| Five key brand forecasts for 2014 | | 18 December 2013, 12:17PM |  The marketing industry is replete with rear mirror-looking assessments of brand strength and also exercises in forecasting. Forecasting typically takes place at the end of a year. We defied these conventions somewhat in 2013 and have been thinking about the future of brand strength all year.
| | | | Get a good tone of action to underpin success in 2014 | | 18 December 2013, 11:45AM |  Mobile, content, video, social - the media is flooded with predictions on how these aspects of marketing will evolve over the next 12 months.
But in my opinion, the critical success factor of great marketing in 2014 will be finding ways to break bad brand habits that can hinder communication.
| | | | How can fashion retailers champion the smart-commerce generation? | | 18 December 2013, 11:40AM |  The face of shopping is indeed changing. The fact that ecommerce is taking over bricks and mortar retail stores for sales of books, music, holidays and DVD's is of course old news - fashion sales are too following suit. Even food is regularly bought online now, with 26% of consumers having had dinner delivered to their doorsteps at the click of a button in 2012.
| | | | AC/DC and Beyonce make social media sing | | 18 December 2013, 12:30AM |  Finally the music industry has woken up to the power of social media. Beyonce's surprise new album has blown away all itunes records with no traditional marketing and AC/DC will have their biggest hit in 40 glorious years, both thanks to the power of social media.
| | | | Is the PR industry suffering an identity crisis? | | 17 December 2013, 12:06PM |  In the modern era of reputation management and public relations, incorporating creative, digital and clever online search engine optimisation (SEO) skills have never been more important. However, with the growing expectations of the modern day PR agency, is our industry actually suffering from an identity crisis and dragging its feet too much?
| | | | | | | Mandela's death: Kanye, Obama, Styles and selfies | | 17 December 2013, 11:54AM | | Perhaps the most amazing thing about this history defining event is not the volume of mentions, but the sparks of conversation and sways of influence that we saw. Three of the most influential tweets in the wake of Mandela's death were from Obama, Harry Styles and Kanye West. Both Barack, and Kanye collectively inspired (if that's the right word) over 55 thousand people to tweet in support, or for whatever reason, anger. Both of these tweets were, subjectively, thought provoking quotes from two extremely influential figures - perhaps that's an understatement actually. One extremely influential person, and one man who became the most powerful and influential individual on the planet. Then you have Harry Styles. | | | | Picture perfect: the power of sponsored content on Instagram | | 16 December 2013, 5:13PM |  The introduction of adverts to Instagram comes as little surprise, with ads on the platform having been rumoured since the purchase of Instagram by Facebook in 2012. While there were user concerns surrounding the changes, particularly that adverts would ruin Instagram's creative visual aesthetic, the first ads have been deemed a success.
| | | | | | | A three-step guide to optimizing seasonal marketing | | 16 December 2013, 10:58AM |  The festive season is an annual opportunity for retailers to maximise sales as shoppers scour stores - both online and offline - for gifts. With UK online sales alone anticipated to be worth £10bn in 2013, this shopping season can make or break the entire year's financial performance for many marketers. However, during the Christmas shopping season, consumers behave very differently than they do at other times of the year. So, what do marketers need to do differently with their media and advertising to adapt to the changing behavior of their audience during this critical time? Answering this question can be the difference between success and failure during the shopping season.
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Radio Stations need to do more to engage with their listeners on Twitter and are failing to make social media pay, using poor content and missing targeting opportunities, according to research by Brandwatch.
Readers of The Wall will be all too aware how important the person in charge of a brand’s social media channels is. Ultimately that person and the accounts they control are that brand’s conduit to the public.
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