Category Archives: Digital marketing

Facebook tops the table in the social World Cup

Facebook world cup pageA lot has been written about this World Cup so far. It’s the first truly digital tournament. It’s the one where second-screening has really come into its own. Above all, it’s the most social World Cup to date – one where our favourite networks have been much more integral to our viewing experience than ever before.

So far, so good. But drill down into behaviours in a little more detail and the extent of our “social dependency” is pretty striking. The top networks aren’t just major go-to points, they’ve become the first-choice destination during games. And, despite constant headlines about Facebook losing its appeal (and millions of users), our research shows that it still rules the roost in terms of our social conversations.
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Creative pairings: Bond and the case for Kiss Kiss Bang Bang

JackbauerLike an Antony Gormley figure, there is something magnificent about the solitary human form; the James Dean loner; the Jack Bauer or Nicholas Brody lone agent. Stealthy types, moving in the shadows, on the outside – it reads cool off the page and walks cool across our screens. Fleming’s Bond, Ludlum’s Bourne: tough, icy, enigmatic, alone.

Yet most typically during the course of our everyday, few of us do work alone, independent and at a remove from others. In reality more the opposite is the case.

We get things done by joining forces and working together, which is why the pragmatic innovator in me would like to take this moment to praise the collaborative spirit, because Milton was on the nose. No man really is an island. It’s invariably partnerships and pairings that can make us more. By way of evidence, I’ll start with a maybe-not-so-lone 007 in the Caribbean.

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An alternative Independence Day, slaps and angry chipmunks

Stephen MerchantFollowing last week’s viral hit for HelloFlo and their First Moon Party, once again girls are taking centre stage, this time with a more serious angle as Always introduce their new video #LikeAGirl.

The campaign highlights the common phrase of doing something “like a girl” – throwing, running, fighting, etc – and how this is often used as a derogatory way to insult people.

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Digital shift shakers – CMOs gaining ground in the board room

keyboardIT research company Gartner predicts that chief marketing officers (CMOs) will be spending more on IT than the chief technical officer by 2017.

In the past, a digital brief to create a brand’s new website would rest in the hands of the technical team, but CMOs are becoming more powerful with many gaining a growing share of the IT budget.

In this fast moving digital world, it’s no longer just a case of the tech team working with an agency on a new website. A change in a brand’s digital presence now involves more stakeholders at the table.

There is a broader view to be taken as businesses need to ensure that every touch point of the digital experience links up consistently for the customer. It’s a question of bringing all elements of the supply chain together from user experience to customer insight, logistics and integration. To make informed decisions, there are a number of ways in which the digital landscape is changing to accommodate user experience. Here are six of note: Read More »

When art works

Peg by Mikko Luntiala FlickrWords. They equip us to define and explain, that’s their literal and ‘on the nose’ purpose. Their description in Hamlet (Act 2, Scene 2); “Words are the pegs on which we hang ideas”.

Words as pegs. For ideas. I’ve always liked that idea. What I also find so eloquently smart and cunning about words is what they don’t say, but rather what they evoke. Words don’t just convey meaning but incite feeling.

Beyond being pegs, words are triggers, provocateurs. Without even asking us to, words force us to feel. They prompt us to reveal ourselves, our opinions of things and view of the world and how we believe it should be. Here’s where I‘m going with this:
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The implications of American Express going 100% programmatic

Amex by Images Mony:FlickrRecent reports suggested American Express wanted all of their online display advertising in the future to be purchased through programmatic technologies. So what are the implications of this?

Firstly, it shows real time bidding technology is here to stay which is a tribute to the largely positive effect that programmatic media buying has had on the industry. Its mainstream adoption should be considered a victory, and brands like Amex aspiring to buy all display advertising programmatically should be admired for their desire to operate as efficiently and effectively as they can.

Unfortunately, for the rest of digital media currently bought through the traditional RFP model (60-80% depending which report you read), I think it’s fair to say we haven’t quite worked out what that’s going to look like in the long term or whether funnelling it through existing RTB channels would be beneficial.

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It’s not too late for marketers to join the World Cup

World Cup Brazil by Diego Lourenco Gurgel/FlickrThe Brazil 2014 World Cup is going to set the digital media world on fire as consumers take to their devices to follow the event, presenting a huge digital audience for brands to tap into.

The lay of the land for brands is very different compared to the 2010 South Africa World Cup, when tablets were only just appearing and smartphones were not yet treated as an extension of the arm.

So how do brands join in on what World Cup sponsor Budweiser has coined ‘the biggest social conversation ever’… without having to invest in millions of ad bucks?

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What should drive the narrative – concept or brand?

writingIn these days when campaigns are often termed as ‘narratives’ and conceptual thinking ‘storytelling’, it’s interesting to examine how the role of brands themselves plays out.

Are they merely the lead character; the central figure which the plot and unfolding narrative are all about?

Or, maybe it’s worth viewing them as something slightly pithier – protagonists.

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Curiosity is an interesting beast

It may have killed the cat, but a lack of it can sometimes be responsible for leading unsuspecting creatives towards a sticky end, too.

That’s because with so many touchpoints available to extend the arms of an idea out to different audiences, the importance of curiosity as a character trait within digital creative thinkers is more pertinent than ever. It’s basically a question of bringing expansive thinking to where, just a few years ago, it was all about being reductive.

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How to engage the connected consumer

Connected TV will become an important part of the living roomToday’s technology-driven world is moving us rapidly into the second age of digital marketing. The shift towards constant connectivity is one that’s transforming how brands connect with people. They now have access to consumers via a variety of channels whilst having the ability to engage and influence each one. Furthermore the proliferation of mobile devices and wearable technology is having staggering effects on consumer behaviour, shifting the power of purchase from brands to consumers.

In light of all of this it’s not surprising to see that one of the most talked about topics in the marketing industry today is the ‘connected consumer.’ This evolving state of affairs presents both opportunities and challenges for brands. Read More »