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Personalisation that transcends multiple devices

Since the launch of the iPhone by Apple in 2007, the growth of smart phones has been exponential.

Mobility concept

In less than a decade we have seen a huge range of tablets along with various combinations of screen size and device capability burst on to the scene as multiple providers look to follow in Apple’s footsteps.

As a result of the increasing numbers of users on new types of devices, mobile started to become the first port of call for designers and marketers alike.

Playing the game the right way: what marketers can learn from the sports industry

basketballIt’s incredibly unusual to win without working for it, and that’s something that the sports sector is only too aware of. While it’s great to see revenues soar when teams are victorious, consistency is key. Successful brands are built over time and sports marketers have become pros at engaging with fans over these extended periods.

In this landscape, you could forgive sports marketers for just employing the same campaigns they always have done. After all, sport is such an emotive world. While fan enthusiasm might peak and trough with a team’s win-loss record, the understanding is that well-established teams will always have support.

However, the smartest sports and entertainment marketers have refused to be left behind. Using the digital tools newly available to them, they have looked to harness the passion associated with sports and found ways to deepen their interaction with fans. Embracing a shift to digital engagement, these brands are able to drive fan loyalty, increase ticket sales and repeat engagement in an increasingly noisy world for consumers.

Why is digital transformation now business transformation?

The term “digital transformation” is now as synonymous with a brand’s customer engagement strategy as digital is to marketing.

Digital transformation

For something to truly earn the “transformation” label in today’s world though it needs to clearly drive real change to how a business either operates or communicates.

With everyone now interacting through a myriad of different devices and channels, brands are naturally looking for new ways to interact with their audiences and customers all the time, to ensure that they are not just adding value but improving the way they conduct themselves as a business.

It is not just brands that are jumping on the digital transformation bandwagon management consultancies and agencies are also looking at how they can use digital techniques in new and inventive ways.

Super egos: the marketing big dick off

deadpool filmWhy is Batman fighting Superman, they’re both goodies… aren’t they? It’s a question I’m sure we have all asked over the past couple of months. Sadly for DC and Warner Brothers, the hype behind the million-dollar question has fizzled out. So much so that it recorded the biggest slump of 55% in Friday to Sunday ticket sales ever! Why? Well it’s a culmination of the damming reviews and a shoddy, boring marketing campaign.

This is in stark contrast to Marvel’s latest superhero flick Deadpool, which was the highest grossing R (18) rated film ever. There have been numerous articles singing Deadpool’s marketing praises, there was also Ryan Reynolds ego singing his own praises, taking claim for some of the campaign ideas. I call bullshit.

Brands beware of undisclosed advertising online

The Competition and Markets Authority (CMA) has announced its intention to tackle undisclosed advertising in online publications and blogs, and to ramp up awareness among marketers, publishers and bloggers of the implications of doing so, in a bid to repair consumers’ trust in online content.

Oreo LIck

The announcement comes after the CMA found that Starcom Mediavest and TAN Media arranged for endorsements in online articles and blogs without making it clear the content was advertising.

This isn’t a new issue; the Consumer Protection from Unfair Trading Regulations 2008 have always banned the use of editorial content in the media to promote products where the publisher has paid for the promotion and this has not been disclosed to the consumer audience.

Why it’s foolish to ignore location based marketing

The world around is mobile obsessed and sharing ‘where we are’ is becoming increasingly important.


We use our mobile location to search for directions, check in to restaurants, tag places we’ve visited, we even use it to match with nearby singletons.

With our whereabouts becoming more and more critical to the way we live our lives some brands are yet to wake up to the power location has to drive marketing success.

The scale of this new breed of mobile-dependent, highly demanding consumers are the driving force behind sales like those of who recently reported 50% of their February sales were made on mobile.

Why data is the new kid on the digital block – again

Data has always been fundamental to the success of digital.


Like Batman and Robin, they have supported each other – digital’s speed and ease of use driving and fuelling better insight, with that knowledge being fed back into making digital campaigns more and more effective.

Now, the two are bonding ever more closely together.

Data onboarding is the latest service ‘on the block’ available to brands looking to transform the way they communicate and interact with their customers across all channels and devices.

Data onboarding is the connection between online data and the offline, physical environments – it provides the ability to accurately match online activity and experience with real people and long-established offline data sources.

From virtual reality to real reality: What’s next for VR?

Stop me if you have heard this one before: a nascent technology approaches the tipping point between folly of the early adopter and mainstream adoption, only to plunge recklessly into the black hole of obscurity to be referenced mournfully by retro-futurists or smug “I told you so” industry commentators.


The list of technologies that have trodden this path is long and well storied, we look to you Betamax, Minidisc and Google Glass.

Virtual reality has trodden this precipice once already with our first foray in the ‘90s, but testament to a collective desire to fulfil our science fiction fantasies, it has fought its way back from the brink to be the current darling of the tech world.

VR now fills more industry column inches than anything else, primarily fuelled by the recent public release of the Oculus Rift headset, a historic marker for a technology that was first dreamt up the ‘50s.

The Daily Poke: Tea total

Who doesn’t love a good cuppa?

poke_Tea total

Tea’s been around for centuries, it’s a product steeped in history and rituals that influence how it’s branded – check out our very own Make Mine A Builders.

But Colombian bottled tea company, Hatsu, are stirring things up.

What makes a social media channel great for brands?

Whether you’re Radiohead or Leicester City, the quickest way to make the largest noise on the web is by putting the news on Instagram.


For brands, Instagram’s proposition is already game changing.

The rise of video ads and instant buy buttons has seen brands, including Asos, take revolutionary steps towards realising the potential of Instagram as a point of sale in its own right.

Certainly the media-rich social channel suits the visual nature of most consumer facing brands, but given the stiff competition between social platforms, what are the wider contributing factors dictating the popularity of Instagram against another platform?