In the fast-paced age of digital, technology, trends and tactics tend to have a short shelf life. The idea of viral marketing would be seen as relatively new when viewed in the timeframe of traditional advertising. But in the digital world, viral is already a veteran. Nowadays, smart marketers are tapping into the power of fractal marketing.

Where viral was about infecting the consumer with an intended message, fractal is about letting the consumer receive and modify the message. Fractals have the ability to repeat infinitely. Ergo, fractal marketing gives campaigns a bloody long and self perpetuating shelf life. But how can brands and agencies conquer this new zenith of marketing? Read more »

This is the year that the Superbowl is getting all social on itself. With an estimated 60 per cent of its 100 million viewers tuning in via a ‘second screen’, it’s no wonder the main players have woken up to social plug-ins.

The Superbowl has – until now – been the primary platform for blockbusting TV ads. So it’s interesting to see how the big 30-second spot is evolving in the era of social media. Pepsi is tying up with Shazam to let viewers download Melanie Amaro’s (X Factor USA’s winner) performance of Otis Redding’s “Respect”. Audi is looking to use social TV to extend their interaction beyond the commercial break with the hashtag  #SoLongVampires. Read more »

2012 is going to be the year when smart brand marketing truly embraces the power of converging digital and physical activity.

The ‘internet of things’ is becoming an increasingly common part of our life; everyday products now have web connectivity, shopping experiences are getting social media components built in and anything other than a smart phone now looks distinctly archaic. Read more »

Alex Bowen, CEO of Oscar De la Renta, once said: “We could not have been more wrong in our expectation of the internet.” This was his jaw-dropped response to selling an $80,000 dress online.

But with Burberry having just announced some impressive trend-bucking sales (29% revenue increase in the first half of its financial year), and crediting them to digital campaigns, the luxury sector is waking up to the power of digital. Burberry is now dedicating 60% of its marketing spend on digital channels – roughly three times as much as the average digital spend. Read more »