The Warc Blog

The Warc Blog

Delivering entertaining and creative content will hit the sweet spot
 
Posted by: Guest blog
 
Guest blog

This post is by Sandra Peat, Strategy Director at ONE TWO FOUR.

More than ever before, consumers are in the driving seat when it comes to brand communications. They are both savvy and cynical, making it ever more challenging to produce content that cuts through. Content can be a fantastic way to build relevance and engagement with your audience, leveraging their interests through credibility and awareness. However, in this day and age, it's essential that brands think beyond the obvious content options and be more creative with how they speak to their audience, while still adding value. To hit the sweet spot, brands must therefore create a balance between their objectives and listening to its audiences' passions - and deliver content when and where they want it.

Adrian Pettett, CEO of Cake, recently made the statement that "There's never been a greater need for boldness and disruption. Ultimately it's about brilliant ideas, now more than ever." Brands need to be more creative and bolder in their approach to content today to stand out and appeal to their audience. More often than not, content is viewed as a sure fire way to deliver messages but brands are not accurately observing how their audience consume content and in what way.

More...

Subjects: Digital, Marketing

26 May 2015 11:44

Mobile wallets: Only the beginning
 
Posted by: Guest blog
 
Guest blog

This post is by Juan Ageitos, Senior Marketing Manager at mGage

We are heading rapidly towards a situation where mobile is synonymous with 'wallet'. With a flurry of innovations in the sector such as the launch of Samsung's m-payment service, the unveiling of the Apple Watch, the ability to pay via Snapchat, the introduction of payments on social media, and an increase in consumers paying for things on their mobile, it is no surprise that mobile wallets are poised to become a massive marketing channel.

Results from a recent survey carried out by mGage, looking into consumers' attitudes towards charging things to their mobile bill, suggest that this is a natural progression and something that consumers are ready to welcome. The research found that almost one third of consumers have donated to charity via their mobile phones, with a similar number being happy to pay for everyday items by charging them to their mobile phone bill. Of these, 80% of consumers said they would be happy to charge up to £15 on every-day items to their mobile.

More...

Subjects: Digital, Consumers

22 May 2015 16:57

The rise of instant messaging
 
Posted by: MEC
 
MEC

This post is by Gearóid Godson,

It's impossible to have missed the exponential rise in the popularity of instant messaging apps over the last couple of years. A quick glance at the apple app store reveals WhatsApp sitting proudly at the top of the free apps, with Facebook messenger and Snapchat in third and seventh place respectively. In addition to these well-established products, there are a number of emerging apps such as Kik and YikYak which are starting to attract the attention of young users and brands alike.

It is the age profile of users of these apps that is particularly interesting to marketers and brands as they have seen aggressive growth among young users. WhatsApp is a slight anomaly as it was the first messaging app to gain widespread traction and it was seen largely as a replacement for text messaging, while circumventing costly international SMS fees. To this end, it has become popular across the whole spectrum of smartphone users. Snapchat is the most interesting of these apps as it has appeared comparatively recently and has quickly gained popularity amongst young consumers. According to GlobalWebIndex statistics, more than half of Snapchat's users are aged between 16 and 24. In addition, there is evidence to suggest that this age group is favouring the use of these closed platforms ahead of more traditional, open social platforms such as Twitter and Facebook.

More...

Subjects: Digital

21 May 2015 11:49

Premium Publishers have reasons to be cheerful
 
Posted by: Guest blog
 
Guest blog

This post is by Sam Finlay, head of Digital and Custom Solutions at Time Inc. UK.

If there was one theme to emerge from my day at the Digital Media Strategies conference held last month it was that premium publishers are seemingly getting their swagger back, realising they hold real value in today's digital advertising ecosystem. The unique premise that there is no scarcity of supply in digital inventory is now being challenged more than ever as clients and agencies seek transparency, quality and engagement.

Watching sessions involving speakers from Enders, New York Times, Johnston Press, Taboola, Omnicom and Mashable left me with the impression that there are five strong reasons why premium publishers have good reason to be cheerful:

1. Trading automation: once feared for its impending crushing of ad yields, automated trading is quickly growing beyond performance campaigns and into branding. This is where premium publishers can offer the relevant environment with the trust and loyalty of its audience who have an affinity with their brand. Douglas McCabe, CEO of Enders, reiterated research from the AOP which showed advocacy, engagement and direct contact were far higher after seeing ads across original content sites than portals or social networks. If Automation efficiently delivers these benefits to a wider selection and greater volume of clients, then this can only be a good thing.

More...

Subjects: Digital, Advertising

18 May 2015 10:51

The growing influence of mcommerce
 
Posted by: MEC
 
MEC

This post is by Louise Twycross-Lewis

Mobile is increasingly becoming the number-one platform for digital transactions, with smartphones set to become the dominant device.

The UK continues to be a global leader of mobile transactions according to a recent eMarketer report. This year, mobile ecommerce (mcommerce) will account for 31.5% of the UK's total retail digital sales, amounting to £18.6 billion. This is in the context of where digital buying is becoming the norm – it is estimated that 74.3% of the UK population will be digital purchasers in 2015, which is well above the 22.6% global average.

eMarketer estimates that mcommerce will rise to 34% of all digital sales (worth £22.7 billion) next year, but some commentators go further and suggest it could exceed 50% in 2016 (Source: Criteo – Ad Week Europe).

