The Warc Blog

The Warc Blog

Asian marketers need to be mobile first
Posted by: Guest blog
Guest blog

This post is by Reynold D'Silva, ‎group head, FMCG / CPG, Tech, Telco, Auto, Media / Entertainment at Facebook Singapore.

When cities in Asia start creating separate pedestrian lanes for people who walk looking down at their mobile screens, we know we are truly in the age of the mobile-first generation.

By 2020, 80% of consumers in Asia will own mobile phones, the majority of which will be smartphones. All these devices can and will be connected to the internet and for the majority of people they will be the main channel of internet access and digital media consumption.

Mobile-first consumers already spend from 37% to 90% more time on their mobile screens than they do watching TV screens. But with this increase in time spent comes a reduction in attention spans and a desire for instant gratification.


Subjects: Digital, Marketing, Consumers

01 October 2015 10:56

UX: The missing ingredient
Posted by: Guest blog
Guest blog

This post is by Sam Smith, Head of UX at Potato .

If campaign planning were a party (and when is it not?), you could say that User Experience (UX) specialists are the Cinderellas at the ball. Their expertise may not always be at the top of marketers' campaign checklists, but considered UX and well-crafted design input can nevertheless prove transformative to the success of a digital marketing project. At Potato we design and build complex webapps for a range of clients, including Google, with diverse user-bases to consider for each one. UX has frequently been at the heart of those builds' successes.

UX designers come from a variety of backgrounds and areas of expertise, including such diverse specialisms as interface and interaction design, data visualisation, information design or writing micro-copy. This depth of knowledge is essential when you consider the many components that comprise a good user experience. For instance, if an app offers the user many services, good UX will ensure that those options are obvious, simple to understand, and that they will do what the user expects. These types of relatively subtle executional points are crucial to creating user engagement with your brand that can spell the difference between retaining users and creating advocates, or turning your audience off the brand altogether.


Subjects: Digital, Media

30 September 2015 17:16

Demystifying attribution: The importance of attribution models in measuring campaign impact
Posted by: Guest blog
Guest blog

This post is by Jon Buss, Managing Director EMEA at Criteo.

Anyone working in the marketing industry knows all too well the necessity of proving the worth of corporate communications to those at the top. With competition increasing in all market sectors, businesses are starting to bring all activities down to the bottom line and qualitative measures of impact are no longer enough for the c-suite.

Attribution modelling appears at first to be a simple solution to the problem; introducing a method of measuring the financial impact of communications in terms of business objectives, such as revenue, profits, customer retention and new business. However, the process of measuring the effects of advertising, marketing and corporate messaging on the bottom line is not a simple task, and requires multiple tools and techniques in order to establish a quantitative representation.

Communications have traditionally been measured by qualitative means; including variables like the business' share of voice within the industry, the number of visits to the corporate website, click through rates and impressions. Whilst these are legitimate aspects of the marketer's toolbox, their importance rarely translates to the c-suite where executives speak in terms of financial return on investment (ROI). Therefore, attribution models provide marketers with a tool to assist in justifying their activities and budget in terms that can be clearly understood and appreciated by the decision makers of the organisation.


Subjects: Digital, Marketing, Data

23 September 2015 12:03

Making Christmas jolly: Tips for e-tailers to master the holiday season
Posted by: Guest blog
Guest blog

This post is by Juha Koski, founder and MD of

With summer now officially over, it’s time to start planning for the bleak days of winter that lie ahead – and the lucrative chaos that accompanies the Festive Season. Last year UK shoppers spent £74.3bn – more than any other European country and a figure only surpassed in the US.

The overwhelming success of both Black Friday and Cyber Monday forced retailers to bring forward their marketing campaigns into November. And with consumers already using the Internet to research this year’s Christmas presents, now’s the time to give your e-commerce site a stress test to maximise your returns during the holiday season.


Subjects: Digital, Marketing

14 September 2015 15:24

Digital advertising. Where did it all go wrong?
Posted by: Eaon Pritchard, Strategic planning consultant, Australia
Eaon Pritchard

By 1971 Manchester United’s Irish star George Best's hectic off-field celebrity life style had began to take its toll on his effectiveness on the pitch.

Arguably the most talented footballer of his (or just about any) generation George had lost interest in the game, developing a reputation for general unreliability and missing both training sessions and matches.

This erratic behaviour was connected to Best's developing problem with alcoholism. He eventually parted company with United (and football) during the 1973/4 season, at the end of which Manchester United were relegated.

George Best was only 27 when he quit - an age when most players are usually regarded as being at or near their peak – and the ‘wasted genius that threw it all away’ narrative was never far from the tabloid headlines.

