Nieuws over marketing

Het commerciële domein omvat de vakgebieden marketing, sales en communicatie. Media zijn our middle name en er wordt dan ook veel gepubliceerd door vakgenoten en over de vakgebieden. Hieronder vind je verschillende publicaties geschreven door en voor NIMA Members, maar ook nieuws over marketing, publicaties van NIMA zelf en bijdragen van onze mediapartners.

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E-A-T en YMYL, Googles richtlijnen voor een goed rankende website Alva van Beek

Miljoenen organisaties proberen het geheim achter Google te ontrafelen. Hoe krijgen zij de garantie op een duurzame toppositie, zonder dat zij hoeven te adverteren? Het algoritme van de zoekmachine is als een puzzel waarvan de helft van de stukken ontbreekt; simpelweg niet te ontrafelen. De kennis van het stukje kunstmatige intelligentie scheen dat van de …

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Social is the go-to channel for product launches Alva van Beek

Social media is overtaking television, promotions and email campaigns as the medium of choice for product launch marketing. Seventy-four per cent of brand marketers prioritise social media, ahead of sales promotions (55%), email (53%), press (39%), PR coverage (39%) and television advertising (36%), according to research by agency Five by Five. Of the 730 senior marketers …

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CEE drives online ad growth Alva van Beek

Online advertising expenditure continues to grow across Europe, as the latest data from IAB Europe indicate 13.4% growth in the first half of this year, with Central and Eastern Europe (CEE) the fastest-growing region. The AdEx Benchmark H1 2016 study, produced by IAB in collaboration with IHS Markit, showed that online advertising reached €18.6bn in …

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Finding the best measure of success for content marketing Alva van Beek

The importance of content marketing continues to rise for many brands but knowing how to measure effectiveness remains an issue. Content marketing has evolved into a fully-fledged marketing function but as with many newer communications channels finding the best measure of success remains a challenge. Only half of marketers believe it is possible to accurately measure content marketing’s return …

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How should marketers define creativity? Alva van Beek

Defining what “creativity” is, and how it adds to the impact of advertising, remain open questions for marketers, according to a paper published in the Journal of Advertising Research (JAR). Arthur J. Kover, Fordham University professor emeritus and a former JAR editor-in-chief, explored a series of unsolved queries about advertising creativity in the latest issue …

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How OOH advertising is moving beyond awareness Alva van Beek

Outdoor advertising is not just a vehicle for raising awareness, it can also drive purchase consideration and intent, and be used to communicate brand positioning. The scale, viewability and dramatic effect of outdoor advertising helps marketers create cut-through and capture consumer attention in a world where other messages struggle to get through. Less appreciated is the …

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How to measure design’s contribution to business growth Alva van Beek

Design is not a cost or an unnecessary indulgence but something that can create real financial value and marketers need to be able to make the case for investment and to change corporate attitudes. In a Warc Best Practice paper, How to measure design’s contribution to business growth,Joanna Seddon, president/global brand consulting at OgilvyRED, lays …

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Dit doet G-Star op het gebied van duurzame bedrijfsvoering Alva van Beek

‘G-Star is taking on the challenge to do good for the planet and look good while doing it’ Als het op mode aankomt, is 100% duurzaam ondernemen een grote uitdaging. De productieketen van textiel en mode heeft een enorme voetafdruk en de transparantie is vaak nog ver te zoeken, terwijl de vraag om duurzame producten …

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Is short-termist thinking undermining brands? Alva van Beek

According to new IPA research, the alarming decline in ad effectiveness from its 2009 peak is directly connected to the tight grip that short-termism now has on the marketing industry. It’s certainly a bleak picture that has been painted by the report’s authors, Peter Field and Les Binet. Whether or not the gloom has been …

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