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Our Weekly Analysis of Marketing News Cutting Edge: Our weekly analysis of marketing news 16 October 2019 Welcome to our weekly analysis of the most useful marketing news for CIM members. Quick links to sections Marketing trends and issues Adspend in France France has seen the second-highest media ad spending growth (after the UK) among the EU-5 Advertising countries, with growth of 4.6% for 2019. A tax cut, Halloween ads can be a scary proposition which has encouraged consumer spending plus It’s that time of year again and Halloween ads, declining unemployment are key factors for this ranging from pumpkins and haunted houses to growth. France’s adspend growth is also being zombies and scary clowns, are appearing. Halloween driven by digital which will account for two-fifths of has risen to prominence in the UK to the point that total media adspend this year and is forecast to it rivals Bonfire Night. Last year consumer spending exceed 50% by 2023. Despite the decline in on Halloween rose by 27% year-on-year to £660m traditional media adspend, TV is expected to grow compared with Bonfire Night’s rise of 36% to by 0.5% this year thanks to France’s performance in £600m, according to Mintel. Adland has a long the FIFA Women’s World Cup history of producing spooky ads. Coca Cola was one emarketer.com, 9 October 2019 of the first brands to seize a marketing opportunity with a themed ad back in 1926. However, brands Agencies need to be careful around Halloween and some ads The future agency have had to be withdrawn. The Committee of There have been huge changes in the way that Advertising Practice has issued guidance on audiences consume content, leaving clients and Halloween- and Bonfire Night-themed ads to ensure agencies searching for the best way forward. As that they don’t cause “undue fear or distress”. marketers see the need for content rise, traditional Campaign, October 2019, pp64-67 agencies are struggling to keep up. While a big CPG brand might once have got away with three OOH to overtake newspapers commercials a year, now they might need thousands eMarketer has raised its growth predictions for UK of pieces of content, according to Avi Dan, CEO of out-of-home (OOH) which is set to overtake Avidan Strategies. Few traditional agencies are set newspapers as the second largest form of traditional up to cope with this sort of volume. Nancy Hill, CEO advertising after TV. It grew by over 5% last year of 4A’s, predicts a hybrid model consisting of and is expected to exceed growth expectations something between in-house and external agencies. through to 2020, reaching a value of $1.7 billion. The successful ones will be those that are adaptable Growth is accounted for by a rise in ad spending in and deliver the best work for a brand regardless of the transportation sectors and because, increasingly, the model. OOH advertising is digital, allowing billboards to be Adweek, Vol 60(24) 30 September 2019, pp8-9 (Oster) dynamic and customised. OOH is also a low-risk format compared with other digital advertising, S4 acquires another digital agency which means that brands don’t have to be so S4 Capital, Sir Martin Sorrell’s group, has bought concerned about brand safety, ad fraud, etc. Firewood, Silicon Valley’s largest independent emarketer, 8 October 2019 (Orozco) agency. It will merge with Mediamonks, S4’s digital Don’t forget, reading this publication can count towards your annual CPD record. 1 www.cim.co.uk/membership/cpd/ Cutting Edge: Our weekly analysis of marketing news content division. This is the latest venture in Sorrell’s Conferences and events plans to build up a digital marketing operation. Making meetings more productive cityam.com, 8 October 2019 (Warrington) Many people will have attended unnecessary meetings; one study suggests that the average Publicis reduces sales expectations worker in the UK spends ten hours and 42 minutes Publicis has reduced its full-year sales target for the each week preparing for and taking part in 4.4 second time. Arthur Sadoun, CEO, plans to address meetings. Another survey found that employees the decline in ad spending by shifting the business believe 56% of meetings to be unproductive. model closer to that of consulting groups and by Employees at all levels of an organisation can regard offering technological tools to clients as well as meetings as an inefficient use of time, particularly at traditional, creative marketing. senior management levels. While meetings probably The Times, 11 October 2019, p50 can’t be eliminated altogether, there are ways in which they can be made more productive. For small Brands and branding organisations in particular, where time and What makes a winning brand? resources are limited, wasted time can negatively New research looks at what makes a “winning” affect the business. Here are seven suggestions for brand. Some 