This site uses cookies. By continuing to browse this site you are agreeing to our use of cookies. Find out more here.

About this blog

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.

RSS feed Subscribe to blog feed

  • An experience bigger than the brand

    28 May 2013

    It’s easy to go all-in when you’ve little at the table. Innovation, creativity, agility, disruption: all hallmarks of companies who have weighed up their stack of chips and come to the conclusion that the higher risk was worth the much higher reward.

    Gambling itself is a cornerstone of success, the fear of failure has to be suppressed enough to enable the gamble. But once that success comes, the stack becomes bigger, as do the stakes of any subsequent gamble with an increased amount of stakeholders and equity. Instead of what could be gained, the conversation changes to what could be ...

    Comments (0) | Permalink

    Posted by: Bloggers' Gallery

    Tags: Branding

  • Top 10 tips for email marketing

    27 May 2013

    Modern day marketers need to be aware that their brand messages are at risk of being swallowed up in the abyss that can be email marketing. On average per person, per day consumers are receiving over 30,000 advertising messages, so it is essential that your business stands out from the crowd. Below are my essential, top 10 email marketing tips:

    1. Design for the small screen. You have one chance to get someone to respond to an email. As smartphone usage explodes, it’s imperative to design email messages so people can interact with them on their mobile devices.

    2. Have ...

    Comments (2) | Permalink

    Posted by: Bloggers' Gallery

    Tags: Email, Marketing

  • Confidence in Campaigns: Four simple tips to ensure your campaigns deliver

    24 May 2013

    Successful premium online campaigns rely on good publisher and marketer/agency relationships and – increasingly – the technology to ensure that every campaign delivers against its objective. When looking to buy premium inventory for your campaigns, here are some tips worth taking into account to ensure you get the results you need.

    1. Campaign goals should be defined by the advertiser based on what is important to them

    Online advertising is seen as the most measureable medium and is very much dominated by response metrics. So if CTR (Click-Through Rate), CPA (Cost Per Action), or the wealth of other performance metrics ...

    Comments (1941) | Permalink

    Posted by: Bloggers' Gallery

  • What Twitter’s TV ad targeting means for marketers

    24 May 2013

    Twitter has always emphasised its relationship with TV, especially after understanding just how much conversation was linked to, and driven by broadcast. So it is no small wonder that the platform started to see themselves as TV's natural companion. What is becoming increasingly apparent, however, is that they also saw its potential as a big source of revenue. With that in mind, Amplify looks like it's a really smart product set.

    TV Ad targeting will be manna from heaven in some quarters. Both marketers and media buyers will love not having to worry about scheduling campaigns to coincide with TV ...

    Comments (0) | Permalink

    Posted by: Bloggers' Gallery

    Tags: Twitter, Social Media, TV

  • Was the Yahoo/Tumblr deal a smart move by Mayer?

    22 May 2013

    When a global media player like Yahoo acquires a quirky provider like Tumblr, it can only mean one thing: data. The data that Tumblr can offer to Yahoo will bring tremendous audience insight, which will help drive its business and stimulate its share price.

    Marissa Mayer is smart, she understands that in order to get greater market share, positive share of voice and ultimately grow the business, something has to change. Yahoo's focus on lifestyle has to be insight driven and Yahoo stand to gain in this through Tumblr. Using a Revenue model, that intelligently connects content and consumer, ...

    Comments (0) | Permalink

    Posted by: Bloggers' Gallery

    Tags: Yahoo

  • BrandZ Top 100 Most Valuable Global Brands: Global strategy or local focus?

    22 May 2013

    Brands in a number of sectors are facing a dilemma between whether to adopt a global or local marketing strategy. Local brands are determining whether to expand into international markets, while global organisations must decide whether to concentrate on leveraging strong local brands, or maintain a global focus with consistent branding.

    Moving a local brand into international territories can bring success through having a presence in fast-growing markets, achieving economies of scale, and the powerful awareness and reputation that comes from globally communicated messages. Local brands, meanwhile, can develop steadfast consumer loyalty through a responsiveness to needs and cultural differences ...

    Comments (17950) | Permalink

    Posted by: Bloggers' Gallery

    Tags: Branding

  • Paywall 2.0 – The customer knows best

    17 May 2013

    When the Wall Street Journal became one of the first national newspapers to install a paywall in 2007, it was heralded as the saviour of an industry facing declining print sales and advertising revenues. But as history has shown, charging users for the same content they were previously getting for free, and adopting a ‘one-size-fits-all’ approach wasn’t enough in the move to digital. Media companies that recognised they do not have a one-size-fits-all customer, and have taken a flexible subscription approach have flourished; we call this approach paywall 2.0.

    A few years ago the media industry was on the brink ...

    Comments (0) | Permalink

    Posted by: Bloggers' Gallery

  • But I just need it to work

    15 May 2013

    Many brand marketers deem the emotional connection as the Holy Grail. But have brands lost sight of practical consumer needs? It’s as if marketers are too willing to accept all products are created equal. As we all move out of the recession at snail’s pace, it’s important to remember today more than ever that amidst all the marketing noise, the power of functional product benefits is still vital to consumer purchase decisions. This could not be more true than when it comes to consumer packaged goods where, more often than not, efficacy—not emotional engagement—remains the key driver of repeat purchase....

    Comments (0) | Permalink

    Posted by: Bloggers' Gallery

  • Look who’s talking: understanding social influence online

    13 May 2013

    Do influencers really exist? Way back in 2000, when Facebook was but a twinkle in Mark Zuckerberg’s eye, Malcolm Gladwell’s The Tipping Point introduced the concept of “mavens”, the so-called super-consumers brands hungrily pursue as the Holy Grail of engagement. We all knew then that word of mouth was a powerful tool – but really, how influential could an individual be?

    Fast forward a few years and the quickly established social networking culture made this question rather more compelling. Brand strategists the world over have been devoting ever more energy converting the well-connected social networker into that fabled brand ambassador, ...

    Comments (0) | Permalink

    Posted by: Bloggers' Gallery

    Tags: Online, Social, Facebook

  • Marketing myth buster: Big data is unmanageable

    13 May 2013

    Big data is really just data, with the right planning and technology, brands can use the massive amounts of data now available to their advantage.

    For far too long, it’s been presumed that ‘big data’ is the sole preserve of rocket scientists, rather than being available to guide marketers with their everyday decisions. This is a particularly damaging myth because it leads marketers to rely on unnecessary guesswork and gut instinct, wasting millions through poor spending decisions and unrealised profits. It’s created a culture in which not one company in 10 has a scientific way of distinguishing the effects of ...

    Comments (0) | Permalink

    Posted by: Bloggers' Gallery

    Tags: Data

  1. 1
  2. 2
  3. Next page

Tags