Category Archives: Technology

How vertical networks are changing social media

Ladder Juan JilbeWhile our personal lives and social existence seem irreversibly entwined to Facebook, users have largely resisted the temptation to share the details of their professional lives on the network. In some cases, we’ve put off “friending” colleagues or turn up the security settings before applying for a new job, lest an embarrassing photo presents itself to a recruiter or potential colleague.

LinkedIn capitalised on Facebook’s personal-life focus, providing a counterpoint for users’ professional personas. Here, the same user that has a thriving Facebook account has built a brand new, career-orientated profile for their work lives. Separation has been the name of the game. Now, a new breed of social network is emerging that’s prompting users to rethink the traditional online persona. Read More »

Can video ads give your brand a sporting chance?

superbowllogo2012Major sporting events draw massive TV audiences and, in turn, substantial advertising revenue. During the 2014 Super Bowl a 30 second TV advert cost $4m – illustrating the value of this specific ad space. Brand competition for this year was fierce and with 164 million viewers tuning in to watch the Super Bowl, it seemed to be the case that the mass exposure justified this enormous investment.

However, due to a shift in viewing habits, TV ads are no longer the only way to advertise during the many highlights of the sporting calendar. These events now present huge one-off opportunities for brands to reach and engage their audiences on mobile devices and connected TVs – technologies that lend themselves naturally to video advertising. Read More »

Five keys to sequential storytelling for marketers

ScreensFor a growing number of consumers, accessing digital content from a single smart device is increasingly unsatisfying. Limited by screen size, resolution, and battery life, individuals use multiple devices throughout a typical day and multi-device use in and out of the home is quickly becoming the norm.

Around two thirds of consumers (66%) use another device simultaneously while watching TV – typically a smartphone (25%) or a laptop (20%) or a tablet (11%) – and this use of mobile devices has doubled the amount of time spent online. There are also differences in the way consumers use each type of device – the most important role for tablets and smartphones is research, with most reverting to desktop PCs and laptops to take advantage of the larger screen when making a purchase. Read More »

The rise of Russian ad tech and what it means for the West

St Basils by Kwong Yee ChanDespite recent political events, the Russian tech sector remains buoyant and optimistic about the future. A quick glance at the statistics underpinning the sector shows why. The latest estimates put the number of Russians online at 66 million, with growth expected to continue by around 15-20% year-on-year until 2018.

This expansion is reflected in investor sentiment, according to RusBase, in December e-commerce businesses VC deals, grew by 33%. This was closely followed by software, multimedia and games, which all grew at 22%. The fintech and ad tech sector also saw substantial growth at 12%. Read More »

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 »

Nokia and Centrefold: an unlikely coupling?

Centrefold Nokia LumiaIn this day and age, the union of cutting-edge digital technology with a large-format photojournalism print product shouldn’t work. But in the case of Nokia and Centrefold it absolutely did.

Andrew Hobbs is the founder and editor of poster-sized publication Centrefold, which showcases established and emerging artists in the fashion, art and design industries. He approached Nokia about collaborating on its 10th anniversary issue last year. The result was nine international photographers commissioned to shoot a complete issue of the magazine, cover to cover, exclusively on the Nokia Lumia 1020, which has a 41 megapixel camera, to the theme of ‘beyond’. Read More »

Myth busters: marketing automation

Tips for Public Relations professionals dealing with technology journalistsMyth (noun). a widely held but false belief or idea.

When it comes to technology, myths can easily arise due to a lack of knowledge and understanding around a product or piece of software. The danger is that marketers, eager to get the most of the exciting new technologies on offer, end up placing a lot of faith in these misconceptions. Read More »

Are marketers missing a trick with online gaming?

The console is dead: The Socialising of gamingTV has always been the mass-market media of choice for brands, providing huge, emotionally engaged audiences across a wide range of content designed to appeal to specific groups. But the way we consume entertainment media has changed dramatically over the passed few years and the TV is no longer the “living room” focal point it once was.

Look at the modern family room and you’ll see a range of different screens in use; from the TV itself to touch devices and laptops. Smart TV may be trying to re-address this, but the reality is that it is still some way from reaching its full potential due to a disparate selection of operating systems and a cumbersome interface. 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 »

Did the Wearable Tech Expo deliver the goods?

Smartwatch by janitorsLast week saw London’s Olympia host the UK’s first ever Wearable Technology Conference and Expo, dedicated to showcasing the latest developments in smartwatches, wristbands and other wearable devices. With speakers from Microsoft, Google, Samsung and Intel, the show promised a lot, but did it live up to the hype?

The show floor at Olympia reflected an industry that is still in its infancy with a clear split between sport and leisure wearable gadgets. The most commercially successful wearable tech category so far is that of sports-focused devices, and the plethora of health and fitness-trackers on display at the show underlined the consumer demand for these products. Read More »