> IN BRIEF
Conference to address creative growth strategies
This year’s National Marketing Conference, which takes place on Wednesday, 3 November in the Four Seasons Hotel in Dublin will focus on marketing innovation for 2011. According to The Marketing Institute, it is increasingly under-
stood that economic success in the coming years will to a great extent be determined by marketing innovation, entailing the com- mercialisation of great ideas and concepts that would otherwise not come to fruition. Chaired by Ivan Yates, the conference will hear from Irish
and international speakers, including economist Constantin Gurdgiev; Stephen Shapiro, author of 24/7 Innovation; Patou Nuytemans, chief digital officer with Ogilvy Europe (see page 28); Martin Thomas, marketing author and advisor; Anne Sawbridge, global innovation director at Cadbury; and Jerry Kennelly, entrepreneur. “This conference will focus on the link between good marketing and overall business success,” said Marketing Institute chief executive Tom Trainor. “It will highlight the changing nature of markets and customers, and pro- vide concrete guidance for senior executives responsible for market- ing innovation in Irish firms.”
MOBILE INTERNET USERS ACCESS CONTENT ON WEEKLY BASIS
A new survey from the MMA (Mobile Marketing Association) and Lightspeed Research on UK, French and German mobile internet usage reveals that consumers have strong interest in mobile websites, with an average of 28pc of European mobile con- sumers expecting to access websites via their mobile phones at least once weekly over the next year. Driving consumers to access content are free access web-
sites, with 56pc of consumers in both France and the UK and 35pc in Germany stating they would be unlikely to access fee charging websites, according to the survey. “The survey results have shown that there is a clear and grow-
ing market opportunity for the mobile internet,” said Peter Johnson, vice-president of market intelligence, MMA, and author of the study. “The high usage of the mobile device for accessing websites is opening up as a key channel for advertisers. To make the most of this opportunity, site owners and developers need to ensure their websites are well-designed for mobile, user-friendly and easily discoverable using mobile search engines.”
10 Marketing Age Volume 4 Issue 3 2010
COCA-COLA REMAINS TOP GLOBAL BRAND
Coca-Cola has retained the top spot in the Interbrand ‘Best Global Brands’ for the 11th consecutive year. The beverage giant’s estimated brand value of just over US$70bn was up 2pc over last year. Technology companies performed particularly well this
year. With brand value rising 36pc to €43.5bn over the last year, Google jumped three places from No 7 to No 4 in the ranking. IBM and Microsoft both enjoyed 7pc increases in value and remained in second and third positions respective- ly. Rounding out the top five, GE dropped a place from fourth, having lost 10pc in value over the year. Speaking about the world’s top brands, Jez Frampton,
group chief executive at Interbrand, said 2010 was the begin- ning of a long road back towards economic recovery. “From real-time customer feedback through social media to increased transparency about corporate citizenship, brands were faced with a profound change in the way they relate to customers and demonstrate their relevance and value. Despite this new paradigm of brand management, the advantages of building a solid brand remain the same.”
Ad-supported web services worth €100bn – McKinsey
The value of free advertising-supported web services to con- sumers in Europe and the US is estimated at €100bn this year, according to a new report from McKinsey & Company commis- sioned by IAB Europe. This is expected to grow by an average of 13pc for the next five years to €190bn. The research indicates that while 70pc of consumers have
concerns about privacy disturbance they attach more value to the free ad-funded web services they use than they would be prepared to pay for protection from privacy disturbance. The report suggests that for each euro an internet user is willing to spend to limit advertising disturbance, they currently receive €6 worth of value from ad-supported web services. “Online advertising is being debated around the globe, yet
until today, there has been little robust and independent research into the huge value generated by the free, advertising- supported web services that we all use every day,” said Alain Heureux, president and CEO of IAB Europe. “McKinsey & Company’s research shows that online advertising plays a strong role in enabling new services and content distribution models, as well as its traditional role in supporting the creative industries.”
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