Latest Posts

The Steve Jobs dilemma: digital advocacy vs low-tech parenting

Steve Jobs techAs one of the architects of our technological present, Steve Jobs was undeniably a champion of new media, but like many of us in the industry he was also mindful of the effects that the digital world would have on his children and sought to be a lo-fi parent.

This was a sentiment echoed at last week’s Microsoft Future Decode event, where the famously irascible Jeremy Paxman voiced similar concerns, warning that children are failing to develop into ‘social animals’.

Should we immediately throw our smartphones in the blender or are we being hypocrites, irrationally fearing new media in the same way our parents took a dislike to the Walkman or those new-fangled shoes with air in them? Read More »

Video content will be dominated by ‘real people with passion’ in 2015

Clare HillThis week’s International Content Marketing Summit demonstrated the richness and diversity of the content marketing industry.

And in 2015, the industry is set to build on the 30% growth it witnessed this year. So what are the key trends we can expect to see next year?

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Marketing needs to switch from macro to multi-micro

Orange segmentsUnilever has recently gotten into a rather bad habit. At the end of every commercial from Dove, Bertolli and Lipton, as well as all of its other hundreds of brands, sits the Unilever logo. Brand authenticity is replaced by a distinctly corporate feel, writes Jan Rijkenberg, founder BSUR Group.

It’s a trend that has been on the rise in recent years, showing the consumer that there’s a trustworthy and reliable creator behind the more familiar brand names. Read More »

Standing out in today’s content meritocracy

Pineapple AirbnbWhat’s pineapple got to do with content marketing in November? Ask Airbnb.

It has just boosted its content marketing assets with Pineapple – a high-end 128-page travel magazine, rich in content without advertising support. Has it done the right thing? It all depends on the quality of the offering. 

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Do you really think you’re prepared for Black Friday and Cyber Monday?

ShoppingArcadeIt’s that time of year again, when retailers are turning their full attention to Black Friday (28 November) and Cyber Monday (1 December) in the hope of cashing in.

Last year’s Cyber Monday saw retailers managing up to 120 million visits to their websites; this year it is predicted that consumers will spend £281m, on average £4.39 per person. Read More »

The rise of wearable tech beyond Google Glass: it’s a matter of style

Google glass fashionIn the last few weeks it has been revealed that many Google Glass developers are shifting their focus to wearable tech devices such as smartwatches. Launched with an initial $1,500 price tag, it looks like the Google Glass’ buzz is starting to wane, only two years after Google Co-founder Sergey Brin revealed it to the world.

It seems to me that Google Glass will be like any other device: you don’t take your computer to a party – so you don’t necessarily have to wear Google Glass out on the move.

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5 things to avoid when marketing to a youth audience

youthFor marketers, there is no greater challenge than promoting your goods and services to young people. In the past the challenge was to produce advertising that wasn’t too patronising, cringeworthy, or transparently craven.

Recently, as the internet has matured and a generation has grown up with social media, the rules of marketing to young people have changed – and so have the errors.

Here are five traps to avoid:

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How to beat the hackers this season

Lock by xserve, FlickrEbay, Reuters, The Racing Post, JPMorgan Chase, and Target – what do all these companies have in common? Each has been the recent victim of security breaches and made the headlines as a result.

A recent survey by PwC shows that while UK security breaches are slightly down this year, the cost per breach is skyrocketing, costing companies millions in clean-up and causing lasting damage to the brand. Let’s face it, the last thing a company needs during the holidays is a security breach. Read More »

Where brands are going wrong on YouTube

YouTube now has a billion monthly viewersOut of the 5,000 most popular channels on YouTube just 74 are brands. It’s a mind-blowing statistic, given the video platform’s millions of daily users and the size of marketing budgets for international brands.

However, these 74 high fliers often enjoy one new view every two seconds, with their content liked and shared by legions of loyal fans. So, it begs the question – what are 4,926 brands doing wrong?

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What on earth is TV syncing?

TV by Lubs Mary. FlickrSince the launch of the iPhone and the subsequent rise of mobile devices, TV viewing habits have transformed, with nearly half of smartphone (46%) and tablet (43%) owners using their device while watching TV.

As a result, it is becoming increasingly difficult for TV advertisers to gain audience attention – so how can marketers recapture a distracted generation of second screeners? Read More »