From Stunt To Substance: 4 Strategies For Powerful Marketing. In the past year, the word "experience" has been all the rage in marketing and branding. The number of experiential marketing campaigns in 2013 exploded, with so many interactive, pop-up, entertainment-frenzied events and activities. But, how many of these campaigns have been executed in a way that not only drives buzz, but also meets business objectives? The power of a thoughtfully crafted brand experiences can change perception, solve problems, connect people, and even occasionally be the highlight of someone’s day (hello shopping mall flash mob!) What happens when all of that positivity happens under your brand umbrella? But, instead of connecting with people in new ways, marketers are all too often using experiences to “break through” marketing clutter. Here are a few suggestions for elevating your next brand experience: I know, I know, planning the big event is a lot of fun. And if you (or even your client) lists "buzz" as the key objective, you have got to shut that down.
Launch. LAW – Home. The 7 Models of Storytelling for Brands | Jeremy Waite | LinkedIn. Consumers continue to spend cautiously despite surge in confidence. View the full-size infographic. Consumers can be persuaded to spend as confidence in the UK nears a seven-year high but the recession has taught people to better manage household budgets. Consumer confidence in the UK has surged by 14 per cent over the past year and, although still cautious, people are parting with their cash so long as the value of what they are buying is clear, according to data from Nielsen. “People have got used to living on less and are far more selective in their choices as a result,” says Mike Watkins, head of retailer and business insight at Nielsen UK. Savvy shoppers are saving money by going to value retailers such as Aldi and Lidl for essentials (with Aldi poised to overtake Waitrose as the UK’s sixth largest supermarket ), but shopping at the likes of Marks & Spencer for treats and special occasions.
“It’s not as simple as saying the market is polarised between up and downmarket – those who have money and those who don’t,” he adds. “That’s not the case. Online gets personal. View the full-size infographic here. For brands toying with online personalisation strategies new research shows there’s an increased appetite for this content, however privacy concerns still exist. Consumers are craving more personalised online content, according to new research from Yahoo, but this comes with several caveats around control and privacy. The study of 6,000 people aged from 13 to 64 finds that awareness of online personalisation activity is high and respondents believe the practice brings relevance and efficiency to their reading or experience of content. Almost 60 per cent of consumers are aware that personalisation is applied to written material online, while two-thirds understand that it also affects what they watch and listen to. The appetite for relevant content is high with 78 per cent of consumers expressing a desire for some kind of personalisation.
Basis of activity However, Owen says there must be limits to personalisation, particularly in retail. Consumer mood. Advertising for fashion industry. Digital Trends To Watch For In Advertising. Google predicts future of ads in cars, fridges, watches – and thermostats | Technology. Google says it foresees a future of advertising a few years from now in which they could appear on anything from thermostats to refrigerators to car dashboards and watches. The official remark that such devices could soon be serving "ads and other content" appears in a formal filing to the US Securities and Exchange Commission (SEC) made in December 2013 but only just released. But it drew a quick rebuttal from Tony Fadell, chief executive and founder of Nest, which makes internet-controlled thermostats and was acquired by Google in January for $3.2bn.
"Nest is being run independently from the rest of Google, with a separate management team, brand and culture," Fadell told the news site Re/Code. "We have nothing against ads - after all Nest does lots of advertising. We just don't think ads are right for the Nest user experience. " Google generates around 95% of its revenue and almost all of its profit from online advertising. 2494667_orig.jpeg (JPEG Image, 740 × 500 pixels) The future of advertising: Here’s what to expect.
Rob Jonas, global chief revenue officer at PubMatic, which allows websites and media publishers to increase the revenue they generate from advertising through programmatic buying or real-time bidding, said he expects to see more development in this area. "It's easy to target a piece of advertising when you know someone's at a specific location but some of the really interesting things I've seen is looking at patterns of behavior and movement from a mobile device and using that to predict behavior," said Jonas. "That predictive data could be more powerful than reactive data.
There are companies looking at it, has it received main stream adoption? Not yet -- will we get to that point? Absolutely," he said. Location, location, location Alongside advertising based on predictive behavior is a focus on developing technology that allows advertising to be targeted at where a person might be at a certain time, at the supermarket for instance. The Men Who Made Us Spend - Media centre. BBC Two - The Men Who Made Us Spend - Episode guide. The Men Who Made Us Spend, or how we sold our soul to consumerism | Tv-and-radio. Chances are, the biggest woe to betide you today is getting croissant crumbs in your frappé. Life’s all right, isn’t it? FaceTiming pals, clacking around Topshop, sticking another round on the card: it’s all pretty fun.
This is the future we were promised – and I’m effed if I’m giving any of it up, you might say. Well brace yourself for ex-Guide man Jacques Peretti’s tour of consumerism in The Men Who Made Us Spend (BBC iPlayer). It’s a documentary that will quickly have your soul falling out your arse with horror. Stick that on Instagram. Over three excellent episodes, TMWMUS – AKA A Short History Of Greed, AKA A Compendium Of Nasty Bastards – offers a bilious torrent of marketers and merchandisers, peppered with chunks of shady dealings and the well-digested question of why we’re compelled to spend.
Before you wring your hands and diarise a week off from consumerism, swearing an oath to make your own yoghurt and wear handmade felt sandals to yoga, here’s a tip: don’t bother.