| Why are so many brands looking to the past for positioning? | | 03 December 2013, 11:52AM |  From apps like Instagram, to brands like Soap and Glory, vintage is 'in' and brands have jumped on this bandwagon, embracing their histories to capture new audiences, along with reengaging the old. Retailers aren't just tapping into the past for the baby boomers, they are also busy playing on other nostalgia for all generations.
| | | | Business convergence: the key to retail transformation | | 03 December 2013, 10:56AM |  The press has devoted many pages to the future of retail - experts from all parts of the industry have shared their opinions and proposed their solutions. If you have the time and inclination to read through them all, a common theme begins to emerge: in order to succeed, retailers need to embrace 'multichannel' (and more recently 'omnichannel') and in doing so, become all things to all customers. But, as digital, and particularly mobile, becomes ever more ingrained in our everyday lives (when was the last time you didn't turn to your laptop or smartphone when you wanted to find something out?), it becomes increasingly clear that the pundits are looking in the wrong direction.
| | | | How marketing departments can become digital, Pt 1 | | 03 December 2013, 10:42AM |  It can be incredibly confusing reading articles and research papers that want you to adopt change, embrace change and trust change to progress in the world of digital.
If all we did was to accept and adopt a change mindset, businesses all over the world would be in potential chaos. Yet, the digital world is changing exponentially and that means that dealing with change is not only inevitable, it's a business imperative.
| | | | Key viral marketing trends in the alcohol and soft drinks sector - 2013 | | 03 December 2013, 10:00AM |  Historically, soft drinks and alcohol companies have had a strong association with a certain type of lifestyle, your beverage of choice being seen as both an extension of who you are and who you want to be. For this reason drinks brands tend to use quite a specific set of viral conversation triggers to appeal to their target audiences.
| | | | Tom Daley uses social media to come out, and bypass media and PR | | 02 December 2013, 1:21PM |  After winning Olympic medals and other major titles, British diver Tom Daley is used to being covered by the mainstream media and surrounded by PR people. Today though, he bypassed it all and used a camera phone and YouTube to get his message out, exactly as he wanted it.
| | | | Testing the strength of the paywall | | 02 December 2013, 12:37PM |  In 2010, The Times caused huge controversy when it moved its online content behind a paywall, a 'crazy move' even according to Mike Darcey, the man who would become CEO of News UK. However, we have since seen a shift in approach, with four national UK publications now operating a paywall system; The Sun and The Telegraph having introduced their schemes over recent months. While it is unsurprising that publishers are looking to monetise online content, paywalls introduce a new set of challenges for their sales and marketing teams.
| | | | Why data sharing could be good for online publishers | | 02 December 2013, 12:21PM |  There are certain factors in marketing that everyone knows are important - but somehow they never quite seem to reach their potential. Mobile is one. Every year for the past 15 years has been named 'The Year of Mobile'! And yet mobile marketing is still a tiny part of most marketers' thinking. It's the same with data.
| | | | Creating the world's most personalised retail website | | 02 December 2013, 11:59AM |  Today's consumers have high expectations when it comes to online shopping. Having experienced the level of uniquely tailored recommendations and content offered by large industry players like Amazon and eBay, shoppers now expect a similar standard from their other brands of choice. As a result, increasing numbers of retailers are striving to meet these expectations, with Shop Direct leading the pack.
| | | | | | | Peaches Geldof apologises for tweeting names involved in Ian Watkins case | | 29 November 2013, 12:00PM |  The awful case of Ian Watkins, the lead singer of Lostprophets who pleaded guilty to charges of attempting to rape a baby and other offences this week, obviously triggered a lot of conversations on Twitter. Not only were his crimes extremely serious and upsetting, but many users remember Watkins as the singer of a band they grew up liking.
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