How to unlock your brand’s visual identity

Forget the products and services you’re offering for a minute; your brand’s visual presence is arguably the most powerful way to resonate with your audience.

But don’t think a visual identity is about colour palettes and kerning. In a crowded and noisy digital marketing landscape, brands have to consider frequency, volume and variety across an ever-growing range of customer touchpoints, often spanning multiple markets.

Grant Munro is the senior VP of Shutterstock Custom, and an expert in changing the way...

By Mark Jones, 18 October 2018, 0 comments. Categories: Advertising, Branding, Campaigns.

Customer retention: How relevance trumps loyalty

Most loyalty programs fail to make the mark as they lack value proposition. According to a recent study, 71% of consumers claim loyalty incentive programs don’t make them loyal. That happens because brands fail to adapt to the rapidly changing digital landscape.

That’s why the next generation of consumers is more interested in relevance. It will be the...

By Manish Dudharejia, 09 October 2018, 0 comments. Categories: Advertising, Branding, Customer Experience.

Five ways to spot a marketing trend that will last

Historically trends have been set and followed by public opinion and perception - the, ‘I want one of those’ movements - all driven by a the boom in mass communications from the early origins of the TV and radio, right through to our devices today. A nostalgic look back at old pictures or images is usually enough to make us a cringe just a little. As opinions change, so do trends. And vice versa. It’s a self-perpetuating cycle of movement that rarely operates at one speed and is almost...

By Luca Morena, 05 October 2018, 0 comments. Categories: Best Practice, Branding, Campaigns.

Why users aren’t downloading your app – and what you can do about it

Low download numbers are a problem for any app – it means that users either aren’t seeing the app, or they’re seeing it and not liking it. Fortunately, it’s not an insurmountable issue – there are many factors that could lead to low download numbers, and each of them can be addressed.

These are some of the biggest issues that can prevent users from downloading an app, as well as solutions to each...

By Dave Bell, 17 September 2018, 0 comments. Categories: Advertising, Branding, Customer Experience.

How to maintain control in the speed of ‘now’ – and turn social to your advantage

A brand’s success stands or falls on its public perception. There is a direct correlation between the trust that customers and the general public have in a brand and its overall profits. Social media has revolutionised not only the way that brands engage with customers and the public at large, but also the way that they operate and succeed... or fail.

In the UK alone there are currently

By Jonathan Barrett, 10 September 2018, 0 comments. Categories: Branding, Customer Experience, Social Media Marketing.

Advancing the integration of digital discovery into the mainstream retail experience

As another busy summer winds down, retailers are preparing for those consumers that hit reset on certain aspects of their life by making thoughtful changes to their routines. People often think of this particular time of the year as going ‘Back to Life’ and an ideal time for starting fresh habits and making new purchasing decisions. It’s also a mindset that retailers can leverage beyond the usual back to school push.

We continue to see the gap between online and offline shopping close as...

By Amy Vener, 30 August 2018, 0 comments. Categories: Branding, Search Marketing, Social Media Marketing.

How Apple and Netflix are tackling their international business expansion goals

Yes – Apple needs China. Who can ignore a country with a population of over 1.3 billion that is experiencing a boom in middle-class incomes?  Not Apple.  And when it comes to business, sometimes concessions have to be made.  Now although this example is a more extreme one, the bigger picture is that for any business to break into any new market, local cultures and policies must be adhered to.  Business expansion is a complex process that...

By Dan Purvis, 22 August 2018, 0 comments. Categories: Branding, Customer Experience.

Why brands have been left wondering how to make friends and manage influencers

At the Cannes Lions festival in June, Unilever’s CMCO Keith Weed demanded urgent action to rebuild consumer trust before, like an ephemeral puff of smoke, it’s gone forever.

Unilever’s focus is on retaining trust amidst the rapid rise of influencer marketing and the concomitant issues of transparency, integrity and measurement. Now brand marketers everywhere are sharing the FMCG giant’s concerns and...

By Pau Sabria, 20 August 2018, 0 comments. Categories: Branding, Content Marketing, Customer Experience.

Over a third of banner ads across Europe weren’t seen last quarter

Less than two-thirds (61%) of banner ads were considered viewable in Europe last quarter.

The technical criteria for an ad being viewable is being at least 50% within the visible area of a browser for at least one second, and yet 39% of banners failed to meet this standard across the continent.

The findings from ad verification company Meetrics suggest three things; advertisers need to produce better creative, ad exchanges need to acquire better inventory, and that marketers are wasting a lot of money.

But while the study gives support...

