Latest Posts

Mobile signals the end for banner ads – so what’s next?

Mobile dataBanner ads. They have been a staple of online advertising for the best part of two decades. But when delegates at numerous conferences are told they’re more likely to climb Everest or survive a plane crash than click on a banner ad, it’s clear this advertising format has had its day.

Banner click through rates have been steadily declining over the past few years, reaching a current low of around 0.1%. Banner ads are often ignored and are unsuitable for mobile due to its small screen size. This, and the high incidence of accidental touch-screen clicks that negatively impact campaign measurement and increase costs, are encouraging marketers to seek alternative options.

Engaging ad formats are imperative when targeting the multi-tasking millennial generation who use multiple connected devices at the same time. So what is the next step for advertisers looking to move on from the age of the banner and engage today’s mobile dependent, highly distracted consumer? Read More »

In-store digital…when does it truly succeed?

ImaginationIn the current retail market the rules of brand engagement are in a continuous state of flux. The speed of this change has lead to a lot of knee jerk reactions from retailers as they seek to integrate digital into their offer.

But where is the framework that helps define the real necessity of in-store interactivity? How can we tell when the integration of digital into a retail environment will eventually result in a real measurable and tangible difference.

The methods of retail engagement within a store environment have always relied on the relevance and desirability of the product offer, its price position, and the attraction of its presentation display. Finding the right balance between these methods generally has us reaching for our wallet and moving to that final goal, the moment of purchase. Read More »

Opening the talent cookie jar

So much for the EU Cookie MonsterTo survive as an agency we must offer knowledge, creativity and delivery. To do so, we need great people at every stage. Change and innovation are our lifeblood. Standing still is not an option. Being smart about change is the key to our business.

We need both permanent and fluid resource to deliver creative and commercial success. More importantly, we need the best person and we need them now. Read More »

Is Amazon’s Local Register set to shake up digital payment platforms?

Online payment by EP TechnologyThe retail industry has patiently waited for digital payment platforms to take off: NFC has not yet delivered the magic bullet many had hoped for. Apathy (or, perhaps, deliberate foot dragging) from retailers and major technology players has led to consumer indifference. This year, so far, Best Buy and 7-11 have both shut down their in-store NFC programmes.

It may yet be bodily recognition platforms (like the fingerprint recognition technology implemented on iPhone) or facial recognition technology overtake device-based approaches, of which, Zapp – the UK banking coalition initiative – and iBeacons look favourites to win out. Read More »

How apps like Spring are changing consumer behaviour

Spring appThe world of e-commerce is buzzing at the moment; Ebay is celebrating its 15th anniversary since the first UK sale and new apps and services are being launched every day, ready to crack mobile commerce.

There’s no doubt that Ebay transformed the way people shop and sell, despite starting off as an online auction business. The website crashed offline last week for the 10th time this year and suffered a major cyber-attack in May that might have compromised the details of 145 million users, but the pioneer is still going strong with just over 19 million Britons visiting the site every month.

The challenge Ebay faces lies in new single purpose apps – such as Spring and Depop, which illustrate the change in consumer purchasing behaviours. Read More »

A brand builder’s guide to surviving China

Shanghai - mariusz kluzniakGot your eyes set on China? Don’t take the plunge before you’ve read this…

In a land seen as the holy grail of growth it seems every industry wants to know the secrets to building their brand in China. With its huge population, vast geography, exploding wealth, a great appetite for brands – and let’s not forget some enticing government-backed incentives for select businesses to invest in China – what’s not to love about this economic powerhouse, and what could possibly go wrong? Read More »

Would you rather be fabulous than medium?

imagesAn innovative female clothing brand from Holland is changing the way that women are viewed by clothes shops. Instead of having small, medium and large than have gorgeous, amazing and fabulous. Read More »

What’s next for Twitter?

TwitterTwitter bounced back from a rough start to 2014 with a positive array of Q2 results, reporting stronger-than-expected financials and continued user growth. But what are Twitter’s next steps to further monetise the platform and stand strong amongst its competitors?

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Wearable tech would benefit from an haute couture approach

Google glass fashionFigures from CCS Insight suggest that sales of smart wearable devices are going to rocket from 9.7m last year to 135m in 2018. This is predicted to include 68m smart watches and 50m smart bands. It’s not beyond the realms of possibility that the figures will prove accurate, though the claims don’t seem especially well-supported as there’s a lot that has to change between now and then if this massive boost in smart wearables is going to happen.

Primarily, the creators of smart wearable tech need to ensure they’re actively catering to a key market when it comes to setting trends, the fashion industry.

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4 brands that get user-generated content

social mediaBrands are increasingly turning to user-generated content as a means to market their product and message. As social media provides a platform for consumer-to-consumer conversation, brands are realising that they need to communicate in new ways to shape these discussions. They also understand that consumers don’t have to be passive receivers of content, that in fact with the right marketing campaign, they can be made active – generating and distributing content themselves.

For organisations that employ a strategy of ‘attitude branding’, user-generated content can also be an effective means of communicating their personalities. Red Bull is one of the best known brands to make use of this, associating itself with a purpose and an experience via extreme sports. This brand strategy has given weight to Red Bull’s new iPhone app – Flow.

Read More »