International Marketing Communications
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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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Twitter / Brilliant_Ads: Brilliant Escalator marketing ...

Twitter / Brilliant_Ads: Brilliant Escalator marketing ... | International Marketing Communications | Scoop.it
Brilliant Escalator marketing for Pizza Kingdom! http://t.co/p8O38fNfOk
Paul Squirrell's insight:

Not sure about 'Brilliant' but, certainly hard to do I would imagine

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Does the wrong department own social?

Does the wrong department own social? | International Marketing Communications | Scoop.it
Tracey Parsons makes the case for the customer service department to own more of the responsibilities for social media. (Does the wrong department own social?
Paul Squirrell's insight:

Yeahhhh...  I can see the point here but, I don't know about you, my usual experience thus far (in general) with 'customer service professionals' has not been a positive one.  

 

For me social media is another form of  'marketing' and, as such belongs in the Marketing Department

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Visionary's curator insight, November 15, 2013 7:45 AM

Customer service departments should share social media responsibilities with marketing, but there needs to be a coordinated approach so that external communications is consistant.

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10 Excellent Examples of Guerrilla Marketing Campaigns [VIDEOS]

10 Excellent Examples of Guerrilla Marketing Campaigns [VIDEOS] | International Marketing Communications | Scoop.it
Guerrilla marketing "works because it's simple to understand, easy to implement and outrageously inexpensive," says Jay Conrad Levinson, the man who coined the phrase. Consumers...
Paul Squirrell's insight:

I don't know about "Excellent" but certainly a few good guerrilla marketing campaigns - it's Friday, enjoy!

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Singapore PR Firms Shy Away From Ashley Madison - The Holmes Report

Singapore PR Firms Shy Away From Ashley Madison - The Holmes Report | International Marketing Communications | Scoop.it
The Holmes Report Singapore PR Firms Shy Away From Ashley Madison The Holmes Report A number of Singapore PR firms have said they will not take part in controversial dating website Ashley Madison's search for comms support in the country, Mumbrella...
Paul Squirrell's insight:

Commercial decision or ethical one, it's good to see agencies taking a stand for what they believe in rather than just saying 'yes' to any and all new business.  Warren Buffett would be pleased!

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Advertising agencies face serious digital marketing skills shortage

Digital Journal is a digital media news network with thousands of Digital Journalists in 200 countries around the world. Join us!
Paul Squirrell's insight:

I find it hard to believe that we're still looking at stories like this.  Digital is an integrated part of the communications mix now - and it has been for a while! As such, a lack of suitable skills either inhouse or, hired in, represents a lack of forward planning by those agency with a skills shortage issue.

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Maurice Ugwonoh's curator insight, November 10, 2013 7:22 PM

Its the Age of Digit-ALL...but from the looks of it, we all seem not to be  several digits behind.

 

Most Advertising Agencies suitably have at best a community management system that caters for the litters of Facebook, twitter and a few more social media networks they shepherd for their client brands.

 

But is community manangement all that being Digit-ALL truly is, i think not.

 

The question thus is, are Advertising agencies capable of evolving into the next level of marketing communication mutation or will they be made extinct by the digitized laws of Darwin?

 

Enjoy.

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How Tesco, De Beers and two other brands use digital tech to enhance the in-store experience

How Tesco, De Beers and two other brands use digital tech to enhance the in-store experience | International Marketing Communications | Scoop.it
Tesco has announced the roll out of new digital screens that will deliver customised ads based on the age and gender of its customers.
Paul Squirrell's insight:

Here are a few really good examples of in store digital integration.  In all cases the use of digital actually enhances the in store experience rather than just be a 'nice' bolt on.  Personally I cant wait to try out Tesco's digital screens although if it gets my gender wrong it could be a little concerning.

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Facebook mobile ads fuel revenue jump | News | Marketing Week

Facebook mobile ads fuel revenue jump | News | Marketing Week | International Marketing Communications | Scoop.it
Mobile now accounts for half of Facebook’s total ad revenue, but social network admits it is losing teenagers.
Paul Squirrell's insight:

Okay so Facebook's 'teen' user numbers are leveling out but these are still impressive numbers in terms of ad revenue and, not at all surprising that a lot of the income is generated from mobile - watch that number grow in the months ahead.

