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Luxury brand marketing: The seamless consumer journey
Eve Samuel-Camps and Mayuko Haldan-Jones, Admap, November 2013, pp. 27-29
This article discusses the importance of integrating digital strategies into luxury brand marketing, allowing for more creative brand story-telling.
This article discusses the importance of integrating digital strategies into luxury brand marketing, allowing for more creative brand story-telling. Such brands have traditionally used high quality print ads and many have translated these into digital formats successfully. Digital strategies are vital for luxury brands as their target groups are higher-than-average users of digital media. Online video has become particularly popular with luxury brands as a way of expressing their stories and identities. This development reflects the desire of consumers to seek understanding of brands in order to select ones which express their values. Luxury brands are well placed to use their rich histories to create credible online content.
United 4th: Teaching an old dog new tricks
Will Novosedlik, ANA Magazine, Autumn 2013
This article looks at how outdoor advertising is experiencing a new relevance in the US, as highlighted by a campaign by Clear Channel, the outdoor advertiser.
This article looks at how outdoor advertising is experiencing a new relevance in the US, as highlighted by a campaign by Clear Channel, the outdoor advertiser. Despite projections that ad spend on outdoor is declining, it is argued that the medium is unique and enduring and provides connections wherever people go, even nationwide. Clear Channel demonstrated this by breaking up the American national anthem and putting separate phrases on billboards across the country for Independence Day. A film of the project took the approach of a roadtrip through America and was distributed online and advertised through radio. People engaged with the video and contributed their own footage, which was subsequently posted to billboards across the country.
Creating a seamless experience for consumers: Media matters at ad:tech London 2013
Joseph Clift, Event Reports, ad:tech London, September 2013
This event report addresses why brands need to offer a seamless experience for consumers and remove “friction” from their day-to-day lives.
This event report addresses why brands need to offer a seamless experience for consumers and remove “friction” from their day-to-day lives. Companies like Ford Retail and Channel 4 have seen members of their respective target audiences take an increasingly cross-channel approach, serving as an indication that consumers do not think in terms of specific media, but instead of the goals they wish to achieve. In response, agencies including Starcom MediaVest and AKQA are also adapting their strategic focus, and so helping their clients meet the changing needs of customers.
New ways to drive consumer participation: McDonalds, Evian, LEGO and Boots at ad:tech London
Joseph Clift, Event Reports, ad:tech London, September 2013
This event reports discusses how four brands have successfully tapped consumer participation to fuel their marketing efforts.
This event reports discusses how four brands have successfully tapped consumer participation to fuel their marketing efforts. McDonald’s demonstrates one such approach, having based a mass-media campaign during the 2012 Olympic Games on user-generated content. Evian, by contrast, sought to spread an online meme based around a new dance – the “Wimbledon Wiggle” – to activate its sponsorship of the tennis tournament. On its part, LEGO has leveraged the huge amount of material uploaded by its fans to the web in its social media marketing efforts. And Boots breathed new life into the sponsored radio show by partnering with the Mumsnet digital platform to reach out to the female audience. What unites these brands is that they all yielded major benefits by taking a consumer-centric approach.
Planning for digital media
Merry Baskin, Warc Best Practice, September 2013, pp. 44-45
Focussing on the UK this article discusses digital media planning and gives tips for developing a successful digital campaign.
Focussing on the UK this article discusses digital media planning and gives tips for developing a successful digital campaign. The article argues that understanding how the campaign is intended to drive sales, what the campaign objectives are, and having reliable ways of measuring success are important. It is also key that clients understand how digital activity relates to the wider campaign. The article cautions that using digital media requires the ability to respond quickly to unexpected consumer behaviour, and to confront any negativity towards the brand.
Keeping an eye on the future: Acuvue's digital journey in Australia
Low Lai Chow, Event Reports, ad:tech Singapore, June 2013
This event report addresses how Acuvue, Johnson & Johnson's contact lens brand, has updated its digital strategy in Australia over several years to stay ahead of the curve.
