Cutting Edge

Our weekly digest of marketing-related news will keep you up to the mark on everything from FMCG to brand strategy, loyalty programmes to fashion marketing.

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Maltesers disabled ad best in ten years

Mars says that last year’s ads for Maltesers, which featured disabled people, was the “best, most effective” ad for the brand in ten years. Mars aimed to achieve a 4% rise in sales and 10% increase in brand affinity. In the event Maltesers’ sales grew by 8.1% and brand affinity by 20%., 5 April 2017

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Beware service messages

The Information Commissioner’s Office (ICO) has fined Flybe (£70,000) and Honda Motor Europe Ltd (£13,000) for breaching the Privacy and Electronic Communications Regulations. The ICO interpreted e-mails sent by both companies as direct marketing messages even though they were phrased as service messages. The case also demonstrates that the ICO uses a very broad definition of marketing., 28 March 2017

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Instagram – advertisers exceed 1m

Instagram’s monthly active advertisers have risen to over 1m, five times the number in 2016. Around 80% of Instagram’s 600m monthly active users follow a business on its platform. Instagram benefits from being able to sell ads to marketers who are buying advertising through Facebook (Instagram’s owner).

Financial Times, 23 March 2017, p16

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Twitter – bots will distort marketing data

New research from two US universities suggests that around 15% of Twitter accounts (48m) are bots and not people. This is bad news for Twitter and disappointing for marketers who rely on engagement data. The report also points to the benefits of social media bots, but warns that brands will not be able to properly evaluate marketing performance., 14 March 2017

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Challenges and opportunities – new report

CIM’s new Challenges and Opportunities Facing Marketers in 2017 report was commissioned to discover the key challenges and opportunities for marketers this year and why they need to start a new dialogue with the wider organisation.

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Social media – untapped potential

Marketers have been using social media to discover what customers are saying about them. Now brands are using sophisticated techniques to exploit social media for market research purposes. They are moving beyond simply keeping an eye on what is being said about them to gaining social insight and using the data for other strategic purposes.

Marketing Week, March 2017, pp32-34

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