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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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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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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