Staying ahead of search: selecting the right agency for your needs
SEM is an increasingly important part of a marketer’s toolkit, and as ad spend and audience figures continue to rise, its importance is only set to increase. But for many marketers staying abreast of SEM and SEO trends and ensuring true value for money presents a number of challenges.
Supply Management: How to drive better commercial outcomes from digital marketing
Proxima's John Butcher explains to Supply Management that the secret is out – up to 60 per cent of digital marketing spend is wasted and, as a result, failing to deliver the promised return on investment.
B2B Marketing: $38bn of worldwide marketing budgets wasted on poor digital marketing
B2B Marketing look at Proxima's research into the Digital Disconnect; exploring why the inability to measure the effectiveness of digital marketing means that up to $38bn of global marketing budgets are being wasted every year.
Digital marketing: the blurring between agency and client worlds
It is clear to us all that times are changing in the media arena and that the lines of responsibilities (or rather outcomes) are blurring.
With an ever increasing level of sub-contracting and work sharing going on amongst digital agencies/providers, it has become harder to measure the strength (let alone the boundaries) of a solitary agency, devoid of the numerous value contributors that now feed into it.
Digital Marketing Magazine: Six in ten digital adverts are not seen by humans – so where is the value in digital marketing?
Digital Marketing Magazine discusses Proxima's latest research: TheDigital Disconnect which highlights up to 35% of all web activity fraudulent or artificial and 54% of online ads not even seen by a human – the truth is that between 40% to 60% of global digital spend is potentially wasted.
MyCustomer: Has digital marketing moved from high impact to high risk - and how can procurement help?
MyCustomer discusses Proxima's latest research: TheDigital Disconnect highlighting CEOs and CFOs are becoming increasingly concerned by the lack of business transparency regarding the commercial impact of digital marketing. From wasted investment to the risk associated with brand damage, digital has fast moved from high impact to high risk.
Spend Matters: 6 in 10 digital adverts are not seen by humans - so where is the value in digital marketing
Spend Matters discusses Proxima's research: TheDigital Disconnect. While digital may be the fastest-growing channel, with spend on digital marketing set to consume around 50 percent of total advertising budgets in the UK, how much of that investment is reaching the right audience?
Wallblog: Infographic - Six in ten digital adverts are not seen by humans
Wallblog provide key highlights from The Digital Disconnect infographic, available here. The infographic outlines trends from our recent research into digital marketing spend. Digital may be the fastest growing channel, with spend set to consume around 50% of total advertising budgets in the UK. But the research asks how much of that investment is reaching the right audience?
The digital debate - are digital budgets being wasted?
The importance of being able to assign tangible ROI to a multi-faceted marketing campaign that uses both traditional and digital methods is a top priority to brands, according to participants on our recent digital marketing panel discussion.
Buyers Meeting Point: Webinar notes - The Digital Disconnect
Buyers Meeting Point outline the highlights from the digital disconnect webinar, available here. Webinar panelists Mark Simester, Marketing Director at Warburtons, Charles Ping, Chief Executive at Fuel, and John Butcher, Marketing Specialist at Proxima outlined in the webinar how procurement can play a role in better managing digital marketing spend.
An executive's guide to driving better commercial outcomes from digital marketing
The digitization of media has created a plethora of new opportunities for companies to better communicate, connect and deliver goods and services to the world. However, in this fast moving environment, how many are investing in the right digital tools and channels to support key business objectives?
Aligning procurement to get more from your marketing spend
The marketing landscape is an ever evolving entity; with trends, movements and best practices as changeable as the wind, marketers face the often insurmountable challenge of constantly staying ahead of their competition. And, while there are many opinions on where marketers should be focussing their attention, or “the biggest challenges for CMOs today” (a quick google search will deliver a plethora of articles), something that will always remain a critical consideration for marketers is the ability to get more from their marketing spend.
Up to 60% of global marketing budgets being wasted every single year
LONDON, UK - 3 August 2015 - New research by procurement services provider Proxima, finds that spend on digital marketing such as search engine optimisation, mobile apps and video-on-demand services in 2015 is failing to deliver the value companies should expect. With 50% of total advertising budgets in the UK (totalling around £7.9bn), and around 30% in the US (around £32.9bn) being spent on digital marketing, poor commercial management means brand and commercial content is not reaching the right audience.
Spend Matters: Proxima research - how to fix the 60 percent of digital budget spent ineffectively
Spend Matters discuss Proxima's research: TheDigital Disconnect, which explores why global companies are wasting up to 60% of digital marketing budgets through commercial mismanagement of spend, plus offers best practices for overcoming this disconnect.
