Category Archives: Digital marketing

Digital ad spend hits a record high, with 2014 set to rocket

MobileholdingphoneThe Digital Britain conference returned to Manchester last week, for the unveiling of the latest IAB/PwC 2013 digital ad spend report. A packed and lively event, demonstrating the growth and energy in the industry, and an energy that goes beyond London.

The methodology that drives the report is essentially revenue submissions from over 100 key players in the digital space, publishers, intermediaries and buyers. Critically, as some major players don’t submit (Facebook), and others don’t segment between their different business models, such as display vs search (Google), the model is then also checked against an advisory board, made up of the agency trading groups that influence the majority of advertiser dollars that flow through the industry.

In case you missed it, here are the key take-outs: Read More »

Categories are great for awards… but not real life

BRda judgingSpring is the air, and the industry award season is in full swing.  Across London, agencies are scrambling to write up their best work, begging for deadline extensions like students who’ve pissed away a whole term in the union bar and left their coursework to the last minute.

When the shortlists get revealed, though, all that hard work seems worthwhile. Today, I’m off to join my fellow judges to compile the shortlist for the Brand Republic Digital Awards. Working through the longlist ahead of the judging, two things struck me about our industry. Read More »

How big data and personalisation will make the future of brand communications U-shaped

PersonalisationAs brands and brand marketers look to gain an edge on each other by engendering a meaningful, two-way dialogue with consumers, there can be no doubt that mass digitalisation, big data and personalisation are drivers for significant change. Brand marketers are striving to innovate at any available opportunity leading to a scenario where data scientists are desperately extracting insights and channelling them into mass market, personalised digital communications.

With this in mind, it is essential for marketers to spot the impact of digitalisation on the landscape of brand communications and set a long-term strategy for its implementation. With big data still in its relative infancy and personalisation often interpreted as a crude method of marketing, inspiration can be drawn from other industries where the mass adoption of digital has had a polarising effect. Read More »

Vine’s private messaging – what does it mean for marketers and brands?

Vine messagingVine have announced that it will be competing with the likes of Snapchat and Instagram as it unveiled the platform’s new private messaging functionality, which allows users to send a looping six-second Vine to anyone in their address book – even if they aren’t on Vine.

The announcement was made on the Vine Blog, acknowledging the need for the platform to evolve. Read More »

Why marketers need to be directors of their brand’s online story

story booksDuring the course of the 19th century, writer George Polti compiled a categorical list of every dramatic situation which might occur in a story, which is now known as The Thirty-Six Dramatic Situations.

Although there are only 36 possible narratives, there have of course been countless different films, novels and plays produced. This responsibility of crafting a single dramatic situation into a great story that people want to watch and engage with lies with the director, writer or producer, and their unique interpretation of a plot. Read More »

Most viral April Fools videos of 2014

Screen Shot 2014-04-03 at 10.27.48April Fools is a great time for companies to get a bit playful with their advertising. It’s the one day of the year when brands are free to indulge in a spot of no-holds-barred creative marketing and it’s always fun reading about the various new mad-cap product lines that hit the market on April 1st.

As expected, Tuesday was no exception…
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How should businesses tackle the digital skills shortage?

Words relating to digital mediaThe shortage of digital marketing skills in UK businesses, and the struggle to recruit and retain talented candidates, has been causing well-deserved panic in UK businesses over the past few years.

There have been many studies revealing that the demand for digital skills in UK businesses is increasing at a significant rate, however the number of under-graduates who have ambitions to work in the digital industry is not keeping up with demand. Many companies have been forced to either seek out highly-trained recruits from other countries to plug holes in their workforce, or to constrain the pace at which they grow. In some cases, businesses are forced to outsource to advertising agencies, who themselves are understaffed and under skilled. Read More »

Six tips for minimising the legal risks of social media

SMS at 20: Texting has become a way of life, particularly for children and teenagersAs we move into a world where branded social media channels are no longer seen as experimental marketing channels, but essential communications tools, it’s important for businesses to be mindful of the risks they face in this area.

While the reputational dangers of getting social media wrong have been well documented (almost every month we encounter a new high profile #socialmediafail) the legal and regulatory risks are less obvious. This is partly because the law is often slow to catch up with digital trends, and also because there have been few, if any, high profile test cases involving business use of social media. Read More »

How Karl Lagerfeld is changing the role of technology in fashion

KarlLagerfeldKarl Lagerfeld has just opened a new flagship London store and the brand looks to crack the UK marketplace by placing digital at its core. It is laying down a new vision of social shopping by placing iPad minis on clothes rails and iPads in the changing rooms, enabling customers to send a photo of themselves through social networks to seek a second opinion.

At the heart of this is an attempt by the fashion brand to tap into typical shopping behaviour (getting a friend’s opinion) through digital means, a trend that is no doubt going to spread like wildfire. Read More »

Now is the time for customer engagement marketing

listening to customersIncreasingly companies are seeing the value of what we as customers have to say about them – bad and good.  Recent research commissioned by Verint and the Customer Contact Association (CCA)* has found that over two thirds of businesses are making a concerted effort to show consumers they are listening and acting on what consumers say.

This trend marks a big step forward – moving from transactional relationships towards increasingly conversational ones, largely thanks to social media. Read More »