| A medium that can both brand and activate | | 13 November 2013, 10:15AM |  This post is provided by our partner MediaCo Outdoor.
The IPA's recently published 'The Long and the Short of Its report has re-opened the debate on just how to define campaign 'success'.
| | | | How are football clubs combating Twitter misuse by players? | | 13 November 2013, 10:12AM |  With over 13.8 million Twitter followers combined, Premier League football clubs have quickly become a source of information and entertainment to the Twitter universe. Some 25% of sports fans consume sport based content via Social Media, and this figure is expected to keep growing as the adoption rate for second screen viewing increases. Undoubtedly, football and Twitter are a match made in heaven – fans can air their opinions openly, converse with players, pundits and fans across the globe and it regularly acts as a “breaking news” outlet for transfer, injury and match information.
| | | | Music and branding: it's all about emotion | | 13 November 2013, 10:00AM |  There's a common factoid often repeated amongst those in the marketing and branding world: emotions can outweigh other factors such as price or quality when it comes to making a purchasing decision. In his recent book, Descartes' Error, Antonio Damasio, a neuroscience professor, posits that emotion is actually the single strongest determiner when it comes to making a purchase.
| | | | Are retailers wasting money with their big budget Christmas TV campaigns? | | 12 November 2013, 12:45PM |  When your local supermarket, department store or specialist retailer breaks a brand new above-the-line ad in November, you know the silly season is upon us. With so much revenue and profit generated in this quarter you can understand why the stakes are high. Ads increase exponentially in prime time slots to lure us and retailers live off the hope that the shopping public will spend their hard earned cash through their cash registers. Production values go up, a memorable ditty is sung and a plethora of celebrity smothers the campaign, but do retailers really need to spend so much on the celebrity endorsement? As a marketer, I fully embrace the necessity of advertising and I understand the value in it. I agree that prime time advertising slots are a must if you want to make an impact, as are production values, but based on the criticism lauded on the lacklustre impact Marks & Spencer's "Leading Ladies" campaign, can retailers justify the expense?
| | | | | | | Are you missing a trick by not viewing the humble email signature as a marketing tool? | | 12 November 2013, 10:28AM |  With the continued search towards one to one, highly personalised communication, organisations are spending a fortune on innovative, social media promotions, digital advertising and eCRM campaigns. Yet how much of this activity is actually seen by the right people? And how much of it is targeted, relevant and personalised? Yet a simple, accessible, valued, trusted and, all importantly, free way to dynamically communicate with customers, suppliers, prospects is being ignored by the vast majority of organisations.
| | | | Social media reporting: how to make it meaningful | | 11 November 2013, 11:43AM |  How many times have you found yourself in the following situation: you're in a meeting - no, worse - you're on a conference call, and everyone's talking about social reporting. On a screen in front of you is the first of an unforgivable number of slides. On every slide is a graph, allegedly showing you something different to the graph before; shifts in follower count, engagement rate and reach. (Only the last slide is different, it's the one that says, incongruously: "Thank you.") These reports are a bit boring, but they're important, right? If only you gave them your full attention, if only you 'got' the metrics a bit more, these reports would be Super Meaningful… right? Maybe. But in my experience, the majority of social media reporting is almost completely devoid of meaning.
| | | | iAnxiety; Apple, misery and the new class divide | | 11 November 2013, 10:30AM |  Therapy. You need to climb aboard that bandwagon, because all the indicators show that there has never been a greater demand for therapy. Did you know there is a worldwide increase in anxiety?
| | | | Google takes steps towards a fully-subscribed search service, to the detriment of advertisers | | 11 November 2013, 9:30AM |  Actions speak louder than words. At a time when "big data" analysis is driving intelligence into customer behaviour and beginning to underpin strategy marketers are clamouring to gain all the relevant insight they can get to stay ahead of the pack. Advertisers are required to sift and make sense of customer data coming in from dozens more channels than they ever were before. Social and mobile usage has quickly begun to play a huge role in changing advertisers' landscape, and the marketer's day job.
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Back in 2011 online host Shira Lazar started her own show on US network CBS called What’s Trending. The title was fairly self explanatory – it looked at the people and the topics that were causing a stir online.
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