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Warc Trends: The Content Revolution - Find the right content strategy for your brand
David Tiltman, Warc Trends, December 2013
The Content Revolution looks at key trends in content marketing, with a focus on how brands are using digital content formats.
The Content Revolution looks at key trends in content marketing, with a focus on how brands are using digital content formats. It includes insight into why content is popular, and how brands are using it; analysis of three types of content strategy, and how they fit with a brand's other marketing activity; a focus on social and video content; and case studies that show how content has been used effectively by brands. The brands featured in the report include Nike, the sportswear retailer, Audi, the automotive marque, Dos Equis, the beer brand, and AT&T, the telecommunications company.
Programmatic Everywhere? Data, technology and the future of audience engagement
Research on Warc, A Winterberry Group white paper with IAB, November 2013
This paper looks into how marketers are practising programmatic buying of advertising, and outlines the issues that are contributing to the "programmatic everywhere" opportunity - across media channels, vertical industries and functional disciplines.
This paper looks into how marketers are practising programmatic buying of advertising, and outlines the issues that are contributing to the "programmatic everywhere" opportunity - across media channels, vertical industries and functional disciplines. It describes how programmatic buying is now being used in support of automated, auction-based digital media buying but is also growing to support a wider range in use. The report looks at the obstacles to adoption and presents five trends that are likely to define the evolution of the practice.
From achieving video virality to optimising on the customer journey: five seconds can make all the difference
Lena Roland, Event Reports, iStrategy London, October 2013
This event report covers a range of issues, discussing online video and how to make videos go viral, real-time marketing, and customer touchpoints.
This event report covers a range of issues, discussing online video and how to make videos go viral, real-time marketing, and customer touchpoints. It is argued that there are seven key ingredients to achieving video virality, including telling a great story, hooking the audience in the first five seconds, and creating surprise. Brands should consider programmatic buying in order to identify and target the individual consumers who are most receptive to the brand message. The evolution of the cmo into a more technical-savvy role is also discussed, along with the need for experts to work together and avoid working in silos. The importance of the first five seconds is extended to websites, where it has been found that if a customer spends five seconds on a website, they are much likely to buy.
The future of shopper marketing: Connect with the Mobile Shopsumer
Ken Madden, Admap, October 2013 , pp. 18-21
This article explains how mobile devices change the ways in which consumers research products, purchase them, and then share their purchases with their social networks.
This article explains how mobile devices change the ways in which consumers research products, purchase them, and then share their purchases with their social networks. Integration of physical and digital store formats, and the proliferation of mobile devices can allow brands to engage with consumers to influence their purchase journey. Brands will need to adjust their approach to account for every part of the shopper journey and provide a seamless and coherent experience for consumers. Physical stores will become less important as purchasing locations, but will increase in importance as places for brand experiences. Mobile technology allows experiences to be personalised and advertising targeted.
Why Unilever is focusing on people, love and magic
John Davidson, Event Reports, dmexco, September 2013
This event report outlines Unilever's marketing strategy, based on the views of Keith Weed, its chief marketing and communications officer.
This event report outlines Unilever's marketing strategy, based on the views of Keith Weed, its chief marketing and communications officer. The firm’s approach firstly emphasises people, rather than looking at "consumers" or "shoppers". It also aims to build brand love, and imbue communications with a touch of magic. All of these efforts are underpinned by consumer data and rigorous analysis, and have been facilitated by the huge reach and richness provided by digital media.
Visions of the digital future: Insights from dmexco 2013
John Davidson, Event Reports, dmexco, September 2013
This report looks at several shifts which are reshaping the digital marketing landscape. One is the advance of programmatic buying, which is likely to influence an increasing proportion of online advertising decisions in the future.
This report looks at several shifts which are reshaping the digital marketing landscape. One is the advance of programmatic buying, which is likely to influence an increasing proportion of online advertising decisions in the future. Another is the attempt by many brands to tap significant online “moments” – such as major sporting events – using real-time marketing on platforms like Twitter. But unless these efforts are underpinned by strong creative, they are not going to be effective, and this is an area where further development is required.
Nadya Powell, Admap, September 2013, pp. 8-8
This brief article discusses how Oreo used a well timed tweet as a type of 'news-jacking' in order to achieve 525m earned impressions during the US Super Bowl event.
This brief article discusses how Oreo used a well timed tweet as a type of 'news-jacking' in order to achieve 525m earned impressions during the US Super Bowl event. News-jacking describes when brands are able to capitalise on current news or culture developments through immediate communication on social media. In order to maximise their impact in this arena, brands should identify opportunities, have a fast decision making process in place, and think strategically and creatively.
Real-time campaign tracking
Jo Rigby, Admap, September 2013, pp. 36-37
Using a case study of Wilkinson's Sword in Germany, this article discusses the benefits of real-time campaign tracking.
Using a case study of Wilkinson's Sword in Germany, this article discusses the benefits of real-time campaign tracking. Rather than the traditional approach of taking lessons from the last advertising campaign into the next, real-time campaign tracking allows for optimisation during the campaign. In the case study, the television ad became more effective after mid-campaign optimisation. Using the method described each campaign element and media channel can be analysed separately to understand the effect of each part, as well as the multiplier effect of consumers' exposure to more than one element or channel. These insights allow decisions to be made during the campaign and offer more in depth lessons for future campaigns. In a budget pressured environment this type of in-campaign optimisation allows effectiveness and success to be maximised.
The future of planning (part 2): Fragmentation, real-time and 'agile' thinking
Stephen Whiteside, Warc Exclusive, August 2013
This article examines how leading American planners are seeking to overcome the challenges created by an "always on" world.
This article examines how leading American planners are seeking to overcome the challenges created by an "always on" world. It considers the current state of digital planning, and suggests that planners must keep up with new technologies and modify their own thinking as a result. Real-time strategy is one of the biggest topics under discussion, and Lee Maicon of 360i stated that "it takes a tremendous amount of preparation, planning, collaboration and coordination to in fact be timely and in the moment." In order to meet the current demands, this article suggests new skills that planners must develop and looks ahead to how agencies will change. The practitioners contributing their views were Lee Maicon, 360i, Jonathan Lee, Huge, Aki Spicer, TBWA\Chiat\Day and Michael Aaron, Engine Digital.
Warc Trends: First Movers - How North American brands are leading the marketing revolution
Stephen Whiteside, Warc Trends, July 2013
Warc's First Movers report analyzes how major brands are responding to the most important trends affecting organizations in North America.
Warc's First Movers report analyzes how major brands are responding to the most important trends affecting organizations in North America. It offers insights from over 200 case studies, plus data, research and the latest thinking, to demonstrate how best practice is changing in a fast-moving marketplace. First Movers showcases how top North American brands are: putting value for consumers at the heart of their proposition; targeting the multicultural mainstream; employing 'small ideas' in their strategy; adopting a mobile mindset; responding to 'generation screen'; adapting to the new shopper environment; and using content marketing for real-time engagement.
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