Marketing

Strong Growth Expected in China’s Advertising Market Advertising spend across all media in China is expected to grow 14.6pc to US$33.64bn in 2010, according to a new report from eMarketer. And the market intelligence company is forecasting further growth of 14pc next year, 19.8pc in 2012, 14.1pc in 2013, and 13.3pc the following year, to result in total advertising expenditure of US$59.38bn by 2014. Driving Factors: Rapid Expansion of the Online Consumer Market Much of the growth is being driven by China’s rapidly expanding online consumer market. eMarketer estimates that by the end of 2010, the country will have 518 million internet users and 116.7 million broadband households. By 2013,…

New half-yearly figures from IAB Europe have revealed double-digit growth in online ad spend across Europe. The trade body’s CEO and president, Alain Heureux, said that if these growth rates continue, Europe could overtake the US in online ad spend by next summer. The representative body compiled figures from its branches in the UK, France, Spain, Italy, Poland, Hungary, Bulgaria, and Romania. “These half-yearly figures suggest that a tipping point has been reached,” said Alain Heureux, president, and CEO of IAB Europe. “Every day new companies plan online ad campaigns for the first time, encouraged by reach, return on investment and consumer engagement. “Those that are already online are allocating…

UK internet users viewed more than 221bn display ads during the third quarter of 2010, an increase of 34pc from the 164bn impressions in Q3 2009, according to new figures from comScore’s Ad Metrix service. “Following the ad recession that occurred from late 2008 through most of 2009, we are now seeing a strong resurgence in the online display ad market,” said Mike Read, SVP and managing director, comScore Europe. “A key driver of this growth is the retail sector, which increased over 300pc in terms of impressions delivered since last year. In the run up to Christmas with consumers searching for gifts, the growth in online advertising is likely…

Just over half of mobile phone owners (51pc) in the UK, or 23 million people, are now using their devices for mobile commerce – whether it’s making payments, redeeming coupons or researching products and services – according to new research from the Internet Advertising Bureau (IAB). The study also found that smartphone users are 63pc more likely to engage with m-commerce than all users. The IAB said the study “shows once again the urgent need for retailers to catch up with the mobile consumer and enhance the user experience to ensure they don’t miss out on sales”. The study of over 1,000 mobile owners found that 43pc of respondents had…

Allianz has launched an international marketing campaign with a global concept that takes a localised approach in individual markets in what is a first for the company. According to the financial services company, the central focus of the `One‘ campaign is sharing knowledge and experience of real people in authentic situations. “The ‘One‘ campaign is unique in its approach and content, because it calls upon the wealth of meaningful knowledge and experience of our clients and employees,“ said Joe Gross, global head of market management at Allianz SE. “Sharing this knowledge can help customers make better financial decisions and help them to move on and up in life.” According to…

Opinion-leading social media users are putting their trust in mainstream media brands over user-generated content when deciding what information to share, according to a new study carried out by BBC Worldwide, Carat, and The Future Foundation. The study looked at how 9,000 opinion leaders share information in response to brand activity, news, and personal experience in nine countries across a range of platforms, including the web, online social networks, email, SMS, phone, and face-to-face. Opinion leaders were defined as those who regularly spread ideas and opinions across their social networks, with their role being recognised by themselves and others. The study revealed a series of interrelated groups, each of which…

RTÉ News and Current Affairs has announced that journalists Aoife Kavanagh and Rachael English will officially be joining the Morning Ireland presenting team from next Monday. After presenting the programme on a regular basis recently, both are both now formally assigned to the show. They will also continue with their current roles in radio and television; English with Saturday View on RTÉ Radio 1 and Kavanagh with Prime Time on RTÉ One. They join co-presenters Cathal MacCoille and Aine Lawlor. Pictured: Aoife Kavanagh and Rachael English

Coca-Cola has withdrawn a Facebook promotional campaign for Dr. Pepper after complaints by parents that it targeted children with references to a porn film, according to a report on The Guardian’s website. The promotion, which was launched at the end of May, featured a ‘Status Takeover’ app, whereby supposedly embarrassing messages would appear in participants’ status boxes to be viewed by their Facebook friends. Users racked up points depending on the level of embarrassment – mildly embarrassing, embarrassing or properly embarrassing – they picked, with a prize of £1,000 for the top scorer of the week. The Guardian reports, however, that the promotion was pulled after “a parent protested after…

A huge amount of money is wasted each year on failed sales-training initiatives. Dave Stein explains some of the reasons and offers some suggestions for improving the situation It’s not terribly surprising, given the general characteristics of both parties in the equation, that so much sales training results in little success. On the provision side, there is a complete lack of regulation: unlike practically every other profession in the world, there is no certification or accreditation and no minimum requirements for professional development in the sales area. There are no Government bodies overseeing either the sales profession or the people providing it with training. As a result, the barrier to…