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renaissancechambara : marketing   2300

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Forget about empathetic emails during the coronavirus outbreak and start making your brand money
The Covid crisis clearly already plays into the hands of Uber Eats. But what is impressive about the food delivery service is the way that the company is making major changes to its delivery protocols, support systems and software to not only make more money but also ensure that money gets back to its restaurant partners as quickly as possible. The company is pumping millions into independent restaurants with free promotional coupons and has dropped many of the up-front costs usually associated with a restaurant joining its network. It has also introduced a new opt-in program so that small restaurants, challenged by liquidity, get access to their revenues on a daily basis. And it has made significant changes to its app with a new protocol that allows consumers to request a delivery at the doorstep rather than in person - this contrasts sharply with McDonald's UK that has shut down completely
branding  marketing 
7 days ago by renaissancechambara
“Krisenmarketing”: Warum Werbungtreibende nun ihre Etats nicht einfrieren sollten › Meedia
- yes its in German but it comes out fine in Google Translate: Financial, insurance or telecommunications companies in particular should instead rely on customer-centered communication and pick people up instead. They would have to show existing customers that they are there for them during the crisis and offer solutions. For example, Deutsche Telekom is doing exemplary with its campaign “We connect Germany” and the specific services. Banks could also help with liquidity shortages.
marketing  analysis 
8 days ago by renaissancechambara
Marketing research: Chinese celebrity brand endorsers - Daxue Consulting - Market Research China
- interesting turnover in celebrities and increased focus on where there influence lies. China no longer has the Jackie Chan type celebrity endorsement. Which was all things to all people. Chan was legendary for the amount of products that he promoted which became a joke
china  influencers  marketing 
11 weeks ago by renaissancechambara
IPA | The Wide and the Narrow of it
Building ‘Wide’, I propose, is driving a brand’s meaning and equity through the power of shared and collective cultural moments.  Building ‘Narrow’ is defined as creating meaning and equity through the power of individual and personal customer experience.  Both of these definitions can impact how a brand grows in the short term as well as the long term. Yet by including this new dimension to how a marketer can manage and grow their brands, it forces us to consider a more complete picture of how brands grow in the 21st century.
marketing  consumerbehaviour  branding  analysis  culture 
11 weeks ago by renaissancechambara
Has the DTC model peaked? | Mobile Dev Memo
— audience overlap conflicts, upward pressure on CPMs for the most prized audience segments, the diminished power of over-used conversion events, etc. — are becoming ever more common grievances for DTC companies, it seems likely that growth for the DTC model may have peaked
dtc  apparel  fmcg  b2c  advertising  marketing 
12 weeks ago by renaissancechambara
Mediatel: Newsline: Starcom: TV is now twice the price... but not twice as good
"There's still nothing better than [a 30 second ad]," Dan Plant said on a panel at Future of TV Advertising Global. "Unfortunately it costs twice as much now - and it hasn't got twice as good at what it was doing. You pay twice as much to achieve the same thing." - is this really taking into account the long term brand building role of (good) TV advertising? Also the inflation doesn't seem to be nearly as bad as Facebook for instance
online  advertising  brands  marketing  tv 
december 2019 by renaissancechambara
Mediatel: Newsline: Vodafone's 'matured' digital strategy reappraises adspend
- "Many advertisers, including Vodafone, have come to realise that a lot of the social platforms are high frequency but very, very low attention," she said. "When you are launching a new brand or proposition you can't communicate it in one and half seconds." - honestly, fuck me with a duck. You could have realised that a decade ago. Social is poor for brand building, but what are Vodafone going to do with it?
vodafone  online  social  brands  marketing  advertising 
december 2019 by renaissancechambara
Mediatel: Newsline: UK to become the first market to exceed 70% digital adspend
- and I don't think that this is necessarily a good thing. Where's the brand building spend rather than activation
uk  online  marketing  branding 
december 2019 by renaissancechambara
The white working class is a political fiction | The Outline
- It turns the working class into something people are, not a function of what they do. It becomes a cultural description totally divorced from labor and wealth, only to be gleaned from outward displays of “class” that come with intelligence, appearance, taste, and all those things that make up meritocratic ideas of “workers.”
research  marketing  consumerbehaviour 
november 2019 by renaissancechambara
Andy Kessler: WSJ: Tech Treadmill Wears Firms Out
Max Hopper’s “Rattling SABRE—New Ways to Compete on Information,” and finally in 2013 we got Rita Gunther McGrath’s “The End of Competitive Advantage.” Each of these takes describes a different stage in the life cycle of corporate tech.

Hopper was, as Harvard professor James Cash noted, “the first person who really defined the marketing leverage that could come from using technology.” In the late 1950s Hopper helped build Sabre, an automated flight-reservation system, and in 1981 he helped design the first major frequent-flier program to give American Airlines a competitive “AAdvantage.” Yet by 1990 he worried that the game was over, suggesting that technology was “table stakes for competition.” Hopper noted that “SABRE’s real importance to American Airlines was that it prevented an erosion of market share.” That insight comes to mind watching the Streaming War of 2019. Netflix and Amazon have a huge lead in streaming video. But eventually everyone uses the same technology. Tim Cook wants in, so Apple TV+ launches Nov. 1 with (probably overpaid) Jennifer Aniston and Reese Witherspoon. Robert Iger wants in, and Disney paid (probably too much) for control of BAMTech, the streaming-video technology developed by Major League Baseball, which it is deploying for streaming services Disney+, ESPN+ and Hulu + Live TV. AT&T wants in and paid (again likely too much) for Time Warner to create HBO Max. NBCUniversal wants in too. See the trend? Google ought to rename its streaming service YouTube TV Max+
technology  marketing 
october 2019 by renaissancechambara
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