| How experiential will become a new form of market research | | 04 March 2014, 10:33AM |  Everyone loves a freebie. It doesn't matter how old you are, how wealthy you are. Whatever your job title, if there's a freebie up for grabs then you're automatically interested. For this reason, I'm baffled why many brands are still struggling when it comes to customer data.
| | | | How do businesses sell to 'Generation Free'? | | 04 March 2014, 10:19AM |  If you are under the age of 18, you have probably never bought a CD, sent a letter in the post or rented a DVD. Why would you? Technology has made these things almost obsolete. Generation Z (broadly anyone born post 2000) have been lucky in their avoidance of a number of tasks that in hindsight were a real waste of time for us oldies. Venturing out on a cold Sunday evening to fetch a DVD from Blockbusters looks positively archaic in 2014. As well as saving us time, technical innovation has saved us money. With power continuing to shift from business to individual, barriers to entry are eroded and the true marginal cost of a product has been exposed in an increasing number of categories.
A great example of this is WhatsApp, probably the hottest thing in technology at the moment and with good reason.
| | | | Music and fashion, a relationship made to last | | 04 March 2014, 10:11AM |  Fashion and music have always walked hand in hand, with musicians often being the driving force behind the latest fashion trends. From something as simple as a band t-shirt to a more immersive association with punk or hip hop culture, fashion and music are inseparably intertwined as a means of self-expression for the sub-cultures of society.
Recent statistics from PRS revealed that the UK music industry attracted over £100 million in investments from big brands in 2013. Connecting with consumers using their love of music is a tactic loved by marketers and is used to create a deeper and memorable experience with a product or brand.
| | | | Small screen, big opportunity: capitalising on consumers' nomophobia | | 03 March 2014, 1:00PM |  Nomophobia. Over half of us have experienced it: the fear of losing mobile signal, running out of battery or losing sight of your phone. That a name has been coined for this condition is perhaps a more telling sign about the role of mobiles than how many people will admit to experiencing it. Over the course of the last 10-15 years, the mobile has gone from a simple portable phone to being as indispensable as your keys and wallet.
| | | | The scary thing is, our autopilot is terrible at strategy | | 03 March 2014, 11:25AM |  Everyone with a passing interest in behavioural science knows that we humans make most of our decisions using our ‘autopilot’, which bypasses our need to think too much about what we’re doing. In marketing strategy, we need to be wary of our autopilot in order to make good long-term decisions for our clients. In social marketing strategy, we need to be more than just aware of our autopilot – we need to be damn right afraid of its influence over our decision-making!
| | | | | | | Ten mistaken beliefs about customer communities | | 28 February 2014, 11:49AM |  Starting a community? Here are ten things you might believe — but shouldn't.
I had a meeting two weeks ago with a customer whose community went live back in March of last year. There's so much that a company learns in the first year of having a live, real-time dialogue with customers happening every day on its website. At one point in the meeting I commented about an issue they encountered. "You know, everyone is afraid of x, but what they really need to fear is y," I said. She immediately smiled and replied, "You're right!"
| | | | The growth of online performance marketing in the UK is encouraging but there's no room for complacency | | 28 February 2014, 9:38AM |  As expected, the IAB and PricewaterhouseCoopers' second annual study into the UK's Online Performance Marketing (OPM) industry indicated continued robust growth for the sector.
The channel generated more than £14 billion in sales for UK advertisers in 2013 from just £1 billion of advertising spend, an impressive return on investment by any standard. And sales grew 15% over the previous year, picking up from the 12% year-on-year growth indicated in the last study. Once again, the report has provided fantastic ammunition to point to the enormous value that OPM delivers.
| | | | Predicting the Oscars with social media (and the problem with Her) | | 28 February 2014, 9:00AM |  There is a problem with Her. No, not her. I mean… Her. You see Her there, but she's hard to figure out. You've been nervous about Her. At first you try not to think about Her, but you can't ignore Her…you're not allowed to ignore Her. So what do you do? You start to think of Her in a way you don't think about the others. Then, you try a new version of Her. Or just forget about Her completely, and move on.
| | | | Muhammad Ali joins the rumble on Twitter | | 27 February 2014, 3:13PM |  Former world heavyweight boxing champion Muhammad Ali has jumped into the ring on Twitter. While his handle @MuhammadAli was active before, it seems like the greatest will now be tweeting from it himself.
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