Mediaboss Marketing

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All the pageantry for catalogs might seem puzzling, given that print media and retail stores are struggling to compete with the infotainment hub of the smartphone. But although the number of catalogs mailed in America has fallen since its high of 19 billion in 2007, an estimated 11.5 billion were still sent in 2018. As retailers become ever more desperate to find ways to sell their stuff without tithing to the tech behemoths, America might be entering a golden age of the catalog.

The rumors of my demise are greatly exaggerated, says Hamilton Davison, the executive director of the American Catalog Mailers Association, which advocates for things like favorable postage rates and tax rules. Isnt that what Mark Twain said? In the late 2000s, a change in federal regulation raised mailing prices for catalogs, and as online shopping accelerated in the years afterward, a lot of companies abandoned catalogs in favor of email and social-media strategies targeting younger consumers. Those retailers included companies known for their direct-mail products, such as JCPenney, whose catalog had figured prominently in its branding since 1963 but was discontinued in 2010.

Five years later, though, the JCPenney catalog was back, in defeated recognition that the physical world still matters. You cant make me open your email, you cant make me open your website, you cant make me go to your retail store, but you can send a large-format mail piece I have to pick up, Davison says. Its invasive, but its welcome. Davison has a vested interest in the future of the format, of course, but his claims are borne out by research suggesting that even though catalogs typically arrive unbidden, consumers find them less presumptuous and irritating than marketing emails. The internet is too much like work, Davison says, while catalogs feel more like play. The internet is great if you know what youre looking for, he adds, but its a lousy browsing vehicle. Instead of being followed around online for days by ads for a product you already ordered (or considered and ruled out), you can peruse catalogs at your leisure and disengage fully when youre done. Its so analog, it almost feels wholesome.

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Around the same time that JCPenney was returning to mailboxes, catalogs began gaining favor among newer companies. You can think about a catalog as a push versus a pull, says Matt Krepsik, the global head of analytics for Nielsens marketing-effectiveness arm. On the internet, I just have to hope that Matt discovers my website. When I send Matt a catalog, Im reaching out to him one-to-one.

Another benefit: Catalog-mailers can prospect by sending their books to whomever they choose, but most email-marketing services require retailers to gain consent from recipients. Thats partly because sending marketing emails without permission is illegal in some countries and partly because its against the rules of some internet- and email-service providersbusinesses risk having everything they send algorithmically disregarded as spam.

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Why the Restoration Hardware Catalog Wont Die - The Atlantic

HaveYouHeard, the full-service agency launched in Cape Town 11 years ago and now with satellite offices in Johannesburg and London, has appointed its head of integrated execution, Victoria Gabler, as managing director.

Victoria Gabler

Stewart, who has been largely responsible over the past three years for re-structuring and re-skilling the agency to transform it from a small specialist mainly active in the influencer and social media spheres to a full-service agency able to meet the needs of any client or project regardless of size, hands over responsibility for the day-to-day running of the agency to Gabler.

He will focus on adding value for the agencys clients, as well as exploring unexpected opportunities for growth and building new revenue streams.

HaveYouHeard is in an incredibly healthy position with a very strong foundation, culture, team and systems that make doing good work exciting and stimulating, if not easy. We have a very unique offering and approach which clients are enjoying, have picked up exciting brands as new clients, and are perfectly positioned to be able to deliver very powerful work, he said.

It is therefore the perfect time for myself and co-founder Ryan McFadyen to relinquish day-to-day control and focus on what we do best, innovating within the creative world, by sharing responsibility for the agencys future with someone who understands its idiosyncrasies, who shares our passion and vision, and who has the skill set to quite frankly do a great job.

Victoria is undeniably that person. From day 1, she leveraged her strong operational skillsets, financial acuity and street-smarts to make us more efficient and pass those benefits financial and time savings onto our clients.

As head of integrated execution, she managed all execution departments from experiences, to activations, to influence, to digital, to production, to PR. Here, she did a phenomenal job of integrating our departments and teams, morphing them from silos into collaborative units. This had an immediate impact on our work and made us more efficient and effective so that we were delivering better outcomes, easier.

