Piggybacking is an old staple in a content marketer’s toolkit. I’m sure most of us can think of some truly inspired, ingenious and downright hilarious examples of brands tying their names to events, popular culture or trends to ‘piggyback’ on their popularity.

When a brand gets it right, it can work brilliantly, showing your business is topical and relevant and bringing out your personality and sense of humour. But when a brand gets it wrong, it can be absolutely...

Marketers have found themselves in an industry that’s always on its toes. There are more social media platforms than ever before. And, while they might present more opportunities to reach your audience, they also mean a lot of other voices to compete with. It’s never been such a flooded market to get a voice across in.

On top of that, consumers understand tech more than ever before. They know when they’re being marketed to, but will only tolerate that marketing if the subject matter and...

Influencer marketing really came into vogue in 2017. While the principle of utilising famous people to sell your products is nothing new, the concept has undergone a major evolution in the last few years as it merged with social media.

Instagram has positioned itself right at the heart of this growing section of digital marketing. As a mainly picture-based network with around 800 million users (as of September 2017),...

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...

Today, organizations have more data at their fingertips than ever before and it’s influencing how they conduct business across the board. From identifying new product opportunities to potential new customers, data is becoming increasingly essential in both business and marketing efforts.

However, this rapid influx of information can be a double-edged sword making it essential to identify and analyze the right type of information. Communicators are now faced with the complex challenge of not only...

Facebook chief Mark Zuckerberg has announced a major change of focus for the social media giant’s news feed. In a post on his personal Facebook page, Zuckerberg said that posts from businesses, brands and media will carry less weight.

Instead, the company will look to give prominence to content that encourages “meaningful interactions between people” such as conversations between friends and families. The changes are due to begin appearing in user’s feeds over the coming...

“Once upon a time…” That is how most stories begin – and many of the stories that began with those four words are fairy tales, fantasies, or make-believe narratives. Some, however, are based on true events.

What about your story? How would you define your business story? A fairy tale? A fantasy? An autobiography? Fiction, non-fiction, sci-fi, biz-fi… or none of the above?

The correct answer to this question is determined not by how you define your story, but by how your client...

Those in the marketing world could be forgiven for thinking that every company in the UK makes use of social media in some way. Surely, in this hyper-connected age where consumers want personalised experiences, setting your company up a Facebook and Twitter page should be an early step?

Well, it turns out that significant portion of enterprises in the UK are not making use of the potential benefits that social media has to offer.

Company formation experts Turnerlittle have...

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...

The Beauty sector is probably one of the most dramatically impacted by the surge of social media influencers.

From “Mega-Influencers” such as Zoella and her 43M audience who have become celebrities in their own rights all the way to the thousands of young women who have built a following of a few tens of thousands, we estimate that there are around 25,000 beauty influencers in the US alone.

Despite such a plethora of choice, we were very surprised to see very different brands, targeting very...