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Real Madrid, and its marketing, is very much in the news at the moment, with the club in talks with Microsoft to rename the Bernabeu stadium, on the back of the €100m mega-signing of Gareth Bale.
I thought I’d take a glance at Real Madrid’s activities in digital, to see whether it is indeed a Galáctico, or merely a pececillo (or minnow).
In May of this year, Forbes judged Real Madrid, despite being the world’s richest club, to be the third biggest brand in the world of football, with a brand value of £409m.
This was significantly behind Manchester United in second, whose social media presence we’ve previously identified on this blog as on the right track but nascent. So how does Madrid compare?
Is the club as successful online as in broader business? Are the digital assets of the club as good as its rivals?
Before we get into it, it's worth noting that we should perhaps expect the club to demonstrate best practice, as it has its own graduate school that runs a masters course in sports marketing.
I spoke at an event last week looking at the role of programmatic in VOD and its suitability for building brands in a digital environment.
There were a number of people speaking about creating more brand based measurement, data consolidation, using client site and CRM data and the rise of programmatic as a fundamental future facing model for all media buying.
While I agree that programmatic is best viewed as opportunity trading and currently somewhat disconnected from the planning and brand strategy teams, I was struck by the lack of discussion about the role of attribution technology in aligning the true value of programmatic media with an agreed end conversion point.
Just about every marketer in every company wants to be more agile and more innovative.
The accelerated rate of change in markets, technology development and associated consumer behaviours is challenging every business to reinvent how they originate, commercialise and scale ideas.
In reaction to the growing demand for insight into how organisations are responding to this challenge, Econsultancy has conducted research into how companies are deploying agile thinking, processes and techniques in the service of continuous innovation and the rapid development of new products and services.
The result, our new Digital Transformation: Agility and Innovation Best Practice Guide, sheds new light on what is perhaps nothing less than a watershed moment.
It looks at how companies are beginning to more broadly adopt agile principles beyond real-time marketing and agile development processes within technology teams, and starting to transform the fundamental way in which they work.
At JUMP, part of the Festival of Marketing, Celia Pronto, Head of Marketing and Ecommerce at Ford Retail Group, spoke about bringing customer experience (CX) into the boardroom.
I’ve summarised what she had to say about this large and changing sector. For anyone high up the marketing chain, looking to change the way their company does business (with direct links to revenue!), this is salient and bang up to date.
Following a Forbes piece in which a teacher proclaims he avoids turning a computer on during class time, and that face-to-face is key I thought I’d explain why all that is wrong.
Below are five examples of technology or digital in the classroom that really make life easier for both the teacher and student.
Remote working is becoming an industry standard, especially among digital workers. However, many organisations are afraid of this departure from traditional working practices and are unsure how to manage it effectively.
Not too long ago Marissa Mayer CEO and President of Yahoo! surprised the digital community by ending Yahoo’s long running policy of remote working.
This caused much controversy as remote working has become standard practice among many digital workers.
Last week I was lucky enough to attend our Digital Transformation: Innovation and Agility Breakfast Briefing, chewing the fat (and some very tasty sausages) with various digital leaders about the actual business implications of digital transformation.
The conversation threw a fascinating light on the organisational challenges businesses are facing. While familiar concerns about technology were mentioned, the group was far more focussed on the day-to-day reality of implementation, looking at people and processes.
Here I’ve collated some of the major points.
With the explosion of the digital economy, the best digital professionals are much in demand and expensive.
How then do you retain good staff and ensure you get the best return on investment?
Responsive design as a standard feature on a website is growing quickly.
There is no longer much of a debate over whether brands need a mobile site, as consumer demand dictates that sites need to be optimised for small screens.
The choice now is between a dedicated mobile site, an app, or responsive design.
So to show how responsive design can be applied in practice, here are 10 examples from around the world...
How does Econsultancy get people to come to its events? With the Festival of Marketing set to be an intense, fun, insightful....erm..fest, here's some of the stuff we've done to market events and to make them successful on the day.
I should add, there's a ton of stuff I've missed off, here (not least, effectively segmenting your audience), as I've concentrated on creative.
As the largest restaurant chain in the world, McDonald's is no stranger to the effects that digital has had on consumers.
Those who are responsible for using digital to drive people towards those magical Golden Arches have thought of some clever digital marketing campaigns over the past couple of years. These campaigns not only drive footfall to stores, but also help to increase brand loyalty and engagement.
In an age where customers are deserting offline shopping, campaigns that blend the physical and the digital offer an opportunity to connect with digitally-savvy consumers.
We've put together ten examples from across the world where this brand has succeeded. Read below for more...