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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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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Unpicking the paid-owned equation Alva van Beek

There are clear relationships between share of brand sales in categories and share of paid advertising, according to a study which also highlights a link to the share of owned platform interaction. Writing in the current issue of Admap, Rob Jayson, global lead for branded applications at Publicis Media, outlined the results of research which …

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Adapting to the seven ages of brand Alva van Beek

A brand does not remain static throughout its lifetime, potentially passing through seven stages which marketers need to recognise in order to help it evolve and adapt to new circumstances. Writing in the current issue of Admap, Giles Lury, a director of The Value Engineers, and Sean Davey, a partner at Pollitt & Partners, observe …

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9 steps to effective content marketing Alva van Beek

Content marketing is an important part of today’s marketing toolkit that can help meet a range of goals, from driving brand awareness through to hitting sales targets, which makes it essential that marketers take time to develop a well thought-out strategy. In a Warc Best Practice paper, How to plan an effective content marketing strategy, …

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Mass media still key to success Alva van Beek

Use of mass-reach paid media is increasingly important for delivering long-term effectiveness, but many marketers are instead concentrating on short-term activations with short-term results, according to a new report from Les Binet and Peter Field. Marketing in the Digital Age, published by the IPA, the UK agency trade body, was launched this week at an …

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Marketers must stop focusing on age when targeting over-50s Alva van Beek

Over a third of the UK population is aged over 50 yet representation of this demographic in advertising is lacking and tends to be stereotypical. The latest in Marketing Week’s diversity series explores the portrayal and targeting of highly valuable mature consumers. The UK population has aged and is ageing. There are more than 23.6 million people aged 50 …

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Marketeers massaal op zoek naar nieuwe baan Alva van Beek

Flinke kans dat je momenteel ‘om je heen aan het kijken bent’, op zoek naar een nieuwe uitdaging. 44 procent kans, om specifiek te zijn. Niet alleen zijn wij marketeers daarmee minder ‘mentaal honkvast’ dan vorig jaar (37 procent), de score is ook flink hoger dan in andere sectoren, zoals HR, techniek en chemie (25 …

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More than 90% of marketers have ‘poor’ media training Alva van Beek

Despite widespread controversy around the way agencies handle media and rebates, marketers are still poorly trained when it comes to media planning and buying. Just 9.4% of marketers and agencies believe their current media training programmes are at ‘satisfactory’ levels, according to a new report by ID Comms, which polled 117 senior executives at agencies …

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Hoe menselijker het merk, hoe sterker het merk Alva van Beek

Tekst: Marc van Eck Mede door Simon Sinek zijn veel merken naast wat ze doen (what), ook aandacht gaan geven aan waarom ze dingen doen (why), mede daarom is het aantal merken met een purpose toegenomen. Maar aan wie het merk is en hoe het merk zich gedraagt (how) wordt veel minder aandacht gegeven, dit …

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