Without the distraction of football, George was free to pursue his other interests – namely drinking, gambling and glamorous women.


Subjects: Digital, Advertising, Marketing

10 September 2015 11:04

Get back to basics
Posted by: Darika Ahrens LDN Stock
Darika Ahrens

Heading into the summer holiday season, people were telling me of their plans to go away, leave their laptop at home, switch off their devices and 'get back to basics'. It occurred to me that digital marketers should use the 'back to basics' ethos back in the office.

Right now is a great time to take stock and review. As we approach the silly season (aka Christmas). And the November- February pressure to adopt the Top 10 Marketing Trends of The Year is off.

I suggest right now you strip out the complexity and get your digital marketing back to basics – that is, the simple things all digital marketers should be doing. And it starts with your website. Many brands are going big on paid and earned media when they haven't even got their owned media tip-top. Those that sell online have no excuse. Yes, web trends go in and out of fashion every year. But trends are new things we've learned and the new things that are working for consumers right now. Digital consumers change rapidly so your website must do so too.


Subjects: Digital, Marketing, Advertising

08 September 2015 14:53

Google vs Amazon: The changing face of search
Posted by: Guest blog
Guest blog

This post is by Chris Pollock, Account Director, Paid Media at iProspect UK.

Where would you begin a product search? Google? According to Forrester Research UK's recent '2015 Consumer Technology' report, more consumers now start product searches on Amazon than any other search engine.

Now, if you're anything like me, this will not be as surprising as it may first appear. Over the past 12 months especially, the digital retail and marketing sectors have made a massive leap in terms of what it can offer brands and consumers online. However, if you look at Google, as the leading search engine, it has become increasingly stagnant compared to other platforms across the digital sphere in terms of new product development within the online retail space.

Social media platforms like Facebook and Instagram are increasingly looking to expand their e-commerce credentials, introducing new ways to buy, advertise and engage without leaving the site. However, Google has been slow to adapt to this rapidly changing landscape in areas such as cross platform attribution. Now the search giant is starting to feel the pressure grow, as consumers increasingly make the move to nimbler and more forward thinking online retailers.


Subjects: Digital, Marketing

04 September 2015 16:08

The path to digital transformation
Posted by: Guest blog
Guest blog

This post is by Matt Green, senior manager – global marketing procurement at the WFA.

Every now and then a new development comes along that changes everything. That was the case with wind, steam, the internal combustion engine and electricity. Now digital is radically reshaping the way we communicate, behave and do business.

We can already see that the emerging digital economy looks quite different to what existed before.

We now live in a world where Uber, the world's largest taxi company, owns no vehicles. Facebook, the world's most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world's largest accommodation provider, owns no real estate.


Subjects: Digital, Marketing

24 August 2015 16:06

Are 'skinny' services the next media trend?
Posted by: Guest blog
Guest blog

This post is by Sam Farrand, account/planning director at the7stars.

BT is attempting to buy EE for a reported £12.5bn. The deal, should it go through, represents the latest move within the utilities industry to shore up a company's position across multiple products, bundle them up and sell customers a suite of services.

Big money acquisitions only represent the crest of the wave: Sky offers its customers TV, a phone line, broadband and mobile; Vodafone provides Spotify Premium as part of its higher price contract bundles; and even energy companies such as Southern Electric are now offering products as diverse as broadband on top of power supply. In short, bundling is big business.

However, in the media world there are hints of a very different future, one where content is being actively 'unbundled', with veteran market-disruptor Apple leading the charge. CBS CEO Les Moonves views Apple as 'trying to change the universe' – the universe in question being the traditional satellite or cable subscription TV model.


Subjects: Advertising, Consumers, Digital

13 August 2015 15:04

The alternate futures for mobile payment
Posted by: Guest blog
Guest blog

This post is by Tim Spenny, Vice President of GfK's Financial Services team in North America, specializing in Mobile Payments and FinTech.

The ability of Mobile Payments to keep consumers happy hinges on whether the big players will play nicely together. If they do, Mobile Payments will be a boost for both retailers and consumers. If they don't, Mobile Payments could become a messy land-grab, with retailers favoring brand-exclusive Mobile Payment systems and making life much more complicated for consumers.

Picture this: you're in the department store. Your basket is nearly full. There's just one last pair of pants to look at. And what's that? A discount for it pops up on your phone. Bargain! The trousers are coming with you. And it's time to go. You wave your phone at the checkout – that was easy! – and everything's paid for. Loyalty points rack up for everything you've bought. And you head home, mission accomplished.


Subjects: Consumers, Digital

11 August 2015 15:58


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