Massogroup

Global Highlights

• Marketers remain optimistic

  2013-06-20 08:39:00

  "In terms of allocation of budgets by medium, the figures for digital (excluding mobile) and mobile indicated rapid expansion,...". The global marketing community continues to be confident in the state of the industry, according to Warc's latest Global Marketing Index (GMI). The headline GMI, which combines trends observed in trading conditions and staffing levels as well as marketing budgets, slipped slightly to 55.9 from 56.5 in May. But on a scale where values above 50 indicate a positive trend, the sector clearly remains optimistic about the near future. Regionally, marketers in the Americas were most upbeat,…

• Youth are more realistic!

  2013-06-19 08:25:15

  "Procter & Gamble, Unilever and Pepsi... is likely to resonate with a more pragmatic group of teenagers...". Younger Millennials have distinctly different attitudes and ambitions to their older siblings, including greater pragmatism and a will to succeed, a new survey claims. A study from MTV, the youth-oriented cable channel, Young Millennials Will 'Keep Calm & Carry On', was based on in-home interviews, Instagram journals and the digital diaries of 1,800 younger Millennials, aged 14-17. An interesting difference was that the hero of choice for Younger Millennials was Katniss Everdeen, the arrow-slinging heroine…

• Heineken is most digitally engaged beer

  2013-06-18 08:24:09

  "60% of organic search in Google's first-page search results, compared to a sector average of less than 25%...the only other brand to achieve a similar designation was Budweiser...". Heineken is the most digitally engaged beer brand in the US, coming in ahead of rivals like Bud Light and Stella Artois, a study has argued. L2, the think tank, ranked leading brands in this sector on four criteria: the quality of their website; their search, display and email marketing efforts; the compatibility and optimisation of their marketing efforts on smartphones and tablets; and their social media presence, popularity, content and engagement. Heineken topped the rankings, earning a "genius" ranking.…

• Small businesses offer better service!
• Global brands strong in Asia
• Tele marketing still important for loyalty
• Online video can challenge TV
• Online consumers look to trade-offs!