Liam Brennan, is Digital Strategy Director at Starcom MediaVest. Find him on Twitter: @LCBrennan.
If you've been working in digital media for at least a few years, you will have presented your fair share of Digital 101 presentations. They're a great primer for clients who are in a new role or just need a refresh on some key digital topics.
However, I am beginning to feel that the focus on creating the 'perfect' Digital 101 may be harming client development. Digital education should no longer be a one-off, one size fits all deck, but should instead be tailored and ongoing.
This post by Chris Dobson, Executive Chairman at The Exchange Lab, explores how to effectively engage holiday travellers online.
If you've been through an airport in the last week of December you will recognise this scenario; children running around, Christmas presents poking out of bags and the airport falling into complete disarray because a few snowflakes hit the ground. The festive season is hectic and brands looking to engage consumers during this peak season have their work cut out for them. With 40% of customers booking their trip online in the last 12 months, the web is the perfect place for the travel and tourism market to connect with the holiday consumer.
Every vacation begins with a little daydreaming, and for nearly 70% of consumers, it happens online. At this stage, the goal is to find and then inspire these consumers when they search for a "sandy beach vacation" or a "ski getaway". Building a compelling creative strategy that delivers high levels of user engagement is essential. Cross-platform rich media executions, native advertising placements or dynamic creative optimisation, can be very effective tools for driving awareness and engagement.
This post is by Jack Morgan, summer intern at Warc.
With the number of devices connected in the internet of things (IOT) expected to rise to between 26 billion (Gartner estimate) and 40.9 billion (ABI research estimate) by 2020 it is unclear exactly what the opportunities and threats are ahead. With this in mind Ogilvy decided to put together a series of speakers to discuss what the rise of the internet of things means for brands.
According to Liri Andersson, founder of this fluid world, we are currently using only 0.5% of the available data to understand human interaction with devices. With the rise in connected devices, the issue of quality information will be challenging.
I'm a geek and I'm an Apple fanboi. So on Tuesday at 6pm UK time, I was busy refreshing my iPad Mini Safari browser to try and live stream (or at least read a live blog) of Apple's latest announcement from Cupertino.
For the best part of two hours my kids got little out of me as Tim Cook and his staff showed off the new iPhone 6/6 Plus (note to self must buy trousers with larger pockets next season), their new mobile payment system and the much anticipated new smart watch.
The tech is amazing, the software crazy, the way it was presented awesome as always. But to me what was more apparent was a slight change in brand position for the new products (this isn't just about me re-selling Apples products, I have a relevant point…).
This post by Jane Bainbridge originally appeared on Research Live.
The internet of things (IoT) could open up the direct monetisation of data between individuals and brands according to Moeen Khawaja, partner of Umbrellium.
Speaking at today’s Market Research Society conference, Connected World, and introducing his company’s IoT search engine, thingful, Khawaja pointed to forecasts that within the next 15 years there will be between 10 and 26 connected objects per person.
This post is by Will Bradley, a planner at Maxus for Business.
Whilst the growth in programmatic buying is revolutionising the way B2C clients run campaigns, with benefits including greater efficiency, broader reach, and stronger insights through high volumes of data, the B2B sector is trailing in its wake. We've learnt from speaking to our B2B clients that the major concern with investing in programmatic buying begins and ends with brand safety. Compared to the B2C space, B2B advertisers are generally more cautious in their approach to advertising, and therefore at odds with the automated, far-reaching approach of programmatic buying.
With this in mind, Maxus for Business has compiled 5 top tips for B2B advertisers taking that first step into the future:
This post by Bronwen Morgan originally appeared on Research Live.
The internet is currently based around audio and visual interactions, but may soon extend to all five senses, says Professor Adrian David Cheok in his session at the MRS Connected World conference.
Professor Cheok, who specialises in pervasive computing at City University and is the founder and director of the Mixed Reality Lab in Singapore, described in his session on connecting through sensation how non-verbal communication makes up more than half of all communication. This, Cheok says, illustrates the importance of the idea that we are due to move to the next stage of the internet: "from information communication to experience communication."
I’m a fan of travelling in style, so the concept of ‘matching
luggage’ appealed when marketers first responded to channel
proliferation with a drive to integrate their communications by using
the same look and feel. Of course fashions change, and as people learnt
more about how digital channels worked, marketing evolved to integrating
around an idea – so there was still a co-ordination of luggage, but it
didn’t all have to be the same colour.
Today, as more brands are recognising that a meaningful customer
experience is the key to delivering growth, communications must move on
again. (NB ‘customer’ is used to define the brand’s target: consumer,
customer, expert etc).
This article is part of the Mindshare Original Thinker Series.
Amazon has built a self-serve tool to allow advertisers to purchase ads directly from the company in real time.
The self-serve tool is for ads on Amazon owned sites and a network of third party sites served through Amazon's ad-serving platform. The tool has been in development since December 2011, although it has yet to run a campaign. According to Amazon it will gradually be extended to 'select agencies', though the exact timing has not been confirmed.
At first glance it looks like the self-serve tool could be beneficial to small advertisers with low spends that do not warrant dedicated sales teams. In the light of all the unknowns and lack of transparency into what data is shared, Mindshare recommends a wait and watch approach at this time as it eliminates the value of the agency/strategy work that we do to ensure maximum campaign success.
We like to see our Warc 100 rankings – our list of the 100 smartest campaigns of the past year, measured by their performance in effectiveness and strategy awards – as a way for marketing companies to benchmark their performance against their peers. But we also want the individual campaign case studies to provide some inspiration for making better work. And one of the most striking campaign stories on the list this year is 'Legendary Journey', by Wieden + Kennedy Amsterdam for Heineken.
This work had huge scale: it was Heineken's first consistent global campaign across its 170 national markets. And, through a skillful combination of print and digital ads, it aimed to justify the beer brand's price premium to its target audience of younger men. When I spoke to him last month, Martin Weigel, Wieden's head of planning, gave the inside story of how this winning strategy was developed.