The length of a relationship between marketing agency and client is often a relatively accurate measurement of a successful partnership. Though every agency-client relationship is structured differently, particularly now with so many specialist agencies in the market, recent studies suggest a typical contract length is in the vicinity of three years. That’s not a very long time, particularly when compared to the typical relationship length between company and legal representation or company and auditing firm (and also when taking into account the time it takes to on-board a new agency).
Media Post: Viewability + fraud = you're wasting a lot of money
Media Post explore Proxima's latest research into The Digital Disconnect, highlighting why global businesses are wasting up to 60% of digital marketing budgets on ineffective digital marketing activity.
Digital Marketing Show: Up to £37bn of global marketing budgets being wasted every single year
Digital Marketing Show discuss Proxima's Digital Disconnect research, which explores why companies are wasting up to $37bn of global marketing budgets every year due to ineffective digital marketing practices.
Strategy Eye Digital: Digital ad bubble in danger of bursting
Strategy Eye Digital report on the increasing disconnect between the money spent on digital advertising and the actual return on investment. Highlighting Proxima's latest research: The Digital Disconnect, Strategy Eye Digital take a look at the reasons behind this disconnect and how companies can overcome it.
Procurement is the 'marriage counsellor' between agency and client
I’ve been noticing more and more the disconnect between agency fee and creative output. My observation is that a significant number of buyers (more than you might think) that pay a premium on agency fees, rarely get the best creative work. This observation fuelled a recent panel discussion I sat on during this year’s Advertising Week Europe.
At Proxima, an essential part of our work is making sure our finger is on the pulse of opinion and sentiment in our clients’ markets. It means that our advice and strategic development work is contextualised correctly within the environments in which our clients operate, which in turn enables us to find the best solutions to their challenges.
The idea of a supply chain for a business sharing 'content' used to be so simple. But it’s not just digitization that’s shaken up the natural order of creator, publisher, retailer and consumer. It’s the way we think of middlemen.
One world, one business model – the impact of globalization
We were chatting to a management thinker the other day – a former CFO, as it happens – and he said something so compelling, yet so simple, that we were stunned. “The problem with the runaway success of MBA schools is that we’re developing a global corporate monoculture,” he said. “We’re concentrating risk in similar places around the world.”
Learn how Proxima applied their catalytic thinking right across a multi-billion dollar publishing client, getting right to the heart of what mattered to our client - the level of engagement with gamers. Proxima was able to broaden the supply base which greatly reduced risk and reduced the agency cost base by over 30%, money which could be immediately reinvested in the business.
Business has changed - driven by globalization, technology and changing consumer habits. Executives have had to rapidly adapt their business models, products, and distribution channels in response to these groundswell changes. But the implications of these unstoppable forces don’t stop there. Another impact is that suppliers today are providing an ever-increasing proportion of business activities, many of which used to be delivered by direct employees and internal operations.
Corporate virtualization - 100 years in the making
2013 marks 100 years since Henry Ford was faced with the dilemma of producing his latest invention, the Model T Ford, on a large scale - in an efficient, low cost way. His answer was to invent the first mass production assembly line. In doing so, Henry Ford revolutionized the world of manufacturing. Over the past 100 years, following this monumental milestone, business has changed beyond recognition.
Cost management: lessons from the Sales department
Having spent some time at ProcureCon, it is good to be reminded that many organizations have got over the initial challenge of getting good spend data. Quite a number of CPOs referred to having got to grips with this early in their tenure. However, I think that this is only the start of the journey - not the destination.
The changing nature of business (pt 5): Introducing the Profit Enhancement Index
We've already seen how non-labor costs are 4.8 times higher than labor costs. But our analysis of FTSE 350 data also reveals the potential enhancement to profitability that can be brought about by proportionally lower reductions to the non-labor cost base.
The changing nature of business (pt 4): Sources of profitability
Our research shows that in the FTSE-350, labour consumed on average 12.9% of revenue in 2011. In contrast, non-labour costs consumed 68.3% of revenue. The difference between these two percentages suggests that bringing non-labour and third-party costs under greater control represents an opportunity for leaders to make more meaningful improvements to their profits than the traditional focus on labour cost.
I've had numerous conversations with CPOs in my time who have said they are very proud of achieving a 10x, 20x, or even 30x ROI on their team cost. And research has claimed that world class procurement functions achieve a ROI twice as high as the average. But both of these measures are not only far too simplistic, they are misleading and are forcing the wrong behaviors in our business leaders. And here's why...
Reducing marketers' scepticism of procurement's value-add
A few articles have begun to crop up around procurement's relationship with various business stakeholders (their customers) - with finance being a primary focal point. However, another pot has begun to bubble from discussions heating up around the value procurement teams' can deliver their marketing department.