James Gordon-MacIntosh with an interesting post (I agree with some, not all, of it) on the move to zero media spend : The media that they would have bought is being replaced - for many of them - by the creation of original, engaging content that the brands themselves generate and own. Read on and let...
Guy Phillipson, the IAB's chief executive : Predictably TV is still king, but online clearly performs well – especially on the key ‘trust’ metric – so it’s important that that FMCG advertisers allocate greater proportions of their media budgets online in order to fully...
Forrester's new report looks pretty good : The marketing funnel is a broken metaphor that overlooks the complexity social media introduces into the buying process. As consumers' trust in traditional media diminishes, marketers need a new approach. We propose a new metric, engagement, that includes...
The Economist Intelligence Unit, have released a new report, the future of marketing , which I suggest you read in full. The past two years have witnessed the first examples of true two-way marketing “conversations” between customers and some of the world’s leading consumer brands....
