How AR has gone from a buzzword to an effective communications tool

Augmented reality is not a new phenomenon, the concept has been bandied about for the past five years as ‘the next big thing in marketing’ with varying degrees of promise. What is now changing, that could be the difference between buzzword and buzzkill, is the advances in technology that are making AR more user friendly, accessible and realistic as a legitimate marketing and communications tool for brands.

2020...

By Adam Cox, 05 December 2019, 0 comments. Categories: Automation, Branding, Customer Experience, Gamification.

For luxury brands, the possibilities of programmatic cannot be ignored

For luxury brands, creating customer relationships, and the revenues they bring, is everything. A $25,000 watch or $150,000 vehicle is rarely an impulse buy, but instead a purchase achieved after many different points of engagement. 

An increasingly higher percentage of all ad budgets is being taken up by programmatic advertising, and luxury brands and their marketing efforts need to hop on board with this trend. Digital...

On Black Friday, try showcasing your values instead of slashing your prices

This Black Friday, French cosmetics startup Typology won’t make a single euro cent in profit. That’s because instead of slashing prices and scrambling for customers, the company is launching a campaign called “#BlackForGood”, donating its profits to environmental charities. “This campaign is intended to be...

By Fred De Gombert, 27 November 2019, 0 comments. Categories: Advertising, Branding, Campaigns, Content Marketing.

Like for like? Why the traditional tool of social media affirmation needed to shift

The ‘like’ was unassuming. Few anticipated that a miniature, good-willed icon of a thumbs-up could dictate corporate and cognitive wellbeing. At its best, the like has been massively generative to individual and industry alike. It’s turned people into brands, spawning influencer culture, and has reshaped global marketing.

But the like isn’t always at its best. People have died chasing them (think selfies on railroad...

By Mira Kopolovic, 26 November 2019, 0 comments. Categories: Attribution, Branding, Content Marketing, S-Commerce, Social Media Marketing.

Safeguarding brand value: Why brands should take a data-first approach to audience integrity

2019 has been another important year for influencer marketing, as more and more brands wake up to the advantages of using influencer marketing to connect with their customers and drive business.

According to a recent study, the spend on influencer marketing is expected to reach $15 billion by 2022. The combination of an increasingly sophisticated consumer pool, massive upsurge in social media consumption and the rise in ad blockers that has made traditional advertising progressively difficult. Step forward...

Gartner’s latest report reveals the top three barriers to marketing innovation

There are three major hurdles in marketing innovation: risk-aversion, limited talent, and an inability to measure impact, according to Gartner's latest ‘Brand Strategy and Innovation Survey 2019’ report.

According to the report, the field of marketing still lags behind in terms of innovation despite commanding 16% of marketing budgets and maturing as a core discipline. It points out measurement as the major issue to new innovation.

Gartner for Marketers Practice senior research...

By Marketing Tech, 13 November 2019, 0 comments. Categories: Branding, CMO, Customer Experience, Data-driven marketing.

Using emojis for business communications and boosting customer engagement: A guide

Using images to communicate is not a new phenomenon. After all, images actually pre-date the written word – just think of cave people who painted murals on their walls to tell stories  of their battles and culture. The fact is, images can convey so much more than words; a single image can communicate a tone and emotion that is personal to the recipient.

For marketers, images and...

By Lindsay Willott, 12 November 2019, 0 comments. Categories: Branding, Social Media Marketing, Video & Audio Marketing.

Demystifying influencer marketing: How brands can build relationships with a data-driven culture

When it comes to the practice of working with influencers, I come across a lot of fear and caution amongst marketers. Whether it’s the fear of influencer fraud, uncertainty around how to measure results, or an inability to understand the impact of their investments, people remain wary.

Yet, influencer marketing is one of the highest potential practices for brands. An influencer’s voice can often be seen as more...

By Gemma Dodd, 08 November 2019, 0 comments. Categories: Branding, Campaigns, Influencer Marketing, Social Media Marketing.