But spare a thought for the poor admen. Their industry is going through a particularly difficult time. Not only are they confronting a proliferation of new “channels” through which to pump their messages; they are also having to puzzle out how to craft them in an age of mass scepticism. Consumers are bombarded with brands wherever they look—the average Westerner sees a logo (sometimes the same one repeatedly) perhaps 3,000 times each day—and thus are becoming jaded. They are also increasingly familiar with the tricks of the marketing trade and determined to cut through the clutter to get a bargain. Scepticism and sophistication are especially pronounced among those born since the early 1980s.
Facebook Seeks More Paid Ads - WSJ.com - 0 views
Schumpeter: We want to be your friend | The Economist - 0 views
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A study by the Boston Consulting Group found that 46% of American “millennials” use their smartphones to check prices and online comments when they visit a shop.
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Many companies want to go further and bypass conventional ad campaigns altogether. It has long been known that “earned media”—word-of-mouth recommendations from friends, family and news articles—are highly trusted. Nielsen’s studies show that strangers’ comments on social media and online forums are also now seen as credible sources, rivalling traditional “paid media”.
http://newslettersfreshbusinessthinkingmail.com/rp//5067/process.clsp?EmailId=100001155... - 0 views
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Highest rise in marketing spend in six years
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The latest IPA Bellwether survey published last week shows a sharp upward revision in marketing budgets in Q2 2013. The rise is the highest in almost six years.
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"These are very positive and welcome figures indeed. It is no surprise to see internet spend comprising the lion’s share of the increases - a trend that is only set to continue. Digital no longer represents a tick–the–box exercise for companies; it is clearly an essential revenue driver and fertiliser for the green shoots of economic recovery.”
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The latest IPA Bellwether survey published last week shows a sharp upward revision in marketing budgets in Q2 2013. The rise is the highest in almost six years. , "These are very positive and welcome figures indeed. It is no surprise to see internet spend comprising the lion's share of the increases - a trend that is only set to continue. It's widely accepted that there is a lack of digital understanding and in a sector that is moving so quickly it's imperative that businesses keep up with the latest developments.
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