How VR and real-time data are changing shopping
Jonathan BaconPhysical stores are being transformed as virtual reality and real-time data enable retailers to offer immersive experiences and adjust the shopping environment.
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Bridging the gap between programmatic and creativity
Sarah VizardDespite concerns that programmatic buying might sound the death knell for creativity the two sides are now finding ways to work together to ensure data and automation lead to more effective advertising. But challenges remain in ensuring that the right data is used at the right time and that serendipity is not forgotten.
Why marketers are failing to target consumers at key life events
Mindi ChahalBig consumer life events can provide marketers with a trigger to acquire and retain customers but brands need to obtain and manage data more effectively.
Brands are better off leaving politics to Parliament
Russell ParsonsBe it the death of a musical legend or the mania surrounding an Oscar-winner, brands are always quick to tap the current cultural zeitgeist to become part of the conversation. As ephemeral as these pop culture opportunities are, brands that do it right can nicely reflect the mood of the nation.
How to find the perfect market research partner
Jonathan BaconWith the wealth of data companies now have at their fingertips, finding the right research partner to meet increasingly niche insight needs requires a new approach, and big, well-known agencies may not always be the best option.
How OnePlus is taking on the mobile giants
Jonathan BaconCo-founder Carl Pei on how the brand is taking on Apple with its high-end, low-price products and word-of-mouth marketing strategy.
Alison Orsi, IBM: The next evolution of B2B marketing is combining data and emotion
Aaron InglethorpeChief marketing officers are at a turning point. Our profession is changing – the pace of technological change is accelerating and the competitive landscape is exploding in its wake.
Coca-Cola, Heineken and P&G share their secrets to creating effective marketing
Sarah VizardThe world’s most effective ad campaigns prove that digital builds business and that social activism sells, according to a new report by Warc.
Lego talks up social responsibility as profit rise gives brand its ‘best ever year’
Leonie RoderickLego had “its best year ever” in 2015 with global sales growing by 19%, as the toy company’s push to reach 100 million children worldwide and up its sustainability efforts paid off.
Inside the financially savvy minds of Gen Z
Jonathan BaconHaving grown up during a recession, teenagers are already planning for their financial security and using the latest technology and social media to stay informed. Brands therefore need to create the right content and engagement strategies.
The supermarkets have to step up their ecommerce game after Amazon & Morrisons deal
Leonie RoderickAmazon is moving into the grocery retail market via a partnership with Morrisons, forcing rival supermarkets to reassess their online capabilities.
Creativity in programmatic “should not be an afterthought”
Jack SimpsonOur Creative Programmatic event is coming up on 2 March and our sister brand, Econsultancy, caught up with two of the speakers at the event, O2’s Head of Digital Excellence, Nick Adams, and TUI’s Head of Media, Sammy Austin. Between them they discussed some of the biggest emerging trends and challenges in programmatic, and offered their opinions and advice on where creativity fits within this channel.
Why brand storytelling should be the foundation of a growth strategy
Steve HemsleyFrom a very young age we love listening to stories and, as we grow older, we respond to tales and anecdotes. Brands need to inject the magic of storytelling into their marketing to tap into people’s emotions.
What are the basic principles for a good agency relationship?
Maeve HoseaMarketers from Just Eat, SCA Hygiene Products and TUI Group share their advice for achieving the most effective and fruitful agency relationships.
5 things you need to know this week
Leonie RoderickFrom Instagram hitting 200,000 advertisers to BrewDog releasing all of its beer recipes online, it has been a busy week in the world of marketing. Here is what you need to know.