budgets

zero based budgeting

What is zero-based budgeting? And what are its benefits for marketers?

Ashley Friedlein has recognised the importance of focus for marketers in 2017.

His trends essay for the year predicts the rationalisation of brand portfolios, supplier relationships and media partners. Focus, Ashley determines, can also be found with zero-based budgeting.

He writes that this is a way to “revisit a brand’s purpose, promise, positioning and audience. Again, to ensure clarity of focus.”

Nine glorious digital marketing stats from the past week

We’re halfway through January already, which means it’s basically nearly Christmas again, which is exactly why we’ve got, among other things, even more holiday season digital marketing stats for you. 

Oh stop complaining.

We’re trying to educate you through the medium of data so that next Christmas you can smash your targets out of the park.

You should be out in the streets cheering our name. Or something…

Digital transformation and planning next year’s training budget

It’s important to involve HR in your digital transformation plans so they’re on board with requirements that are likely to come their way in terms of resource and up-skilling. 

One thing we see often is the misunderstanding of what skills you need and that alignment with what’s insourced and outsourced as part of any transformation, since that will have an impact on the type of knowledge and capability you’ll need, either specialist (deep) or generalist (broad). 

60% of ANZ brands increased their digital marketing budgets for 2015: report

Digital marketing investment is on the rise in Australia and New Zealand, according to our new report titled ‘The State of Digital Marketing in Australia and New Zealand’ in partnership with Marketo.

The survey of nearly 500 client-side and agency marketers studied the extent to which brands in this region are increasing their marketing budgets across a range of digital channels and technologies.

66% of Asian businesses plan to increase digital marketing budgets over the next 12 months: report

Two-thirds of Asian businesses (66%) plan to increase their digital marketing budgets over the next 12 months, according to new research from Econsultancy and Campaign Asia-Pacific.

In comparison, just 19% of companies plan to increase their offline budgets in the same time period.

Furthermore, companies surveyed as part of the State of Digital Marketing in Asia 2013 Report are spending an average of 29% of their total marketing budgets on digital, a slight increase from 26% in the 2012 survey.

However, agency respondents included in the report paint a different picture, estimating that their clients spend just less than a quarter (23%) of their total budget on digital.

Examining the paid search impact of the Microsoft Yahoo Search Alliance

With the Microsoft Yahoo Search Alliance having finally made it to Europe, we looked at whether companies and agencies would be considering spending more money on the platform, particularly given concerns about Google’s near-monopoly within the UK search engine market. 

For our UK Search Engine Marketing Benchmark Report, published in association with NetBooster, we asked companies how they had changed their paid search budgets across Google, Microsoft/Yahoo, and other search engines.

digital-middle-east

What’s holding back digital in the Middle East?

The latest research from the Middle East by Econsultancy indicates that the digital industry is experiencing rapid growth.

The State of Digital Marketing in the Middle East and North Africa report (supported by ArabianBusiness.com) shows that on average, 27% of of overall marketing budget is spent on digital, up from 22% since the last report was published 10 months ago in April 2011. 

Overall, 58% of companies are planning to increase their digital marketing in 2012, and of these, 52% plan increases of at least 20%.  

Despite the impressive growth rate, there’s still a long way to go, as beyond restricted budgets, company culture, reliance on traditional marketing and the lack of skills are holding back marketers from making the most of the digital opportunities in the region.

In addition, the inability to measure return on investment is thought to be a barrier by 28% of marketers this year, up from 19% in the 2011 survey.