How to turn marketing into a revenue generator
Marketing is often viewed as an expense rather than a revenue generator, but now savvy brands are creating content operations to deliver new sources of direct income, as well as brand awareness.
Marketing is often viewed as an expense rather than a revenue generator, but now savvy brands are creating content operations to deliver new sources of direct income, as well as brand awareness.
Mondelez is launching a new marketing model that aims to improve the return on investment of its global media spending, placing a big focus on original content and brand partnerships as it looks to fight growing consumer appetite for ad blocking.
MasterCard is shifting money away from traditional above-the-line advertising to focus on real-time promotions as its CMO Raja Rajamannar looks to ensure that its marketing builds not just the brand but the business as well.
FMCG giant PepsiCo launched its own content studio in May enabling it to create content in-house for its own brands, as well as white-label content that it can sell to distributors or advertisers for a profit. Kristin Patrick, senior vice-president of global brand development, explains how.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.