Summary
Short videos, uploaded via mobile apps and distributed on social media, have captured marketers’ attention. The 2013 release of Vine, a video-sharing app owned by Twitter, has met with success, capturing the imagination of journalists, creatives and advertisers alike. This "pull" format of online video is potentially more engaging than other digital formats - and Twitter-style ad features for Vine could attract extra adspend in future. This Snapshot includes examples of brands ahead of the curve.

Summary
This article argues that the role of social media in e-commerce may be best focused around the earlier consideration phase of the consumer journey rather than the purchase phase (a view supported by the fact that Facebook's 2012 entry into e-ecommerce - dubbed "F-Commerce" - failed to gain traction. The article reports on research that investigated how social media has impacted the online browsing and purchasing behaviour of consumers, and how they think brands could improve the overall e-commerce experience for customers. The results show that online shoppers' expectations are rising and that there is room for many brands to improve the experience they provide by making the purchase path more social.

Summary
This paper argues that the new battleground of the digital revolution, that of messaging, is being fought globally - rather than just in the US. Many of the most popular of the new messaging services - such as Weixin, Sina Weibo, RenRen - are Chinese. Weixin is doing particularly well, with many attracted by its location-based capabilities. The author argues that brands should focus on how their consumers are using these platforms at home and abroad and adapt their approach accordingly.

Summary
Philips, the domestic appliance and personal care company, wanted to identify, understand and assist its most enthusiastic customers - "superpromoters" - in India. Philips is used as a case study to illustrate how superpromoters can help a brand grow in terms of revenue and reputation; can motivate employees; can help a brand make strategic and tactical decisions; are ideal co-creators. The authors found most companies don't have much information on their most enthusiastic customers, hence they suffer superpromoter blindness. The study encourages more brands to engage with and listen to their superpromoters.

Summary
This paper details a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia (Singapore, Jakarta, Kuala Lumpur,Bangkok, Saigon, Hong Kong, Shanghai and Delhi). It offers insights on the impact of digital life on middle class lifestyles, work, education and entertainment in emerging markets, in addition to digital fatigue from always-on multi-tasking in advanced markets. Amongst the in-depth findings, the report shows that while there are generational gaps in people's approach to digital life, even in emerging Asia, the over 50s are connecting to the internet. Young adults and teens live full digital lives, enhanced by mobile. However, there are usage differences between emerging markets, where there is a sense of fascination and excitement about the digital world, and the emerged Asian markets, where there is growing fatigue from always-on multi-tasking. Here people try to re-establish control over chaotic digital lifestyles by de-cluttering and streamlining their use of online services. In the future, this report predicts that the term 'digital' will become irrelevant, marketers must learn how to involve consumers without overwhelming them, brands must be subject to peer review, social networks will be created for specific purposes and marketers are encouraged to think local first.

Summary
In this article, leading marketers from Coca-Cola, IBM and Yahoo discuss how brands can progress in the digital world. A continual emphasis on innovation, ensuring brands remain relevant and generating meaningful customer insights are among the core priorities of these advertisers. Creating content that successfully engages the target audience, and stimulates them to share, should be another primary objective.

Summary
A round-up of presentations from ad:tech Sydney 2013, featuring Australia Post, LBi and Domino's. Major themes covered by the presentations include emotional digital branding, harvesting and using consumer data, brand partnerships with social media services and leveraging the gamification trend. The consequences of the digital revolution for traditional brands, and the rise of real-time marketing, are among the other topics discussed in the report.

Summary
This event report details Commonwealth Bank of Australia's response to a variety of consumer and media trends in its marketing strategy. The financial services brand has embarked on a variety of digital initiatives recently, including a Facebook banking service, an upgraded blog, a mobile banking and payment app and an online "data hub" tracking consumer spending habits. Also discussed in the report is the bank's latest ad campaign and its response to the gamification trend.

Summary
This article highlights what brands should know about social influencers. While 37% of consumers in the UK agree that they are "always" telling friends and family about new services or products, it is important not to neglect the third who "sometimes" make recommendations. The desire to gain status and receive validation from peers can be accompanied by a reaction against over-sharing - posting about life and interests a little too frequently. This therefore puts higher value on "quality" content targeted towards specific groups. The research identifies five types of social networkers: extroverts, selective attention seekers, altruistic sharers/introverts, moderate sharers/attention seekers and the do-not-shares.

Summary
This case study from Deutsche Telekom demonstrates the changing nature of communications with its 'Life is for sharing' campaign. It looks at how the campaign has evolved from one big memorable moment to a series of moments in a journey leading up to the latest embodiment, 'Move on'. Starring Hollywood actor Mads Mikkelsen, Move On is a road trip movie which begins in the Netherlands and journeys through Germany and Eastern Europe, with some direction and details of the storyline being decided by Deutsche Telekom customers. The campaign lasted several months from its online launch to its TV premiere. With film roll-out running into this year, the movies and associated media activity will run for almost a year. Initial results are showing total brand fit uplift was on average 10.5% across all markets with purchase intention increased up to 30%.