Marketers have called on social media influencers to provide more robust metrics as ISBA rolls out a new contract to help brands work more effectively with them. Last week, ISBA attempted to standardise the industry’s previously “hotchpotch” approach to formalising relationships between vloggers and brands by launching a new contract for its members to use as a …

The beauty of questions in developing your marketing plans Door Arthur Simonetti * “One of the great skills of a marketer should be the drawing of a matrix: a 2-axis diagram allowing you to plot every market opportunity, product and competitor, so that ALL dynamics and issues can be explained.” At least, this is the …

Marketers need to focus more on consumer behaviour rather than segmenting people simply by generation, according to two new studies. Marketers need to move beyond demographic data and “lazy” terms such as ‘millennial’ when creating customer segmentations, new research claims. Two separate studies find that patterns of behaviour and attitudes are more appropriate tools for targeting consumers …

Companies need to start treating job candidates like customers if they want to attract the best workers, according to research by LinkedIn. UK businesses are missing out on hiring the best talent because of a disconnect between marketing and HR that is leading to a failure to promote a company’s values or purpose. According to …

The rise of short-termism, as outlined by a recent IPA report, is not only having an impact on creativity and long-term brand building, it could also be affecting the length of time a marketer stays in any given role. Short-term marketing tactics are increasingly taking precedence over long-term brand building, and whether it’s a symptom or …

By the age of 11 children today are already well versed in how to use social media but what they use it for and how they communicate is not the same as adults. Ahead of their panel discussion at the Festival of Marketing, three kids share their views on brand experiences, peer-to-peer marketing and what …

Client engagement is an essential part of any successful client retention strategy. The concept of engagement can be applied to consumer brands, but it is even more crucial in business relationships for long-term success. Then why is customer engagement so difficult to plan and execute? In a surprising number of cases, client engagement isn’t rational …

De ‘Your Thoughts’ van deze maand. The Economist schreef in juli dat de grote FMCG-fabrikanten in de problemen komen. Lokale rivalen snoepen marktaandeel af, en het lukt ze niet meer om adequaat te reageren op de razendsnel veranderende consumententrends. Een directielid is er tegen The Economist openhartig over: ‘We’re kind of fucked.’ Veelbelovende startups opkopen De …

Een interview met Cees Snoek, professor in computerwetenschappen.   Tekst: Klaas Weima Cees Snoek, associate professor aan de Universiteit van Amsterdam houdt zich bezig met beeldherkenning door computers. Blippar, de partij die het Nederlandse Layar overnam, liet professor Cees Snoek in Cannes afgelopen juni een verhaal houden over artificial intelligence (AI). Technologiereuzen als Apple, IBM, …