Posts tagged with 'marketing'
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Chief Marketing Officers in Demand Again
Read the rest of this entry »The COVID-19 pandemic may have wreaked havoc on marketing departments, but it did nothing to quell the hiring of chief marketing officers. If anything, it’s likely to have spurred job changes at the most senior marketing level.
A Forbes report tells us that in the first half of the year hiring of CMOs was up 15%. “Are you surprised,” asks writer Norm Yustin, “that COVID-19 has had a positive impact …
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The Rising Star of Digital Marketers
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Pandemic driven business closures, budget cuts and sweeping changes in consumer habits have forced marketers to throw out their playbook, developing new strategies on the fly and pivoting from quarterly plans to going week by week.
Forced to make-do without access to production teams or facilities, marketers have embraced digital media in new and unique ways, placing even greater reliance on social media to reach consumers.
“We can’t go get …
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Ad Agency Belt Tightening Will Move Creative Work In-House
Read the rest of this entry »Belt-tightening at ad agencies is forcing chief marketing officers to be more resourceful, relying on in-house expertise to handle tough challenges they previously would have hired outside help to address.
Market research firm Forrester estimates that media spending will be off 23% as a result of the COVID-19 closures and the slow business rebound economists predict. To offset the dramatic reduction in revenue, ad agencies have already begun to shed …
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Pharma Rebrands More Often and Gets Better Results
Read the rest of this entry »When Actavis acquired Forest Labs in 2014 it chose to rebrand the products under its own, better known name. That rebranding decision helped Actavis expand the reach of Forest Labs’ products, especially those in women’s health and gastroenterology.
That example is one of the most successful merger rebrandings in a study from the brand valuation consultancy, Brand Finance.
Researching the results of 3,000 mergers and acquisitions since 2014, Brand …
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Retail Marketers Get New Trends Tool
Read the rest of this entry »Facing tighter digital media budgets even as consumers spend more time online than ever, marketers have a new tool to help them spend those fewer dollars more effectively.
Google’s new Rising Retail Categories lists the fastest-growing product categories based on what users search for. With the interactive tool a marketer can drill down by category, locale and week, month or year to see what’s trending and the top search terms …
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5 Ways Banks Can Meet the Online-Only Challenge
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To remain competitive in the face of online-only financial services, banks need to reinvent themselves, and at a faster rate than ever, says an article on Payments Journal.
With more customers using mobile banking every day, no longer can a financial services company rely on branch visits to build relationships. Instead, they need to market themselves in a variety of ways and monitor social media to know what their …
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Who Knew Russians Love Pizza So Much?
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Who knew Russians love pizza as much as Americans? Maybe even more, as Domino's Pizza in Russia discovered this month when it offered 100 free pizzas for 100 years to everyone in that country who tattooed the chain's logo on visible parts of their body.
So many customers got tattooed that the franchise owner cut off the promotion at 350 participants. So many Russians tattooed the logo on legs, shoulders, …
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The Marketing Lessons Of Our Founding Fathers
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Tomorrow, the only day in the calendar that Americans refer to with the numeral first, marks the 239th anniversary of the signing of the Declaration of Independence. It would be many years after the day in steamy 1776 Philadelphia before the colonies won their freedom from Britain, but July 4th is the day that resonates with Americans in the 21st century. And every school child knows the stirring first words … -
Pharma's First to Market Advantage Is Not So Big
Read the rest of this entry »Being first to market has its advantages -- just look at the iPad. But it's not a guarantee.
Especially when it comes to pharmaceuticals, "the value of being first should not be overestimated." Global consultants McKinsey & Company say in an article posted to the firm's website last month.
"Being first isn’t always as important as being best," notes the authors,
Myoung Cha and Flora Yu, who explain, "that clinical … -
Assets Flow to Brand Name Funds
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Just as consumers choose Coke over the generic cola, hedge fund investors gravitate toward brand name funds. Donald A. Steinbrugge, managing partner of Agecroft Partners, says that since 2008 the majority of new money has flowed to those hedge funds with the "strongest brands." This "small minority" -- typically funds with at least $5 billion under management -- attracted the bulk of asset inflows until almost the end of 2010. …
