Influencer marketing is a wildly lucrative brainchild of the social media revolution, says Takumi’s Mats Stigzelius. But why are brands so reluctant to enlist the expertise of these creative professionals?
The connection point between product and pack is essential to a consumer’s brand experience, so marketers must be willing to prioritise brand, product and pack equally, says MMR Research’s Vicki Hamilton.
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.
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.