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Marketing Salary & Employment Sentiment Survey 2015: The Results

Posted By Alternatives, Thursday 8 October 2015
Updated: Wednesday 10 February 2016
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We’re delighted to share the results of the 2015 Marketing Salary & Employment Sentiment Survey run by the Marketing Institute of Ireland in partnership with the Alternatives Group. This partnership has allowed us reach out to the broad marketing community and get the views of over 1,000 marketers this summer.

The survey is the most substantial one of our profession and serves as your ultimate go to guide. It not only establishes salary benchmarks by sector but also provides valuable insight into overall market and marketing sentiment from those that are closest to customers, the marketers.

In terms of results, we’re delighted to note, for the second year running, a dynamic and evolving marketing sector, significantly improved market conditions and sentiment and this is reflected in the positive feedback and future outlook of our respondents.

To download the full report, please click on the image below.

MII Marketing Salary & Employment Sentiment Survey 2015

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Q&A with John Trainor, CEO and Founder of Onside

Posted By The Marketing Institute, Thursday 8 October 2015
Updated: Wednesday 10 February 2016
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    How has the rugby fan base changed in recent years, and what might that mean for sponsors of major events like the Rugby World Cup?

    Rugby itself has evolved as a sport greatly in the past decade, attracting a more diverse body of fans and participants and becoming more global in its reach. Women’s participation in rugby, for example, has increased by 20% in only the last year, with an estimated 1.7 million women and girls now involved in the sport. Rugby’s expanding geographical appeal is evident in this year’s World Cup, as well. The RFU expects nearly half a million international fans to travel to the U.K. over the six-week event, more than in any previous Rugby World Cup. This suggests that sponsors who integrate a more diverse and global perspective into their campaigns will engage a wider audience, a strategy that will prove beneficial to long-term success as brands look forward to 2019, when the Rugby World Cup will be held in Asia for the first time.

    How might effective sponsorship strategies for the Rugby World Cup differ, if at all, from those of other major sporting events?

    The Rugby World Cup is different from other comparable sporting events in that there isn’t an over-abundance of player celebrity spotlighting to capitalize on for brand awareness. Many rugby athletes have yet to reach the international stardom surrounding other professional sports, like football, and this presents its own unique set of challenges to effective sponsorship. Both the RFU and its associated partners have focused instead on emphasizing camaraderie, communal belonging, and other shared character-building values of the sport to build positive associations in the minds of consumers. Much of the team-centric rhetoric has been activated through grassroots initiatives to increase rugby participation and enjoyment across the globe by World Rugby, as well as major sponsors like Land Rover and Coca Cola.

    Social media has become a hot button for effective marketing campaigns, both during major events and for continued customer outreach. How have brands been approaching social media as an engagement tool during the Rugby World Cup?

    Social media marketing is indeed a hot button, especially when implemented with the right level of authenticity. The most prominent trend I’ve noticed is the way brands are emphasizing community and shared values, themes that have been at the core of this Rugby World Cup, to connect fans through social media. These themes actually translate quite naturally, as social media platforms are essentially realms to create “community” with others around the world. Dove played off of this relationship nicely with their #ScrumTogether campaign, which celebrated moments of friendship and unity during the event, on Twitter. Other successful examples include Land Rover’s #WeDealnReal campaign, which invited amateur rugby players to share their team stories through social media, and O2’s #WearTheRose campaign to encourage solidarity with England’s rugby team amongst its supporters.

    Are there any really interesting or unusual activation strategies that you’ve noticed during this year’s Rugby World Cup?

    It’s been fascinating to watch how emerging technologies, specifically virtual and augmented reality, have been used to engage fans in entirely new ways during this Rugby World Cup. An exciting piece of sponsorship activation was the Blippar AR app, which allows attendees to scan their World Cup tickets for special augmented reality content. And it’s not only tech companies that are promoting their brands through these platforms; AIG, for example, released a virtual reality app to provide New Zealand fans with a 360° view of the All Blacks’ haka. Technology is really providing us with new opportunities to create memorable associations.

    How do you think the Rugby World Cup is benefitting Irish sponsors and businesses, if at all?

