Video SEO: Moving on up
David BurrowsAs search engines change and grow, instructive and entertaining videos are becoming a crucial way for brands to get an edge on competitors in search rankings and keep their audience engaged.
Month: November 2012
B2B and B2C go hand in hand
Lucy HandleyBrands are combining consumer and business-to-business marketing to accelerate growth and raise awareness about their whole group.
World’s cities are paved with opportunity
Michael BarnettFor brands looking to expand, whether overseas or in domestic markets, a city-centric marketing strategy is proving effective as it helps cut risk and costs while capitalising the wealth being generated in those areas.
Looking for a visual feast in the tablet experience
Steve HemsleyTablet users demand interactive and engaging experiences when they surf the web, so brands need to evolve their content quickly if they want to keep customers
Luxury fizz pops its sparkle in growing market
Mindi ChahalChampagne and sparkling wine are seen as high-end items but growth in the sector is on the increase as consumers around the world get a taste for bubbly
A website that is dressed to impress
Jonathan BaconDavid Llamas, chief executive of discount luxury fashion etailer Cocosa, talks to Jonathan Bacon about the business’s revamped digital strategy.
Mark Ritson: Advent of the Christmas campaign blitz
Mark RitsonWe’ve never had anything like Superbowl advertising in this country. In the US, the four-hour finale of the American football season is as much about watching the ads as the contest itself. Every American brand aspires to be part of the biggest annual event in marketing.
O2’s creativity will be stifled in-doors
Tess WaddingtonI agree with Nir Wegrzyn that, now O2 has taken its design function in-house, it is going to have to work hard to build and maintain the ‘design leaders’ positioning it is aiming for I understand the sentiment behind the move – greater control, creating a team of brand experts and (presumably) shaving costs. And yet it has the potential to engender less, not more, creativity.
Chanel recruits Brad Pitt as brand ambassador
Branwell JohnsonChanel No 5 has launched a TV advertising campaign featuring Brad Pitt called ‘The Journey’. The ad was created in-house by Chanel and filmed by Atonement director Joe Wright.
John Lewis hails TV ad for social media boost
Seb JosephJohn Lewis has declared its recently launched Christmas TV advert an early success after claiming the spot achieved its “strongest” reaction on social media to date.
Morrisons and Barclaycard ads spark ‘sexist’ complaints
Lara O'ReillyMorrisons and Barclaycard have become the latest brands to be accused of “sexism” in their Christmas ad campaigns.
Could charity loyalty cards replace ‘chugging’?
Michael BarnettCharity shops aren’t the most obvious outlets to offer loyalty cards, as the British Red Cross is now doing, but they could offer an elegant alternative to ‘chugging’ as a way of attracting and engaging long-term supporters.
Mail’s iPad edition helps segment audience
Branwell JohnsonThe Daily Mail and Mail on Sunday’s updated tablet edition will target a more upmarket audience than the respective print titles, says Mail Newspapers managing director Guy Zitter.
Guardian bids to change press ad model
Lara O'ReillyThe Guardian is hoping to trigger a change in the way the newspaper industry sells advertising by introducing a new trading model that sees it sell audiences across platforms rather than separate spaces across its newspaper, desktop, mobile and tablet offerings.
Beefeater preps pan-European push
Seb JosephBeefeater Gin is readying a pan-European outdoor advertising campaign highlighting its London heritage as the brand looks to exploit interest in the city following the success of the London 2012 Games.