The Marketing Calculator Blog
ProRelevant's Blog on Marketing Strategy, Tactics and Research
CMOs Beware: The Shrinking Marketing Budget
The growth of marketing budgets dropped in 2017–2018 after three consecutive years of increases. The year 2017 was full of disruptions in politics and natural disasters. Marketing budgets took a hit, too, falling by 6% to 2015 levels. What does this mean for CMOs? The...
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Go Agile, Say Successful Companies
People are communicating via faster and faster channels. Companies better keep up with them for their marketing messaging. With the many bureaucratic layers of larger companies, speed has been difficult. A new strategy has come to the rescue—agile marketing. A set...
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Rebranding Must Include Product Improvement
When the International House of Pancakes (IHOP) tweeted that it was calling itself IHOB, it started a social media buzz about what the “B” could represent. After weeks of speculation, the company revealed that it stood for “burgers,” a less touted staple of its menu....
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Repositioning Strategy for IHOB
For a 60-year-old company based on one principal product—pancakes—to rebrand itself took marketing guts. Social media buzzed when the International House of Pancakes (the long-recognized IHOP) tweeted that a big change was coming, based on one letter (“B”) they teased...
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Social Media Buzzes About IHOB
But will it have long-term power? When the International House of Pancakes (IHOP) tweeted a teaser acronym (IHOB) last month, it set off a guessing game about what the “B” could stand for. Turns out the 60-year-old chain is renaming itself the International House of...
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Marketing Takes More Than 6 Seconds
Opinions are forming as to the effectiveness of 6-second television commercials. The jury is still out, but according to this article on MediaPost, don’t count on 6-second commercials to get your message across. With most viewers avoiding commercials by...
read moreMarketers have the daunting task of predicting and understanding consumer behavior.
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