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The Simplest Tech Brands of 2013: Amazon, Google, and Samsung

The Simplest Tech Brands of 2013: Amazon, Google, and Samsung | International Marketing Communications | Scoop.it
Siegel+Gale today released its fourth annual Global Brand Simplicity Index after surveying more than 10000 consumers in North America, Europe, Asia and th.
Paul Squirrell's insight:

I am not surpised Amazon scores so highly here, the online retailer worked out along time ago that their business is based on customer experience - in this case, easy-of-use (site and process simplicity) and reliability - users have a strong believe that their goods will be delivered in a safe and timely fashion.  The product range offered has grown with customer demand and (whilst an important factor) is not so critical.  With so much online retail competition, Amazon would be daft to compete on product range.

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Eurostar's Lionel Benbassat on putting the emotion back into marketing | Marketing Magazine

Eurostar's Lionel Benbassat on putting the emotion back into marketing | Marketing Magazine | International Marketing Communications | Scoop.it
Eurostar's Lionel Benbassat on putting the emotion back into marketing, As Eurostar launches its biggest brand campaign since the Olympics, Lionel Benbassat, head of marketing and brand, talks to Marketing about demonstrating cultural wit,...
Paul Squirrell's insight:

I saw this ad for the first time last night and I did think it was for an airline to start with.  It's a nice idea but, I didn't find it as on brand as the recent 'Generation easyJet' campaign - maybe just a little to tuthful to be charming?

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British Gas: energy bills price hike turns into PR disaster - The Guardian

British Gas: energy bills price hike turns into PR disaster - The Guardian | International Marketing Communications | Scoop.it
The Guardian British Gas: energy bills price hike turns into PR disaster The Guardian British Gas has turned a consumer and political backlash over a 10% increase in energy bills into a public relations disaster after trying to head off criticism...
Paul Squirrell's insight:

Okay, lets remove the political debate from this article and look at the use of social media here.  The truth is that, this sort of news is never going to be well received and, our delightful press and political parties will 'stir things up' - so using social media is a good way to communicate with consumers directly and circumvent the aforementioned.

 

You can not and should not, try and dress up this sort of news, so British Gas does have the right idea in being open but, if you're going to use social media in this way, at least respond and answer questions put to you... some of which are very genuine concerns.

 

Right idea BG, poor execution.

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What Doesn't Your Brand Stand For? - AdAge.com (blog)

What Doesn't Your Brand Stand For?
AdAge.com (blog)
Do you find yourself in awe of certain brands? You know, those with an unquestioning, undyingly loyal following. Timberland or Chipotle come to mind.
Paul Squirrell's insight:

The idea of "sacrifice" when it come to defining what your brand stands for is an interesting one.  To many brands are tempted spread themselves across categories or sub-product ranges as a way to increase revenue (a behaviour probably more prevalent in harder economic times), without giving enough consideration to how this impacts their values and overall integrity. 


Interestingly, this is also true of some creative agencies as we discussed a few posts back.


Bottom line.  Strong brands require clarity of thinking about what they stand for and importantly, what they don't.

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Sir John Hegarty on agencies as brands

Sir John Hegarty on agencies as brands | International Marketing Communications | Scoop.it
Agencies should act more like brands, says John Hegarty.
Paul Squirrell's insight:

I am not going to argue with Sir John on this one. Agencies do need to be brands. This helps marketing clients understand the agency's values and ultimately if it's the sort business they'd like to hire. But, it also works the other way too - agencies with strong brands that 'stand for something', attract likeminded people to work for them. Guess what?  This builds an even stronger brand and a more focussed agency in the longer term...  Just be sure to focus in the right direction!

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Are Digital Marketers Ready for the Age of Context? - CMSWire

Are Digital Marketers Ready for the Age of Context? - CMSWire | International Marketing Communications | Scoop.it
CMSWire
Are Digital Marketers Ready for the Age of Context?
Paul Squirrell's insight:

If you're having problems dealing with 'Big Data' and wearable tech, it might be worth looking for a bed to hide under now.   For the marketing industry, brand owners and agencies there are massive opportunities here but, equally, for the individual there could be some downsides such as, a loss of privacy and looking like a complete idiot in your Google Glass eyewear... still, could be worse!