    The Rugby World Cup holds great potential for Irish brands to reach fans and supporters at home, and industry practitioners would agree. Our Industry survey research indicates that 50% of sponsors see the Rugby World Cup as an opportunity to engage with consumers in Ireland, with 45% of both sponsors and rights holders viewing rugby as the strongest opportunity for growth of their business through sponsorship this year. Creating a partnership with the Irish Rugby Team has been, perhaps, the most obvious way to use the event for customer engagement, and companies that emphasize Irish heritage and pride, like Aer Lingus, have done so especially well.

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    Social Media & Product Placement

    Posted By Vizeum, Monday 28 September 2015
    Updated: Wednesday 10 February 2016
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    Advertising happens on every social platform. Whether it has been formally monetised or not is irrelevant; people (and brands) will find a way to promote on every corner of the internet, guerrilla-style or otherwise. Product placement in social is a bit of a grey area at present, but for brands and influencers alike, it’s proven too lucrative to pass up.

    Now often employed as a brand’s sole tactic, product placement on these platforms may be ‘brave’ in traditional terms, but understandable when you see the reach and high frequency that a lot of the ‘newer’ social platforms hold. In the most recent Social Messaging Quarterly, daily use of Snapchat usage was higher than any other platform (and 10% ahead of WhatsApp) at 63%.

    Some Irish influencers are reporting (and screenshotting) as many as 40k views on their public Snapchat stories. This is incredible, especially when compared to YouTube and Facebook video. It’s even more interesting to consider that all views are organic, and makes for the perfect product or brand placement opportunity. Influencers in most categories are used to talking about and reviewing products in a native tone of voice, and Snapchat is a great way to extend the reach of any campaign when working with any socially ‘famous’ figure.

    The self-destructing nature of content on Snapchat means that there is not much of a trail for the likes of the ASAI to follow (save for screenshots). It’s certainly imperative for advertisers request records of all paid activity on the platform, as well as the view count.

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    Given the popularity of Instagram with youth audiences, it’s unsurprising that Instagram is actually becoming a bit cluttered in terms of sponsored content and product features – though not all are disclosed as such.

    Another nice and less utilised tactic is to do a sponsored Instagram ‘takeover’. An influencer (or several) may create ‘guest posts’ on a brand account for an agreed period, and also encourage their own followers to engage with this content, which works very well in increasing affinity and following for brand accounts. With paid advertising approaching fast on Instagram for Ireland, we may see a slow-down in the ‘native’ approach as advertisers test capabilities on the ad platform.

    The procedure for disclosure on these platforms is a bit hazy, to say the least. There is no clear standard set out by the ASAI, but best practice is of course to be upfront. Using #ad or #spon is a good safeguard against backlash and even if legal guidelines are not in place, advertisers are best placed to uphold a good standard of integrity and honesty across the board.

    Hear from Vizeum at the next Marketing Breakfast

    On October 21st, Vizeum’s speakers Jane Madden, Head of Strategy and Meabh Connellan, Head of Digital, will be speaking about  – ‘The Truth About Content – Understanding the role of content and how you can leverage it to enhance your brand strategy.’ You can register to attend here

    This article was originally posted on Vizeum.ie

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    “Ireland has a great chance of winning” – Columnists Launch INM Rugby World Cup Coverage

    Posted By Independent.ie, Friday 18 September 2015
    Updated: Wednesday 10 February 2016
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      The level of expectation is at an all time high – but top rugby analysts have predicted that Ireland has gone to a whole new level and has ‘a real shot’ in the World Cup.
      But France could emerge as the real danger, former International Mick Galwey has warned.

      At an exclusive Rugby World Cup 2015 launch hosted by Independent News & Media, Ireland’s top rugby pundits, Tony Ward, Neil Francis, Mick Galwey, former Leinster player Isa Nacewa and leading writer Vincent Hogan expressed their hopes for an exciting showdown.

      Some 20 years after he had last played in the World Cup, Neil Francis admitted he still cannot watch some matches now, saying: “I just get so wound up about them” and that he  ‘couldn’t watch’ last year’s Six Nations.
      Nevertheless, he still wants an ‘entertaining’ World Cup this year. “The World Cup has to be entertaining but the product has not matched expectation,” he claimed. He said there must be four or five ‘brilliant’ matches that capture the imagination.

