The Warc Blog

The Warc Blog

What tech really means
 
Posted by: Gareth Kay, Co-founder, Chapter
 
Gareth Kay

I'm writing this column during the annual marketing world decampment to CES. More headlines, as usual, about whether new technology X or Y will change the game for marketers; more nascent platforms trying their hardest to get a slice of the easy money they see brands offering. Every year, it reminds me of the fundamental misunderstanding we have of what technology actually means.

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Subjects: Marketing, Advertising, Digital

09 February 2016 16:13

Should advertisers invest in ‘moment marketing’?
 
Posted by: Richard Shotton, Head of Insight, ZenithOptimedia
 
Richard Shotton

WARC and Deloitte Digital recently published six major marketing trends for 2016. The most interesting is moment marketing: the idea that brands need to identify the moments and contexts where messages resonate best. It’s an important trend as the rise in consumer data and digital targeting means it’s easier than ever to identify and then reach consumers at the ideal moment.

But what’s the evidence for the importance of moment marketing?

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Subjects: Marketing, Consumers

25 January 2016 10:50

Point of View: Keep it small and simple
 
Posted by: Gareth Kay, Co-founder, Chapter
 
Gareth Kay

Over the Thanksgiving weekend, I took my daughter to visit the Computer History Museum, just around the corner from the Googleplex in Mountain View. It's a terrific museum that gives real context to the massive change we've seen in technology and our everyday lives over the past 50 years.

One of the highlights of the museum is the ability to learn about some of the 'forgotten' heroes of the computer age. One of these was Seymour Cray, the inventor of the CRAY-1, which between 1976 and 1982 was the fastest supercomputer in the world. It looked like the future then and, in many ways, still does now. Seymour was the archetype of the 'wacky inventor' who had a passion, among other things, for building underground tunnels in his home and had some ingenious ideas inspired by the most unusual things for how to make computers work faster.

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Subjects: Advertising, Marketing

14 January 2016 13:02

#DCS2016: Why the term 'content marketing' could soon disappear
 
Posted by: Guest blog
 
Guest blog

This guest blog is written by Matt Smith, a web editor at the Business Reporter.

Terms like "content marketing" and "brand content" could soon disappear to make way for clearer, more specific phrases, according to an industry expert.

Speaking to Business Reporter ahead of The Digital Content Summit 2016, BOBCM founder Justin Kirby said new phrases would better describe specific work in the sector.

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Subjects: Advertising, Marketing, Consumers

12 January 2016 11:46

The 'customer service myth'
 
Posted by: Faris Yakob, Co-founder, Genius Steals
 
Faris Yakob

'Customer service' is a misnomer. Serving customers is what companies do but the 'customer service department' is problem resolution. How companies deal with irate customers is an important part of their brand.

Remember in 2008 when Dave Carroll's guitar was broken on a United Airlines flight? They denied responsibility until, after nine months of employees showing 'complete indifference', Carroll released a song about it on YouTube which got millions of views. Only then did United Airlines apologise.

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Subjects: Consumers, Brands, Marketing

07 January 2016 16:13

What would aliens learn from our advertising industry?
 
Posted by: Eaon Pritchard, Strategic planning consultant, Australia
 
Eaon Pritchard

In this post Eaon Pritchard argues that if the advertising industry is ‘on the verge of irrelevance’ it is because of our misguided obsession with technology over ideas.

If some band of galaxy-wandering aliens should indeed stumble upon this planet earth, our species has one thing worthy of their attention and study.

And it’s not our science and technology, as you might immediately imagine.

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Subjects: Advertising, Marketing, Brands

18 December 2015 10:36

Are you conscious of design in your marketing?
 
Posted by: Guest blog
 
Guest blog

This is a guest post from the World Business Forum Sydney, which takes place in May 2016.

Designers typically have a unique view of the world. And the view of Mauro Porcini, PepsiCo's chief design officer, is especially noteworthy. For example, he doesn't blame consumers for not using products, instead he blames bad design. It's a refreshing and important perspective.

At the heart of it, Mauro says, is the lack of emotional connection. We're all familiar with the product/positioning pyramid. It starts off with rational product attributes and builds to emotional connections. Only when reaching this emotional high ground can a true bond between brand, product, and consumers happen.

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Subjects: Marketing

03 December 2015 13:08

Planning for planning: What I see Brand Strategists doing more of in the next decade
 
Posted by: Guest blog
 
Guest blog

This post is by Ethel Sanchez, Deputy Head of Planning for BBDO Guerrero.

So another year comes to a close and it is, again, performance evaluation and training design season. I think the best thing about designing a training plan for junior strategists is that it forces you to take a step back, away from the comfort of routine to once again anxiously find and fix imperfections; detached from the numbing day-to-day "one-pager factory" job to once again be inspired to imagine how things will and should be.

How is the world changing and how can we, strategists continue to lead or handhold the brands and the businesses we serve through it?

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Subjects: Marketing

26 November 2015 15:39

When did planners start calling themselves strategists?
 
Posted by: Guest blog
 
Guest blog

This post is by Heather LeFevre, Freelance Strategist and Speaker for Hyper Island.

On first blush, it might seem silly to investigate the shift from planner to strategist. I mean, who cares? Does it matter?

This shift snuck up on me. I've conducted a survey, The Planner Survey, for eight years and I've always used the two words interchangeably. Until now. Now I believe there is a difference. So much so that my team and I – all volunteers – have fielded the ninth edition of the survey under a new name: The Strategist Survey. (The Survey is open now.)

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Subjects: Marketing

19 November 2015 10:45

Privacy and the importance of "informed choice"
 
Posted by: Lena Roland, Knowledge Officer, Warc
 
Lena Roland

Who owns your data? Who has access to it? How is it being used? Can it, will it, ever be used against you? How is data being managed? And can data ever discriminate? These were some of the important questions raised at a recent debate hosted in London by The Foundation, an independent growth and innovation consultancy.

Information is multiplying and in many ways is making life simpler and more convenient, but, according to Charlie Dawson, founding partner at The Foundation, people are becoming more and more aware that their entire lives can be "captured, examined and publicised" and so "consequences are starting to emerge", he warned.

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Subjects: Consumers, Marketing, Data

13 November 2015 11:30

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