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Never Heard of Metersbonwe? - TIME

Never Heard of Metersbonwe? - TIME | International Marketing Communications | Scoop.it
Never Heard of Metersbonwe?
TIME
You've probably never heard of Metersbonwe, but in China, it is impossible not to know the casualwear brand.
Paul Squirrell's insight:

Metersbonwe is amongst a growing number of Chinese 'home grown' brands looking to crack western markets.  This article outlines the issues they face very well.

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Does Marketing Overrate Logic?

Does Marketing Overrate Logic? | International Marketing Communications | Scoop.it
People don't buy logic.

If they did, no one would propose with a 4 carrot diamond ring and everyone on the planet would drive an electric car.

This isn't ro(...) (RT @leaderswest: Does Marketing Overrate Logic?
Paul Squirrell's insight:

I like what is said here.  Brands are (and always have been) shortcut for a status, quality and lifestyle etc., but under all of this is emotion - I buy this because it make me feel 'X', or indeed makes others feel 'Y' about me.

 

It is all too easy for us to become increasingly disconnected as we become increasingly connected by the digital world.

 

To bring this into the current, just check out the recent batch of UK retailer's Christmas TV ads- see John Lewis, Marks & Spenser and even Tesco this year who're all taking an emotional story telling route to sales and marketing.

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How much is twitter worth (to small businesses)?

How much is twitter worth (to small businesses)? | International Marketing Communications | Scoop.it

Today the third major social network is becoming a public company. As with all major IPO’s, we will read a lot of diverse and conflicting opinions on its valuation: to some Twitter will be an overpriced money-losing startup, to others it will be the next major player of the Web and undervalued.

 

To add a data point to the debate, the Scoop.it team decided to study the value of social networks to small and mid-size businesses.


Via Guillaume Decugis, The Fish Firm II
Paul Squirrell's insight:

Twitter's IPO has caused much debate, but for advertisers and their agencies the company's future direction is important.  Despite it's healthly IPO share price, Twitter is yet to make a profit.  Like Facebook  the media all talk about the revenue potential which is likely to come from advertising, but unlike Facebook, I feel this is a platform less suited to commercial communications given that Twitter's virtual environment is far less rich and that it is more about the words (micro-blogs), than images.  

 

Of course, the wonderful thing about advertising is that, it normally finds a way through... so lets see.

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Guillaume Decugis's curator insight, November 7, 2013 2:47 PM

With Twitter poised to have financial stability through its successful IPO, the landscape of online marketing is considerably changed for the long term. From a Google Search dominated world where keywords were the only way to be found, businesses of all size have now a lot more options - forcing even Google to change their search algorithms. 

Guillaume Decugis's curator insight, November 7, 2013 2:49 PM

According to small and mid-size businesses engaged in content curation: a lot!

The Fish Firm's curator insight, November 7, 2013 5:14 PM

Great job on this infographic Scoop.it!

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Twitter IPO

Twitter IPO | International Marketing Communications | Scoop.it
Twitter will trade on the New York Stock Exchange on Thursday, under the ticker TWTR. Welcome to Reuters live coverage of the social network's IPO.
Paul Squirrell's insight:

Who would have thought it a few years ago?  Still don't think it's a serious communications platform?

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How Agencies Are Retooling for the Automated Ad Buy - Adweek

How Agencies Are Retooling for the Automated Ad Buy - Adweek | International Marketing Communications | Scoop.it
How Agencies Are Retooling for the Automated Ad Buy
Adweek
Some agencies are doing what they call an “embedded” model. They take their trading specialist from the agency's trading functions and actually put staff out into the operating agencies.
Paul Squirrell's insight:

For those of you who've wondered about programmatic buying, this is worth a read, it's developing fast and will change how agencies work.

