| The secret to content marketing: do less | | 05 February 2014, 12:56PM |  Believe the hype, content marketing is exciting. Not only does it give modern marketers the chance to invest some real creative talent into their work, but it also creates an increased chance of bringing a real level of engagement to marketing initiatives.
| | | | Audacity, bravery, commitment, ambition | | 05 February 2014, 12:28PM |  On November 9 1989, the Berlin Wall fell. I was 16 at the time and I remember watching events unfold live on television. As I and the rest of the world stopped and watched, spell-bound, thousands of Germans from East and West swung sledgehammers and pick axes and clawed with their bare hands at this concrete symbol of a divided world.
| | | | Mobile priorities marketers must address | | 05 February 2014, 12:11PM |  Mobiles and tablets have transformed the way we choose to interact with one another, and how, when and where we interact with brands. Consumers 'get' mobile. But the vast majority or brands are yet to adapt their businesses to respond to this shift in consumer behaviour.
| | | | Five questions to ask a tag management provider when choosing a solution | | 05 February 2014, 11:53AM |  Tag management has evolved considerably in its relatively short lifetime. From its original role of simply deploying and managing digital marketing vendor tags across web pages, tag management has now become a foundational layer of the digital marketing solution stack. Tag management now incorporates the distribution of valuable digital data - captured at the point of interaction - across the Internet to a collective of stakeholders.
| | | | | | | Will brands go over the top this year? | | 04 February 2014, 11:47AM |  According to data collected by Informa Telecoms & Media, over 41 billion over-the-top (OTT) messages are being sent each day. That's an incredible number, and it continues to rise as people switch from SMS to OTT en masse. As SMS marketing declines and email is starting to show signs of fallibility, OTT could very well be the next communication platform that brands take on.
| | | | Ten years after Facebook launched, we're back to the days before Facebook | | 04 February 2014, 11:18AM |  Before Facebook, most social sharing among my group of friends happened on instant messaging via MSN. Depending on your own group of friends you might have used AIM or Yahoo instead. Most of the photos we shared were via e-mail, with large albums uploaded to YouSendIt or another cloud storage server. Most of my friends had social media profiles, automatically created by MSN, but few of us posted there regularly. Then Facebook came along. By 2006, when I started at university, practically every single student in my year had it. We shared everything on Facebook: what we were up to, our relationship status, movies we watched, pictures from events, classes we were attending, our plans for the weekend, everything.
| | | | The end of mindless consumption and rise of conspicuous production | | 04 February 2014, 9:55AM |  In the course of a recent co-creation session conducted in our London offices for our next global study, The Truth About Shopping, we asked a diverse group of participants to pitch concepts for the retail store of tomorrow. All of the pitches that the teams provided were daring in their potential for shoppers of the future. And, all of the pitches of the day pointed to an unexpected truth about the contemporary shopping experience.
Let's begin with the winning concept chosen by the workshop participants, "The Driv-Inn." We, of course, loved the witty title for the store concept. "The Driv-Inn" was a hybrid venue: part car dealership, part boutique country hotel. The insight that the team drew from was the fact that when purchasing a car, looking at it in a showroom is not nearly enough; the buyer really needs to drive the car. Moreover, simply driving a few kilometers around town is not nearly enough experience to make such a massive purchasing decision.
| | | | The most innovative ad from Super Bowl 48 didn't happen on TV | | 03 February 2014, 4:28PM |  As VW pointed out in its teaser ad, there seem to be a tried and tested formula for Super Bowl spots, which usually includes celebrities and/or animals, slapstick humour and very high production values. For the 48th edition of 'the biggest show on Earth' a lot of advertisers stuck to some variation of this creatively, which is understandable since a 30" spot on Fox can cost up to $4m. However, this year many more brands were thinking beyond airtime to tap into the cultural phenomenon that is the Super Bowl.
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