European retailers increasingly looking to broadcast-style content

New research by Brightcove shows that a majority of European retailers are increasingly turning to broadcast-style content offerings as the battle for consumer attention intensifies.

The company conducted the research by interviewing 200 retail decision makers and 2,000 consumers across the UK, France and Germany.

81% of the decision makers surveyed were beginning to consider their future as a media company, and 85% already trying to find ways to target consumers in their homes.

61% already offer (while 33%...

By Colm Hebblethwaite, 14 September 2017, 0 comments. Categories: Advertising, Content Marketing.

AI won’t take content marketers’ jobs - it will improve them

Content! Consumers demand it, but it takes so long and costs so much. But what if you had an employee who could create 2,000 articles per second? One who didn’t make typos? Or who didn’t even need bathroom breaks – or a salary?

Content created by an artificial intelligence (AI or neural networks to be specific) may seem like a dream come true to every manager who’s had writers miss deadlines (and even the mark) entirely. Make a few keystrokes, enter some key phrases, and voila: A...

By Ilana Plumer, 13 September 2017, 0 comments. Categories: Content Marketing.

Adapting for success in an age of disruption

Disruption is set to displace four of the top ten organisations across every industry. But how does disruption occur?

How are challenger brands harnessing it to their advantage? And is it possible to spot a disruptor before they start wreaking havoc in your industry?

While the word disruption may be fast approaching cliché, the sentiment behind it is very real. As is the challenge of responding to young brands...

By Liz Deverell-Smith, 11 September 2017, 0 comments. Categories: Content Marketing, Customer Experience, Data-driven marketing.

What can brands learn from the #WalkersWave and Burger King “OK Google” campaigns?

You can’t go very far within the world of marketing and brands without hearing the latest buzzword – personalisation. Everything is about personalisation, and with advances in technology and the use of data, marketing is becoming increasingly personalised and social. Many brands are already making the most of this shift by creating innovative and engaging campaigns which allow consumers to interact with the content.

However, as last week’s National Lottery campaign for the World Athletics...

By Phil Aiston, 23 August 2017, 0 comments. Categories: Branding, Content Marketing, Personalised Marketing, Social Media Marketing.

How uniting marketing and IT can help your company progress

I have a confession: I'm a marketer, but I haven’t always been a fan of marketing. I’d go so far as to say I once liked marketers slightly more than used-car salesmen. Slightly.

Marketers, like many a used car salesman, have the perception of being tone-deaf and “always on.” My perception was no different, and it seems the same was true for Jay Acunzo, a marketer who went so far as to name his blog Sorry for Marketing.

It wasn’t...

By Sean Schroeder, 22 August 2017, 1 comment. Categories: Advertising Technology, Campaigns, Content Marketing.

AR and VR 101: What marketers need to know today

In addition to mastering an ever-evolving landscape of social media and digital marketing tools, today’s marketers are required to have a much more in-depth understanding of existing and emerging technology than their predecessors. The rise in experiential marketing has posed a challenge in that brands are now looking to their marketing and advertising executives to integrate never-before-seen technology into in-person marketing experiences.

This strategy comes as a response to consumers, the Millennial generation in particular,...

By Steve Alexander, 18 August 2017, 0 comments. Categories: Content Marketing, Customer Experience, Video & Audio Marketing.

The rise of emojis and the ever-changing state of our social caves

Social caving – a visual tale – I can see it now…

Some 45,000 years ago, groups of world citizens gathered together in a variety of caves. These caves were spread across the earth and included wonderful scenic locations now known as Eurasia, Europe, Indonesia, Africa, South America, and Australia.

The groupings included hunters, gatherers, and yes, communicators. These bloggers of their time did their communicating by using art—some crude, some fine, and most spread anywhere in...

By Thaddeus Kubis, 16 August 2017, 0 comments. Categories: Content Marketing, Mobile Marketing, Social Media Marketing.

Scoping out business requirements for marketing production: Five common mistakes

There is little doubt that technology has a role to play in streamlining and enhancing marketing production. However, from the decision to implement one of these systems, through to its implementation, there are five critical issues that need to be dealt with to ensure its successful deployment, adoption and usage.

Gathering the business requirements for such a solution can be a challenging task that can dictate the success or failure of a project.

The solutions available, digital asset management, content...

By Tammy Michalek, 10 August 2017, 0 comments. Categories: Advertising Technology, Best Practice, Content Marketing.

Identifying your top brand advocates – by filtering the recommendations

Do all recommendations carry equal clout? The short answer is no - but by taking a closer look at who is saying what, it is possible to identify your top brand advocates.

With so many purchases being fuelled by recommendations from friends and family, it is easy to see why word-of-mouth marketing is such as powerful force. After all, who hasn’t booked a holiday, visited a restaurant, watched a TV show or had their car serviced at a local garage after hearing about a positive experience from someone they...

By Chris Cowan, 09 August 2017, 0 comments. Categories: Branding, Content Marketing, Data-driven marketing.

Building the consumer relationship for brands and publishers: It’s all a question of trust

Recent research from Reuters reveals most people don't trust the mainstream media and are even more suspicious of social media.In addition, research from Rakuten Marketing suggests people increasingly see advertising as being linked to fake news and mistrusted content.

Whilst lack of trust is damaging the relationship between consumers and brands, 

By Jon Cornwell, 09 August 2017, 0 comments. Categories: Branding, Content Marketing, Customer Experience, Publishing.