From search to social and out-of-home advertising, our panel of experts reveal how they invest their marketing spend
With a plethora of tools available in the digital marketing toolkit, it can be a minefield deciding where to invest scarce resources. Our panel of experts agree that a combination of techniques is critical – alongside ongoing analysis and a careful eye on measurement.
Andy Lockley, digital marketing manager, CloggsContinue reading...
M-commerce, or mobile purchasing, is growing fast, thanks to more confidence over security and greater simplicity
Buying stuff from mobile phones has been talked about since Coca-Cola and Nokia first installed vending machines in Finland in 1997 that accepted payment via text message, or SMS as it was then. It’s been a long and tortuous road since but, according to recent Nielsen figures, mobile technology (including tablets) is now fully embedded into the modern shoppers’ psyche.
Certainly millennials or Generation Y (the generation born in the 80s and 90s), who Rebecca Huntley says, in her book The World According to Y, see technology as “their natural ally, a necessity rather than a luxury”, have been largely responsible. This generation has been the principal target for mobile retail strategies, which makes sense. Why target the mixed bag of dabbling Generation Xers, who still talk about the days before the internet, when you can target the group that doesn’t feel stupid talking to a smartphone?
The trade-off between ease of use and traditional card security is lessening, particularly with biometrics.Continue reading...
Apps such as Facebook Messenger are moving away from simple texting. Get it right, and there are huge opportunities for marketers
By 2018 there will be 1.1 billion new users on mobile messaging platforms such as Facebook Messenger and Snapchat, according to new data from Activate. That means there will be 3.6 billion users in this category, 400 million shy of the total number of internet users predicted by the same year. Mobile messaging is a fast-evolving category that mystifies brands for a few reasons, but it is also one that has huge potential.
Related: Social media marketing – let's rethink community managementContinue reading...
In the rush to embrace the latest platforms, the communications industry creates unnatural campaigns stuffed with pointless new technologies
Frederick Horniman was a Victorian tea trader and avid collector of art and artefacts, objects and specimens from across the world. In 1901 he donated his collection, and the museum that housed it, to London County Council “for the instruction and enjoyment” of Londoners, on condition entry should always be free.
At the Horniman Museum in Forest Hill you’ll find totem poles and textiles, pan pipes and puppets, death masks and a dodo model. There are cabinets of curiosities, dioramas of startled and stuffed wildlife. You can see the remains of a 19th century male mermaid, a merman, which is actually a composite of fish, bird and papier-mache. The Horniman is truly a place of wonder, a place where science, art and the imagination walk hand in hand.
Related: 'We must do all we can to value and protect our creative output'Continue reading...
Ian Dodson, founder and president of the Digital Marketing Institute, talks about the skills gap, data privacy and the importance of specialising
It was established in 2008 to provide digital marketing education and bridge the growing digital skills gap. It was born of necessity when we were finding it extremely difficult to source staff with the skills needed to work in our digital agency.Continue reading...
In a personalised age, brands will only succeed if they put their customers at the centre of their media
Netflix has 76,897 unique ways to describe types of movies. By breaking down every single attribute describing film and television content – narrative elements, moral aspect of characters, romance quality, scariness – Netflix came up with personalised genres that are specific to the point of ludicrous. By mixing all those micro-genres with millions of users’ viewing habits, Netflix successfully created popular television shows.
If we apply this same micro- and human-centred approach to media planning, we get media design. Netflix succeeded because it put its personalised genres at the centre of its content universe. Brands will succeed if they put their customers at the centre of their media.
Related: Marketers should be hunting for a perfect product, not influencersContinue reading...
Understanding customers underpins every marketing strategy, but brands spend too little time identifying the right target context for their message
All brands have a clear idea of their audience: identifying, understanding and segmenting customers underpins every marketing strategy. But how much effort is spent uncovering a brand’s ideal target context – the times, places and moments when a message will resonate best? Far less.
Is this a mistake? Psychological research into the fundamental attribution error suggests so. The fundamental attribution error refers to the widespread, but mistaken, belief that people’s character is more important in explaining their behaviour than the context of their decision.
Brands should focus as much on target contexts as they do target audiencesContinue reading...
Facebook and Twitter are no longer simply text platforms but mobile video channels battling to turn consumers away from TV
Live online video seems to have shot unexpectedly to the top of the media industry’s priorities this month, but experts who missed the subject off their trends lists needn’t feel embarrassed. In a rare interview, Facebook’s senior management recently admitted that even they only saw the opportunity themselves when they were reviewing internal data back in February.
Twitter’s Periscope app is a perfect fit with its aspiration to be the best possible “live connection to culture” for users (and indeed for non-users), but its recently announced NFL live streaming sponsorship is a radical new play beyond that. Twitter will no longer just be a place to discuss the live TV you’re watching, it will be the place you go to watch that content in the first place.Continue reading...
Join us on Wednesday 25 May to discuss the changing relationship between agencies, media owners and clients
The relationship between agencies and clients is changing. Job roles are disappearing, clients are bringing previously external roles in-house, and of course, consumer demand and technological developments continue to disrupt how work is done.
On Wednesday 25 May 2016 the Guardian will host an evening panel debate and networking event bringing together cross-industry perspectives to examine the shape of agencies of the future.Continue reading...
What the Big Bang Data exhibition at Somerset House tells us about the state of modern marketing
If like me, you work with numbers, there’s a very good chance that the Big Bang Data exhibition at Somerset House will blow your mind. In among the eerily lit and often overwhelming visualisations of just how much our entire society revolves around the collection, aggregation, analysis and sometimes downright hoarding of information, I was struck by a sudden awareness of the potential dangers of everyone in the field of marketing can fall into if we blindly put all our faith in “data”.
The exhibits at the show ranged from the sublime – for example, the beautifully rendered and hypnotic digital representations of data projected onto entire walls – to the downright ridiculous, like Iknowwhereyourcatlives created by artist Owen Mundy, which uses Instagram data to pinpoint the exact locations of more than a million cats with frightening accuracy.
Related: Data should not be used as a drunk uses a lamppost
Marketing today has somewhat lost its way ... there is a bigger need for human insight and creativity than ever
Related: Does big data really matter for agencies?Continue...
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