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.
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.
Proxima discuss why auditing needs a check-up in April's edition of in-procurement magazine from in-tend. Looking at the current reforms and regulations, Proxima's Richard James identifies the opportunities that have arisen from this changing audit market, and how companies can use these to their advantage when tendering their audit. Find the full article on page 34.
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.
The evolution of the audit market - live discussion
Every five years companies in the FTSE350 will have to rotate their auditing partner, and it is interesting for me to see how that will help drive the timing of when the remaining companies that haven’t tendered, choose to tender and who they choose to include in the tender process.
With new regulations requiring businesses to tender their audit more frequently this offers companies a chance to revisit a key supplier relationship; enabling them to run a tender that will encourage closer relationships, promote best practices and drive additional value.
Are companies long-term relationships with their auditors a thing of the past? The Financial Times discusses our research into the UK audit market, and why many more companies are choosing to shop around when it comes to buying audit services.
Just one year ago the Competition and Markets Authority proposed reforms that mandate all FTSE350 companies tender their audit services every ten years; and in April 2014, this reform was also passed by the European Parliament. The new rules also require Public Interest Entities (PIEs) to change auditor every 20 years.
Professional Services: what are we paying for, exactly?
As supply management evolves into a strategic business function, one of the key roles procurement teams often play is to challenge stakeholders to justify what they are paying for. In “traditional” cases this is relatively easy: you can count the number of laptops you need to buy, you can benchmark the wholesale price of utilities, you can understand the need to use a recruitment agency to find new or replacement staff.
Proxima's Richard James discusses why regulatory change has shaken up the sleepy world of audit and why this could lead to a key opportunity for companies to reassess their relationships with auditors.
Director of Finance speak to Proxima's Richard James about the new rules around statutory audit rotation; and why this could be a valuable opportunity for companies to revisit a key supplier relationship.
Procurement Leaders: Reforms shake up audit market
Procurement Leaders discuss Proxima's research into the UK audit market. The research highlights that although over half of the FTSE350 companies have been using the same auditor for a decade or more; proposed reforms by the Competition and Markets Authority are encouraging more firms to tender.
Supply Management: Top companies changing auditor more often
Proxima's Richard James talks to Supply Management about why the top UK companies are switching auditor more frequently; and why research shows that the number of companies tendering their audit looks set to rise dramatically.
The traditional way to explain the role of an auditor is that they’re a watchdog, not a bloodhound. They keep an eye on what’s happening, sit up when something looks suspicious and occasionally bark when they see something dodgy. The job is explicitly not turning over every rock they can find to test ethics or legality - no bloodhounds chasing the bad guys through the woods here.
accountingWEB: One in four FTSE 350 companies switch auditor
Companies change many things regularly, but are usually reluctant to change their auditor. Proxima's research, featured in accountingWEB, highlights a growing trend of FTSE 350 companies tendering their audit.
Audit services: Four reasons why it pays to be a first mover
During the original dot-com boom, the idea of first mover advantage gained massive currency. Staking out a digital domain before anyone else showed up was considered the best way to guarantee success – gaining mindshare, customers, and above all, experience and personnel that would be denied your rivals.
Tender touches for better audits - five recommendations
Following new regulations and a deep desire to restore lost public faith in business, audit is making a conceptual comeback. The European Commission’s new rules on mandatory tendering for audit every ten years (along with increased scrutiny; demands for transparency in the audit process; and controls on what other work your auditor can do) make the process of choosing and contracting and auditor incredibly important.
Infographic: Accountants warn on audit market reforms
When analysing the current FTSE 350’s use of audit services, our research highlights the impact of the Competition and Markets Authority’s reform on the UK audit market – finding that there is more happening under the surface than meets the eye...
In 1596 Shakespeare wrote the Merchant of Venice - a play in which a young Venetian merchant, named Antonio, signs an interest-free loan to help his friend, Bassanio, romantically court (with lots of money) Portia, the woman of his dreams. The catch is that if Antonio defaults on the loan, Shylock (the financier in this scenario) has the right to take a literal “pound of flesh”.
The headline on a capital markets report looking at bond yields was worrying: “Canary in the coalmine”. Canaries were useful to miners because, although small, they sing sweetly until they get a whiff of gas and then they abruptly stop singing. The miners say a short prayer for the little bird, then get out as fast as they can.
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.
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.
It’s striking how many CFOs count leadership of a cost saving programme as a major part of their role. There’s nothing wrong with making procurement more efficient and streamlining the cost base, of course. But the best finance functions treat it as part of their commercial contribution, not a traditional bit of hard-nosed accounting.