Second-hand goods: Why it’s important to not let current trends hinder creativity
“There is nothing new under the sun”, the famous saying goes. It actually comes from the book of Ecclesiastes in the Old Testament – written well over two thousand years ago!
The fact that it has resonated down the centuries, and (ironically perhaps) feels as fresh today as it ever did, surely points to the fact that for all the abundance of possibilities in life, we actually experience much the same things as each other, just in different formats or settings.
In the communications...
Why social is the #1 equaliser for brands
There are two types of businesses in the world when it comes to social — an organisation that does it because it feels it ‘has to’ to keep pace, and the ‘socially mature’ business that does it because it truly understands social media engagement, and its value on the bottom line. Social media is now the cornerstone of modern marketing strategies, regardless of the organisation's size, age, market position or revenue.
A business that is able to properly use social and all it...
Is ‘measurement culture’ killing creativity?
Data has redefined the marketing game in the last decade. Before, marketers would pump content out to their chosen medium and judge its success based on any increase in sales. Now, they sit on top of a pile of data that can tell them exactly how their campaigns are performing.
But is this ocean of data putting the focus of modern marketing too heavily on analysis, measurement and insight at the cost of creativity?
This seems to be a common view, according to a survey of 250 marketing decision-makers, with 72%...
Innovation, personalisation and experimentation: Why you might not be doing any of it right
The word ‘innovation’ must rank fairly highly on a list of the most used and abused buzzwords in digital marketing today. Every organisation thinks that they’re innovative in some form or other – but are they going about it the right way?
San Francisco-based Optimizely believes not. According to Global Head of Strategy Hazjier Pourkhalkhali – who would like to believe his company is ‘the biggest digital laboratory in the world’ – three quarters of all...
Six key ways to distribute your content and grow your following at the same time
If you’re a leader in business, you’re probably not enamoured by social media. Sure, you’ve got accounts on LinkedIn and Twitter that an assistant or a member of your marketing team maintains, but you’re not too active there personally. You don’t have many followers, but you don’t mind; you have bigger things to worry about than who’s reading your tweets.
Too many leaders shy away from social because they see it as “kid stuff” or a time suck that has no place...
How viral content became a hotbed of online ad fraud and what can be done to stamp it out
Just weeks ago, Unilever, one of the biggest advertising spenders in the world, threatened to pull ads from digital and social platforms if they fail to eradicate content which “creates division in society and promotes anger and hate.” Considering that Unilever spent over $9 billion (£6.4) billion on advertising in 2017 and recently stated its intention to increase this spend by £220 million in 2018 (
Twitter suspends some its most popular accounts for rules violations
Over the weekend, Twitter suspended a number of accounts to a violation of its spam rules and for copyright issues. Some of the accounts, which included @GirlPosts, @SoDamnTrue and @commonwhitegiri, were hugely popular.
GirlPosts, for example, had 9.8 million followers and was listed by Statweestics as the sixth most popular account of 2017, beating out such notables as CNN, Fox News and Harry Styles. The account was pulling in around 20 million likes and six million...
Convergence communiqué: The importance of storyboarding – and your brand’s message
How can marketers adapt to the recent Facebook algorithm changes?
Following Mark Zuckerberg’s personal post on Facebook’s recent newsfeed changes, the social network’s share price fell as much as 6.1 percent.
With Facebook’s key advertising space for brands reverting back to its original purpose (actual, personal news from friends and family), the brand marketers who have relied on in-feed advertising to drive traffic and revenue must now reconsider how to engage with audiences through this pillar channel.
But more than anything, organisations must...