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Successful companies reinvent the relationship with customers

Successful companies reinvent the relationship with customers | International Marketing Communications | Scoop.it
Successful companies reinvent the relationship with customers (SalesPro News Successful companies reinvent the relationship with customers: Digital Marketing expert, Profess...
Paul Squirrell's insight:

There's some interesting stuff here.  Truth is that 'stand out' businesses manage their customer engagement in a unique way be that 'delighting and inspiring' as Apple does or being customer centric without compromise even if it impacts the bottom line (LinkedIn) or predicting customer wants with big data before, they arise as the article suggest Nike could do with the Fuel Band.  On paper it all sounds so easy!

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Ad Chief Says US Brand Damaged - Wall Street Journal

Ad Chief Says US Brand Damaged - Wall Street Journal | International Marketing Communications | Scoop.it
Telegraph.co.uk
Ad Chief Says US Brand Damaged
Wall Street Journal
Martin Sorrell, chief executive of ad giant WPP PLC, said Thursday that allegations the U.S.
Paul Squirrell's insight:

For sure these 'James Bond' tactics will have damaged brand USA and the very fact that the US administration (or shadowy bodies within), feels that it needs to tap the mobile phone of the German Chancellor and 30 or so other 'allies' on the global stage is questionable international politics at best.

 

However, lets not be so naive as to imagine this is something new - technology has just made it easier to do and, probably easy to uncover!

 

We should all be concerned about 'Big Data' its collection and use by corporations and governments - regulation needs to be tighter and we need to be more savvy about sharing our personal details but, we can not have it both ways.  When we share our personal data online we are entering into a contract with the individuals or corporations that we choose to share it with - I give you my details you provide me with services, offers, news etc., that are tailored to my preferrences.

 

You do not have to do this.  Don't buy from Amazon, have a Facebook profile, blog, bank online etc., etc., but I suggest life in 1952 will be come quite dull very quickly!

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Ad spend recovery gains momentum as confidence returns | News | Marketing Week

Ad spend recovery gains momentum as confidence returns | News | Marketing Week | International Marketing Communications | Scoop.it
AA/WARC report forecasts 3.3% growth in 2013 and all-time high spend in 2014.
Paul Squirrell's insight:

It is good to see ad spend on the increase again despite the stupid picture chosen to illustrate this article in Marketing Week

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Blog Interview with Direct Marketing Strategist Ted Grigg - Ballantine Corp.

Blog Interview with Direct Marketing Strategist Ted Grigg - Ballantine Corp. | International Marketing Communications | Scoop.it
We're very excited to share this new blog interview with you featuring direct marketing strategist Ted Grigg from DMCG. Ted shares an enormous wealth of knowled
Paul Squirrell's insight:

Some interesting insights from Ted Grigg here

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UK marketing budgets up at strongest rate in 13 years | Marketing Magazine

UK marketing budgets up at strongest rate in 13 years | Marketing Magazine | International Marketing Communications | Scoop.it
UK marketing budgets up at strongest rate in 13 years, Confidence among UK marketers continued to rise in the third quarter, with advertising budgets revised upwards at the strongest rate in nearly 13 years.
Paul Squirrell's insight:

There is certainly a good deal more confidence in the industry over the last few month and a real feeling that things are improving BUT, it is still early days in my view

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WWP buys digital-ad agency IM2.0 in fifth China acquisition of year - South China Morning Post

WWP buys digital-ad agency IM2.0 in fifth China acquisition of year - South China Morning Post | International Marketing Communications | Scoop.it
The Herald | HeraldOnline.com WWP buys digital-ad agency IM2.0 in fifth China acquisition of year South China Morning Post WPP, the world's largest advertising company, is adding to its network in China, buying a digital advertising agency as part...
Paul Squirrell's insight:

WPP, is looking 'East' again to grow it's income whilst its traditional markets slowly recover.

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The Era of Personalization Drives the CMO

The Era of Personalization Drives the CMO | International Marketing Communications | Scoop.it
The CMO role is becoming more complicated as customer expectations rise and marketing technologies proliferate.
Paul Squirrell's insight:

The role of CMO has become a lot more complex as they are now having to consider the best way to build personalised engagement with customers - this is of course a 'two way street' and they also need to learn how to respond.

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Monika D'Agostino's curator insight, October 12, 2013 5:09 PM

Technology can be overwhelming, it will be up to the CMO to drive a strategy where people still feel appreciated and not like a commodity.