| Has the time for connected TV advertising finally arrived? | | 17 June 2013, 10:39AM |  Brands today understand the importance of using data to tailor their messages and to reach their key target audiences, so it would be reasonable to assume that TV and its 'shotgun' approach to advertising is becoming less appealing. Indeed, the IAB announced in 2009 that online advertising spending in the UK had overtaken TV advertising for the first time in 2009, many industry executives believed the death knell had sounded for this channel.
| | | | Mobile marketing set to explode in Latin America | | 17 June 2013, 10:20AM |  Telefonica Digital has recently announced it will be the headline sponsor for the Festival of Media LatAm in September. This is a key regional advertising event and, as one of the leading mobile marketing companies in the region, we are excited to support it.
| | | | How to be socially intelligent | | 17 June 2013, 9:16AM |  Today organisations are subjected to a growing level of collective intelligence and value creation from outside the company’s walls as they strive to compete in a much larger ecosystem of consumer participation, innovation and big data. There needs to be a knowledge framework to help companies connect the dots and maximise as much value from this social universe in a way that drives competitive advantage for the business while also driving meaningful experiences for the consumer. We calls this “social intelligence”.
Social intelligence is an adaptive, continuous, collaborative and open consumer driven knowledge framework that sits at the centre of a company's organisation like the hub of a bicycle wheel where all marketing and business disciplines feed into and out from the customer. In this model the empowered customer is at the heart of everything a company does.
Social intelligence for brands
| | | | Don't be afraid of the 'dark data' menace | | 17 June 2013, 8:57AM |  SAP co-CEO Bill McDermott was speaking at an industry conference recently where he made an interesting declaration: "War on dark data". I didn't realise that data could be such a menace!
| | | | Mobile evolution: creating an immersive brand experience | | 14 June 2013, 11:46AM |  Rumours are circulating that the first iPhone is set to become obsolete this month after six years on the market. It's clear that mobile technology is moving faster now than over the last six years, and with innovation comes obsolescence.
| | | | Owned vs paid-for: where placement falls flat | | 14 June 2013, 9:26AM |  The recent release of Australian director Baz Luhrmann's film, The Great Gatsby, has drawn a tide of column inches. Surprisingly, however, this has not solely been for its screenplay and sumptuous cinematic experience, but also because it appears to have set a new benchmark for promotional tie-ins with luxury brands.
| | | | Translating big data power to your brand | | 14 June 2013, 9:16AM |  The decision to interact with a brand can take many different routes and the journey to purchase is no longer two-dimensional. Customers get inspiration and opinion from many different sources in their offline and online networks. Marketers are desperate to join that journey, to understand what consumers want, desire and need. But how to do this effectively is the real challenge.
| | | | My big fat Sponsorship study | | 13 June 2013, 11:46AM | Sponsorship makes up 6% of global marketing spend and is forecast to grow by 2% in 2013. This contradicts the shift seen in the last post-Olympic year (see fig. Below, Source: GroupM).
| | | | How we launched the world's first Twitter-powered raffle | | 13 June 2013, 8:00AM |  Stepping onto a train back in January, I had an idea – a raffle that uses a tweet as currency to pay for a ticket. After extensive research, I was surprised to find that nobody had done it before. I got that feeling that said, 'You might just have something here.' So I set about building one for myself.
| | | | Hashtags come to Facebook, at last | | 13 June 2013, 6:30AM |  If you feel that what your life has been missing is arguing about Game of Thrones spoilers or intersectional feminism on Facebook, things are about to improve for you: Facebook has launched clickable hashtags
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