How AR has gone from a buzzword to an effective communications tool

Augmented reality is not a new phenomenon, the concept has been bandied about for the past five years as ‘the next big thing in marketing’ with varying degrees of promise. What is now changing, that could be the difference between buzzword and buzzkill, is the advances in technology that are making AR more user friendly, accessible and realistic as a legitimate marketing and communications tool for brands.

2020...

By Adam Cox, 05 December 2019, 0 comments. Categories: Automation, Branding, Customer Experience, Gamification.

For luxury brands, the possibilities of programmatic cannot be ignored

For luxury brands, creating customer relationships, and the revenues they bring, is everything. A $25,000 watch or $150,000 vehicle is rarely an impulse buy, but instead a purchase achieved after many different points of engagement. 

An increasingly higher percentage of all ad budgets is being taken up by programmatic advertising, and luxury brands and their marketing efforts need to hop on board with this trend. Digital...

On Black Friday, try showcasing your values instead of slashing your prices

This Black Friday, French cosmetics startup Typology won’t make a single euro cent in profit. That’s because instead of slashing prices and scrambling for customers, the company is launching a campaign called “#BlackForGood”, donating its profits to environmental charities. “This campaign is intended to be...

By Fred De Gombert, 27 November 2019, 0 comments. Categories: Advertising, Branding, Campaigns, Content Marketing.

Like for like? Why the traditional tool of social media affirmation needed to shift

The ‘like’ was unassuming. Few anticipated that a miniature, good-willed icon of a thumbs-up could dictate corporate and cognitive wellbeing. At its best, the like has been massively generative to individual and industry alike. It’s turned people into brands, spawning influencer culture, and has reshaped global marketing.

But the like isn’t always at its best. People have died chasing them (think selfies on railroad...

By Mira Kopolovic, 26 November 2019, 0 comments. Categories: Attribution, Branding, Content Marketing, S-Commerce, Social Media Marketing.

Safeguarding brand value: Why brands should take a data-first approach to audience integrity

2019 has been another important year for influencer marketing, as more and more brands wake up to the advantages of using influencer marketing to connect with their customers and drive business.

According to a recent study, the spend on influencer marketing is expected to reach $15 billion by 2022. The combination of an increasingly sophisticated consumer pool, massive upsurge in social media consumption and the rise in ad blockers that has made traditional advertising progressively difficult. Step forward...

Gartner’s latest report reveals the top three barriers to marketing innovation

There are three major hurdles in marketing innovation: risk-aversion, limited talent, and an inability to measure impact, according to Gartner's latest ‘Brand Strategy and Innovation Survey 2019’ report.

According to the report, the field of marketing still lags behind in terms of innovation despite commanding 16% of marketing budgets and maturing as a core discipline. It points out measurement as the major issue to new innovation.

Gartner for Marketers Practice senior research...

By Marketing Tech, 13 November 2019, 0 comments. Categories: Branding, CMO, Customer Experience, Data-driven marketing.

Using emojis for business communications and boosting customer engagement: A guide

Using images to communicate is not a new phenomenon. After all, images actually pre-date the written word – just think of cave people who painted murals on their walls to tell stories  of their battles and culture. The fact is, images can convey so much more than words; a single image can communicate a tone and emotion that is personal to the recipient.

For marketers, images and...

By Lindsay Willott, 12 November 2019, 0 comments. Categories: Branding, Social Media Marketing, Video & Audio Marketing.

Demystifying influencer marketing: How brands can build relationships with a data-driven culture

When it comes to the practice of working with influencers, I come across a lot of fear and caution amongst marketers. Whether it’s the fear of influencer fraud, uncertainty around how to measure results, or an inability to understand the impact of their investments, people remain wary.

Yet, influencer marketing is one of the highest potential practices for brands. An influencer’s voice can often be seen as more...

By Gemma Dodd, 08 November 2019, 0 comments. Categories: Branding, Campaigns, Influencer Marketing, Social Media Marketing.

WeWork has imploded. Why are we so vulnerable to the cult of the startup?

