Content creators are becoming a common addition to marketing teams, with marketers and ‘brand editors’ sharing an understanding of commercial and editorial goals, but questions remain over how to measure effectiveness and justify investment.
Recent ‘interactive’ poster campaigns from Birds Eye, Carlsberg and Pepsi haven’t just been gimmicks, but are part of a strategic move to get greater exposure and returns from outdoor advertising investment.
EasyJet is rolling out a mobile ‘host’ app across European airports that the airline claims will personalise airline travel as it focuses on aim to be “digital leader”.
I was on the London Underground the other day and overheard two Americans commenting about a football game they had seen on the TV the previous afternoon.
It is time to go beyond the data scientist and look to data artists to use their creative flair to solve business problems, provide analysis at a strategic level and make sure the right solutions are being implemented, says DataXu’s Bill Simmons.
Connecting big data is the best way for marketers to extract maximum value, says Media iQ’s Stewart Easterbrook. If marketers cannot access data in small, insightful packages, they are likely to face big data paralysis.
Consumers are accessing content across multiple devices at the same time and that means channel-based marketing is no longer as effective as it used to be. Turn’s Helen Miall says brands need to incorporate a data-driven approach to audience-based marketing to reach customers.
A new global study has shown that seven in 10 global consumers favour digital devices, such as wearables and smartphones, which monitor “every aspect” of their fitness and psychical health.
The World Wildlife Fund is running a Twitter campaign that will use emojis to tell the story of endangered species and encourage people to donate via the social network.
KitKat is undertaking its biggest wrapper redesign since the brand came to market almost 80 years ago, changing the logo on more than 100 million packets to reflect the different ways consumers spend their breaks – including one with “YouTube my break” branding.
With online video becoming an integral tool for consumers and marketers alike, Marketing Week and Econsultancy have teamed up for a new one day Video Masterclass featuring speakers from brands such as Reebok, Wooshii and ITN as well as agencies such as Seven and Experian.
With one of his first duties expected to be leading negotiations for the BBC’s charter renewal, the experienced John Whittingdale will take over from Sajid Javid as UK culture secretary.
Programmatic has opened up new opportunities for hyper-relevant advertising but it is also presenting brands with some sticky situations. None occupies digital marketers more at present than ad fraud.
Travelodge has unveiled a £25m campaign to showcase its revived value proposition after undergoing a £100m makeover