Best Free Online Marketing Guide For Online Entrepreneur

The world of TV is in flux as viewers and advertisers transition to digital formats. “The TV advertising model must evolve” if it wants to remain a “potent” channel, warns a comprehensive report from Enders Analysis, commissioned by Isba, which we take a look at as part of our deep dive into the future of TV . Ad formats and buying processes still have a lot of room for improvement to futureproof the medium. First, broadcasters are faced with an immediate audiences contraction. The report forecast that UK broadcasters would only account for 61% of total video viewing across all platforms by 2027, down from 72% today. It would comprise just two-thirds of all commercial video (down from 74%). Time spent watching TV was predicted to fall 25 minutes to just 1 hour 49 minutes of commercial TV per day too. If accurate, people will spend less time with the broadcasters very soon – which means said broadcasters will need to mine more value per user, or stem the tide and keep those audiences ...

It all started with silence from a handful of football teams. First Swansea, then Rangers, then Birmingham City coordinated a social media silence to condemn the racist abuse targeted at players. Weeks later the Premier League and its partners coordinated four days of action, delivering the quietest weekend of football in memory. Can football succeed where the world’s biggest brands failed and force change at the tech giants or the people using their services? In July 2020, the  World Federation of Advertisers (WFA) reported  that a third of the top brands would suspend social media ad spend to force action on hate speech . Verizon, The North Face and Ben & Jerry’s were among the prominent names. However, it inflicted more of a reputational pain than a financial one. Facebook derives  three-quarters of revenue from small and medium-sized advertisers , and in Q2 it  grew 11%.  Meanwhile, in said quarter, Facebook said it took action on 22.5m pieces of hate ...

Another week, another wave of account news, reviews, agency launches, rebrands and acquisitions. Check out our global round-up to see what business is on the move (and why it matters) below, then head over to our Business on the Move  hub to read about more market maneuvers. Over the past seven days, we’ve seen fresh appointments, reviews and acquisitions at DFS, Denny's, and The British Heart Foundation. Looking for a new agency partner of your own? Check out The Drum Recommends , where you can search for trusted partners and access expert industry knowledge that could help you make your selection.  If you’ve got a business on the move story for us, send it to businessonthemove@thedrum.com  for consideration before next Thursday. Account wins The UK’s leading sofa retailer, DFS has announced it has appointed Pablo as its new agency for strategic and creative advertising.  Following an extensive pitch process managed by the AAR, the furniture reta...

Marketing executives spent less time in post in 2020, extending a recent downward trend, according to the latest research from executive search firm Spencer Stuart. The average tenure of a chief marketing officer at 100 of the top US ad spenders fell to 40 months last year, down from 41 in the year before and the lowest average since 2009. The median tenure for chief marketing officers was 25.5 months, sliding from 30 months in 2019. A decline in CMO tenures A growing divergence in tenure duration between chief marketing officers and chief executive officers is outlined in the report, with tenure time for the latter reaching an all-time high of 80 months. The findings are particularly striking as historically both roles have broadly tracked each other, with each moving in lockstep. Attributing the discrepancy to the pandemic, Greg Welch, head of marketing, sales and communications at Spencer Stuart, said: “Most certainly, the pandemic fuelled some of the decline in chief ma...

Test driving a Maserati isn’t a bad way to start your professional life. But for Erin Abernathy, this wasn’t just an early, memorable career experience, it’s also a fitting metaphor. Throughout her journey she has moved fast, testing and learning along the way. Feather is a DTC furniture rental company. Core to its original business plan is servicing upwardly mobile professionals living in crowded city spaces. Enter the pandemic. Now what? For most young marketing professionals, pivoting an entire brand would seem daunting. Not for Abernathy. You see, Feather’s brand marketing lead has been testing, learning, pivoting and growing her entire career. She even left a successful, ahead-of-its-time influencer marketing company that she founded herself – but more on that later. First, let’s go back to the beginning. Nominations for this year’s Future 50 are currently open. If you’d like to nominate yourself, or a colleague, for our list of the best rising stars and emerging marketers in ...