This event report addresses how Acuvue, Johnson & Johnson's contact lens brand, has updated its digital strategy in Australia over several years to stay ahead of the curve. Its successes have including becoming an early adopter of Facebook and iPhone apps, as well as developing clear metrics to track engagement and offer a leading indicator of potential demand. Securing the support of in-house customer service and sales teams, as well as retail channel partners, has also been essential in translating this digital success into physical sales.
Unilever, Nestlé and G14 Mediabrands: Brand and agency insights from IAB Interact 2013
Joseph Clift, Event Reports, IAB Interact, May 2013
A report from IAB Interact 2013, focussing on client and agency presentations that highlight contemporary trends and themes for the European online advertising market.
A report from IAB Interact 2013, focussing on client and agency presentations that highlight contemporary trends and themes for the European online advertising market. The main points are: that big brand owners are embracing differing digital strategies, with Unilever embracing mobile and word-of-mouth as Nestlé focuses on internal engagement; that privacy concerns remain paramount – although consumers may be more savvy about sharing their personal data than is commonly assumed; and that real-time buying is a major coming trend, but its potential to depress or increase ad rates remains undetermined.
How the Sydney Opera House hit the right note on digital
John Davidson, Event Reports, ad:tech Sydney, March 2013
This event report provides details of Sydney Opera House's revamp of its digital strategy. The Opera House, an architectural icon and one of Australia's top tourist attractions, made changes to many of its digital channels, from its email marketing to its social and search activity.
This event report provides details of Sydney Opera House's revamp of its digital strategy. The Opera House, an architectural icon and one of Australia's top tourist attractions, made changes to many of its digital channels, from its email marketing to its social and search activity. Its marketing team is also getting involved with mobile and online video - the latter initiative aided by a partnership deal with Google that will see many live music performances streamed via YouTube. The report concludes with advice for other marketers planning a similar digital revamp.
Mobile, real-time and programmatic buying: Media issues discussed at Advertising Week Europe 2013
Joseph Clift and Brian Carruthers, Event Reports, Advertising Week Europe, March 2013
This article discusses presentations on the future of media given during Ad Week Europe 2013, and features insights from speakers ranging from tech giants like Google and Facebook, to agency holding groups like WPP.
This article discusses presentations on the future of media given during Ad Week Europe 2013, and features insights from speakers ranging from tech giants like Google and Facebook, to agency holding groups like WPP. The main themes of the presentations are: that incorporating a real-time element to marketing, often through brand "newsrooms", is being increasingly looked-at by brands; that deep integration between TV and digital efforts is often crucial to campaign effectiveness; and that the digital ad market remains in flux, with significant uncertainty over the rise of programmatic buying and the make-up of online adspend.
Sports sponsorship: Lessons from London 2012
Claire Carmichael, Market Leader, Quarter 2, 2013, pp. 17-18
This paper provides a general overview of sports sponsorship issues surrounding the 2012 Olympic Games held in London.
This paper provides a general overview of sports sponsorship issues surrounding the 2012 Olympic Games held in London. It argues that, when brands buy the rights to the Olympic Games, they gain the opportunity to engage with the passions of at least half the world's population. But buying rights only gives sponsors the canvas for their campaign. Only through effective activation can they create a picture that truly engages their audience. The paper identifies six key learnings for brands that emerged from London 2012, the most important of which is the need for effective mobile integration.
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Integrating digital with other media
Computer and online gaming
Digital advertising and media research
Digital and internet trends
Digital and online radio
Digital consumer targeting
Digital media measurement
Digital media planning and buying
Digital outdoor and out-of-home
Email, permission marketing
Online and digital newspapers
Search marketing and SEO
Viral campaigns, word of mouth
Web analytics, traffic
Web content, navigation and design
Web display ads and rich media
Email and online direct marketing
Effectiveness in media
Digital media effectiveness
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