| How brands are engaging during National Baking Week | | 17 October 2013, 1:24PM |  It seems like everyone is baking mad at the moment, particularly with the final of the BBC' Great British Bake Off just around the corner. So just to add to the mix (sorry!) it's National Baking week in the UK from 15th-21st October.
| | | | Social media Russian roulette within businesses | | 17 October 2013, 11:48AM |  The question about who owns social within a business has come up too often and could be argued nine ways to Sunday depending on your perspective. If you're in the marketing team, you want to communicate your brand's message via social. If you're in the complaints department and your customers are venting on social, it's going to be your priority to contain it. While all the partial responsibilities hold true, the question of who singularly owns social within an organisation is very short-sighted. Maybe they both got together and decided to invite the "Social Media Manager" to the party to keep order?
| | | | Decline (and rise) of the middle classes | | 17 October 2013, 11:44AM |  It's not quite as bad as the title of Evelyn Waugh's novel (pictured), but things are changing rapidly for the middle classes.
Once upon a time, we all wanted to be middle class. Bigger car, bigger house, better holidays twice a year.
| | | | Viral Highlights: rival energy brand makes a cheeky dig at Red Bull's marketing! | | 17 October 2013, 8:45AM |  Viral insight data compiled by the VAN team.
Top trending video ad campaigns: Felix Baumgartner's now infamous Red Bull Stratos Jump became one of the most popular branded videos of 2012. Now, a year after the record-breaking stunt took place, Red Bull has marked the anniversary by releasing a full POV - multi-angle video, complete with mission data and never before seen clips. The footage has already clocked up nearly two million views in just two days, not bad for what is essentially just a re-hash of an old campaign.
| | | | Community managers: the most understated role in marketing | | 16 October 2013, 11:12AM |  A salary doesn't define the importance of role within our industry. Perhaps it should. Perhaps the supply of, so-called, "Community Managers" far outweighs the demand. Not likely. Maybe, the wheels of higher education haven't yet appreciated the current need for skilled, social-savvy, brand ambassadors (for want of better job title!). What is clear, in my view, is that the current situation is not best placed to serve the flood of real-time brand-to-consumer conversations that is needed.
| | | | | | | Consumer driven analytics and hyper-personalisation | | 16 October 2013, 8:30AM |  Consumers are connecting with entertainment in entirely new ways, and the days when one ratings company was able to tap into roughly twenty thousand homes and gain a comprehensive portrait of an audience's viewing habits have disappeared. Audiences are fragmenting across time, across place and across platforms. This has been great for the individual consumer, but has been a challenge for those who measure television and for advertisers.
| | | | Viral Insight: key video trends in the food industry 2013 | | 16 October 2013, 7:30AM |  The food and confectionery industry has become one of the largest sectors in the viral marketing sphere, with companies increasingly using peer influence as a powerful tool to impact on consumer opinion and build long term brand awareness.
| | | | Christmas is coming: how online retailers can prepare | | 15 October 2013, 11:15AM |  Despite it feeling like only yesterday we were packing away our sunglasses and flip flops, retailers are already ringing sleigh bells in the run up to the biggest shopping period of the year. You only have to glance in the department stores to see the construction of the annual Christmas grotto and the Christmas decorations are beginning to pop up.
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