Researchers are observing a number of meaningful trends in marketing these days: Social media spending has been steadily rising for years (and has spiked during the pandemic); more and more, companies are outsourcing their social media activities to third-party agencies and cutting their in-house social media staff; social media having a more positive impact than ever on companies’ overall performance.
Despite these trends, however, marketers remain largely dissatisfied with their ability to manage their social media agency partnerships. This article offers concrete steps to marketers for improving their relationship with social media partners — and getting a better return on their investment.
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Baltimore mayor signs bill to let voters give City Council more budget power, vetoes
Baltimore's City Council is one step closer to having expanded authority in the budget process, a move that would weaken the mayor's control over spending.
Democratic Mayor Bernard C. "Jack" Young on Monday signed a bill that would place a question on the November ballot asking voters if the council should have the ability to move money around in the city's budget.
It's one of several measures the council has debated in recent months over how to restructure local government. Young vetoed another charter amendment Monday that would create a high-profile city administrator position to oversee day-to-day operations alongside the mayor.
'We've amassed a sizable marketing budget': McDonald's readies 2020 advertising catch-up | The
After a smattering of global closures, McDonald's has "nearly all" of its restaurants operating again after moving fast to meet new retail requirements. While the disruption bit into profit margins, the fast food giant remains keen to open its marketing war chest in the second half of 2020 to make up for lost time.
The chain has adopted the '3D model' – drive-thru, delivery and digital – to survive. Drive thru accounted for as much of 90% of sales in the US when the dining rooms were shut.
How to set a marketing budget for an uncertain 2021 | Ad Age
Illuminated Olympic rings, readied for the postponed 2020 Summer Olympics, in the water off Odaiba island in Tokyo.
Here are some things chief marketing officers should keep in mind while facing the hair-pulling exercise of setting budgets for 2021.
Marketers must be in close contact with leaders across their organizations to track current events and to keep others informed. "It's important that marketing leaders build trust within all levels, maintain a high level of transparency and are able to articulate how and why marketing spend is good for the brand as a whole," Dillon says.
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Zero-based budgeting: Route to recovery or flawed thinking?
As we emerge from lockdown and enter the recovery phase, many marketers might have the appetite for starting afresh.
One attractive option could be to gravitate towards zero-based budgeting (ZBB), whereby marketers start with a clean slate each year, rather than taking last year's advertising spend as a benchmark.
ZBB has been adopted by a number of high profile brands, including tech giant Dell. When Alison Dew was appointed CMO in April 2018 she spent a large portion of her time digging through the investments across the marketing organisation. She identified that in the past the company made "sub-optimal" decisions by simply rolling budget forward without investigating any further.
How To Boost Remote Employee Engagement On A Shoestring Budget
Companies–many now on much leaner budgets–need to think about how to keep engagement high and teams ... [+] tight amid global uncertainty
Pre-coronavirus, employee engagement had evolved from 'cause for concern' to 'signs of improvement', with Gallup reporting in 2018 the percentage of engaged workers in the U.S. was at an all-time high of 34%, while actively disengaged workers had dropped to a new low of 13%.
So, how can companies–many now on much leaner budgets–keep engagement high and teams tight amid global uncertainty? It has been heartening to see so much creativity. Virtual book clubs, interactive quizzes, video game tournaments and photography competitions have become regular fixtures in team calendars.
Dance Company Stares Down Pandemic, Creates Exciting Season Plan - Non Profit News | Nonprofit
BalletX artistic director and co-founder Christine Cox explains how the plan evolved: "There was a panic moment. At first, you're managing the crises by shutting down your performances, which is something we did early. And then slowly as the season was developing, in my mind, [there was] this idea of going big."
Ballet X has largely built its reputation on new works made on the company by guest choreographers, so this anniversary season is typical in some ways. But the 2020–21 season plan innovates on many other levels. Technology enables BalletX dancers to work virtually with choreographers from around the world—some of whom they would not have crossed paths with otherwise. In addition, Cox notes that many company members are now learning both new dances and new technologies.
Packaging Machinery-as-a-Service Beats the Capex Budget Blues | packagingdigest.com
Imagine you're an engineer or a plant manager at a major consumer goods company and you've done all the research to find that a new case packer will offer significant productivity gains and cost savings. But you just can't get the attention of your purchasing or financial departments. Or maybe you've gotten some buy-in, but capital expenditure (capex) budgets are in lockdown due to the uncertain pandemic/post-pandemic economy.
Now, imagine a machine builder called and offered that case packer for zero up-front dollars, and promised to…
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