Opinion Nine years and 46 million square feet after its first branch opened in SoHo, New York, WeWork has been found out. Its IPO implosion was the logical end to an eventful 10 month period that began with a cool billion raised in series H funding, and progressed to a confusing S-1 filing, claims of corporate misgovernance, a massive valuation drop and the resignation of its CEO. Whether WeWork survives this remains to be seen. For now, it’s a...

By Andrew Missingham, 01 November 2019, 0 comments. Categories: Branding, Case Studies.

How Mastercard is leveraging its sonic identity – and evolving brand security in the process

In February, Mastercard issued a press release which announced the launch of what the company called its ‘sonic brand identity.’ The result was touted as ‘a distinct and memorable melody with adaptations across genres and cultures.’

Naturally, there was also an audio press release sent out where the tone was played (1:04)...

By James Bourne, 30 October 2019, 0 comments. Categories: Advertising, Branding, Commerce, M-Commerce, Video & Audio Marketing.

How to make a heritage brand relevant today: A guide

In today’s disrupted world even the most established brands can’t stand still. The best heritage brands have to blend innovation with tradition – after all it is this ability to continually evolve and adapt that has kept them in business so long. But how do organisations that have so much history look to the future with their branding?  How much do you take from the past and when does heritage weigh you down rather than elevate your message?

By Debbie King, 28 October 2019, 0 comments. Categories: Branding, Case Studies.

The requirements for brands looking to build the new in-house marketer

As the marketing game changes, so must the players. Under growing pressure to effectively navigate an increasingly complex operating landscape – while doing more, with less – many brands, big and small, are considering if in-housing could be the solution to restoring the control, confidence and cost efficiency they so sorely need for the future.

However, in-sourcing the marketing function is not that simple. With...

By Steven Wakeling, 09 October 2019, 0 comments. Categories: Branding, Native Advertising.

How digital continues to influence brand strategy in the travel industry

The travel industry is booming. As of February 2019, it was the second-fastest growing sector in the world, ahead of healthcare, information technology and financial services. There are a number of reasons for this. Millennials are growing in purchasing power—by 2020 their spending in the US alone will total $1.4 trillion annually—and already they spend $5,000 more per year on holidays than any other generation. They also take around 35 days of holiday per year on average....

Show and sell: The art of brand storytelling through content and influencers

Today’s consumers have trust issues. Wise to the tactics of marketers, they’ve become immune to most forms of digital advertising. Instead they look to peers, influencers, and online reviews to help them make purchasing decisions — and who can blame them? We don’t hop online in search of the next great advertisement; we’re looking to solve problems, explore the world, and make meaningful connections.

By Allison Roy, 04 October 2019, 0 comments. Categories: Branding, Content Marketing, Influencer Marketing, Social Media Marketing.

Brands and influencers still at loggerheads over campaign control – but progress is being made

How much influence should an influencer have over the material they push? A new study from Takumi has found that half of marketers polled want complete control over influencers’ marketing posts.

The report (pdf, email required), which polled a mix of more than 4,000 consumers, marketers and influencers across the UK, US and Germany, found...

By James Bourne, 18 September 2019, 0 comments. Categories: Branding, Content Marketing, Influencer Marketing, Social Media Marketing.

Back to life: It’s the ‘new’ New Year – and a huge opportunity digital marketers overlook

For decades, marketers have made a moment of “back to school”, setting their sights on mothers and, in more recent years, fathers.  But according to new data from Pinterest, limiting marketing to families with kids focused on back-to-school is a miss for advertisers.

On Pinterest, we see a renewed enthusiasm from people of all ages for organisation, health, positivity,...

Fashion retailers have multi-channel elements in place – but need to accelerate to omnichannel

Omnichannel may be the buzzword du jour right now when it comes to retail – but like many of these here-today terms there is often more than a kernel of truth. Where omnichannel differs from multi-channel is through its threading. A multi-channel retailer may have distinct presences both in its website, on social media as well as its physical store – but omnichannel truly links them together for a seamless customer experience.

By James Bourne, 13 August 2019, 0 comments. Categories: Advertising, Branding, Commerce, Customer Experience, E-Commerce, M-Commerce.