Why the next big thing in marketing is...simplicity (part two)

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Editor’s note: The first part of this two-part article, available here, explained the concept of ConOps – the concept of operations – in a marketing communications program to communicate the quantitative and qualitative system characteristics of the effort to the brand, as well as prospects, clients, and customers. This piece expands on the need to keep marketing efforts simple with various...

By Thaddeus Kubis, 19 January 2017, 0 comments. Categories: Advertising, Best Practice, Social Media Marketing.

Why the next big thing in marketing is...simplicity

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Editor's note: This is the first of a two-part article on ‘simplicity’ in marketing: the second piece will appear on MarketingTech later this month.

Opinion A question to kick off 2017: have you ever thought how complex marketing has become?

I think about that all the time and attempt to relay to my client base that simple is better. I also emphasize a few of the fundamentals of marketing that need to be followed when developing a marketing communications plan. A tenet that I follow,...

By Thaddeus Kubis, 10 January 2017, 0 comments. Categories: Advertising, Best Practice, Data-driven marketing.

Act now to benefit from a programmatic future

Programmatic is marketing’s biggest buzzword. It’s been discussed and rehashed time and time again; covered by every half respectable marketing publication, blog, and social media page trying to stay relevant. On the one hand, this coverage is warranted because programmatic represents the next big industry shift in communicating with customers. However, it has also brought on a sense of confusion with an underlying tone that programmatic is a complex approach for marketers of the future. The...

By Mark Ash, 09 January 2017, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Programmatic.

Bridging the gap between static and dynamic

Video has been capturing the hearts and minds of ambitious marketers for some time now, and with good reason — the statistics surrounding its levels of growth and engagement are astounding.

A third of all online activity is spent watching video. 80% of consumers recall a video ad they saw in the last 30...

By Jose DeCabo, 05 January 2017, 0 comments. Categories: Advertising.

Sage's first ever Christmas advert: How and why we made it

When does your holiday season usually start? The moment you send your last email and put your out of office on? The day after the work Christmas party?

Maybe your office is closed for Christmas, so you couldn’t work even if you wanted to. For millions of local, community businesses around the world this year, the office never really closes. For them, the holidays don’t mean a winding down as much as a dialling up of business activity to be there for us.

It is because of these small businesses that...

By Van Diamandakis, 22 December 2016, 0 comments. Categories: Advertising.

Tips to cater for last-minute shoppers: Convenience is king

With the final Christmas countdown now on, we’ve released new research on the Nation’s Christmas spending habits - revealing there are still lucrative opportunities for retailers to snap up a chunk of consumers’ festive spend.

The survey, which interviewed 2,000 UK consumers, showed that 30% of Brits have their Christmas shopping all wrapped up with at least three weeks to spare. However, two in five admit they won’t finish their shopping until a week or less before the big day,...

By Luke Griffiths, 22 December 2016, 0 comments. Categories: Advertising.

What can we learn from the younger generation's Christmas spending?

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The winter holidays are known as a time for families. But what about young adults without children, or new families without established holiday traditions?

We’re talking about the marketer’s favourite target audience, 18-30 year olds. As one would expect, this demographic have their own take on the holidays.

We pulled up data that Exponential collected in December 2015 describing the activities and interests of 18-30 year olds during the Christmas break.

After viewing the...

By Bryan Melmed, 22 December 2016, 0 comments. Categories: Advertising, Mobile Marketing.

What is the next programmatic evolution?

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Programmatic marketing has rapidly become a growing, powerful strategy for marketers, despite the industry frequently encountering challenges from adblocking, fraud, changing data laws and skills shortages resulting in campaigns that miss the mark.

When faced with the expense and complexity of programmatic marketing, many marketers are still wary. The platforms for buying media programmatically are expensive and indistinguishable, the data infrastructure...

By Oli Boyd, 19 December 2016, 0 comments. Categories: Advertising, Programmatic.

Adblocking: Is it controversial to say it's legal?

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“Extortionists, internet killers, an unethical, immoral, mendacious coven of techie wannabes,” – ad blocking (and those within it) have been described using a whole host of imaginative words over the years.

But, as 2016 draws to a close probably the most controversial one yet is being whispered throughout the corridors of advertisers and publishers across the land – ad blocking is now ‘legal’.

In late November Adblock Plus fended off yet another legal challenge....

By Ben Williams, 20 December 2016, 2 comments. Categories: Advertising, Advertising Technology.

Capitalising on the last minute Christmas opportunity

We’ve all had that thought – accompanied with a familiar sinking feeling – that Christmas seems to arrive earlier every year. Indeed, for many, Christmas really does start while we’re still trying to make the most of the longer, lighter summer evenings – during August last year we recorded more than a staggering half a million Christmas related searches on eBay.co.uk.

However, with only a week to go until the big day, our data tells us that there are still plenty of opportunities...

By Rob Bassett, 19 December 2016, 0 comments. Categories: Advertising.

How marketers can harness the zero moment of truth with design thinking

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Many tech companies are immersed in an invention culture: Build it and they will come.

