Our Weekly Analysis of Marketing News
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Cutting Edge: Our weekly analysis of marketing news 22 February 2017 Welcome to our weekly analysis of the most useful marketing news for CIM and CAM members. Quick links to sections number of niche agencies who are challenging larger Marketing trends and issues agencies with their specialist skills. Agencies have to be sector experts, as well as skilled marketers, Advertising rather than just generalists. They need to be able to Global advertising add value and demonstrate marketing success in It is an attractive proposition to be able to produce relation to business objectives. This means that one ad that can be used across many countries but clients often form a number of strategic partnerships this may not be the best way of maximising ROI. because of the particular expertise of the agency. Research by Millward Brown has found that only This could result in more creative opportunities for 38% of ads that are strong in one country are also the B2B sector. This article offers five tips for strong in another. However, giving creative control agencies and a ranking of the top 75 UK B2B to local markets presents the risk of “non-unified” marcomms agencies. brand associations leading to consumer confusion B2B Marketing, Q4 2016, pp6-8 (Matejka) over what a brand stands for. The author, a global brand director at Millward Brown, explains that the Brands and branding most successful global advertising starts with an Squatting on the Trump brand insight. China has had its fair share of unfortunate export Marketing Africa, Issue 15, 2016, pp64-65 (Poole) brand names, such as Front Gate men’s underpants, but now it has a brand that could provide endless Advertising takes to the skies business opportunities – Trump-branded toilets. Lightvert, a British start-up, has created a new Shenzhen Trump industries, which makes toilets for advertising system, the Echo system, which uses high-end spas, hotels and others, claims that Trump lasers to project images up to 200m tall from the toilets are used 100m times a year in China. Alan sides of buildings. Advertisers will be able to reach Garten, chief legal officer of Donald Trump’s people from virtual billboards in the sky. However, company, the Trump Organisation, claims that people will only be able to see the image for “someone was improperly squatting” on his firm’s between a tenth and a quarter of a second as it will rights! Many Chinese products carry the name be captured briefly in the viewer’s eye. Advertising “Trump” but have nothing to do with the US agencies and businesses have shown interest but president. In 2006 Donald Trump applied to China campaigners are concerned that the technology for a trademark in construction services, which a could “clutter” the skies. The Echo system is not Chinese Court has now agreed to. subliminal advertising as the imagery is seen at a The Economist, 18 February 2017, p56 conscious level. The Times, 15 February 2017, p3 Marketing ethical brands The problems facing the Co-op Bank and The Body Agencies Shop suggest that ethical brands need more than Agency-client relationships just moral credentials to be successful, according to A happy agency-client relationship is one in which Gary Davies, a professor of strategy at Alliance both sides are committed to a range of criteria, such Manchester Business School. L’Oréal, owner of The as communication and results. There is a growing Body Shop, tried to make the brand mainstream but Don’t forget, reading this publication can count towards your annual CPD record. 1 www.cim.co.uk/charteredcpd Cutting Edge: Our weekly analysis of marketing news this simply “diluted its uniqueness further”. This activities. Thirteen studies of leisure activities that article offers some advice for big companies that are are often scheduled, such as movies or coffee, trying to market ethical brands. (See also under reveal that scheduling, rather than doing something Financial Services) on impulse, makes it feel more work-like. The Campaign, 17 February 2017, p8 findings show that scheduling reduces the benefits of leisure activities in terms of both anticipation of Children the activity and the enjoyment of it. They find that The ban on non-broadcast HFSS ads “roughly scheduling” the activity helps to eliminate An amendment to the CAP Code comes into force on this effect. This presents an opportunity for 1 July 2017. It effectively bans non-broadcast ads marketers to improve consumers’ experiences for food that is high fat, salt or sugar (HFSS) which through scheduling behaviour. target children. It is an attempt to tackle childhood Journal of Marketing Research, Vol 53 December 2016, obesity in the UK where it is estimated that a third pp922-936 (Tonietto and Malkoc) of children are obese. Non-broadcast children’s media includes magazines, cinema, websites, video- Customer relations sharing sites, advergames and social media which Salesforce motivation are aimed at children under the age of 16. A ban is Sales