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Procter & Gamble
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The death of digital marketing: How Procter & Gamble sees the future
John Davidson, Event Reports, dmexco, September 2013
This event report assesses Procter & Gamble's approach to digital marketing. It begins from the premise that this concept is, in fact, almost dead as marketers commonly understand it.
This event report assesses Procter & Gamble's approach to digital marketing. It begins from the premise that this concept is, in fact, almost dead as marketers commonly understand it. That is because "new" media channels are becoming an integrated part of the brand building toolkit, rather than being treated as a somehow separate concern. By viewing digital in this way, companies can avoid being blinded by the latest technologies and platforms, and get on with the more important tasks of engaging consumers and up driving sales.
The long and the short of it - brand response is the way forward
Jane Asscher, Market Leader, Quarter 2, 2013, pp. 20-21
As the distinction between 'above the line' and 'below the line' becomes increasingly less distinct, Jane Asscher champions brand response activities that combine both, citing the power of 'doing' combined with 'thinking' and 'feeling', and applying William James' 'as if' principle to behavioural psychology.
As the distinction between 'above the line' and 'below the line' becomes increasingly less distinct, Jane Asscher champions brand response activities that combine both, citing the power of 'doing' combined with 'thinking' and 'feeling', and applying William James' 'as if' principle to behavioural psychology. 'The 'As if' principle argues that 'doing' precedes 'feeling' and 'thinking' and behaving 'As if' induces the relevant feeling: an action instigated with conscious attention, can evoke an emotion that has no sense of voluntary control. This self-reinforcing feedback loop can make existing users more favourable to their usual brand.
Jessica Letizia, ARF - Knowledge at Hand, February 2013
This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of sports sponsorship in the USA.
This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of sports sponsorship in the USA. This includes industry outlook, where sports and entertainment sponsorship grows at a faster rate than other types of partnerships. Guiding principles that can be used to make partnerships more robust and valuable include adopt more emotional messaging techniques, tell stories and embrace real-time opportunities.
L'Oréal's approach to loyalty in Asia
Low Lai Chow, Event Reports, Loyalty World Asia, December 2012
L'Oréal's Stephen Mosely outlines the approach the toiletries brand has taken to loyalty in Asia. The starting point of an integrated marketing process, with the consumer in mind all the time, is integral for loyalty strategies to succeed.
L'Oréal's Stephen Mosely outlines the approach the toiletries brand has taken to loyalty in Asia. The starting point of an integrated marketing process, with the consumer in mind all the time, is integral for loyalty strategies to succeed. That in turn requires centralised systems, with common platforms, and the ability to follow consumers across borders, both physically and virtually. Mosely also argues the need to professionalise loyalty, which may require major organisational changes.
Integrated marketing communications
Don Schultz, Emma Macdonald and Paul Baines, Warc Best Practice, November 2012, pp. 44-45
Integrated marketing communications has changed dramatically with the growth of the internet, from outbound 'push-only' communications to a combination with inbound 'pull'.
Integrated marketing communications has changed dramatically with the growth of the internet, from outbound 'push-only' communications to a combination with inbound 'pull'. The growth of accessible consumer information through schemes such as loyalty programmes and cookies on websites enabled marketers to have a new view of the consumer. As data analytics and cloud computing become even more critical elements of IMC, this article analyses how to maximise its potential.
Managing integration: The route to integration
Libby Child, Admap, September 2012, pp. 16-18
The end goal of achieving integration is an accepted industry objective, but getting there is a challenge that few have mastered consistently.
The end goal of achieving integration is an accepted industry objective, but getting there is a challenge that few have mastered consistently. This article details some of the findings from a study by Aprais that aimed to help marketers overcome this challenge. This involved conducting a survey that evaluated 2,500 working relationships globally over 18 months. To get an analysis that was agnostic, international, objective, qualitative, quantitative and delivered actionable insights, Aprais also conducted in-depth interviews with more than 50 of its senior agency and marketing clients in ten countries and interrogated its database of 8,700 relationship evaluations, gathered over 11 years. It discovered that for integration to happen, clients need to lead and set a clear 'brand course' while agencies need to deliver brilliantly and, only then, aspire to be trusted advisors.
Integrated marketing: Play for the team
John Rudaizky, Admap, July/August 2012, pp. 10-12
Integration means different things to different people, from integrated working practices to the 'matching luggage' approach to campaigns.
Integration means different things to different people, from integrated working practices to the 'matching luggage' approach to campaigns. In this article, John Rudaizky of WPP argues for the integration of ideas. He asserts that with the increasingly fragmented choices of media, the more complex array of specialist content creators and the speed at which the digital world demands delivery, old-world account handling or managing a single piece of strategic or creative content is an anachronism. He uses the example of Team Red, which was set up by WPP to exclusively service its Vodafone account on a global scale. The offering fuses a mix of more than 30 WPP companies, from insight to execution to deliver across a variety of campaigns across the world. The collaboration of insight at the very start ensures that a range of skillsets and opinions are melded into one seamless point of view. Rudaizky calls this 'inteamgration'.
Trending Upward: How advertisers are implementing integrated marketing
Willette Francis, ANA Magazine, April 2012, pp. 7-9
New ANA research reveals that marketers are developing and executing more effective integrated marketing plans.
New ANA research reveals that marketers are developing and executing more effective integrated marketing plans. The ANA survey found that new media platforms such as mobile and social are not only providing marketers with enhanced targeting and richer metrics, they are also increasing the value of integrated marketing programs. They are also discovering that much of their existing creative can be repurposed for mobile and social, thereby saving money. Several challenges remain with the two greatest obstacles identified as insufficient marketing budgets and the existence of functional silos within the company. The ability to set clear and measurable objectives is a significant way to boost overall effectiveness.
Real-time evaluation - and the opportunities for brands
Marco Tinelli, Warc Exclusive, MAP: Measuring Advertising Performance, March 2012
In a data-rich world, where information flows between consumers are unstoppable, real-time evaluation is key.
In a data-rich world, where information flows between consumers are unstoppable, real-time evaluation is key. Is the mainstream advertising industry five years too late when it comes to consumer behaviour? Marco Tinelli of FullsixGroup suggests that in fact, the big idea is dead, social engagement is the key. He looks at the implications of a more data-focused and less research-focused world and presents case studies showing increasing performance through more relevance and less frequency.
Samsung and the 'new 360': a social initiative for the London Olympics
Geoffrey Precourt, Event Reports, ANA TV & Everything Video, February 2012
This report from the ANA's TV & Everything Video Forum covers the address of Ralph Santana, CMO of Samsung, who talks about the company's forthcoming 'Olympic Genome' initiative to engage consumers before, during and after the forthcoming 2012 Olympic Games in London.
This report from the ANA's TV & Everything Video Forum covers the address of Ralph Santana, CMO of Samsung, who talks about the company's forthcoming 'Olympic Genome' initiative to engage consumers before, during and after the forthcoming 2012 Olympic Games in London. The campaign will be based around a Facebook app that builds a 'family tree' showing how a user is connected to the athletes competing at the event. He argues that the venture reflects a 'new 360', in which consumers engage with a brand idea through a wide range of different experiences (e.g. viewing, sharing, creating, shopping, gaming etc).
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