72% of the B2B and B2C marketers ensuring that quality rather than quantity prevails. surveyed agreed that a combined sales activation London Business Matters, Issue 159 October 2019, p44 (Davis) and brand-building approach to marketing is the most effective way of creating growth. Winning brands use this strategy more often while losing Ensuring exhibition success brands emphasise sales-activation-led strategies. If you are an exhibitor at an exhibition or Winners are also more focused on lead generation; conference, there are certain things you can do to are more likely to be set up for innovation; see make your offering a success. The author offers ten marketing as an investment; and work with more tips which include: identifying objectives; creating or partners. The research was conducted by DVJ updating brand guidelines so that the brand works Insights in conjunction with Marketing Week. both off and online; and ensuring that you have marketingweek.com, 8 October 2019 (Hemsley) plenty of marketing materials to hand out to visitors, including promotional items to help make the brand memorable. After the event it is important to follow Connected brands – personalisation pays off up all leads as soon as possible: automated The second annual ranking of the 100 most multichannel marketing campaigns will help ensure connected brands in the UK according to consumer this is done promptly. feedback, shows Amazon, Google and Cadbury in dma.org.uk, 7 October 2019 (Sullivan) the top three slots. However, Aldi, Sky and VW have seen the most growth in this respect. Adam Drummond, associate director of Opinium which Customer relations conducted the research, said that “Sky and Netflix Only 10% of brands deliver on CX are among the big winners…and this speaks to the A new survey from Bain & Co has found that just impact that having a personalised offering can have 10% of brands in the UK have a net promoter score on your emotional connection with consumers”. (NPS) of 40 or more. NFU Mutual, the insurer, has Netflix, in 11th place, beat the BBC which has fallen the highest score at 70 while the tech sector has the 15 places to 19th. Opinium measures brands strongest overall NPS (36); logistics, energy and according to four metrics: prominence, distinction, water are the worst sectors for customer emotion and dynamism. satisfaction. Bain concludes that the leading industries are those that invest in saving customer https://www.mostconnectedbrands.com/top-100-uk; thedrum.com, 10 October 2019 (Atkins) time and simplifying the experience. Those at the lower end suffer from a lack of communication and an inability to manage perceptions. Bain’s first UK Netflix top for Millennials Consumer Study surveyed 190 brands in 15 Netflix has emerged top of YouGov’s 2019 NextGen industries. Marketing Week summarises the key Rankings for being the most positively talked about findings. brand among Millennials. It achieved a score of 80.2 https://www.bain.com/insights/why-brands-in-the-uk- with Airbnb in second place (72.9) and McDonald’s win-or-lose-on-customer-experience-slideshow/; in third (72.4). The top ten is dominated by tech marketingweek.com, 9 October 2019 (Rogers) companies and “disruptors” although budget brands such as Ikea and Primark also feature. Direct marketing marketingweek.com, 11 October 2019 Telemarketing, telesales or inside sales? Telemarketing, telesales and inside sales are all expressions used to describe contacting customers or prospective ones on the phone to promote © Copyright 2019 CIM 2 Cutting Edge: Our weekly analysis of marketing news products and services. As new technologies have and marketers should be approaching marketing. It transformed the sales and marketing environment, discusses new features and emerging platforms that telemarketing and telesales have had to change but will engage customers and employees. To get your perceptions of them have tended to remain the copy of the book, go to: same. For those considering “phone-based https://www.johnsmith.co.uk/cim- marketing”, here are some definitions of the key shop/product/9780749497576/end-of-marketing-the- humanizing-your-brand-in-the terms. koganpage.com, October 2019 dma.org.uk, 20 September 2019 (Fox) Market research The elements of email optimization Navigating the data lake The author discusses the first-ever Periodic Table of Everybody has heard of the “data lake” which Email Optimization and Deliverability which sets out conjures up an image of a never-ending sea of data. the “essential elements of success” in email What used to be simply statistics has become “data marketing. One important theme is Permission, science” but perhaps we should be avoiding all the which sits in the Optimization section of the chart. jargon and returning to simpler language, argues Here she explores the four essential elements of the author.
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