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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.

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  • Paddy Power: Does it have the luck of the Irish?

    22 August 2013

    If there’s one brand that has caught my eye in the last year, it’s Paddy Power. Put aside the fact that I’m Irish (there is no bias here!), just take a look at its ‘The Miracle of Medinah Sky Tweets’ campaign and you’ll see what I mean. The campaign has been shortlisted three times for the M&M Global Awards 2013 (Best Communications Strategy, Best Engagement Strategy and The Global Viral Excellence Award) and even the marketer behind the effort (Tom Wyse, head of media, Paddy Power) is up for the ‘International Marketer of the Year’ title. ...

    Comments (6) | Permalink

    Posted by: Jenni Baker

  • When it comes to digital, one size shouldn’t fit all

    20 August 2013

    Customers today are smart, digitally savvy and expect highly tailored experiences as standard. The good news is that digital products in the market today already have the potential to deliver a new level of customisation.

    Owned, earned and paid products can all be augmented so they have the ability to evolve and improve in near real-time. Brands that can sense a user’s true context, interpret that information and optimise the experience will be able to engage with them as a markets-of-one.

    Context is the new king and it’s at the heart of a new approach in digital thinking.

    The best ...

    Comments (0) | Permalink

    Posted by: Bloggers' Gallery

    Tags: Digital

  • If you’re not testing, you’re just guessing

    19 August 2013

    Email campaigns are a top marketing channel for businesses. However, many organisations are focusing too heavily on design and construction and leaving testing as an afterthought, meaning they may not be successfully targeting the right audiences in the right way. Testing is a simple way to ensure you’re driving engagement in your email campaigns.

    Testing your campaigns will inevitably lead to a higher success rate, yet a surprising number of digital marketers do not make it an essential part of their process. 

    Testing supports constant improvement, reduces time and effort, optimises performance, enables you to develop a better understanding of your ...

    Comments (0) | Permalink

    Posted by: Bloggers' Gallery

    Tags: Email, Marketing

  • Is mobile really at the centre of the advertising universe?

    12 August 2013

    It’s the fastest growing segment within internet advertising, but the true potential of mobile is yet to be unlocked. Well at least that was the general consensus at The Festival of Media Asia earlier this year. In fact, some research carried out by Warc and Mobile Marketing Association on behalf of The Festival of Media Asia highlighted that 90% of marketers in Asia believe that mobile will have a major role to play next year, but they are still struggling from a mobile strategy disconnect.

    With The Festival of Media LatAm coming up in Miami from September 25-27, it would ...

    Comments (0) | Permalink

    Posted by: Jenni Baker

    Tags: Mobile

  • Marketing attribution models: Speed vs. accuracy

    09 August 2013

    Implementing attribution can be affected by a number of variables, including differing marketing infrastructures and inconsistencies in the location, quantity and condition of marketing data. So what do marketers need to know to effectively plan the implementation of an attribution solution within their business?

    Legacy data or starting from scratch?

    One of the most significant decisions to be made when implementing attribution is whether to use legacy marketing performance data from multiple sources, or to harvest attribution data beginning on day one via existing tags on digital assets, or through the implementation of new attribution-specific tags.

    Key points to consider:...

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    Posted by: Bloggers' Gallery

  • Infographic: The online video landscape in Latin America

    07 August 2013

    How do Latin Americans view online video?

    Having delved into the latest topics and trends across Latin America, we've created this infographic showing the online video landscape in LatAm.

    Check out this snapshot - but make sure to book your tickets for The Festival of Media LatAm to get the full story!

    Comments (0) | Permalink

    Posted by: Jenni Baker

    Tags: Online, Festival of Media LatAm, Video

  • How safe is the online ad environment for brands?

    06 August 2013

    Perception and environment are two of the most important factors when consumers make a purchasing decision, whether they are deciding where to live, which car to buy or what country to visit on holiday.

    Advertisers consider the environment of their ad placements to be imperative when shaping consumer perceptions of their brand. Environment and quality is an area where digital advertising has always struggled to prove its worth; especially against more traditional media where scale is limited and there is greater control over quality of content and environment.

    In the early days of digital media, clients would book ad impressions ...

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    Posted by: Bloggers' Gallery

    Tags: Online

  • Why smart content will change everything for brand marketers

    05 August 2013

    We’re living in an era of ‘smart’, where digital amplifies everything. First came the smartphone, then smart  cars and smart TV – all are concepts we’re familiar with today but all were relatively unknown as recently as fifteen years ago. Now, it’s content’s turn to get a whole lot smarter.

    With new technologies fuelling the evolution of e-commerce, we’re moving away from the old-guard e-commerce scenario, where people went online to search for items, to a new dawn where people discover and engage with items they can own throughout the course of their digital activities, whether it’s reading an article ...

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    Posted by: Bloggers' Gallery

    Tags: Content, E-commerce, Retail

  • From clicks to creativity: a shift from performance to brand advertising

    02 August 2013

    As digital advertising continues its meteoric rise to become the predominant channel in terms of share of spend, it’s interesting to note the juxtaposition that the online industry faces.

    A key strength of online is that it is an immediate, highly measurable direct-response channel, and around two-thirds of global digital budgets ($27bn) is allocated to performance-based advertising. However, if we compare this to the offline world, we can see that two-thirds of the advertising budget ($266bn) is spent on branding – across TV, outdoor, print etc.

    Since the emergence of online advertising, success has been based upon how many people ...

    Comments (56069) | Permalink

    Posted by: Bloggers' Gallery

    Tags: Measurement, Online, Measurement, ROI & effectiveness

  • Check out our M&M Global Awards 2013 shortlist 'stars'

    01 August 2013

    With 76 campaigns making it onto this year's M&M Global Awards shortlist, we wanted to take a look at just who these entries were coming from. So rather than listing the entering companies/agencies in the same old usual way, we've drawn up this cool graphic which shows you who the stars of the shortlist are, sized according to the number of shortlisted entries...


    The winners will be revealed at the M&M Global Awards gala dinner on September 5 at the Grosvenor House Hotel in London. For information on the Awards and how to ...

    Comments (0) | Permalink

    Posted by: Jenni Baker