Essential ingredients for incentivising advertising agencies

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Measuring the performance of marketing campaigns is crucial for effective long term campaign management and the implementation of adequate incentives for agencies. Campaign, client and business performance should all be measured in order to develop an adequately informed view as all major metrics should be covered. Companies track campaign performance by surveying brand awareness through market research conducted before and …

Five tips for getting procurement and marketing together

Five tips for getting procurement and marketing together

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As many companies look to freeze marketing budgets, Steven Sargent examines how procurement can help maximise value. The latest IPA Bellwether Report has revealed an increase in marketing expenditure of just 0.1 per cent for the first quarter of 2013. This reigning in of spend could well prove problematic for marketing departments faced with mounting advertising costs. As a function dedicated to ensuring …

Does Procurement stifle Marketing’s Creativity?

k a Blog, Marketing, Procurement

A growing number of businesses are looking to drive growth by cutting costs and optimising spend. In this context there is an increasing amount of pressure on marketing and procurement to work together. Traditionally, there has been some scepticism regarding these functions collaborating given their respective mandates. 4C brought together a selection of professionals from several sectors to determine whether …

Keeping print profitable

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It is no secret that the majority of newspapers are losing money across the Western world. Traditional print media is suffering from digital competition and remains unsure how to take advantage of the opportunities brought about by websites and smart devices.The issue for newspaper and magazine publishers is that the digital side of the business is not growing at the same rate …

Marketing ROI in action

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Understanding ROI (Return On Investment) is key to optimising marketing spend. Numerous models and methodologies exist and at 4C we utilise a broad set of tools and strategies to determine where marketing spend is most effective. Each method has its own strengths and weaknesses, which mainly equate to a trade-off between the time and cost of the process and the …

Marketing and procurement driving growth together

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Driving growth through cutting costs and increasing effectiveness has become a priority for many businesses. This has amplified pressure on marketing departments to work with procurement and look beyond simply reviewing contracts and suppliers.In many large organisations marketing and procurement teams have been collaborating for years and have already achieved substantial cost and efficiency improvements. These include better suppliers, improved …

Managing disruption in the newspaper industry

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With companies having to adapt to shifting markets faster than ever before, 4C’s Guy Allen considers the challenges facing the newspaper industry. History is full of companies which have failed to react to a change in the market quickly enough. From the slow demise of the UK’s motorcycle industry in the 60s to Kodak’s recent bankruptcy, a failure to embrace …

Advertising costs to increase in 2012

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With global advertising spend expected to rise by 6% this year, businesses must prepare for costs in the sector to increase. 4C industry sources indicate that advertising prices within the media market will likely increase by 3.3 per cent.  Internet advertising inflation is expected to rise by seven per cent, radio by five per cent and television by three per …

Managing the shift from print to online

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With an increasing number of publishers eyeing up the digital market, 4C’s Guy Allen takes a look at the challenges facing companies looking to make the switch from print to online.This week Encyclopaedia Britannica, Inc. announced that its flagship publication, the Encyclopaedia Britannica, would no longer be issued in print.  The encyclopaedia will now be available exclusively in a digital …