By John McCarthy With CNN Digital having reported the best quarter in its history according to Comscore visitor measurements, the news organization’s Inga Thordar shares with The Drum some of the lessons she thinks marketers can take from the newsroom. CNN Digital registered 226 million unique visitors globally in May, which was an increase of 61 million year-on-year. Having already been in the top spot, it widened the gap on second-placed BBC and hit record heights as its news product became ever more important in lockdown. Inga Thordar, the news brand’s executive editor, tells The Drum that this is down to CNN Digital Read full story › Source: The Drum...
Read MoreBy Samuel Scott You may know how to talk to consumers, but can you speak CFO? The Drum’s Promotion Fix columnist, Samuel Scott, explains why speaking the language of the chief finance officer will be essential for marketers’ survival in the testing times ahead. If you want to know how to thrive at work despite the looming economic downturn, learn from the biggest mistake I have made in my marketing career. When I was the first director of marketing at a high-tech startup company, our growing team was working wonders after a few funding rounds. But we had yet to do any real advertising specifically. So, Read full story › Source: The Drum...
Read MoreBy Shawn Lim As marketing budgets are being slashed because of the economic downturn because of the Covid-19 pandemic, Spotify needed to be agile in Asia Pacific by taking a close look at its strategy and made adjustments to best support its brand partners throughout the pandemic and into a post-coronavirus world. Spotify is also well positioned to truly understand what audiences are interested in, because of what it calls it’s Streaming Intelligence’, Jan-Paul Jeffrey, head of marketing for Asia at Spotify tells The Drum, allowing the platform to understand how people think, behave and feel through their consumption of digital Read full story › Source: The Drum...
Read MoreBy Elliott Haworth It is a matter of course that when a downturn rears its ugly head, the first budget to be slashed is marketing. But Covid-19 hasn’t been just any old downturn. Unlike a ‘normal’ recession, this time around, consumers are still largely consuming and interacting with brands. And while sectors such as travel and retail have cut spend, most have recalibrated their marketing to suit the circumstances, with varying degrees of success. With more people spending more time at home, digital marketing, complemented by a resurgence in linear TV, have grown ever-more fundamental to driving sales and brand-building as well as driving Read full story › Source: The Drum...
Read MoreBy Keith Weed Keith Weed, president of the Advertising Association, argues that if brands band together to spread crucial public health messages, this industry can play a vital role in rebuilding consumer confidence and rebooting the economy. Lockdown’s impact on our industry has been seismic, but it’s just a small part of the much greater impact that has been felt right across the UK. Everywhere you look there are the very real threats of job losses and the rising concerns of an economy that will not recover quickly or enough to stave off a recession that will hurt all. This is why we need Read full story › Source: The Drum...
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