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Content marketing’s new creative toolkit

WEB_British_Airways_Look_UpJust as the internet has evolved over the past twenty years or more and gone through generations of capability, so too has the toolkit available to creatives and brands to build the content that consumers demand.

Faster connection speeds and more sophisticated techniques have allowed brands to explore newer, richer ways of developing content and distributing it to their target audiences.

That .sucks – hundreds of new domains could spell trouble for brands

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(Wikipedia)

The news released this month that questionable domain names will become publicly available from 1 June had thrown some of the world’s biggest brands, businesses and celebrities into a bit of a flurry.

.sucks, .porn, and .adult are just some of the top level domains (TLDs) that will become accessible to brands, businesses and trolls alike come June. And while on the surface it looks like a bit of a laugh, it could bring about a number of issues for brands and businesses – leaving them vulnerable to abuse from online trolls, solely out to hamper their reputations.

How important is digital and retail experience for brands?

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Now in its second year, new Shopper Tribes research from Gekko has found that fewer shoppers are researching products online before buying in-store, with numbers falling by 7% over the past year.

As buying behaviours become more complex, with consumers increasingly taking a multi-channel approach when purchasing goods, the relationship between the digital and retail experience is ever more important for brands.

The Daily Poke: Scoffee

ScoffeeFancy a biscuit with your coffee? Well it’s right there, in your hand. Yep, the cup is the biscuit. To mark the introduction of Seattle’s Best Coffee in its restaurants, KFC is serving up the brew in edible coffee cups. (Tasty Matt)

The ‘Scoff-ee Cup’ is made from biscuit, wrapped in sugar paper and lined with a thick layer of white chocolate. Filled with hot coffee the chocolate lining slowly melts, the biscuit softens and the whole arrangement turns into a wonderfully sweet, sticky snack.

Small screen, big picture: how to select the best images for mobile

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(Jeremy Tan/Getty Images)

We have long been questioning when the ‘Year of the Mobile’ will grace us with its presence. Some penned it as early as 2012, others argue it’s yet to come. I say, it’s here.

Smartphones and tablets are an intrinsic part of our daily lives, with studies showing the average smartphone user checks their phone up to 221 times a day.

How can brands turn ‘likes’ into love?

Finding Love - The Wall picWith over 1.5 million apps vying for your heart in Apple’s App Store alone, there are likely a handful of digital experiences you’ve fallen for. We freely toss around love for Twitter, Game of Thrones, Google Maps or whatever else is trending. We can’t help it, we love to love.

When it comes to our hearts however, we aren’t as uninhibited. The likes, pluses, stars and hearts continue piling up, but is the love of a brand’s million followers, or the adoration of hundreds of thousands of passionate cat video fans, the same as the love we feel for each other?

The Daily Poke: Don’t turn away from domestic violence

Don't turn awayThe bruised face of a woman is a pretty startling representation of domestic violence. But the new outdoor campaign for Women’s Aid developed by WCRS is more than just a shock tactic. The billboard incorporates facial recognition technology that registers when people are looking at the image. This in turn triggers a series of messages along the bottom of the ad urging passers-by not to turn a blind eye. As more people take notice, the bruises on the woman’s face start to fade.

Google’s new mobile rankings – what it means for going global

WEB_mobile_phoneOn 21 April, Google will update its algorithm to favour mobile-optimised pages. Google has stated that the update will affect “all searches in all languages”, and that the update will have a “significant impact” on search results.

From that date, pages which are optimised for mobile devices will perform better in searches from mobile devices; and those not optimised for mobile devices will perform worse.

The Daily Poke: A whisky that speaks to you

A whisky that speaks to youWhen your whiskey starts sending you messages, you might think it’s time to ease off on the hard stuff. But it’s OK. You’re not caught up in a 21st Century re-make of The Lost Weekend. Global drinks manufacturer Diageo is prototyping a new kind of label for Johnnie Walker Blue Label – one that allows it to communicate directly with consumers.

Digital Spotlight: Kids Read Mean Tweets

kids-20150323112052184A recent campaign from The Canadian Safe School Network mimicked US talkshow host’s Jimmy Kimmel’s ‘Celebrities Read Mean Tweets’ format to raise awareness around cyberbullying.

Jacob Greer from Canadian creative agency John St talked to The Wall how the digital-focused campaign was more than just about getting a YouTube video to go viral.