By Mark Jones, 24 July 2018, 0 comments. Categories: Advertising, Branding, Personalised Marketing.

Facebook is bringing augmented reality ads to the news feed

With a limited supply of inventory available to advertisers in its news feed, Facebook seems to be trying out slightly more novel ways of ensuring brands are getting the best bang for their buck.  

Limited to its US users at launch, a new augmented reality (AR) feature will enable customers to virtually try on items “in just one click” from certain ads, including fashion accessories and cosmetics, as well as...

By Mark Jones, 12 July 2018, 0 comments. Categories: Advertising Technology, Branding, S-Commerce, Social Media Marketing.

Is artificial intelligence in need of a rebrand?

When we think of cutting-edge technology, it’s usually in a positive context. New technologies are exciting, futuristic and belong in Hollywood’s biggest blockbusters. So why has artificial intelligence (AI) gained such a bad reputation?

Jaywing Intelligence recently conducted research into Twitter conversations about AI - exploring whether the negative media content around ‘robots stealing our jobs’ was fake news. It found that data scientists are principally concerned with the...

By Alex Craven, 10 July 2018, 0 comments. Categories: Advertising Technology, Branding, Content Marketing.

Why design-driven companies cut through to customers

Twenty years ago Joseph Pine and James Gilmore welcomed us all to the “Experience Economy” in the Harvard Business Review (HBR). They claimed that ‘services’ alone were not enough to satisfy experience-hungry consumers, and that “staging experiences” would generate more value. Although the examples they used were more physical experiences (aka Niketown) than digital experiences, they had rightly identified a pivotal moment in history.

One month after the HBR article was...

By Adrian Gans, 26 June 2018, 0 comments. Categories: Branding, Customer Experience, Publishing.

Norwegian CMS startup Sanity wants to kick content creation out of the 90s

As a digital marketer, you’ve more than likely to have had a run-in with a content management system (CMS). If you’re lucky, you might even get to use one every day.

Whether it’s Wordpress, SilverStripe, Drupal or Django, tucked away in the backend, it’s easy to take these painfully functional workhorses for granted, but one Scandinavian startup thinks the status quo is well overdue for an overhaul.  

Sanity is the product of Norwegian digital agency Bengler and co-founders...

By Mark Jones, 20 June 2018, 0 comments. Categories: Branding, Content Marketing, Mobile Marketing.

Oath brings virtual reality ads to the programmatic marketplace

Verizon’s media powerhouse Oath, the umbrella for companies including AOL and Yahoo!, has brought VR (virtual reality) to programmatic ad buying.

While not quite transporting audiences to virtual new worlds, and perhaps better described as ‘extended reality’ (XR), Oath’s new ad experiences allow brands to layer on rich and immersive content to product ads, adding an extra layer of detail and dimension. 

Companies already experimenting with the format include LG, Three, Chevrolet...

By Mark Jones, 20 June 2018, 0 comments. Categories: Advertising Technology, Branding, Programmatic.

IBM & MediaOcean’s blockchain pilot to combat ‘ad-tech tax’ for major brands

IBM’s digital agency network IBM iX has coupled up with ad-world software provider MediaOcean to pilot a blockchain network, in efforts to clear up the murky media supply chain and hack away at “ad tech tax”.

The network, which is set to trial with media deals for top-flite brands including Unilever, Kimberly-Clark Corp, Pfizer, Kellogg and IBM Watson, is aimed at improving transparency, combating...

By Mark Jones, 20 June 2018, 0 comments. Categories: Advertising Technology, Branding, Programmatic.

Unilever’s top marketer says influencer fraud requires ‘urgent action’

As we’ve seen within the last year, the big-spending FMCG giants have demonstrated some hefty lobbying power when it comes to holding the digital marketing industry to account. This time, they’re getting tough on influencer marketing.

At Cannes Lions today (June 18), Unilever’s chief marketing and communications officer, Keith Weed, said that the growing influencer marketing industry was at a pivotal stage and that its members must take “urgent action” in order to rebuild...

By Mark Jones, 18 June 2018, 0 comments. Categories: Advertising, Branding, E-Commerce, Social Media Marketing.

Why 2018 is the year of less waste and more measurability in marketing campaigns

At the end of the 19th century, department store owner and marketing pioneer, John Wanamaker, famously said “half of the money I spend on advertising is wasted.” It’s a phrase that has been repeated throughout history and over a century later, marketers are still losing significant amounts of money on unsuccessful campaigns.

In fact, marketers believe that nearly

By Simon Baptist, 18 June 2018, 1 comment. Categories: Branding, Campaigns, Data-driven marketing, Mobile Marketing.