Electric motorsport championship Formula E has partnered with Uncommon Creative Studio to launch its new brand positioning ‘Change Accelerated’, with a spot that situates electric racing as the future of the sport.  The latest ad hinges on the notion that Formula E has the capacity to not only excite the next generation of sports fans with its gripping on-track action, but that the future of the sport is electric.  Founded to counteract climate change by accelerating the uptake of electric vehicles, Formula E has subsequently been evolving its purpose to become an all-encompassing race for better futures, in alignment with the FIA’s Purpose Driven movement. It is also dedicated to its commitment to counteract climate change and campaign for others to do the same, as Formula E is also the only sport in history to be certified net-zero carbon since inception. As a result, the brand hopes that the latest ad will capture the unique sport’s ability to act as a catalyst for posi...

Of the third of Brits who admit their mental health has worsened during the pandemic, 90% felt talking to someone made things better.  To encourage the nation to become better listeners, Three UK has partnered with the Samaritans on #BetterPhoneFriend. The campaign is devised to help people identify the traits that could prevent them from being great listeners, using a series of animated films. Created by Wonderhood Studios, in the #BetterPhoneFriend films the five listening personalities are dramatized as the worrier, the filler, the attention splitter, the interviewer and the fixer. The voiceover in the animations is designed to draw in the listener, and to help them actively listen by focusing on what is being said. It is supported with simple, thoughtful animation. The listener and talker are each represented by spheres without identifiable features, so anyone can project themselves onto either role. The result is a calm moment in the...

Last year, 1,243 companies advertised on TV in the UK for the first time or returned after being away for five or more years. That’s an increase of 50% on 2019. One reason was the fall in the price of TV advertising in 2020 when the pandemic hit made it accessible to brands that had never considered the medium before. Another is the rise of advanced TV as the geographic, demographic, psychographic and behavioral targeting it offers makes TV attractive for brands of all sizes and advertising needs. And yet there’s still a lingering sense in some quarters that TV doesn’t matter as much anymore. That it’s old-fashioned. Non-digital. Un-sexy. Omni-channel is the marketing buzz-phrase of our times. It is defined as “marketing that focuses on delivering a consistent, personalized experience for consumers across channels and devices.” For a long time, omni-channel was more like omni-digital-channel. There were a number of reasons for this. Established media advertising like TV tend to be ...

Green shoots of recovery have emerged from the major holding companies in the first quarter of 2021. A global pandemic sparked a year of uncertainty at WPP, Publicis, Omnicom, IPG and Havas. All have now reported their results from the first quarter of 2021 as lockdown restrictions lift in many of their key markets, painting a picture of an industry returning to growth as clients begin to spend ad budgets again. Here’s a breakdown of the key numbers, growth areas and new business wins for the global holding groups. WPP How 2020 ended: WPP reported a pre-tax loss of £2.8bn for 2020 as like-for-like revenue fell 8.2% to £12bn. Its crucial US and UK markets logged declines of 5.7% and 7.4% respectively. How 2021 started: WPP reported growth of 3.1% for the first quarter. The group highlighted a strong performance in China, which grew 18%, and the UK, which was up 6.5%. Less impressive was the US, which grew 0.7%. It called out key agencies including its media arm GroupM, which ...

Haier India has launched a new air conditioner range in the backdrop of a post-pandemic appetite for clean air. The Drum finds out what went into the new product launch and the brand campaign.  Air conditioner marketing has, for a long time, been all about providing cool air to a sweating consumer. No longer, as Haier, the global consumer durables company, announced the India launch of its new range of air conditioner for healthy air. The claim is that the air conditioner kills airborne hazards when the air circulates from the air inlet, thereby delivering healthy air to the surroundings thanks to its built-in LED UV light, according to Satish NS, senior VP, sales and marketing, Haier Appliances India.  The brand campaign, conceptualised by the independent agency Zero Zero Creative Solutions, very unequivocally brings the focus on the need for cleaner air and healthier lungs, even when people are locked in their homes due to the resurgence of the pandemic...

