Many brands are still in a state of flux post-Brexit and while there are early signs of resilience marketers will need to be flexible to deal with ongoing uncertainty. Three months on from the UK’s vote on 23 June to leave the European Union, the business world remains in a state of limbo. The Government has …

Na een verblijf van 10 jaar in achtereenvolgens Barcelona en Singapore is Conny Braams terug op het oude Unilever-nest in Rotterdam. Van hieruit leidt ze de activiteiten in Nederland, België en Luxemburg. ‘De grootste uitdaging? We moeten op zoek naar nieuwe wegen om producten en merken succesvol te maken. En in dit digitale tijdperk werkt …

Marketers need to move away from portraying clichéd family moments in order to better reflect the more diverse realities of today’s families, according to new research. The Modern British Family report, from Haygarth and Flamingo, was based on an in-depth qualitative study among eight families with children aged between 10 and 16, and a quantitative …

Executives from Facebook, Google and Amazon discuss their strategies for measuring conversions across all marketing channels. As the number of channels have increased, so too has the desire to grow all-channel marketing. All-channel marketing involves marketing across digital and real-life touchpoints—in-store retail, smartphones, tablets, smartwatches—in a cohesive way. Marketers are now trying to figure out how …

Door Jim van Iperen* Ben je bezig met de uitvoer van een contentmarketingstrategie maar niet tevreden over het rendement? Dan ben je nu in de contentoptimalisatiefase terecht gekomen. De fase waar je het rendement van je geleverde inspanningen kunt gaan maximaliseren. Een fase die niet zo sexy is als het produceren van de content zelf. Het optimaliseren speelt …

I have noticed a serious disconnect in businesses today. There is no “us” anymore, no connection between one department and another. Oh, sure, you may have the best team-management platform, and have task-setting and in-team communication down to an art. But is every member of your team regardless of department working with all you have provided …

The ‘Coalition for Better Ads’ aims to take on the “Herculanean task” of bringing together advertisers, agencies, ad tech and publishers to come up with global standards on digital advertising to tackle the rise of ad blocking. Google, Unilever and Procter & Gamble are among brands that have signed up to a new global coalition …

Veel imago-onderzoeken maken gebruik van surveys om inzicht te krijgen in specifieke merkpercepties zoals milieuvriendelijk, luxueus, voedzaam, stoer et cetera. Deze onderzoeksmethode is veelal tijdrovend en duur, saai voor de respondent die de survey invult en daarbovenop zijn de resultaten vaak snel verouderd. Een nieuwe methode brengt hier verandering in. Het voert kostenefficiënt, geautomatiseerd en …

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 …