Avoid being a ‘one-trick pony’: Clever financial planning for diversification

Creative agencies are increasingly having to find new ways to cope with the rapidly changing media landscape. New technologies are emerging, and agencies are experiencing change internally as well as externally.

Clients are beginning to demand more for their money and as a result of consolidation within the sector, businesses are seeking to expand their repertoire.

With new technology taking over, agencies that stick to one platform or process are now few and far between. Clients are looking for a...

By Laura Mott, 21 December 2017, 0 comments. Categories: Content Marketing, Social Media Marketing, Video & Audio Marketing.

What does 2018 have in store for marketers: Industry predictions

As 2017 comes to an end, it is time for those involved in the marketing industry to look forward to what the next 12 months could hold.

From the growing ubiquity of AI and machine learning to the game-changing GDPR, 2018 promises to be just as eventful as its predecessor.

We asked a range of industry professionals to gaze into their crystal balls and give us their predictions for what the new year has in store for marketers and brands.

AI and machine learning

Oliver Bronner, Founder of Berlin-based brand consultancy,

2017 in review: The battle for shorter attention spans

Brands now have as little as 8 seconds with consumers before they lose their attention.

You can see why – while Netflix says it believes sleep is its biggest competitor - anyone who has lost a weekend to back-to-back episodes of Mindhunter and Dark knows our attention is continually diverted by a constant stream of push notifications from social channels, messaging apps and emails.

It means I’ll have to fight hard to keep...

By Abe Smith, 15 December 2017, 0 comments. Categories: Content Marketing, Customer Experience.

Half of young Britons purchased influencer-promoted products in 2017

Influencer marketing campaigns have proved to be an effective strategy in 2017, with over half of young adults in the UK purchasing an item that has been promoted by an influencer.

New research by affiliate network affilinet polled 2,293 UK adults aged 18-30 on what they thought had most affected their purchasing decisions over the last 12 months. The results show that young consumers are more likely to look to YouTubers, bloggers and other influencers as sources of purchase information.

63% of those surveyed...

By Colm Hebblethwaite, 07 December 2017, 0 comments. Categories: Advertising, Content Marketing, Social Media Marketing.

Using social to measure content strategy success

Social media use has grown by more than 20% year on year, and it’s no secret that it has a true capability of engaging with consumers and influencers, and driving sales.

In 2016, almost half a billion people signed up to a new social media account. That is a lot of opportunities for marketers looking to engage, and a lot of pressure to drive results.

Marketers are increasingly being asked not only to justify their spend, but also prove their worth and...

By Adrian Cockle, 28 November 2017, 0 comments. Categories: Content Marketing, Social Media Marketing.

Reader/publisher relationship has ‘catalytic’ effect on ad effectiveness

Conventional wisdom says that if the editorial content around an online ad is good quality, then the effectiveness of the ad is increased. While there is certainly some truth to this, a new study purports to show that the issue is far more complicated the many in the industry think.

Inskin Media compared the conscious and subconscious reactions of 4,370 people who were served online ads on websites either with or without publisher branding.

The results indicate that the publisher branding on some of the sites...

By Colm Hebblethwaite, 22 November 2017, 0 comments. Categories: Advertising, Content Marketing.

Millennials, culture and brands: an interview with Amplify’s Krupali Cescau

Millennials – those who have come of age in a period of vast technological change – are a sought-after group among marketers. They are internet savvy, smartphone-wielding and eager to establish themselves as valued workers and prospective property owners.

They are also not a single, uniform entity.

For marketers, who already have a habit of pigeonholing people into conceptually neat categories, the need to acquire as much user data as possible has made understanding what makes young consumers tick...

Why automated content writing isn't worth the risk

A sense of impending doom has intensified in recent years, with various news reports and television dramas depicting a near-future of fallible humans being forced onto the breadline, replaced by a superior workforce of robots.

While this dystopian theme has long been the fare of science fiction, for many, the prospect of C-3PO delivering their P45 is fast becoming a reality.

Indeed, the BBC’s ‘Will a robot take your job?’ report - collating data...

By Magnus Linklater, 15 November 2017, 0 comments. Categories: Automation, Content Marketing, Data-driven marketing.

Augmented Reality: a new legal frontier for marketing?

Within the world of digital marketing, there is a (tentative) expectation that Virtual Reality (VR) and Augmented Reality (AR) products will open up new and exciting doors to advertisers in the not-so-distant future.

Readers may already be familiar with the virtual dealership created by Cadillac, or Snap’s AR lenses, which allow advertisers to superimpose three dimensional objects onto real-world scenes.

Warner Bros. is one of the first companies to take up this offering, allowing Snapchat users to...

By Nick Breen, 07 November 2017, 0 comments. Categories: Content Marketing, Video & Audio Marketing.

The particular challenges of marketing luxury brands

Luxury brands occupy a unique position within the digital marketing landscape, and can provide interesting insight into how the one-size-fits all approach to selling yourself on the internet is not always effective.

What makes a brand count as ‘luxury’? Is it the quality of the design or of the materials used? A little bit, but if these were the only criteria then any well-made smartphone or pair of trainers would count. The key to luxury when it comes to marketing is the idea of exclusivity, the...

By Colm Hebblethwaite, 18 October 2017, 0 comments. Categories: Content Marketing, Personalised Marketing, Social Media Marketing.