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.
Employees must know we care about their wellbeing, says Shutterstock
Healthy body, healthy mind is the philosophy at stock photography site Shutterstock, which focuses its wellbeing strategy on promoting understanding and inclusivity.
Greggs, L’Oréal, gender stereotyping: 5 things that mattered this week and why
Catch up on all the week’s big marketing news including the crackdown on gender stereotyping in advertising, the latest IPA Bellwether report and Greggs’ plans for home delivery.
Harry Lang: You can’t ditch brand for performance marketing – even in digital
It’s difficult to create true differentiation today, but even in online-only industries you still need brand marketing to make performance marketing effective.
Greggs wants a slice of the home delivery pie
The food-on-the-go brand’s CEO Roger Whiteside says Greggs is looking to expand its digital ambitions with plans for mobile ordering, click-and-collect and a possible move into the delivery sector.
