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.
The procurement community has long bemoaned its internal reputation as a relatively un-strategic cost centre. While that reputation has been, at least sometimes, well deserved, the promise of an innovative procurement programme offers benefits well beyond purchasing discounts.
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?
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?
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).
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.
For some time, we have been talking about the opportunities for procurement and supply chain specialists to assume larger, more significant roles within their organizations. These opportunities have emerged as the supply chain has become more complex and companies grow more reliant on suppliers to fulfil their respective business promises.
The Webster's dictionary defines success in a fairly straightforward way – an accomplishment, or meeting of an aim or objective. Success in the procurement field, however, is a more nebulous concept. Perhaps that’s because procurement’s objectives aren’t usually clearly defined. Or perhaps, more accurately, it’s because procurement’s objectives are defined quite differently by its practitioners and the business leaders they serve.
Influence, commercial sense and commercial excellence
In the increasingly virtual corporation, it's the support functions that knit everything together. Well - the strategic elements of them anyway. The process-driven parts have either been outsourced, or are so securely locked away in their silos that they have other, bigger problems to solve.
CPOs: Beware false confidence in your procurement function
A recent Deloitte survey of Chief Procurement Officers suggested that more than 50% of CPOs are optimistic about their role and confident in their department’s abilities, but also raises flags about just how much of that confidence is warranted.
Spend Matters: Influencing change - the solution to procurement's change challenges
Spend Matters and Barbara Ardell discuss influencing change in the first of this two part article; addressing the challenges that procurement faces, discussing attitudes towards procurement and featuring Proxima's research into current perceptions of the procurement function.
Is Microsoft its suppliers’ benevolent benefactor or dictator?
Last week, the technology giant Microsoft took a progressive stance with its supplier base, taking steps to ensure that the suppliers with whom it conducts business give their employees at least 15 days of paid leave each year. Sure there’s the questionable policy of corporate dictation (especially in the case of Microsoft, with its Samson and Goliath overtones). And, there’s the inevitable fine print: “this new benefits minimum will apply to suppliers with 50 or more employees in the United States. It will apply to their U.S. employees who have worked for them for more than nine months (1500 hours) and who perform substantial work for Microsoft.”
Spend Matters: Why humans win over machines and speed in outsourcing
Spend Matters feature our very own Richard James, Category Director for Professional Services in their hot topic of procurement outsourcing. We look at what companies should consider when looking for a procurement company to help with outsourcing.
Getting your procurement function in shape for 2015
Traditionally the aim for many of us at the beginning of the year is to get fitter; but this doesn’t just mean getting a beach body. Businesses the world over are looking to get into shape for the New Year too. Toning-up processes, cutting slack and beefing-up innovation are priorities that are making their way to the top of the agenda for many leaders for the first quarter of 2015. However, a word of caution, getting your business in shape doesn’t necessarily mean getting “lean”. There are better ways to create fitter, faster, functions for the year ahead.
3 reasons procurement needs to focus on winning hearts and minds
The notion of “winning hearts and minds” is remarkably recent. The phrase was first used by Vernon Bartlett, a journalist and MP who was reporting on British efforts in the Malayan Emergency in 1954. (It was also a cornerstone of President Johnson’s campaign in Vietnam and an evolution of George Bush’s Iraqi adventure. As a military tactic, it’s never been that successful…)
This year is all about risk. We’re barely into February and the ruble’s collapse looks permanent, the Swiss franc has soared, oil continues its terminal decline and there’s so much conflicting data from the world’s major economies that most strategic planners’ heads are spinning. (And that’s nothing compared to the market analysts…)
Getting your processes right is one of the axioms of the industrial (and now digital) economy. People don’t scale well – and if you come up with a great way of working, you need to codify it. If it’s reliant on people, it’s vulnerable. If you have good process, people are (to quote former US Secretary of Defence Donald Rumsfeld) “fungible”.
Many of you may already be in the midst of planning your procurement function for the year ahead, and deciding how your team will be shaped in 2016. What will they achieve? What challenges will they face? And what will be expected of them?
Procurement Insights: Buyers Meeting Point Weekly Update
Jon Hansen (Procurement Insights) and Kelly Barner (Buyers Meeting Point) discuss our recent webinar around the procurement team of the future, offering their own thoughts on the discussion, and the issues that it raises for the wider procurement community.
Buyers Meeting Point: Webinar notes - the procurement team of the future
Buyers Meeting Point reviewed our latest webinar (the procurement team of the future) and offered some additional thoughts on the discussion, in which they discuss the complex relationship between procurement and innovation.
Commitment Matters: Are organizations incapable of running successful trading relationships?
IACCM's Tim Cummins joined Proxima for a live panel discussion around the procurement team of the future. The discussion inspired Tim to go on to discuss whether or not organizations are really capable of running successful trading relationships.
“The fish rots from the head”. Strong words from a recent FT article rounding up a series of accounting issues besetting large companies in the UK. Following a discussion between Proxima and respected commentator Stefan Stern; Stern argues that boards need to open their eyes to all activities in their business (from top to bottom) – but without getting involved in day-to-day tinkering.
Spend Matters: Proxima Ebook proposes some solutions to the procurement dilemma
Spend Matters' reviews, in part 2, Proxima's Ebook which outlines solutions to the procurement dilemma. It is not all about cost savings but changing internal behaviour, demand management, innovation and growth.
Whilst the Deloitte list highlights some of the important issues, we’ve reached out to our own network (of client teams and readers) and come up with five additional issues that are most likely to make their way to the top of the CFO’s agenda over the second half of 2014.
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.”
Panel session to discuss HBR article; Corporate Virtualization
Following on from our recent Harvard Business Review coverage, we’d like to invite you to join us for an online panel session – discussing practical perspectives and pragmatic insights into the trend of Corporate Virtualization.
Following on from Proxima's article highlighting the corporate virtualization research in The Harvard Business Review, Spend Matters have offered their opinion on the piece; describing it as "essential reading for procurement people".
Harvard Business Review: Leaders can no longer afford to downplay procurement
Harvard Business Review comment on Proxima's recent research into corporate virtualization pointing out procurement should be treated as a driving force for innovation and viewed as critical partners in the company’s success.
Real Business: We need to talk about your suppliers
Proxima's Guy Strafford talks to Real Business about how your suppliers could hold the key to better performance this year, and why it's time to start thinking about better management of the supplier base.
As the global economic recovery gathers pace, more and more businesses are turning their sights from cost reduction to growth. How well an organization’s procurement team supports this shift will materially impact overall business performance.
Any accountant will tell you that more businesses go bust in the recovery from a downturn than in the recession itself. A big reason for this is poor risk management – because managers think they can stop worrying. They can’t.
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.
Outsource Magazine: Q&A with Richard Jones, Proxima et al
Richard Jones, Chairman of Proxima talks exclusively with Outsource. With decades of experience right across the space and with a record of huge success behind him, Richard Jones is one of the most recognisable and respected figures in outsourcing. Richard he is involved at various levels with numerous other ventures and retains a unique perspective on outsourcing and the future of business.
Top 5 tips for managing your virtualized/extended enterprise
‘Corporate virtualization’ has taken hold across all large businesses today - the on-going phenomenon of replacing internal functions and labor with suppliers has changed the very fabric of the modern company. It has not been a planned or even conscious decision – but over the last 20 years is has been an unstoppable force.