I don’t need to diet. I’m one of those jammy gits that has the metabolic rate of a hummingbird. Hummingbirds have to flap their wings 50 times a second to do their trademark hovering and that needs energy to be processed pretty fast.
Because I don’t need to diet, I don’t have much interest in
colleagues people banging on about their diets. 5:2, Atkins, Paleo, Dukan, Weightwatchers, Get the Glow….
But there is a diet I’ve discovered that I am very interested in.
Video is a hot topic in media. Everyone’s been talking about it. It’s no longer shackled by bandwidth limitations, for those with fibre or near enough to the exchange at least. As a result video now lives on our mobile apps, in our online news brands and entertainment sites and of course through the Broadcaster VOD services. But you know this.
The Holy Grail in content marketing is successfully aligning brand messaging with key editorial pillars of informing, educating, entertaining and inspiring, all without resorting to shameless product plugs. This month, we highlight how Barclays, EE and Clinique have successfully channeled those editorial pillars to produce campaigns that are already delighting audiences and positively shifting brand perception.
Barclays ‘Better off online’ – practical web tips
Barclays’ ‘Better off online’ YouTube channel embraces an ethos of creating content that solves a customer problem, and executes this extremely well. As well as the obvious tips on online banking, Barclays’ channel offers other money saving tips like how to get the best online discounts, how to find alternative telephone numbers to avoid premium rate costs, and where to find the cheapest flights.
Microsoft’s Satya Nadella has quite confidently said: “Windows 10 is a huge milestone for us as a company, and quite frankly the industry.”
You would expect this from the chief executive of what is still one of the globe’s largest and most influential tech companies, just maybe not as influential as they still perceive themselves to be or as threatening to the big A and G.
Stephanie Carr, vice-president of Marin Software EMEA, delves into Facebook’s success with mobile and the growth of video.
Mobile continues to be a major area of growth for Facebook with a reported 1.31 billion users logging on via their mobile already this year.
Keflavík International Airport is becoming a destination in its own right with the opening of Loksins – a new airport bar.
This stylish refuge for travellers coming and going was created in partnership with New York designers Karlssonwilker and Icelandic HAF Studios.
Donal Kane, head of product at Axonix – Telefonica’s mobile ad business – explains why Facebook’s anticipated Q2 earnings reveals the brand’s continued focus on driving revenues and growth around mobile engagement.
It’s evidently a lucrative approach. Its last set of results saw income from mobile advertising nudge nearly three quarters of its total revenue and research elsewhere shows that mobile ad spend is set to exceed $100bn worldwide by 2016.
The Wall had the chance to speak to Ambarish Mitra, chief executive of mobile augmented reality tech app Blippar, about the future possibilities for brands working with the company.
In the past 12 months, Blippar has worked with a number of brand heavyweights on home soil including Heineken on its latest sustainability campaign called Legendary 7, insurance company LV=, which created interactive flyers giving users the chance to see a 3D house pop up on their screens, and a 3D game accessed via ‘Christmas Cash’ scratchcards from National Lottery operator Camelot.
And only last month the Rugby World Cup 2015 revealed it would be working with Blippar to allow fans to unlock exclusive content with England 2015 ambassadors Jonny Wilkinson, Lawrence Dallaglio and Will Greenwood via their tickets.
Features will include previewing matches before attending, a 360-degree view of the stadium they are going to, and from August, a view from their seat and navigational tools to help them get to the match.
Corporate marketing has finally reached the video age. Everyone, it seems, is either streaming video content or believing that some time soon they really should be. In 2013, a Nielson study revealed that almost two thirds of brand marketers (64%) expect video to become the central plank of their marketing strategies in the years to come. Cisco predicts that, by 2017, video will account for more than 69% of all consumer internet traffic. And with YouTube already attracting more than a billion users every month, it’s hard to disagree.
It’s therefore no surprise that video has gone beyond a ‘stream’ of consciousness, it’s now emphatically embedded at the centre of corporate marketing. But the ways in which many organisations are set up to optimise it are inefficient and unwieldy. What’s more, they fail to unlock the true value of video and limit the significant ROI that investment in high quality rich media can deliver.
Provenance is increasingly more important than price for food and drink brands. We know consumers pay a premium for authenticity and transparency, with phrases such as ‘made in’, ‘made by’ and ‘made since’ becoming shorthand for quality, heritage, and a sustainable ethos.
And French supermarket chain Systeme U recently lifted the lid on the origins on where their pork, chicken, apples, and even yoghurts come from.
The last month has seen the rise of the ‘buy’ button, signalling that the face of online retail has changed significantly. Facebook, Google and Pinterest have all begun testing new e-commerce features that are set to make the most of the ‘I want it now’ economy. However, each new button offers a different consumer experience – so what are brands buying with ‘Buy It Now’?
Facebook ‘Shop’ pages
Facebook actually introduced its ‘Buy It Now’ button last year, but earlier this month announced that it will be introducing it to new ‘Shop’ pages – a wholly unique and premium offering.