Mobile can be a highly effective channel when the creative strategy & execution are specifically designed for it.
Marketing at velocity
Moving out of silos to promote collaboration between teams, and pre-planning parameters & responsibilities are key to agility.
Big Data and creativity
Does Big Data inspire or hinder creative thinking? Key to the successful employment of data is to not get overwhelmed – 'less is more'.
Context is King
Getting advertising context right – in terms of time, environment, social setting and competing ads – requires understanding of human behaviour.
Marketing to the senses
New opportunities in targeting the non-visual senses in multisensory combinations to maximum effect and influence.
Big event marketing
Advertising around big events triggers availability and salience, which impact on both memory and perceived relevance.
Though the media mix has become more complex, understanding how marketing activities lead to sales has never been easier.
As conventional wisdom around brand loyalty is challenged, brands should focus on providing good customer experiences.