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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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  • Balancing long and short-term marketing

    22 January 2014

    As an industry we risk damaging our ability to deliver overall business effects, by our obsession with optimising towards short-term rational response metrics, argues company director of Agenda21, Lyndsey Best.

    In June, the IPA released a report entitled, ‘The Long and Short of It’ which looks back over all the entries into their Effectiveness awards over the past ten years, to identify winning trends for effective campaigns. It looks into the strength of emotional vs rational campaigns, niche targeting vs broadcast and the strengths of each individual media channel at helping drive sales, price stability and ultimately profit.

    This makes ...

    Comments (0) | Permalink

    Posted by: Bloggers' Gallery

    Tags: IPA, CTR, KPI

  • Taking a walk in the dark with click through rates

    20 January 2014

    Ad technology today makes it possible for advertisers to get unprecedented visibility into the ads they run (site, placement, audience, frequency etc) and the action they elicit (pages viewed, form filled in, info requested etc). Yet, a recent survey we conducted with BSB Media as part of this year’s International Media Image Survey found that, in fact, the majority of CMOs struggle to get the transparency and measurability they want out of digital advertising. It all leads me to wonder, with all the technology available, are advertisers still unintentionally keeping themselves in the dark?

    I would say yes, especially when ...

    Comments (4) | Permalink

    Posted by: Bloggers' Gallery

    Tags: BSB Media, CTR, Digital Advertising, KPI, Ad Technology