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SINGAPORE: Nearly three-quarters of major brand owners in Asia Pacific are leveraging social media, but most allocate less than 5% of their ad budgets to this channel, a study has found.Buddy Media, the marketing services group, polled 125 ...

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BEIJING: Companies hoping to gain ground with the expanding Chinese middle class stand to benefit from their desire to trade up, try new products and be "educated" by brands, new research has shown.Nielsen, the insights provider, reported that the ...

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NEW YORK: Nike, the sportswear giant, believes strong design, vivid branding and an increasingly co-ordinated strategy were all vital to the success of its "ambush marketing" efforts at the Olympic Games.Speaking to AdAge, Martin Lotti, the firm's ...

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It is difficult to measure and attribute specific campaign activities to overall campaign results. This article examines different methods to improve establishing the connection between the two. Marketers must move on from the "last-click" approach that relies too heavily on the traditional funnel and take into account the Consumer Decision Journey. Models such as allocated attribution, media mix and algorithmic modelling have all come forward to try and measure multiple touchpoints. For attribution to continue to evolve, marketers must get much more granular with their analytics and find ways to integrate offline and online metrics. To do this, they must take advantage of the depth of data that is being collected for deeper insights, that then need to be incorporated back into an analytical framework which measures cross-tactical attribution.

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NEW YORK: General Electric, the conglomerate, is focusing on "urban innovation" as it seeks to develop new technologies capable of driving growth over the long term.Writing in Fast Company, Beth Comstock, the firm's chief marketing officer, argued ...

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LONDON: Almost a quarter of consumers across the UK regularly engage in simultaneous media use while watching television, a trend that is likely to become increasingly common, according to a report.After surveying over 4,000 people, Deloitte, the ...

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ROME: Luxury firms based in Europe must focus on enhancing their products and targeting potential pockets of growth such as exports and cosmetics, according to several leading industry executives.Speaking to Women's Wear Daily, Giorgio Armani, ...

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This article suggests the principles of "adoption management" to get groups with different perspectives who are used to operating independently to buy into a more integrated approach. These include clearly articulating the business objectives of a new program in ways that relate to the goals; building and maintaining a highly visible level of senior leadership; and directly addressing concerns about incremental workload. Specific ways to ensure adoption of marketing measurement/attribution efforts include mapping your current business process to the new initiative and getting the right players involved from the beginning.

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BEIJING: Many consumers in China continue to regard foreign brands as being more premium than their local competitors, a trend benefitting companies from Days Inn to IKEA and H&M.Days Inn, the hotel group, pursued a major repositioning from ...

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LONDON: More than 90% of young consumers in the UK are not interested in making ecommerce purchases from Facebook, according to a study.The Beans Group, the insights provider, polled 1,700 students in the 16–24 year old demographic, and discovered ...