      Those present at the panel discussion in Dublin included CEO of INM Robert Pitt; Editor in Chief at INM, Stephen Rae and board members including Jerome Kennedy, as well as Group Sports Head of Content, Dave Courtney. Guests included Senator Shane Ross and key marketing and advertising clients of INM from agencies such as Starcom and Irish International.

      Mr Rae said the night’s event was about showcasing INM as a key rugby brand on this island, with the best rugby writers.

      Recovering from an ear infection, Irish rugby legend Tony Ward said the level of expectation was at an all-time high – and deservedly so –  as Ireland prepares for the World Cup, with the first match against Canada. Describing Joe Schmidt as “the top coach in the world”, he said we were very fortunate who we have in control at the moment. “There’s a strength and depth we haven’t had in a considerable amount of time,” he added. He predicted that the first two games against Canada and then Romania should be easy ones – but things will get tougher with the Italy game. But the finish off against France on October 11 “will decide our World Cup in so many ways,” he said. Ireland were excited going to France in 2007 – but it backfired badly. This time round, we’re in with a real shot, he predicted.

      Former Ireland International Mick Galwey echoed his words, saying Ireland has given great results, has shown a lot of bottle and has gone to a whole new level. “This time round I think we’re in with a great chance,” he said. Meanwhile he expressed hope that the players and Joe Schmidt would have a few tricks up their sleeve. “My real worry is France,” he said, given that they have been away to camps and are a “rugby world cup side. The most important thing is that we don’t get any injuries. If not, we’ll have a great chance,” he added.

      Former Leinster player, Isa Nacewa revealed that it was only at the gripping end of the last Six Nations that New Zealand finally realised the powerhouse of  Irish rugby. That was when the hairs finally stood up on the back of everyone’s necks and they started to take notice, he claimed. He will be wearing his “Irish hat” during the World Cup, he said – though he has spent the last 18 months to two years living Down Under.

      This article was originally written by Nicola Anderson and published on Independent.ie.

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      Digital has Forced us to Make Things That People Care About

      Posted By cksk.com, Friday 18 September 2015
      Updated: Wednesday 10 February 2016
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        I love this recent quote from Bob Greenberg, founder of R/GA:

        Digital has forced us to make things that people care about.

        His words are a clue to the future of the marketing services landscape we can expect by 2030. Historically our business has created demand by paying actors to play out consumer aspirations on film. But today we’ve recognised the need to create authentic stories and interactions that real people engage with, care about, power and propel across their peer networks in a heartbeat.

        We talk about a connected world today but in truth we’ve only scratched the surface of how consumers will relate with brands tomorrow and beyond as technologies such as 3D, wearables, artificial intelligence, augmented reality, mobile commerce and programmatic advertising develop and mature. Then there’s the technologies we haven’t seen yet but which will come for certain.

        What will change? Simply everything.

        Will we still call it Marketing? I’m not sure we will. A customers experience at any touchpoint is influenced by everything from supply chain, brand, customer service, finance, human resource and everything else in the organisation so why should one entity be charged with managing the customer relationship with the brand?

        Will we still be selling ads? Not for much longer. The sphere of product and service design developments being created by tech driven companies for brands today will eclipse the traditional “Ad” business. Just look at volvolifepaint.com as an excellent example of product innovation creating a story around safety for Volvo and we can see where brands will shift to in order to create a meaningful role in their consumers life.

        Will we still need agencies? Certainly not in their current form. We’ve more and more experts around the table today to cater for the growing number of silo disciples that add to the complexity of brand communication and activation.

        What will matter is not how many agencies but the orientation of the people around the table. We will only need three profiles – Visionaries, Storytellers and Performance specialists all focused on building a brand and consumer relationship that zeros in on the totality of the consumer experience with the brand.

        By 2030, we will look back at how slow, inefficient, bloated and fragmented our marketing services approach was in 2015 and hopefully be making things that consumers genuinely care about.

        This article was originally published on cksk.com.

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