One of the key challenges brand marketers are currently facing is understanding the ‘why’ behind campaigns. Sure, data and results can tell us how well something performed, but they can’t tell us why. So far we have been relying on human judgement and analysis to fill this gap. As we advance our knowledge of campaigns, however, we’ve found that this human judgement is not enough. When it comes to understanding why a social media post was more or less influential than another one, we need to go deeper. We need to look at the behavioral science of a post and see how elements such as body language, communication style and even personal values impact your influence. At Tailify we’ve built an AI tool called Fides to do just that. Fides analyses thousands of data points per influencer to understand how influential they will be for a given brand. But not everyone can access Fides or build their own AI tool, so we’ve broken down three of the most important considerations it takes into accoun...

Dentsu International has shared its latest report, 2021: The Year of Brand Consistency, Efficiency and Agility , which looks into how the pandemic has accelerated marketers’ content production plans. To inform the report, Dentsu conducted a survey across 200 marketing decision-makers in the UK and US to understand the current marketing climate and how the pandemic had contributed to its changes. James Morris, global head of content marketing and management at Dentsu International, said: “The last few years have seen a revolution in content; from the demands and expectations of the consumer to the advances in technology and process that support new levels of innovation from marketers. “When Covid-19 swept the globe in 2020, leaving a lasting impact on all business, marketers turned to action. At Dentsu we’ve launched Content Symphony to meet these demands and drive ongoing innovation.” Using unique insights from the survey, the paper reviews the current content production landscape ...

This is an extract from The Drum’s Future of Media briefing from media editor John McCarthy. You can  subscribe to it here . We’re almost a week into our two-week Future of TV deep dive on thedrum.com. This is, therefore, the fattest newsletter I’ll ever send you, bringing together everything you would EVER need to know about the small screen. (And there’s even more to come: check out our  dedicated hub  for new daily coverage.) Don’t worry if your media interests lie elsewhere, though, as we’ve still got the full gamut of other media covered for you later in this email. And a reminder to tune in to The Drum Awards for Online Media ceremony, hosted by yours truly, on Friday afternoon here. The Future of Media  TV  Have no doubt, TV IS digital. Consumption went and the ads followed, taking us from talking about “incremental reach in addressable TV“ to ads being dynamically inserted into live broadcasts from your Skys and ITVs. Established players. The line ...

Hyundai wants millennials, and secondary targets, to ‘question everything’ for the remainder of the year. In what it is calling its biggest and most important launch in history, Hyundai is putting ‘Super Bowl-level’ dollars behind the debut of its newly redesigned Tucson brand. The hope is that the Tucson will be able to speed ahead within the competitive compact SUV segment. Marketing chief Angela Zepada says this is “not a new chapter, but a whole new book for Hyundai”. Hyundai is racing into the spring car buying market with a star-studded, Super Bowl-esque campaign designed to accelerate Tucson on to the leaderboard, with Nissan Rouge and Toyota RAV4, in the compact SUV segment. In what it is calling a ‘full-funnel attack’, 2022 Hyundai Tucson will receive unprecedented ad support for a year-long effort. While Hyundai wouldn’t quantify its spend, Angela Zepeda, chief marketer at Hyundai Motor America, characterized the campaign as “the biggest and most important launch in Hyundai...

The Drum Awards for Design recognize the best in the industry, the teams and individuals that solve problems through elegant and innovative design. A global competition, it seeks to highlight the best art direction, strategic thinking and execution from those providing users with a better experience of their world. This year’s jury was led by co-chairs Natasha Chetiyawardana, creative partner and founder at Bow & Arrow, and chairperson of the British Design Fund John Mathers. You can read more about the new categories introduced for 2021, as well as their take on how the design industry has coped with the last year,  in this interview . The results will be announced at a virtual ceremony on Thursday May 20 2021. Register to attend via the website and join us to celebrate the winners and their work. Here is the full list of this year’s nominees: Design for Good AKQA for Choose Love Dear Future for Greenlight Design Bridge for Callaly Idean  Impero for UN...