Examining the many faces of content marketing for brands

Last Thursday, Aspectus PR headed to the Institute of Education’s Logan Hall near Russell Square in London for the Content Marketing Show. Organised by Kelvin Newman at Rough Agenda, the twice-yearly event examines the good, the bad and the ugly of content marketing in rapid-fire sessions delivered by professionals drawn from across the media industry.

The core theme underpinning the show was the human aspect of social media. Captured succinctly in the form of an

By Alastair Turner, 21 July 2014, 0 comments. Categories: Brands, Content.

A call to action: Let's put an end to invisible advertising

We are facing a viewability crisis; but users who are forced to watch video ads are not the most interesting target for advertisers, argues Pierre Chappaz, Chairman and CEO Ebuzzing & Teads

Half of all internet advertising bought by brands is not seen by web users. It is a shocking statistic and the situation is worsening year on year, thanks to the rise of programmatic buying. In 2012 ComScore estimated that 31% of advertising was not seen, this number rose to 54% in 2013.

The recent announcement that GroupM will soon withdraw from open...

By Pierre Chappaz, 16 July 2014, 0 comments. Categories: Advertising, Brands.

Ensuring banks use data to understand customers across all touchpoints

Integrating data insight from all channels to develop a 360-degree perspective of customers' preferences is vital to personalising service. Multichannel marketing knows this well, and as the digital age evolves, consumers expect continual cross-touchpoint recognition from organisations: banking is no exception.

Historically, physical bank branches were the main touchpoints for customer understanding; important flagship hubs for contact, cross-selling, and retention. As a result, until recently, people were...

By Jed Mole, 14 July 2014, 0 comments. Categories: Brands, e-commerce.

Seamless customer experiences: This is retail’s digital future

The digital world has disrupted our marketing worlds and changed the way business communicates with people. Social media has opened the door to two-way conversations with data giving us a better understanding of our market and mobile making our message more accessible to the general consumer.

Over the past few years we have placed much focus on developing digital channels to make the most of social media, mobile and data collection; however I believe that this...

By Mike Saunders, 11 July 2014, 0 comments. Categories: Brands, Consumers, e-commerce.

Take a look at how McDonald’s, Guinness and Coca-Cola have kept their brands fresh over 100 years

For any historic, established big brand, they can’t rest on their laurels if they want to stay at the top. Whether it’s through a catchy marketing slogan, or a change to the company logo, the sands of time are constantly shifting.

Take three of the world’s biggest brands; McDonald’s, Guinness and Coca-Cola.

It’s fair to say that the ubiquitous soft drinks manufacturer has suffered slightly over the past year or so, where before it was at the very summit of its brand power. Earlier this week

By James Bourne, 11 July 2014, 0 comments. Categories: Brands, Infographic.

Apple, Cadbury and McDonald’s top charts for best storytelling brands

Apple has retained its position as the UK’s top storytelling brand, according to research published by AESOP in association with One Poll.

Cadbury and McDonald’s were second and third respectively, with IKEA moving up six places to fourth and crisp manufacturer Walkers rounding off the top five.

There’s no place in the top 100 for Google – interesting given the daily stories which are told in the Google Doodles – yet YouTube makes the top 10, the highest new entry at #8.

The...

By James Bourne, 10 July 2014, 0 comments. Categories: Apple, Brands.

What to spend where? Making sense of marketing attribution

“Half of my marketing works,” the old saying goes, “I’m just not sure which half.”

Therein lies the problem that marketing attribution seeks to address. But successful attribution is trickier than the quote above suggests. The fragmentation of channels across an ever-growing digital landscape means that marketing efforts are rarely split in half (or thirds, or quarters); gone are the days of picking between newspapers and radio or TV and billboards. 

Over...

By David Cole, 04 July 2014, 1 comment. Categories: Advertising, Brands, Industry, SME Tips.

NewsCred and Outbrain buddy up for content marketing partnership

Brands, listen up: NewsCred and Outbrain have formed a strategic partnership which enables organisations to more effectively source content and then maximise its social reach.

The deal enables marketers to utilise NewsCred’s more than 4500 content providers in its Publisher Network, with NewsCred customers able to share content out through Outbrain Amplify, a platform which allows marketers to promote stories at scale.

“By integrating Outbrain directly into our Content Marketing Cloud, we’re...

By James Bourne, 03 July 2014, 0 comments. Categories: Advertising, Brands, Content.

Yo: Is it really that simple?

By Gram Bowsher

Yo: A two letter word with ambiguous origins and typically inconsequential meaning. Or is it not that simple? One of the newest trends in social media and mobile apps has been the rise of the app named after such a seemingly innocuous term. Giving users only the ability to send the word “Yo” to each other, the app has already received $1.2 million in investment and has risen to the number one in the iOS app store.

The fast rise of Yo was quickly followed by an influx of hack attempts, and...

By Randy Giusto, 02 July 2014, 2 comments. Categories: Brands, Community, Social Media.

Bulmers goes cross-screen for pioneering UK advertising campaign

Cider brand Bulmers has unleashed its latest creative campaign with Microsoft which enables users to watch an advert piece by piece through whichever platform they are on.

The campaign, created by Starcom MediaVest, Adam & Eve DDB and We Are Social, uses technology from Microsoft called Creative Sequencing. This means that Bulmers adverts can appear on a variety of devices and platforms, from Windows 8 to MSN, Skype and Xbox 360.

This is achieved through the logging of a user’s Microsoft ID, which...

By James Bourne, 01 July 2014, 0 comments. Categories: Advertising, Branding, Brands.