With her incredible ability to bring out the best in people and the teams they form, she is able to simplify and systemise excellence, and has earned the respect of everyone in the agency. Were very proud of her, how she has grown through our in-house development and leadership programme, and look forward to seeing her positive influence on our clients businesses, said Stewart.

Gabler has a strong background in FMCG, a deep understanding of the South African liquor industry, and a solid track record in activations and brand events. She studied Marketing Management at the Institute of Marketing Management and has a Diploma in Advertising from The Institute of Marketing Management.

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HaveYouHeard appoints new MD - Bizcommunity.com

Doug Camplejohn

Source: LinkedIn | YouTube

The new head of Salesforce's flagship software for tracking business opportunities comes from LinkedIn, which Salesforce tried and failed to acquire in 2016, losing out to Microsoft.

Doug Camplejohn, who had been a vice president of product management working on a tool that helps salespeople find prospects on LinkedIn, is now an executive vice president and general manager for Sales Cloud.

The move shows Salesforce tapping a person who has enjoyed a privileged view of social media-powered selling to lead Sales Cloud, the company's biggest product and the leader of the customer relationship management market.

Camplejohn arrived at LinkedIn in 2015, when it bought Fliptop, a predictive sales and marketing start-up where he was co-founder and CEO. At LinkedIn he worked on Sales Navigator, a tool unlike any other. It evaluates hundreds of millions of people listed on the business social network and identifies key people at companies who can help salespeople land deals. Sales Navigator can also automatically update services that manage sales outreach efforts, such as Sales Cloud.

Microsoft recognized the value of this approach, which is known as social selling. In 2016 Microsoft CEO Satya Nadella approached LinkedIn CEO Jeff Weiner after LinkedIn's stock fell on guidance that missed analysts' expectations, and the two discussed a possible business combination. Salesforce also saw an opportunity, and co-founder and CEO Marc Benioff reached out to Weiner just as Nadella had done. LinkedIn evaluated its proposals and ultimately went with Microsoft.

Since the $27 billion acquisition closed, LinkedIn has made it possible for companies to use Sales Navigator with Microsoft products, including Dynamics 365 for Sales, which competes with Sales Cloud.

Salesforce's Sales Cloud software goes back to the company's earliest days. It generated $1.17 billion in revenue in the quarter that ended Oct. 31, up about 15% year over year, representing about 26% of Salesforce's total revenue. Salesforce has also been expanding other parts of its business including the Service Cloud business, which crossed $1 billion in quarterly revenue in 2019 and picking up new capabilities through acquisitions like data analytics company Tableau.

Camplejohn takes over from Adam Blitzer, who had been interim general manager of Sales Cloud at Salesforce since September. Camplejohn, who in 2009 sold start-up Mi5 Networks to Symantec for $18 million, didn't immediately respond to a request for comment.

Lindsey Edwards, a senior director of product management at LinkedIn, has taken over as head of product for the Sales Solutions group that includes Sales Navigator following Camplejohn's departure, a LinkedIn spokesperson told CNBC in an email on Wednesday.

WATCH: CNBC's full interview with Salesforce co-CEO Marc Benioff

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Salesforce, which once tried to buy LinkedIn, hires an exec from the Microsoft-owned company to run Sales Cloud - CNBC

Social marketing campaigns are those that borrow from commercial marketing techniques for social engagement influencing a target audience to change their social behaviours and to benefit society.

Whether its related to the environment, public health, safety, or community development, marketing for good is a methodology for creating change.

As a formal discipline, social marketing started in 1971 when Philip Kotler and Gerald Zaltman published their article Social Marketing: An Approach to Planned Social Change in the Journal of Marketing.

Since then, marketers have been playing with social marketing ideas, refining the strategies, and working on the most effective means of spurring widespread changes in social behaviour in a variety of fields.

In , public health and environmental concerns top the list of most used social marketing topics.

