Posts made in December, 2020

on Dec 2, 2020

By Jenni Baker Account-based marketing (ABM) was supposed to be every B2B marketers dream; it offered so many opportunities for targeting so powerfully. Unfortunately, actualizing this in an enterprise sales and marketing organization is vastly different and more challenging than it is for smaller companies. So where did it all go wrong? Enterprise go-to-market strategies create an opportunity for organizations to scale. However, they also develop complexity and elevate functionality requirements beyond those typically found in ABM platforms, usually designed for SMB or mid-market companies. The Drum has recently joined forces with MRP, bringing together a panel of experts to address much of Read full story › Source: The Drum...

on Dec 2, 2020

By Shawn Lim Porsche recently hosted its first regional esports tournament, the Porsche Asia Pacific Forza Cup, reaching over 24.7 million people in the region. Janine Dietzel, the experiential marketing manager at Porsche Asia Pacific, takes The Drum inside the carmaker’s esports strategy. The German carmaker has been synonymous with motorsports throughout the years, but Dietzel says the brand has also come to realise that nowadays, for many others, the thrill of driving is also experienced in the digital world of esports. This push into esports also came at an opportune time for Porsche. For a time, esports became the only ‘competitive sport’ going, providing Read full story › Source: The Drum...

on Dec 1, 2020

By David Lillington 2020 has been a challenging year, one that has forced many agencies to reinvent themselves on the fly. David Lillington believes that agencies which have used this time to reflect will be stronger for it when the next crisis emerges. As with many businesses, the pandemic has given us the impetus, and the time, to reflect. We are already a distributed organisation, so were lucky to have the technology and the processes in place for this way of working. This allowed us to quickly shift our focus toward planning for a different future when the lockdown took hold. We invested time into evaluating Read full story › Source: The Drum...

on Dec 1, 2020

By Julio Taylor Much has been written about the power struggle between the rational and irrational powers of the mind — the divided brain, the opposing forces that will convince you to have that extra slice of pizza even though you know you shouldn’t. In Daniel Kahneman’s landmark book, ‘Thinking Fast and Slow‘, they are described as two separate systems of thinking; first, the emotional and irrational process that makes you love or hate something, followed by the slower and more thorough process of rational logic. Balancing the short-term “sugar hits” of performance marketing with the long-term, “slow burn” power of emotional brand building Read full story › Source: The Drum...

on Dec 1, 2020

By Sam Bradley Each week, we ask readers of The Drum, from brands, agencies and everything in between, for their advice on real problems facing today’s marketing practitioners. This week, they tell us how brands can cut through the sustainability noise. Even with pandemics, recessions and presidential elections competing for eyeballs, sustainability is never far from the news agenda these days. In just the last week, Diageo announced a 10-year sustainability plan, while broadcaster ITV unveiled a new campaign touting its environmentally sensitive production methods replete with visions of a catastrophe-hit Corrie. But brands hoping their environmental policies will polish up their public Read full story › Source: The Drum...