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.

Zero likes given: Kahlua’s latest campaign was true to its roots – but portrayed a serious message

Last month, a curious exhibition took place in New York. The photographs showcased would have, by conventional standards, led to the exhibition being a complete dud.

Yet this pop-up showcase, put together by liqueur brand Kahlua and actress Jackie Cruz, proffered to showcase a different form of creativity. The pictures (below) had been uploaded to the ether of Instagram but had not received a single like between them.

By James Bourne, 02 August 2019, 0 comments. Categories: Branding, Influencer Marketing, Social Media Marketing, Web Analytics.

How digital asset management takes immersive marketing strategies to the next level

It’s arguably more difficult for marketers to do a good job in today’s digital economy. Gone are the days of relying solely on promotional catalogues, stuffed through letterboxes, or batch-and-blast emails, sent to a mailing list.

While traditional tactics still have a time and a place, the business landscape today is hyper competitive. Technology has flooded every industry, making it easier to...

By Jake Athey, 18 July 2019, 0 comments. Categories: Advertising Technology, Branding, Content Marketing, Customer Experience.

A pertinent question: Do we put convenience before ethics when it comes to brand loyalty?

Most of us would like to believe that sound ethics and corporate responsibility is important to us when choosing a brand. But how many of us would say it matters more than convenience and cost?

We may not like to admit it, but it is purpose that attracts us to a brand. To grab the attention of consumers and progress past the courting phase of a relationship, a brand has to convince people that...

By Jamie Anderson, 16 July 2019, 0 comments. Categories: Branding, Case Studies, Ethical Marketing.

The biggest challenge facing CMOs today: Building, measuring, and maintaining brand equity

Teradata recently had the pleasure of partnering with the Wharton Customer Analytics Initiative (WCAI) for the fifth year in a row, on an annual event in San Francisco titled, “It’s a Modern Marketing World: Creating a Frictionless Customer Experience.”

During our discussion, host Professor Eric Bradlow, faculty director of the WCAI, brought up a key point that struck a chord with me. “Marketing builds brands. Time kills brands.”

Bradlow’s statement is rooted in his...

New report examines brand affinity among Gen Z – and the companies getting it right

How should marketers prepare for the incoming move of Generation Z into the workplace? According to a new report, the narrative of a more conscientious, ethical generation is mostly true – but don’t feed any stereotypes.

The 2019 AFFDEX report, from student discount hub UNiDAYS, found Nike, Netflix and Instagram were the most popular brands across all categories. YouTube and Adidas completed the top five.

By James Bourne, 11 July 2019, 0 comments. Categories: Best Practice, Branding, Ethical Marketing.

Money matters: How sharing financial metrics and KPIs builds stronger teams

The all-hands meeting is a staple of businesses for sharing important financial information and progress. Smaller companies typically bring staff together on a fairly regular basis. Larger organizations may sync up several offices at a time or hold an annual company-wide conference. There’s good reason why these meetings haven’t fallen out of fashion – they get everyone on the same page.

By Mark van Leeuwen, 14 June 2019, 0 comments. Categories: Attribution, Best Practice, Branding.

Amazon beats Apple and Google to world’s most valuable brand ranking

Amazon has overtaken Apple and Google to become the world’s most valuable brand, according to a new report from WPP and Kantar.

The 2019 BrandZ Top 100 Most Valuable Global Brands ranking was as ever dominated by technology, with five of the top 10 designated as tech providers. Amazon and Alibaba (#7) were designated in the retail space, while McDonald’s – whose recent purchase of personalisation software provider

By James Bourne, 11 June 2019, 0 comments. Categories: Branding, Customer Experience.