Relationships, Remuneration And Media Transparency Top Trending Marketing Topics In 2016

Relationships, Remuneration And Media Transparency Top Trending Marketing Topics In 2016
SHARE
THIS



Following a series of high profile international scandals media transparency has, for the first time, made it into the top three most popular subjects in the Marketing Management Book of the Year 2016.

While social media measurement and gender equality have also received considerable attention over the past 12 months, the relationship between client and agency once again tops the list, followed by posts on agency remuneration.

Now in its fourth edition, the Marketing Management Book of the Year published by strategic marketing management consultancy Trinity P3, is a collection of the top 50 most popular posts based on readership, commentary and social sharing from TrinityP3’s marketing management blog, which has more than 150,000 visitors each year.

In 2016 the 270-page book, the biggest yet, reflects the subjects that have captured and engaged the interests of marketers, procurement and agencies, across the world.

The most popular subjects on TrinityP3’s Marketing Management Blog 2016

  1. Client/Agency relationship
  2. Agency remuneration
  3. Media transparency
  4. Digital marketing
  5. Marketing challenges
  6. Procurement
  7. Agency search and selection
  8. Social media

Lydia Feely, MD of Evalu8ing, part of the TrinityP3 Group, said, “At a time of such complexity and disruption it makes good sense for marketers and advertisers to be focused on how to improve the performance of the agencies they are already working with rather than going through the time-consuming process of adding new agencies to their roster.”

Agency remuneration or compensation was the second most popular subject on Trinity P3 blog this year, with the top post being The latest trends in agency remuneration.

Darren Woolley, Global CEO of TrinityP3 said, “There is a growing dissatisfaction with the cost based remuneration models such as retainers and with the increased use of Zero Based Budgeting for marketing. More companies are looking to value based models to reward their agencies for results and not just compensating for costs.”

Media and in particular media transparency broke into the top three this year, as international scandals shone a light on the practices of agencies. One post, Strategic ways to use Media Added Value, which was first posted in 2011 has made it into the Top 50 demonstrating the hunger for information and strategies to maximise the value of the media investment today.

“Global attention is now firmly fixed on media transparency and we have seen significant increase in interest on posts about that subject,” said David Angell, General Manager and Head of Media at TrinityP3. “Beyond media transparency, most of our work with advertisers is identifying where media value is being created, lost and hidden and assisting them maximise their media value and performance.”

Please login with linkedin to comment

Latest News

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?
  • Marketing
  • Opinion

Australia Is Diverse… Does Your Brand Have An Inclusive Digital Presence?

As Australia continues to grow and the population becomes more ethnically diverse, it is important that marketers ensure digital environments are more inclusive, especially for those who don’t speak English as a first language, writes Siteimprove’s Haley Doel (pictured below). Having a readable and accessible website is no longer just a high priority for large […]

Opinion

by B&T Magazine

B&T Magazine
**FILE*** A Thursday, Oct. 21, 2010 file photo the Sydney Head Office of Network Ten in Pyrmont, Sydney. Network Ten's Wake Up program and its early, morning and late news will be axed from Friday. (AAP Image/Lee Besford) NO ARCHIVING
  • Advertising
  • Media

Network Ten And MCN Reaffirm Sales Agreement Following CBS Sale

Network Ten and Multi Channel Network (MCN) have today reaffirmed that the sales representation agreement, which sees MCN manage the advertising interests for TEN, ELEVEN, ONE and the online catch-up streaming platform tenplay, will continue. Since the agreement was made in 2015, the Network Ten and MCN trading relationship has been an outstanding success. In […]

by B&T Magazine

B&T Magazine
Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign
  • Advertising
  • Campaigns

Pepsi MAX Teams Up With PHD & Time Out For New Data-driven Campaign

Pepsi MAX has partnered with PHD and Time Out to not only inspire Australians, but also enhance their ability to ‘MAX’ out their summer this year. Through the use of a live dynamic data feed, consumers will be served ads by the brand on events taking place around them that are relevant to their personal […]

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.