Posts Categorized: Digital marketing

How important is digital and retail experience for brands?

mobile in store wall

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. Read more on How important is digital and retail experience for brands?…

Retail reinvention: lessons from the digital rag trade

WEB_Mr_Porter

(Mr Porter/mrporter.com)

The meeting point of retail and editorial was traditionally ‘the magazine’. A style bible like Vogue or Harper’s, for example, would carry glossy colour ads of beautiful things, commercial messages betwixt a sacrosanct and inviolable editorial.

I say ‘would carry’ when, of course, this practice still exists. Yet while it remains a present tense model, it is now so very far from being the only model. Read more on Retail reinvention: lessons from the digital rag trade…

Why digital marketers need to get over their love affair with the internet

splinternet2 copyThe biggest internet company on the planet has informed the world that the internet is about to disappear.

Addressing world leaders at the 2015 Davos World Economic Forum in Switzerland, Google chairman Eric Schmidt stunned his audience by declaring “The internet will disa Read more on Why digital marketers need to get over their love affair with the internet…

The evolution of consumer digital experiences

WEB_Microsoft_Digital_Trends_GraphicConsumers are becoming more digitally savvy and their relationship with technology continues to evolve at a rapid pace, presenting both challenges and opportunities for marketers.

Microsoft’s newly released 2015 Digital Trends research explores consumer expectations around online experiences and examines how the findings impact brands. Read more on The evolution of consumer digital experiences…

The Daily Poke: Emotikea

emoticons‘I haven’t been hoovered in weeks!’ ‘These dishes won’t do themselves!’ ‘What’s this red stuff on my new rug?!’

Ahh, the passive-aggressive ‘clean-me’ note, bane of many a flat share and family home. But it’s time to heave a huge sigh of relief, as those Swedish spreaders of homely love, IKEA, have come up with a solution to soften the blow of sending a house-related order.

No longer satisfied with filling the globe with their ubiquitous and oddly-named domestic designs, IKEA are moving in on our digital lives too. With a similarly expansive collection of 100 emoticons for smartphones everywhere. Read more on The Daily Poke: Emotikea…

Today’s inspirational woman: Harper Lee

harper leeIn celebration of International Women’s Day on Sunday 8 March, all this week we are asking senior industry figures who their most inspirational woman is.

Jonny Westcar, managing director of Brand Union, names To Kill a Mockingbird author Harper Lee as his inspirational woman. Read more on Today’s inspirational woman: Harper Lee…

7 steps to combatting ad fraud

keyboardThe advertising industry is rapidly evolving and it’s predicted that digital ad spend will reach £8 billion in 2015. However, the industry must confront an uncomfortable dirty secret – the epidemic that is digital ad fraud.

Digital ad fraud has been found to account for up to 36% of digital ad impressions – impressions which are served but never seen by a human. The good news is that advertisers and publishers alike are beginning to accept that an issue exists, and we are now working together to detect and tackle fraudulent inventory.

So, what are the seven steps companies can take to protect themselves? Read more on 7 steps to combatting ad fraud…

The Daily Poke: Break your selfie

Be more humanPoint. Pout. Publish. The ubiquitous selfie has influenced how we see ourselves, and how we allow others to see us too, just as much as social media has transformed our lives.

All this pixel-pushing narcissism is having an insidious effect on what it means to be human, and Reebok is determined to help us get a bit more real again.

Read more on The Daily Poke: Break your selfie…

Tech and storytelling: a match made in hell

story booksStorytelling: the good old buzzword at your service since the days of yore.

Good – great stories make our world more interesting.

Bad – not everyone is a storyteller (contrary to what they tell you in those social media marketing blogs) and consequently the amount of mediocre content sold as ‘storytelling’ is depressing.

Ugly – stories now automatically seem to come with a digital prefix, or even worse: ‘interactive’. Read more on Tech and storytelling: a match made in hell…

“For brands to advertise they have to stop advertising”

digital evolution“BRAND – a bundle of meanings, feelings and values, as seen and perceived in the eye and mind of the consumer.”

Brands communicate in hope that our view of them is consistent; that we may covet them and want to draw them close. Conversely, we all bring our own perceptions and prejudices, conscious and subconscious, to the table.

In consequence, advertising is quite the see-saw, where a brand becomes the sum total of what it says and does – and of how we, the audience, interprets and so feels about it.

From the first dawn of brands, to the ‘digital now’, this concept of what a brand is has not changed.

But what is changing, ever changing, is the construct of how brands are built and perceived. Meaning advertising, in nature and nomenclature, is changing irrevocably. Read more on “For brands to advertise they have to stop advertising”…