organisations are increasingly working on already in place for HFSS adverts in broadcast building long-term relationships with customers, advertising, which includes TV. The new ban aims to thereby playing an important part in relationship reflect the changing media habits of children. marketing, the launch of new products and creating However, parts of it may prove tricky for advertisers customised products and services. But this cannot to navigate… happen if the salesforce isn’t sufficiently motivated. lexology.com, 20 February 2017 This paper looks at the role of salesforce control systems (behaviour-based and outcome-based) in Conferences and events salesforce motivation (both intrinsic and extrinsic). The authors review important studies which focus Encouraging meeting attendance on the impact of behaviour-based and outcome- New research reveals that only 51% of delegates based control systems on salesforce motivations. and 37% of students feel encouraged to take part in They discuss a model and the research implications. meetings, which suggests that more needs to be done to make the experience valuable. The The Marketing Review, Vol 16(4) 2017, pp357-371 (Fatima and Azam) research, which was conducted by Imago Venues in collaboration with Loughborough University and The Right Solution, measured whether the meetings Principles of customer strategy industry is doing enough “to inspire the business This article looks at how one can position an leaders of tomorrow”. Emma Boynton of Imago organisation to achieve an effective customer Venues explains that meetings offer an opportunity strategy. PwC’s strategy consulting group conducted for “creative and innovative thinking”. The meetings a survey of 161 executives in a range of countries industry should consider this when planning an and industries to identify ten principles of an event. effective customer strategy. These principles, as expounded by Thomas Ripsam and Louis Bouquet, eventindustrynews.com, 16 February 2017 (Parry) are summarised here. Velocity, Vol 19(1) 2017 pp8-9 Northern Powerhouse – gender imbalance Organisers at the UK Northern Powerhouse conference, taking place this week, have apologised Direct marketing for the lack of women speakers. None of the 15 GDPR – marketer views speakers mentioned in the press release for the New research from the DMA suggests that a quarter event were women and, out of a total of 98 of businesses are not ready for the GDPR and B2B speakers at the event, only 13 are women. The marketers are the least prepared. When asked what organisers said they recognised that the event does they want to do before the regulation comes into not “reflect the gender balance of the North” and force, 42% of marketers said “conduct impact have promised that there will be better assessments”, 36% said “give data subjects greater representation at next year’s conference. control of their data” and 31% said “revise data policy”. Marketers believe the channels most meetpie.com, 20 February 2017 affected will be: e-mail (89%), direct mail (81%) and mobile (73%). The biggest concerns are Consumer behaviour perceived to be: consent (70%), profiling (50%), Scheduling effects on consumer enjoyment and legacy data (37%). Consumers schedule their activities to make the best dma.org.uk, 14 February 2017 use of their time. The authors investigate whether scheduling detracts from the benefits of leisure © Copyright 2017 CIM 2 Cutting Edge: Our weekly analysis of marketing news Law do this with or without explicitly recalling the original E-Privacy regulations information. The authors demonstrate that memory- The European Commission has published draft e- based price comparisons are less accurate when Privacy regulations which will replace the current e- consumers first try to recall a past price compared Privacy Directive. The existing law is being updated with when they are not trying to do so. They identify to cover instant messaging, web-based e-mail, a new type of memory blocking called metadata, cookies, direct marketing and online “metacognitive memory blocking”, where the feeling marketing. The aim is for the regulation to take of not knowing blocks the implicit memory. They effect from 25 May 2018, which is the same date as show that most memory-based price comparisons the GDPR comes into force. This article briefly are based on implicit memory rather than explicit outlines the scope of the regulations. recall of the price. lexology.com, 14 February 2017 The Marketing Review, Vol 16(4) 2017, pp937-953 (Kyung and Thomas) Pirate websites to become less accessible Google and Bing have signed up to a voluntary code US CMOs stay shortest time in c-suite of practice, said to be the first of its kind ‒ websites The average CMO in the US stays in the job for just that illegally stream material, such as Pirate Bay, will 4.1 years, which is less than the average for the c- be demoted in the search rankings so that there will suite (5.3 years) and lagging far behind the average be less chance of people clicking on them by CEO (8 years).