Latest opinions on design from industry leaders
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Mobile video is about more than views — it is about the viewers
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In the three years that we have been contributing to Mobile Opinions in Marketing Week, there has been phenomenal growth in mobile video consumption. The number of viewers in the UK alone will increase 29% by 2016 to more than 22 million viewers, according to eMarketer.
Why you need sensory brand engineering
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While appearances can gain consumers’ attention, many more senses create genuine engagement. By using rigorous processes such as sensory brand engineering brands will be able to understand and exploit opportunities, says DCA’s Garen Kouyoumjian.
Woolly mammoths, sabre-tooth tigers and their impact on design
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Ancient beasts show it is in our nature to stereotype, says JDO Brand & Design’s Crispin Reed. But what challenges does this instinctive behaviour present for design and how can it be used to the industry’s advantage?
Legacy design is the mother of reinvention
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Ageing brands are turning to legacy design to stay relevant in a rapidly changing world, according to StartJG’s Darren Whittingham.
The three ingredients of a triumphant product launch
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You only get one shot at launching a product successfully, says Spring’s Erika Clegg. To ensure it is a successful one, brands should aim to work with design agencies that embrace the core launch principles: people, vision and craft.
Qualitative research is dead, long live qualitative research
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We live in an increasingly complex world. Multi-method research is key to unlocking meaningful insights across increasingly complex and fragmented customer journeys, says Sally Lewis at Join the Dots.
Five tips on profiling your competitors’ marketing strategies
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In today’s market, knowing your competitor is half the battle. More businesses need to dedicate resources to profiling their competitors’ marketing strategies, says B2B’s Paul Hague.
Does trust matter – and if not, should that worry us?
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Research shows that there are different kinds of trust and they have varying effects on how people make buying decisions. Understanding the dynamics of trust is key to reversing consumer cynicism and disengagement.
Can online research run in your favour?
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Six key points to remember to get the best out of your online market research survey. By Danyo Dimitrov at JTN Research.
All that glitters…
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Mat Lintern, CEO of MMR Research Worldwide, puts the case for properly designed research over a preoccupation with the new.
‘Platinum’ brands create friends for life
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What kind of friendship does your brand have with customers? Learning what makes them tick, and their likes and dislikes, can turn acquaintances into loyal lifelong friends.
The brand safety fallout: Three in four marketers say brand reputation has taken a hit
A new report reveals the extent of the brand safety scandal on brands, with 78% of marketers saying it has hurt their brand’s reputation and 50% that it has impacted brand affinity.
Unidays on why brands should ‘assume nothing’ with Gen Z
Students become independent consumers for the first time when they go to university so brands that communicate with them in the right way stand to forge long-term relationships with this hard to reach group.
Keith Weed: Marketers must follow the ‘5Cs’ to connect with today’s consumers
In order to navigate the new connected landscape marketers must follow the ‘5Cs Framework’, which focuses on consumers, connecting, content, commerce and community.
YouTube courts advertisers with promise of better targeting
YouTube wants to make it easier for brands to serve up more relevant and personalised ads and measure their offline impact.
