5 things you need to know this week

Catch up on the biggest news in the marketing industry over the last seven days.

1. There’s a battle between banks and tech giants, according to Mark Ritson

Ana Botin, chairman of Santander, announced that Santander will become the first bank to offer global, secure cloud storage to companies in what she considers to be a potentially enormous brand extension opportunity, suggesting the bank’s future success will depend as much on offering digital services as financial services.

Other high street banks, including Barclays, also offer their customers the opportunity to store copies of important documents, such as passports, on their system as part of their service.

According to Mark Ritson, Santander’s move into digital services is a direct attempt to combat big digital brands such as Apple Pay, Google Wallet and eBay’s PayPal, who are rapidly encroaching on the bank’s core business of financial services.

2. Cadbury is pushing its recent Dairy Milk variants with £7m campaign

Cadbury Flavours SMALL

Cadbury is hoping a £7m multi-channel campaign for Dairy Milk will push UK consumers to try the more recent flavours in its portfolio such as Daim and Oreo.

The TV spot will launch on 9 February and will bring back the character of Keith, who was introduced in last year’s “Free The Joy” campaign.

Matthew Williams, marketing activation director at Cadbury under Mondelēz International, told Marketing Week: “The objective is about getting people to try a new flavour of Dairy Milk. We have a range of flavours, including the ‘old school classics’ consumers might have forgotten about such as Fruit & Nut, Caramel and Original, but also some more recent innovations like Daim and Oreo.”

Williams says that while the newer flavours have been a “success”, penetration figures are low, with less than 15% of consumers in the UK having tried the products.

3. Guidelines have been published to help brands use social media to measure more effectively

Guidelines to help brands make the most of social media by looking beyond counting “clicks” have been published.

The #IPASocialWorks project is an industry-wide initiative that looks to provide clear measuring guidelines for marketers of social media impact. The Institute of Practitioners in Advertising, the Marketing Society and the Market Research Society collaborated to produce the key guidelines for marketers.

The guidelines suggest that there needs to be a cultural change which moves towards “measuring not counting” the impact of social media campaigns. To do this, industry bodies are calling on businesses to move from “collecting” data from campaigns to “interpreting” it.

4. Budweiser won the Super Bowl ad battle

https://www.youtube.com/watch?v=xAsjRRMMg_Q

After fierce competition, Budweiser has won the Super Bowl ad battle with the top trending big game spot on YouTube and the most shared ad across social media networks.

Its “Lost Dog” ad attracted more than 4.2 million online views by midday on Monday (2 February), making it the trop trending spot according to Google. Measurement firm iSpot.tv suggested the ad accounted for 12% of online Super Bowl ad activity.

Budweiser also garnered more than 234,000 mentions on social media during the game according to Amobee, which tracks digital response to brands, and the brand was also the most shared Super Bowl ad on social according to data from video ad tech company Unruly – “Lost Dog” was shared 2,168,530 times across Facebook, Twitter and blogs, making it the fourth most shared Super Bowl ad of all time.

This is the third successive year the beer brand has created the most shared Super Bowl spot, with “Puppy Love” taking the title in 2014 and “Brotherhood” winning the previous year.

5. Anyone who thinks they know everything is a fool, according to Theo Paphitis

Theo Paphitis hero

The outspoken retail magnate and Dragons’ Den veteran Theo Paphitis chatted with Marketing Week about the future of the high street, his plans for expansion and why changes in consumer behaviour mean marketers’ skills need drastic reassessment.

His trio of businesses, stationer Ryman, home and hardware chain Robert Dyas and lingerie brand Boux Avenue, have been his focus since leaving Dragons’ Den in 2013, a move that was rewarded last month with his best ever set of trading figures.

Of his experience, he told Marketing Week: “Anyone who thinks they know everything is a fool. In today’s environment, just when you think you know what’s around the corner, there’s something else you have to learn.”

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