Are humans the flaw in the AI machine?

With many predicting that 2018 will be a watershed year for artificial intelligence (AI) and machine learning (ML), we might expect that marketers will find their jobs becoming easier over the next 12 months. However, our plans to let technology take the strain could be at risk if we lose faith in these new techniques without first giving them enough time or attention.

There are...

By Nick Welch, 13 April 2018, 0 comments. Categories: Advertising Technology, Branding.

From brand storytelling to “storyliving” through VR

In the earliest days of television, no one had quite figured out the complicated new medium and the earliest TV programs reflected that. Many were just a camera pointed at people doing a radio show. It takes time to understand and create new stories in a new medium.

It may sound silly, but today’s commonly accepted practices around establishing shots and flashbacks were once clever new devices in film and television storytelling.

VR is the next evolution of visual storytelling. And it brings new...

By Rob Kendal, 04 April 2018, 0 comments. Categories: Branding, Video & Audio Marketing.

The power of real-world testing

As today’s retail environment grows ever more competitive and the variety of products in our shops increases inexorably, those who know where and how shoppers are most likely to choose a product have a clear advantage.

Testing, and in particular, real-world testing has become a key tool for brands as they strive to understand shopper behaviour and how to design products and secondary packaging that stands out on the crowded shelves.

Snap decisions

We all know the majority of consumer purchasing decisions take place...

By Wim Wouters, 20 March 2018, 0 comments. Categories: Branding, Commerce.

It’s time to take action to manage digital risk and protect your brand

I am one of you. I have been in the marketing field for more than 20 years and have seen unimaginable technology shifts that have made the world a more connected and efficient digital machine.

We can now engage digitally with consumers around the globe on so many screens (watch, mobile, tablet, laptop, desktop, TV, automobile, etc), at any place and at any time. The companies we work for have greatly benefited from this new digital age. We now have data everywhere, including customers, employees, and third...

By Dan Lowden, 13 March 2018, 0 comments. Categories: Branding.

Facebook seen as least brand-safe platform

Linkedin is viewed as the platform that provides brands the most safety, according to a new survey by AI company GumGum.

The company interviewed more than 200 industry professionals in the US, UK and Canada as part of it’s The New Brand Safety Crisis report. Among the respondents, Facebook was viewed by a wide margin as the most unsafe platform for brands (-23), followed by Twitter (-11), publisher sites (-10) and YouTube (-8).

The results suggest that despite its numerous and very public issues with brand safety...

By Colm Hebblethwaite, 25 January 2018, 0 comments. Categories: Advertising, Advertising Technology, Branding.

Imagery integral to the buying process for majority of consumers

According to an analysis of YouGov consumer data by martech company Pure360 shows that the importance of imagery when it comes to the purchasing process.

YouGov polled 2045 adults and found that 53% think that images grab their attention more than headlines. 61% expected marketing messages to include photos or images.

In fact, 62% of respondents said that they would not buy from a brand unless they can see the product being sold in its entirety. The choice of imagery is important too, with 54% saying that...

By Colm Hebblethwaite, 15 January 2018, 0 comments. Categories: Branding, Social Media Marketing.

How to cut through the cognitive marketing platform hype to realise success

Consumers are surrounded by artificial intelligence, from the iPhone’s Siri to voice-first user-interface devices such as Amazon’s Echo to the emergence of autonomous vehicles through Google’s Waymo. The same is true for brands, which are bombarded by marketing technology platforms that tout how their latest artificial intelligence capabilities will give brands an edge in the marketplace and, above all, solve their marketing challenges.

Attend...

By Mark Weidner, 02 January 2018, 0 comments. Categories: Automation, Branding, Customer Experience.

Forrester’s: 2018 will see chief growth officers replace CMOs

Forrester have released their predictions for what 2018 will hold, ranging from retail to GDPR.

In the world of CMOs, the company has predicted that marketing meetings in 2018 are going to dominated by one word: ‘growth’.

But not normal growth, CEOs are all going to be after the elusive ‘disruptive growth’. In a commercial landscape coming to be defined by rapid consumer-driven change, CMOs will be under pressure to make sure their organisations stay ahead of the...

By Colm Hebblethwaite, 15 November 2017, 0 comments. Categories: Advertising, Branding, Customer Experience, Personalised Marketing.

126 million US Facebook users may have seen Russia-banked posts

The scale and potential reach of political content allegedly uploaded onto Facebook by Russia-backed operatives has been revealed.

The social media giant has estimated that around 80,000 posts were produced and uploaded before and after the divisive 2016 US presidential election that saw Donald Trump narrowly beat Hilary Clinton.   

This means that the content, which focused on contentious social and political issues, could have been seen by as many as 126 million US Facebook users.

The revelation...

By Colm Hebblethwaite, 01 November 2017, 0 comments. Categories: Branding, Social Media Marketing.

Netflix is most positively talked about brand by millennials

Among UK millennials, Netflix is the brand that is most positively talked about brand.

The streaming service came out on top of YouGov’s annual BrandIndex rankings, which is made of over 2.5 million consumer interviews a year.

The list of brands with positive word of mouth among those aged 18-34 years old was dominated by those in the technology sector. Netflix won out with a score of 73.8, which was only just ahead of Facebook (73.5), Apple (73.3) and Airbnb (70.5).

You can see the rest of the top 10...

By Colm Hebblethwaite, 11 October 2017, 0 comments. Categories: Branding.