MMPR FOCUS: LA COMMUNICATION SUR LA RENTRÉE SCOLAIRE PAR LES MARQUES CAMERS…

C’est fini les vacances, le mois de septembre est là. C’était le retour à l’école cette semaine au Cameroun et voici comment les marques camerounaises se sont exprimées sur les réseaux sociaux autour de ce sujet…

The 2015 summer holidays have now come to an end and it is back to school time! In Cameroon this week was the famous “rentrée scolaire” where pupils/students gear up for another 8-9 months of hard grafting inorder to make their grades. Online this week, here is how some Cameroonian brands communicated on this using this opportunity to further push their products…

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MMPR FOCUS: HOW THE DRAKE AND MEEK MILL BEEF INFLUENCED MAJOR BRANDS ONLINE…

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The rap industry has been known to leave a big impact on society’s behaviour at large. From influencing politics to spending behaviour, the rap industry’s place is certainly quite not so subtle.

As the social sphere continued to witness the lyrical battle between two of its hiphop children, this week while everyone was clapping for Drake‘s comeback response on “Back to Back” about Meek Mill‘s claim that he uses a ghostwriter for his lyrical content, Meek Mill on the other hand has not had it so easy with his ‘diss’ response.

Social media proceeded to drag Meek over “Wanna Know” his rebuttal track to Drake and major corporations too have also not turned a blind eye to the online turmoil. Major brands from the USA, Canada and even Jamaica have been influenced by the current trending social topic with some trying to be witty and hip-hop conscious in their association.

From fast food chains to telephone providers, the brands tried their utmost to join in the conversation and to push their products and services to the millions of fans already engaged and communicating on the topic. With over 10 million tweets on Drake and Meek Mill alone captured online this past month, just how did these brands fare in your opinion? Who had the best tweet? Check them below…

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Credit: XXL Mag | Google

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MMPR MEDIA FOCUS: 5 PROGRAMMATIC TRENDS FOR 2015 MARKETERS NEED TO KNOW

Programmatic will break out of its niche and become an established answer to marketers’ digital advertising goals this year, predicts Martin Kelly, chief executive and co-founder, Infectious Media, as he outlines the key trends.

Last year was truly a breakthrough year for programmatic advertising. We saw an increasing number of global brands embracing programmatic and publically entering the marketplace. Figures from the IAB showed that programmatic advertising in the UK grew to £1bn, double the size of the previous year. Display advertising growth, primarily driven by programmatic, continued to outstrip search advertising growth by ever increasing amounts.

So 2015 looks set to be the year when programmatic breaks out of its niche and becomes an established answer to digital marketing goals. These are a few topics that will dominate the headlines in the next 12 months…

1. Brands take more control

Much as brands don’t want to do their own TV buying, they don’t want to do their own programmatic buying either. However, what they do want is a say in the ad technology and data that is used in their campaigns. Brands growing demand for greater control means we will begin to see them own parts of the technology. Companies willing to work with a range of programmatic platforms will prove to be the most attractive partners for these brands.

2. Progress on fraud and viewability

The entire industry knows that fraud and viewability are major problems and, as a collective, we are getting better at recognising them. In 2015 we can expect to see standards agreed to take action on these problems as a group or risk stymieing the growth of the industry as advertisers will lose confidence. Expect industry bodies such as the IAB and ISBA to be vocal in this area.

3. Offline and online measurement finally unite

One of the holy grails of online marketing has always been to join up measurement of what we do online with what happens outside of the digital world, in the physical world of stores where many brands live. In 2015 measurement of this type will finally start to become a reality. Credit and loyalty card companies will start to use their store and product level transactional data as a measurement mechanic for online advertising facilitated by companies like (recent Oracle acquisition) Datalogix and Dunnhumby.

4. Cross-device reality

Statistical and probabilistic cross-device targeting becomes irrelevant. This is the year we can expect big moves from Google and Facebook to make their cross-device user data available for both buying and measurement. With both adservers and DSP’s, these two are primed to create powerful cross-device advertising stacks. This method of tracking users across devices by assigning unique user IDs rather than using a cookie, will prove far too attractive for brands to ignore. It will be interesting to see how these products come to market, undoubtedly bundled with other tools and sparking an anti-trust debate.

5. Programmatic mobile

According to the IAB, more than 30% of all programmatic ad spend was on mobile in 2014 but to date this has been driven by app download businesses. With cross device becoming a reality, the mobile programmatic market will see continued growth driven but this time driven by a new set of non-mobile advertisers confident in the metrics and measurement of this emerging media channel.

The recent press has marked programmatic’s development through its teenage years, with the resulting growing pains. This year, as key technology and process are joining up, we will begin to see programmatic flourish into something advertisers won’t be able to live without.

Credit: Martin Kelly | Marketing Magazine

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MMPR FOCUS: GUCCI & COACH TAKE TOP SPOT IN LUXURY DIGITAL STUDY

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Gucci and Coach Inc. upstaged Burberry Group Plc to take the top spot in a study of luxury fashion brands’ digital strategies.

The handbag makers, whose sales are declining as they seek a wealthier clientele, shared first place in the study of 90 brands conducted by researcher L2, Inc. Burberry, ranked top in the previous three editions of the study, fell to sixth.

Investments by Kering SA owned Gucci and Coach in their e-commerce offerings has positioned both for future growth, even though the effect is still to be felt in terms of rising revenue, L2 said.

“Despite some of the struggles they’ve had with their business, Coach is probably one of the strongest multichannel retailers out there,” said Maureen Mullen, head of research and advisory at L2 in New York. Gucci, which was an early adopter of new advertising formats such as social-network aggregator Flipboard, also rates highly, she said.

L2 ranked brands on website and e-commerce capability, digital marketing, social media and mobile. While only 5 percent of luxury sales are made via the Internet, almost 50 percent start online, showing how the lines are blurring between physical and virtual distribution, L2 said.

Gucci, a maker of $650 loafers and $2,950 handbags, also ranked first in a recent study on luxury e-commerce by Exane BNP Paribas and Contactlab. They found that the Florence, Italy based company had the deepest offer of styles available for online purchase across most luxury categories.

‘COMMON EXPERIENCE’

With Internet sales growing at about four times the pace of the total personal luxury market, being strong online can boost revenue growth and improve the return on invested capital, according to Exane analyst Luca Solca.

Gucci and New York-based Coach are revamping stores and raising average prices as they seek to claw back market share amid a slowdown in Asia. In October, Coach predicted sales would worsen before improving. Gucci, whose comparable revenue fell 1.9 percent in the third quarter, has said it’s confident of returning to positive trends “in the near future.”

While Burberry has done a “fantastic” job talking about digital innovation, “sometimes the functionality doesn’t match up to the hype,” Mullen said. An example of this is Burberry’s collect-in-store service, which has a delay of 24 hours compared with same-day pick-up for other brands, she said.

Credit: BoF | Edited by ModeMaison PR

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