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.”

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.