Content saturation: The issue on every advertiser’s mind January 26, 2014 @LiamWardProud IN AN increasingly crowded media landscape, how to reach through the morass of content and connect with the audience? The question is a pressing one for everyone working in the media, but particularly so for advertising and marketing professionals. “People are absolutely bombarded with content these days,” says Mindshare’s chief client officer Nick Ashley. [...]
A pioneering approach to internet advertising September 23, 2012 WHAT DOES APPNEXUS DO? AppNexus is today’s most powerful, open and customisable advertising technology platform. The largest and most innovative companies in advertising (like Microsoft and eBay) build their businesses on AppNexus. We’re trying to establish a new standard for advertising technology, and we’re leading the charge to make online advertising a “force for good”. [...]
Good marketing can be as impossible as trying to read minds June 10, 2012 THE blond haired, middle-aged PR guru slouched back in his armchair and confidently announced his “stunning” idea to me. The little girl, Madeleine, had recently disappeared in Portugal and there was massive public sympathy and frenzied press coverage. To my sensitive agent, struggling to justify his hefty monthly fees, this represented a fantastic opportunity. “A [...]
CASE STUDY WUNDERMAN MARKETING AGENCY – BRENDAN TANSEY, CEO May 30, 2012 At Wunderman we have been using the cloud for all of our email services since June last year. We were one of the first marketing agency of any size to embrace cloud services for email and our 340 staff in the UK migrated all email services to cloud technology. The move has allowed us to [...]
For London 2012 a marketing firm is both service provider and client May 15, 2012 COUNTDOWN TO THE LONDON 2012 OLYMPIC GAMES 72 DAYS TO GO Q What was your brand’s primary reason for being involved with the Games? A The task of marketing the London Olympic Games has been described as the biggest assignment in UK marketing history. For a group of agencies to collectively and collaboratively be able [...]
How to manage the web of social media April 25, 2012 SOCIAL media has revolutionised the way that companies communicate with their clients, allowing instant responses to customer needs. Whether via embedded instant messenger (IM) help on a customer query site or publicising your latest pension offering, social media can help your business. British retail banks are hardly known for their willingness to embrace change and [...]
Don’t miss out: Social media is becoming a productivity tool April 25, 2012 FACEBOOK and Twitter long ago moved beyond social media sites and became vital channels for communication, as well a useful tool for businesses and enterprises. With generation Y weaving social media into every aspect of their lives, businesses that ignore this may cost themselves the talent they need to grow and succeed. If access to [...]
Marketing is changing, but won’t be unrecognisable April 4, 2012 SIMON Middleton, in his book What You Need to Know About Marketing, describes the profession as “one of the earliest activities ever undertaken by mankind.” Like another early profession, it is often perceived as “of dubious morality.” Middleton explains that the impulse to market is misunderstood. Marketing is simply about building relationships between businesses and [...]
You don’t need stacks of cash for marketing September 25, 2011 GUERRILLA marketing techniques used to be the only option for cash-strapped startups. Indeed, tales of startup business owners donning fancy dress, handing out flyers and doing stunts are not uncommon. Thankfully, the internet has changed the game a bit. The guerrilla spirit is still required, but nowhere near as much as a healthy dose of [...]
Getting the taste for luxury marketing September 11, 2011 WE’VE all heard people say that good restaurants and products don’t need to advertise, but how exactly do you launch a luxury brand without doing so? We ask Penfolds, a high-end wine producer, how it markets its brand. 1. SCARCITY “There has to be an element of scarcity to any high-end product,” says Mathew Bird, [...]