Owned media is a multi-billion dollar industry. Yet, inexplicably, many senior marketers don’t appreciate its potential for their business by either partly or fully funding their marketing budgets....
In 2003, the billionaire former owner of Harrods, Mohamed Al-Fayed, tasked Guy Cheston with building a media business for the department store. By 2015, the luxury store’s media worked so well it paid for everything else....
The marketing services industrial complex (to paraphrase US President Eisenhower) is adept at creating challenges to distract marketers....
Retailer media – where retailers sell ads to brands across their own websites and other communications channels and provide a direct link to sales – is already displacing traditional publishers in the US fast moving consumer goods (FMCG) market....
Accountability of spending is crucial now more than ever. It’s important for CMOs to understand and justify their marketing spend and this is why audits are key components of healthy marketing....
Listen to an introductory podcast from the country’s leading marketing journalist Paul McIntyre on the 90% profit margins blue chip companies are making from owned media....
Advertiser auditing of paid media channels is both a contentious and widely accepted practice in the $15bn media business but it hardly exists in the sometimes “murky world” of brand-owned media assets – loyalty programs, social channels, websites, email, POS and apps included....
CFOs are starting to question the outlay versus return of loyalty programs. Good loyalty schemes do attract, retain and grow customers although they are costing more to manage as customer expectations continue to rise....
