The UN’s sustainable development goals can’t be achieved unless more funding goes to data and statistics, says new report
World leaders gathered in New York for the UN General Assembly on Friday to ratify a set of development targets that, if successful, will see the eradication of poverty by 2030. But experts warn that without drastically better data on the world’s poorest people this ambitious project, known as the sustainable development goals (SDGs), will fail to achieve its aim of “leaving no one behind”.
Since the launch of the millennium development goals 15 years ago, the precursors to the SDGs, there has been increasing awareness among the international community about the importance of data-informed policy-making to help the world’s most vulnerable people. It has also become apparent how inadequate existing data is, meaning millions of people are lost within the data divide.Continue reading...
The new digital marketing machine is increasingly concerned with data but we need to remember that great brands are built on ideas
Over recent years the marketing and communications community has raced to build a new marketing model for the digital age; a model that is more connected, more agile and less wasteful; a model that transforms the way we market brands to consumers. The industry has made real progress and the opportunities for efficiency and effectiveness seem limitless. But the model should not become an end in itself. Once we’ve built the perfect marketing machine, we’ll still need ideas to animate it; and ideas will remain largely intangible, irrational and irregular. We still need to plan for the ghost in the machine.
Fundamentally the age of technology affords us an opportunity to harness the vehicles of persuasion (advertising) more directly to the mechanics of consumption (purchase) and of relationship management (CRM). Modern brands will be built around data rich, adaptive digital platforms that take consumers on a seamless journey from seeing relevant content, to selling an experience, to securing a relationship.
The Beatles struck a chord with the right combination of originality, creativity and innovation – a lesson that marketing creatives should bear in mind
The Beatles weren’t that good when they first formed.
Don’t take my word for it, Paul McCartney said in a recent radio interview: “We obviously weren’t that good. We were formulating it all.”
With video set to dominate users’ newsfeeds, marketers need to consider how to make their content work on the platform
Whether for hitting 4bn daily views, or with accusations that they “lied and cheated” their way to that number, Facebook’s video offering has certainly been grabbing headlines lately. All the updates, debates and comparisons can, however, be a little overwhelming. What does it really mean for marketers and how can we maximise this opportunity?
Facebook’s biggest change has been autoplay, the process by which videos automatically begin silently playing in your newsfeed. Much like the moving images in Harry Potter’s newspaper, this motion does bring the newsfeed to life, but it also slightly removes the user choice on whether they want it to play at all.
Paul Armstrong examines the platforms and products you might’ve overlooked in the hunt for the next big thing
It’s around this time of year that people start looking at the next 12 months (and beyond) and asking what’s the next big thing? It’s a fine question and one we enjoy speculating about but it ignores what’s staring us in the face: there’s already a lot out there. But are we using it well enough? What platforms should we know but don’t? With that in mind, here are my top five marketing tools.
With a recent event netting the Economist 10,000 subscriptions, marketers should embrace experiential marketing to amplify their presence
Experiential marketing builds on traditional promotional campaigns in an age of immersive theatre and pop-up retail. Defined by Creative Guerilla marketing, it is, “a form of advertising that focuses primarily on helping consumers experience a brand... [immersing] the consumers within the product by engaging as many other human senses as possible.”
Promotional advertising has served the media industry well but now we can integrate it with our digital and real-world marketing, content, social media and PR.
We round up the best insights and tips from our recent webchat on the impact of technology on marketing
- Read the live Q&A in full
Geoffrey Colon, group product marketing manager, emerging and social media, Microsoft
Although our digital identity is fragmented, research suggests that our various online personas lead back to the same personality
Our habits define us. But how true is this for our digital habits? Are we the same online as offline? In the early days of the internet, it was probably safe to assume that our online behaviours did not reveal much about our real-world personas. This notion was popularised by the “on the internet, nobody knows you’re dog” caption of a famous New Yorker cartoon.
As the internet gained prominence in our lives, we gave up anonymity and also the desire to mask our real identity online. Indeed, online activities are no longer separable from our real lives, but an integral part of it. According to Ofcom, UK adults are now spending over 20 hours a week online: twice as much as 10 years ago. Similar metrics have been reported for the US, with the biggest chunk of online time (around 30%) devoted to social networking.
From creating a relatable hashtag to rewarding audiences, here’s how to make influencer marketing work for your brand
Influencer marketing is increasingly becoming a mainstay of the modern day marketer’s playbook. For those unfamiliar with the term, influencer marketing is the practice in which brands collaborate with social influencers across social platforms such as YouTube and Instagram to promote their products through branded content. A $240m (£156m) industry as measured by Technorati, and with 92% of people trusting recommendations from people they know, it’s no wonder that it is one of the fastest growing marketing medium in the past five years.
The ability for brands to leverage the engagement that millennials (those born between 1982 and the early 2000s) have with their audiences on social platforms offers great potential for brand advocacy and engagement.
Join us from 12-1:30pm BST on Thursday 1 October to discuss digital skills and what’s next for media and marketing
- Join this panel
Alex Wood’s feature on the UK digital skills gap is well worth a read. In it he references an eye-opening statistic: that when hiring, two-thirds of businesses believe tech knowledge is key – and yet a quarter of these firms report digital skills shortages.
From smartphones to virtual reality, technology is advancing at a rapid rate.
It’s impacting everything we do, from the way we communicate to the way we work – and no more is that impact felt than in media and marketing.
From responsive design to HTML5, here’s how advertisers can realise the huge potential of smartphones
- Closing the digital marketing skills gap – webchat
Measure mobile more accurately
Three in five UK adults access the internet through their mobiles, meaning brands must measure their mobile performance more effectively. The problem is that results are difficult to measure as consumer journeys across multiple devices become harder to follow. Marketers need to leverage technology to accurately profile the user-journey from one device to the next so they can better tailor their messages to match the different points of this journey.