More...

Subjects: Digital, Consumers

15 May 2015 14:39

The brains of millennials are not being rewired by the internet
 
Posted by: Eaon Pritchard, Strategic planning consultant, Australia
 
Eaon Pritchard

There is a popular idea.

One that you probably encounter every week in some variant.

It goes along these lines.

The internet is rewiring the brains of millennials, as they evolve and adapt to the new processing skills they need to survive in today's information saturated environment.

Among the essential adaptations are things like rapidly searching, assessing quality, and synthesizing vast quantities of information and data.

Some pundits go as far as to add that the ability to think about one thing in isolation, in some depth, will be of far less consequence for most people in the near future, therefore contributing to new social and labour divides between these new 'supertaskers' and the previous generation of dullards.

More...

Subjects: Consumers, Digital

08 May 2015 09:31

Luxury doesn't 'do digital'
 
Posted by: Darika Ahrens LDN Stock
 
Darika Ahrens

There's a myth about luxury and digital. That luxury doesn't 'do digital'. Because the web is for bargain hunters. And luxury items must sell at top whack in a bricks-and-mortar store. Preferably while quaffing champagne as pixies sprinkle gold dust on the floor.

Okay, so the last bit isn't true; but neither is the myth. If luxury and ecommerce don't mix, someone should tell Net-A-Porter and Yoox. The two luxury retailers just merged to create a business with net revenues of £900+ million a year. Even if ecommerce doesn't work for a luxury brand, digital is still relevant.

According to Google, over 90% of luxury shoppers research products and services online before they buy. And McKinsey found that the digital universe influences more than 45% of luxury purchases. "By the time many shoppers have reached a bricks-and-mortar luxury store, they're likely to have a good understanding of all the products in the category, including features and prices."

More...

Subjects: Digital

07 May 2015 14:33

Programmatic marketing is the key to reaching millennials
 
Posted by: Guest blog
 
Guest blog

This post is by Marie Dalton, marketing director at Connexity.

Brand managers ask if it's possible to launch branding initiatives programmatically but for many companies that's the wrong question. What they need to ask is: 'How quickly can I get good at it?'

Why the urgency? Look no further than the newest employees joining our companies; in the majority of cases they'll be millennials.

The seismic shift rivals the rise of the Boomers

We are living through a seismic shift in demographics. Millennials – the 20 million people who were born sometime in the early 1980's to the early 2000s – are one of the largest generations in the history of the UK. Indeed by 2030, there will be more Millennials than all other generations combined in the US, and the UK won't be far behind. Remember when the Boomers dominated consumer culture? They are now making way for their grandchildren.

More...

Subjects: Marketing, Digital

21 April 2015 15:22

Social media: Out with the old, in with the new?
 
Posted by: MEC
 
MEC

This post is by Edward Kitchingman.

Despite the strong performance of rivals such as Instagram, whatsapp and Snapchat, Twitter and Facebook are fighting back in the social war.

Social is becoming a more visual medium full of images, gifs and emojis. The growing strength of these image based platforms was highlighted in the recent GWI 2014 Social Report, which found that Pinterest, Tumblr and Instagram were the fastest-growing platforms in 2014 and Snapchat the fastest growing social messaging app in 2014.

Facebook, of the eight main networks, was the only platform that had a decline in active usage (a 9% decline globally; 7% UK decline) and that growth has stagnated to 1%. Of course, Facebook has got so big and all-encompassing that it was bound to reach a plateau – and it is still miles ahead of its rivals in terms of active users (1.39 billion to be exact, compared with rivals who can muster 300m at best) and members. With numbers like that, it will remain the biggest platform for years to come, but the grip of Facebook on our daily lives is loosening.

More...

Subjects: Digital

17 April 2015 08:21

In Vloggers We Trust
 
Posted by: Guest blog
 
Guest blog

This post is by Ian Samuel, Managing Director Brand Solutions at Rightster.

In its tenth anniversary year, the reach and popularity of YouTube as a media channel has arguably never been greater. The channel has matured considerably in this time and even created its own stars: vloggers with subscriber bases whose circulation figures exceed established daily newspapers. These viewers are highly engaged and tend to consist of millennials, digital natives and many brands' core youth target audiences. It's no surprise then, that many brands have followed these audiences to YouTube and engaged with popular vloggers to collaborate on branded campaigns.

However, a small number of these have not been conducted with the kind of transparency expected in branded promotions. In turn, this has caught the attention of the ASA which has called for more regulation of this energetic and exciting channel, and led to an industry debate around this emerging and powerful engagement method.

More...

Subjects: Digital, Marketing

15 April 2015 09:29

Older
   
 
 

Blog Search

Archives

  • 2015
    • May (21)
    • April (19)
    • March (21)
    • February (20)
    • January (16)
  • 2014
  • 2013
  • 2012
  • 2011
  • 2010