| The secret to email marketing? Send more email | | 13 August 2013, 11:45AM |  There is a popular myth, created by the media, of the 'inbox overload' that would have marketers believe consumers are constantly worried and deeply affected by the hundreds of emails in their inbox. This has led some marketers to send fewer emails and to try to send the right message, to the right person, at the right time in pursuit of higher open rates. However, this strategy ignores the effectiveness of email as a brand recognition tool, in addition to being an engagement channel.
| | | | England's Ashes victory - as celebrated by social media | | 13 August 2013, 11:40AM |  Yesterday evening England beat Australia to cricket’s Ashes once again. The epic five-match series, won by England with a game to spare, had turned many Twitter users into 140 character cricket commentators and statisticians.
| | | | What is WebGL and why should you be using it? | | 13 August 2013, 11:35AM |  I'm guessing that your experience of WebGL falls into one of two camps: The first is the 'WhatGL?' camp - those who have never heard of it, or might have heard it bandied around occasionally as a new technology buzzword but don't have a clue what it actually means.
| | | | The importance to brands of owning their own data | | 13 August 2013, 11:34AM |  Having worked in the advertising industry for more years than I care to admit, I can confidently say at no point has data ever been a higher priority for marketers. The amount of information now available to brands means marketers have the tools available to enable them to truly understand and engage with their target audiences - allowing them to build smarter and stronger personal relationships with their customers than ever before.
| | | | Are smartphones becoming an extension of our physical senses? | | 12 August 2013, 11:30AM |  Jessica Butcher, co-founder of mobile augmented reality tech business Blippar, talked recently about how smartphones can now hear for us, see for us, and interpret the world for us, and are therefor becoming an extension of our physical senses.Launched in 2011 and with global expansion taking place throughout 2013, the Blippar app is a mobile augmented reality advertising platform targeted for brand to consumer interaction. The interactions, or ‘blipps’ can take the form of mobile coupons, video play, object recognition, 2d and 3d overlay and much more. It works on many forms of advertising including press, outdoor, point of sales media and TV. Butcher said: “I see all of these trends wrapped up in what I call ‘sensory tech’; so the phone becoming an extension of our physical senses. It listens for us, you can touch things with it and now it can look at the world around us and unlock and interpret it.”
| | | | Digital out-of-home fail for Ford | | 12 August 2013, 11:00AM |  We all know that creative can make or break campaigns. As can media choice. But getting the creative right in Out-of-Home is arguably even more important due to the way in which the media is consumed.
| | | | Twitter hits the mark with retargeting | | 12 August 2013, 9:21AM |  Twitter recently announced its plans to enable advertisers to use their own customer databases to show "promoted tweet" ads to people interested in specific products or services. The social media giant is following the likes of Facebook and Google into the retargeting business and if the initial US pilot is a success, it could boost Twitter's advertising rates without having to increase the number of ads being shown to users. Sounds like a smart and profitable move for Twitter itself, but how will it impact advertisers and end-users?
| | | | Lean Mean Fighting Machine: can we do well by doing good? | | 09 August 2013, 9:39AM |  Since we started working with Unilever a few years ago, I’ve always been struck by one of their founding principles “Doing Well By Doing Good”. This neatly constructed piece of copy describes the value exchange between brand, consumer and society: A brand becomes more desirable to a consumer because of the social cause it backs. In simple terms, a bottle of bleach that promises to support Unicef sells more than a competitor that doesn’t, giving the consumer a warm glow, Unicef greater funding and the bleach company more profits. Everyone wins.
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