Tag Archives: Google

5 key differences between the Japanese and UK/US search markets

Tokyo Japan by Guwashi999 FlickrIt’s not often you get the opportunity to work in Tokyo, let alone in one of the region’s leading digital agencies. Luckily for me, our partnership with Frontier Digital Marketing in Japan gave me the chance to re-locate for a three month placement.

Here are the five key differences that I observed between the Japanese search market and that of the UK/US, including some top tips for anyone looking to run search campaigns in the region.

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The other side of tech: The Wall meets Dan Wagner

Comptoir des Cotonniers powatag“The impact of Powatag is as significant as the introduction of television to advertising, and of the internet on communications.” It’s a pretty bold opening gambit from Powa Technologies founder and chief executive Dan Wagner, but one the tech entrepreneur delivers resolutely.

His unfaltering manner is reflected in every element of Powa’s slick office, which – on the 35th floor of Heron Tower – is not what we’ve come to expect from a tech start-up. Glass and mahogany dominate an expanse of elegant desks and dapper suits. The space is professional and deliberate. Everything shines, and there’s not a bare brick in sight.

It’s the home of Powatag. An e-commerce app and mobile wallet that consumers can use to scan a code or advert and be able to purchase whatever item it is promoting in one tap. It has more than 500 global brands signed as partners, such as Carrefour and Comptoir des Cotonniers. In June, Powa agreed deals with five media agencies, including Carat and Mediacom, and this week announced a partnership with marketing agency Haygarth to help create campaigns for its digital retail client portfolio. Wagner claims to have no competitors, and wouldn’t back anyone that isn’t him. So does the technology match up to the man?  Read More »

How to avoid the incremental trap

Steps by jara_mae FlickrImagine the scenario: It’s planning time and budgets are still really tough. Many consultancies and agencies will be talking to their clients about incremental growth, incremental volume, incremental profit, and incremental process improvements.

It’s such a lovely, feel-good adjective. It’s like the growth is there so long as you can find best practice, harness capability and galvanise action… yes, this is straight from the manual of consultants’ ‘bullshit bingo’.

The problem with incremental is that it says improvement, but with no real effort or worse, anything will do. While businesses are shuffling the deck chairs looking for internal best practice, the consumers and market are making their own best practice. And, at a pace that will outrun any ‘ways of working’ manual or online toolkit. Read More »

Amazon’s Fire phone and the future of brand relationships

Amazon Fire phoneThe reaction to Amazon’s recent phone announcement followed a pretty typical pattern: gee-whiz live-blogging in the morning and cynical analysis in the afternoon. But dissecting nifty hologram effects and price points is beside the point.

New product features have a retail half-life of 90 days and a media half-life of 90 minutes. In a few years these phones will come in the mail for free with an Amazon Prime membership.

The real lesson here is that Amazon has made a pragmatic decision to use the world’s most relevant consumer platform, the smartphone, to help cement one of the world’s most seamless brand relationships. Read More »

Coca-Cola uses bottle caps to make friends; Google tests drive its self-driving car

Screen Shot 2014-06-04 at 16.48.17This week’s brand chart features the first look at Google’s self-driving car project, which has reached the prototype stage and is ready for some very lucky (and brave?) volunteers to take a ride in a fully autonomous car.

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Gmail vs Pinterest? This time, it’s visual

gmail grid view‘One picture is worth a thousand words’, so the Chinese proverb goes. This mantra has been under the spotlight more than ever in recent times, with brands subject to an ever-growing intrigue as to how they can best capitalise on increased consumer usage of photo sharing platforms such as Pinterest.

The latest interesting development in this space is that Gmail is making its promotion tab look more like a Pinterest wall than an archetypal inbox.

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The billion dollar marketing lesson

Electricy by cultsoftheshadow FlickrOne billion dollars. That’s big bucks. It also happens to be the amount being spent on Google advertising by Priceline, the owner of popular travel sites booking.com and kayak.co.uk. All to ensure that you see – and use – its own sites first. And the strategy is working. One in every two bookings on travel sites across Europe is now made on a Priceline site, and in the US Priceline recently became the first stock ever to trade above $1000 on the S&P 500.
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Five ways you can use social to sell

Social, by Jason A HowieEvery morning I walk past David Ogilvy’s “We Sell or Else” stencilled on the glass wall of our reception.

Yet in social, marketers aren’t even turning up to sell a lot of the time.

It’s not surprising if they aren’t trying to sell through social – since many brands have had failed attempts. Read More »

London: The European ad tech capital

LondonEyeEdfEnergyAdvertising is big business. And as the gateway to Europe from the US, London has long been regarded as one the most important business hubs globally.

The signs are relentless. PWC predicts that the UK entertainment and media sector will be worth £63 billion by 2016. Crucially, PWC forecasts this will be driven by 12% year-on-year growth in internet advertising; cementing the UK’s position as the largest internet advertising market in EMEA.

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The new face of mobile ads

appleiPad2In the past six weeks, three of the most visible companies in the digital world have made similar announcements: Google, Twitter, and Yahoo have disclosed plans for dedicated advertising products for app marketers.

Why the sudden rush of activity? Simple: the incredible success of Facebook’s mobile app install ads can’t be ignored. App-specific advertising products are the future of mobile app advertising – here’s why. Read More »