive and ambition to take on the world.  In addition sub-Saharan Africa is a massive opportunity for marketers and their agencies with 910 million consumers.

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How 72andSunny Became One of the Most Exciting Ad Agencies of L.A.'s Madison Avenue

How 72andSunny Became One of the Most Exciting Ad Agencies of L.A.'s Madison Avenue | International Marketing Communications | Scoop.it
Tonight, everyone is Howard Hughes. Or at least, 20 people at a time get to be him, standing in his old office in Playa Vista, with the original mahogany paneling on the walls, a 20-cent issue of Life magazine on the velvet couch and typewritten...
Paul Squirrell's insight:

This is a great view of one of the most interesting agencies in the US today.  Worth a read when you have 5 minutes.

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Creativity and innovation: the only way PRs can outgun massive ad agencies - Memeburn

Creativity and innovation: the only way PRs can outgun massive ad agencies - Memeburn | International Marketing Communications | Scoop.it
Memeburn Creativity and innovation: the only way PRs can outgun massive ad agencies Memeburn The advertising industry is going through big changes and that means opportunities for PR firms to compete for large marketing budgets normally allocated...
Paul Squirrell's insight:

I think this is an interesting perspective on the rise of PR - for which there are many reasons, not least of which is digital / social integration with the discipline.  However, there's still a place for traditional skills as well as I was reminded on a recent visit to a very good PR firm Budapest.

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5 lessons in retail success from the shopper marketing community - The Guardian

5 lessons in retail success from the shopper marketing community - The Guardian | International Marketing Communications | Scoop.it
The Guardian
5 lessons in retail success from the shopper marketing community
The Guardian
This, therefore, seemed like a good time to reflect on what we at the shopper end of the marketing community have learnt over the past few years.
Paul Squirrell's insight:

Pre-Christmas, there's a good deal of discussion about the performance of the retail sector in the UK - here are five retail insights from the few years.

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Top 10 Brands on Social Media in 2013 [CHART]

Top 10 Brands on Social Media in 2013 [CHART] | International Marketing Communications | Scoop.it
Samsung was the most popular brand on social media in 2013, according to Starcount, which compiled social data to come up with its top 10 list.
Paul Squirrell's insight:

So Samsung make it to the top of the 'most popular brands on social media in 2013' list.  No sign of great rival, Apple - although given their deal with China Mobile today, I am sure they're not too upset!

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Omnicom Media Group Agencies Top Winners List At Cristal Festival - Businessweek

Omnicom Media Group Agencies Top Winners List At Cristal Festival - Businessweek | International Marketing Communications | Scoop.it
Omnicom Media Group Agencies Top Winners List At Cristal Festival Businessweek PHD's total of 13 wins -- encompassing entries from China, Columbia, Hong Kong, India, New Zealand, and the UK -- made it the most awarded agency in the media category,...
Paul Squirrell's insight:

Definately a good result for Omnicom.  I suspect 2014 is going to be a very interesting year in media as more and more marketing clients start looking at programatic buying... watch this space!

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Amazon Now Offering 200,000 Products with 'Frustration-Free' Packaging | Sustainable Brands

Amazon Now Offering 200,000 Products with 'Frustration-Free' Packaging | Sustainable Brands | International Marketing Communications | Scoop.it
On Thursday, Amazon announced that its Frustration-Free Packaging initiative, the retailer’s effort to liberate products from hermetically sealed clamshell cases and plastic-coated steel-wire ties, now offers over 200,000 items, inside smaller,...
Paul Squirrell's insight:

I have ranted about 'impossible packaging' before in other blogs but, in all seriousness I see this as a good thing.  The amount of packaging that's so often used and then wasted is extraordinary.  At a time when consumers want to look behind the brand at the company's working practices and environment policies etc., this can only be a good thing for Amazon.

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Pre-Basket Abandonment

Pre-Basket Abandonment | International Marketing Communications | Scoop.it
It’s no surprise to marketers that industry statistics show only a couple of per cent of website visitors actually convert into buyers...
Paul Squirrell's insight:

I recognise that this is a real issue - I am certainly guilty of this myself but, I am not convinced that a live chat agent is the best solution... I think it would make me 'run for the hills'

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Digital Marketing Files: 6 Annoying Buzzwords for B2B Marketers

Digital Marketing Files: 6 Annoying Buzzwords for B2B Marketers | International Marketing Communications | Scoop.it
I'm normally pretty easy going. But I cringe at emails with no subject lines, at PR agencies that insist its company is the "leading provider of..." and at anyone who complains it takes too long at a drive-through food service restaurant.
Paul Squirrell's insight:

This may seem a little petty but, there's a serious point here.  Jargon is fine but, not when it's used to dress something up in an effort to make it seem more than it is.  This is (of course), not just restricted to B2B marketing  - I am sure we can all think of several cringworthy presentation examples!

 

So, I guess the key takeout here is K.I.S.S (keep it simple stupid)! 

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How Neuroscience Is Key to Successful Marketing Strategies

How Neuroscience Is Key to Successful Marketing Strategies | International Marketing Communications | Scoop.it
Researching how the brain works can help to find which marketing strategies work best.
Paul Squirrell's insight:

The science behind good communications?... hmmm, I think many good agencies have worked most of this out already - without the need to connect wires to student's heads in labs.

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