Marketing

Demonstrating the Value of Marketing Procurement

Posted: 11/25/2020 - 02:17
The COVID-19 pandemic has created challenging conditions for many business enterprises, and it has elevated the importance of maximizing the value produced by every dollar of marketing spend.

Earlier this year, the World Federation of Advertisers (WFA) published an important report on the current state of marketing procurement. The report is part of an ongoing initiative called “Project Spring” that is being led by the WFA Global Sourcing Board. The Project Spring initiative’s goal is to “transform the value proposition of marketing procurement.”

WFA Research Benchmarks the State of Marketing Procurement

Posted: 10/27/2020 - 05:13
Eighty-five percent of respondents agreed marketing procurement drives improvements, and 76% agreed it provides demonstrated value.

This summer, the World Federation of Advertisers published an illuminating report about the current state of marketing procurement and how the function needs to evolve to realize its full potential. The report is part of an ongoing initiative led by the WFA Global Sourcing Board. The initiative, Project Spring, is “designed to transform the value proposition of marketing procurement.”

A Vital Step to Managing Marketing Spending During a Pandemic

Posted: 04/03/2020 - 05:29
 Managing Marketing Spending During a Pandemic

As I am writing this article in late March, the full economic fallout from COVID-19 is not yet known and, in fact, will remain unknown for a while. However, two things are clear. The economic repercussions of COVID-19 will be huge and marketing spending is about to be put under the microscope in ways that we haven’t seen since the “great recession” of 2008-2009.

The Predictably Irrational Appeal of Print Marketing

Posted: 01/17/2020 - 01:05
The Predictably Irrational Appeal of Print Marketing

For years, many advocates of print-based marketing channels and tactics have argued that the physical and tactile nature of tangible marketing materials make them more appealing and persuasive than purely digital forms of communications. Until recently, however, these arguments have been based mostly on instinct or intuition rather than on hard scientific evidence.

What Procurement Pros Need to Know About Trends in Marketing Spending for 2020

Posted: 11/20/2019 - 04:04
With the fourth quarter of 2019 now underway, many companies have already started developing their marketing plans for 2020. A major aspect of the planning process will be setting the overall marketing budget for next year and allocating the budget across marketing channels, tactics and other spending areas.
 
Ideally, marketing procurement professionals will be involved in the planning process and to participate effectively they will need to have a solid understanding of current marketing trends, including those relating to marketing spending.

Sourcing Star Interview: Dennis Tupper

Posted: 09/22/2019 - 05:22
How did you get into this field – was it purposeful or by accident?  
As a recruiter, I loved paying attention to sourcing trends and was always curious on what channels and job boards worked best for finding and attracting talent. I found in staffing that marketing channel metrics were not practiced very well, often not at all. It was my curiosity and thirst for data that got me into it and my passion for analysis and optimization that made it a career for me. 
 

Rising Star Winner: Sarah Scudder

Posted: 09/12/2019 - 02:01

How did you get into this field – was it purposeful or by accident?

I was involved in several organizations in college. My sorority put on an annual fundraising event that I chaired. I hired a local company to source and produce all the print, promotional items and apparel. They offered me a job. They wanted to infuse the company with younger people and set up an internship program.  
 

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