| 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. As the mobile space has become increasingly competitive with several key players jostling to offer the latest features to draw customers to their devices, marketers are faced with the challenge of constantly evolving their strategy to meet customer demand. As the first iPhone becomes an artefact of the past, marketers need to be looking to new innovations on the horizon for further opportunities to engage and create an immersive mobile experience for consumers.
| | | | 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
| | | | | | | Why the Nivea sun care campaign is so flipping brilliant | | 12 June 2013, 1:28PM |  In the unlikely event that you’ve missed the coverage of Nivea’s amazing sun care advertising campaign, here’s a reminder of just how blooming clever it is.
It featured an ad that ran in a Brazilian magazine promoting Nivea’s sun care range. The ad also included a solar powered mobile phone charger - suggesting that readers could bake in the sun, safely protected by Nivea sunscreen, while their mobile phones charged up.
| | | | Google Glass privacy concerns will last 'six months to a year' | | 12 June 2013, 10:27AM |  Consumer resistance to Google’s Project Glass will last “six months to a year”, according to mobile agency Somo’s global innovation director, Maani Safa.
In the video below, Saafa describes how previous technologies have suffered “people reacting a little bit cold” to them before the technology hits the mainstream, up to a year later.
| | | | Augmented humanity, HTML5 and mobile bridging for marketers | | 12 June 2013, 6:00AM |  Augmented humanity, HTML5 and mobile bridging are rapidly emerging as the next big things in mobile ad technology, not least because they offer enormous scope for creative impact and engagement. But for a brand marketer or media planner, how are these new technologies useful in practice? How can using them fulfil a brand's objectives?
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