There are many approaches to obtaining a societal change through effective social cause marketingprograms, but the central tenant always remains the same: the social good is always the primary focus.

Whether its trying to convince the public to stop smoking or encouraging men in developing counties to use condoms, the focus is always on the public good first.

The concept of societal marketing, therefore, revolves around driving change to local, national, and international communities in creative ways, for the public interest.

Social marketing, therefore, should not be confused with other similar terms: social media marketing, green or sustainable marketing, and commercial marketing with a social focus.

According to the Institute for Social Marketing, these are the most important social marketing strategies and techniques:

The best examples of social cause marketing campaigns, which result in actual change, are the ones designed to shock, provoke, inform, and remind all at once!

Social marketing campaigns are not limited to advertising either, they are often used in magazine covers.

One example of this includes a series by the National Geographic calledPlanet or Plastic, published in June 2018.

In this campaign, NatGeo featured a photo of a plastic bag in the form of an iceberg as their front cover, to raise awareness ofthe billions of plastic wastage polluting the oceans.

Similarly, newspapers also engage in social cause marketing for the public interest.

An example of this includes when mainstream Australian newspapers blacked-out their own front pages in October 2019, to raise awareness against government clampdown of media freedom.

Or most commonly, social good marketing campaigns come in the form of placards, used by activists during boycotts, demonstrations, and other forms of protests, like the Business As Usual = Death poster by the Extinction Rebellion.

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Marketers Expect to Invest Heavily in Social Automation Technology to Streamline Inefficiencies

Smartly.io, the leading social media advertising automation platform for creative and performance marketers, announced new research outlining how retail marketers plan to spend their advertising budgets in 2020. Commissioned by Smartly.io and conducted by WBR Insights, the research arm of the eTail event series, the survey results indicate that social media advertising will be a primary focus for retail brands hoping to reach consumers where they are most active.

The past decade put social advertising on the map for most retail marketers, and our findings indicate that it will only continue to grow in 2020

Smartly.ios research revealed that 52 percent of retail marketers will spend more on social advertising than they did in 2019. Further, 50 percent of retail advertisers are planning to spend at least half of their annual marketing budget on social media advertising. With eMarketer estimating that U.S. digital ad spend would reach $129 billion by the end of 2019, Smartly.ios data indicates that retail marketers plan to allocate nearly $65 billion to social media ads in the decades first year. When compared to 2019, 96 percent of respondents plan to bump up their spending on Facebook this year, while Twitter (56 percent) and Instagram (22 percent) also see healthy increases.

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In terms of where retail marketers currently advertise, Twitter (75 percent) and Instagram (59 percent) fare well, but Facebook is far and away their favorite social advertising platform, with 96 percent adoption. In fact, 36 percent reported that Facebook is the platform they dedicate the most spend toward, and 41 percent say it also gives them the best return on ad spend (ROAS).

The past decade put social advertising on the map for most retail marketers, and our findings indicate that it will only continue to grow in 2020, said Robert Rothschild, VP and global head of marketing at Smartly.io. Retail marketers recognize the value that social media ads bring to their campaigns, and they are focused on understanding which levers to pull to generate even more engagement and revenue. Capturing the attention of todays consumer demands that advertisers tell stories that seamlessly blend with the organic content that their audience already consumes. Investing in visual storytelling enables retail marketers to connect with consumers on an emotional and highly relevant level. Shifting spend to story ads, diversifying across social networks like Pinterest, bridging the gap between performance and creative teams, and investing in technology to scale creative and deliver incrementality in ad performance are ideal solutions that will allow teams to work faster and smarter in the year to come.

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Although marketers see a positive return on their dollar, many admit that the process is often still too manual and inefficient to easily manage. Survey results showed that 83 percent feel that there is room for improvement when it comes to automating parts of their ad creation and deployment, and 66 percent do not use any automation technology. To reduce these inefficiencies, 39 percent of retail marketing teams indicated that they will invest in more robust social advertising tools in 2020.

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Smartly.io Research Finds Half of 2020 Marketing Budgets Will be Allocated to Social Media Ads - MarTech Series