A new business initiative group at a technology Fortune 100 used this mindset to develop a clever idea for an app store marketplace. The tool would compile robust automation software for energy co-ops.

Information and software would be available at the swipe of a thumb. It was a unique concept that would dramatically simplify the sales process for both business and consumer.

Moments of Truth

This group was chasing...

By Dwayne King, 16 December 2016, 0 comments. Categories: Advertising, Best Practice.

So, marketers, what's in store for the coming year?

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The tools that underpin performance marketing are increasingly allowing brands to execute successful digital strategies which in turn provide meaningful and personalised experiences for consumers.

As a company sitting at the heart of the marketing industry, we expect to see several trends in 2017 that will impact how performance marketers do business and will provide brands with further ROI, with the ability to successfully react and respond to their marketing activity more...

By Mark Wrighton, 14 December 2016, 0 comments. Categories: Advertising.

What it takes to organise a high profile product launch

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Earlier this year, Imagination was tasked with coordinating the launch of the new Land Rover Discovery. 

We knew that with this quintessentially British product we had to pull out all the stops - and we did, along with the help of our team, Bear Grylls and 5,805,846 bricks of Lego.

To give you some background on the product we were launching, over six decades, Land Rover has developed into a British icon. This much-loved vehicle has come a long way since its inception as a post-war agricultural...

By Lisa Riordan, 12 December 2016, 0 comments. Categories: Advertising, Advertising Technology.

2017 marketing predictions you won't have read elsewhere

Marketers have been frantically planning for 2017 for weeks, if not months, so it may seem a little late in the year to be thinking about what the next 12 months could hold in store.

But even a day is a long time in marketing, and with trends, tech and consumer tastes constantly changing, there are still plenty of opportunities to do things bigger, better and more intelligently, when January comes around.

The challenge, it seems, is knowing which hints and tips to hone in on. Everyone has their marketing...

By Adam Oldfield, 12 December 2016, 0 comments. Categories: Advertising, Advertising Technology, Organic Search.

Christmas adverts 2016: The good, the bad, and the ugly

This year’s John Lewis advert dropped later than expected. ‘Buster the Boxer’ features bouncing foxes, badgers, hedgehogs, squirrels and, of course, Buster on a trampoline intended for a very cute little girl, ending with the tagline, ‘Gifts that everyone will love’.

A full 360 surround sound campaign (in store, online, social media) goes with it, including behind the scenes explanations, and a percentage of related plush toy sales will go to The Wildlife Trusts.

Perhaps...

By Debra Marmor, 08 December 2016, 0 comments. Categories: Advertising.

Is adblocking becoming the new norm?

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The latest IAB UK adblocking Consumer Usage and Attitudes Report shows approximately one fifth of online adults are actively using adblocking software in the UK.

Whilst desktop and laptop adoption rates hold steady, the PageFair AdBlocking Goes Mobile Report indicates the next challenge will come from mobile web and in app adblocking.

The assumption...

By Bethan Crockett, 01 December 2016, 1 comment. Categories: Advertising, Advertising Technology.

Why marketers need to delve deeper than retargeting to stay relevant

Imagine a 46-year-old married father of two being approached by a shop assistant to talk about this season’s range of dresses, or an 80-year-old lady about the latest football boots.

They may be highly unlikely to want to know more or make a purchase, and it might even cause annoyance.

Likewise, they may feel slightly peeved if during their next holiday they were disturbed by someone trying to sell them a stay in the exact same hotel they were currently staying in.

They would also consider it a little...

By Paul Thomas, 29 November 2016, 0 comments. Categories: Advertising.

Meaningful brands matter: A look at 2016’s Christmas adverts

For years now, the public has looked forward to the launch of Christmas adverts from the world’s biggest retailers. For some, the feeling is that Christmas has not properly started until Coca-Cola’s classic ‘Holidays are coming’ advert has aired.

In more recent years, it has been the John Lewis adverts that have best captured the hearts and imaginations of the public. However this year we have seen a...

By Rob Leggatt, 29 November 2016, 0 comments. Categories: Advertising.

UK advertising investment set to grow to £18.8bn in 2017

Investments in the UK advertising industry will be worth over £18.8bn in 2017, with the sector set to enjoy its eighth successive year of growth.

Media investment management business GroupM has released its forecast for the year ahead in advertising, and predicted that the industry will grow up from 6.3% to 7.2% in 2016, and 7.2% in 2017.

While digital display will rise 15% next year, particularly into social media and video, GroupM's outlook for traditional media is set to decline slightly.

We are...

By Rachael Power, 14 November 2016, 0 comments. Categories: Advertising, Advertising Technology.

There's more to Christmas content than John Lewis ads, research says

It just isn't Christmas in the UK without John Lewis' heart-rending TV advert, but new research shows that content runs deeper than television jingles. 

Festive pictures are indeed the most popular Christmas-related online content, according to reserach by RadiumOne, followed by videos, present ideas and sales and promotions. 

According to the research, advertisements feature seventh along the ladder, alongside Christmas wishlists. 

Sales, promotions and present ideas will each be shared by about...

By , 09 November 2016, 0 comments. Categories: Advertising.