An important part of content marketing is about telling stories that consumers can identify with on some level.
Think about the John Lewis Christmas ad from last year - rather than shouting about its latest iPad offer it focused on the spirit of Christmas and families sharing gifts.
The importance of including a narrative within content marketing was the topic of a talk given by Caliber's Ian Humphreys at The Content Marketing Show on Tuesday.
He suggested that marketers need to create a narrative that fills the middle ground between the story the brand wants to tell and the story the customer wants to hear.
Online clothing retailer Mr Porter has launched a new iPad app, The Tux, that acts as guide for men preparing for a formal party.
It’s packed full of video content and hi-res imagery that gives the user advice on how to pick the right tuxedo and accessories, as well as educating them on the correct way to behave on formal occasions.
The focus on entertainment mirrors the functionality of an iPad app that Net-A-Porter launched in August, and highlights that fact that the brand view tablets as a valuable tool for growing the brand as well as driving sales.
But while the Net-A-Porter app focused on women’s fashion in general, Mr Porter’s solely deals with content around tuxedos.
A TV ad campaign for movie streaming service blinkbox helped increase brand traffic to its homepage by 400%.
Signups from mobile devices have doubled from 37% overall to 70%.
The ad, which ran during ITV’s ‘I’m A Celebrity…Get Me Out Of Here!’ last Thursday, also led to a 200% increase in total traffic and a 280% boost in new registrations. It is part of a wider campaign supported by radio, outdoor, digital out of home and print placements.
Blinkbox said the spike in mobile traffic shows the impact of second screen devices on TV advertising success, but it also demonstrates the huge impact that primetime TV shows can have on encouraging digital downloads and signups.
TV app Zeebox achieved similar success in March, racking up 22,000 downloads during an episode of Dancing On Ice after host Philip Schofield tweeted a link to the app four times during the broadcast.
The blinkbox ad, which can be viewed below, offers consumers the ‘latest releases without subscription’ and directs users to blinkbox.com.
It's been a great year for innovation in mobile, with brands embracing new technologies to try and find different ways of engaging with consumers.
Location-based services, social tools and augmented reality apps have been among the most prominent trends, and there have also been some interesting developments in mobile payments and m-commerce.
To round-up some of the most impressive examples of mobile innovation from 2012 I asked several brands and agencies for their input.
Sainsbury’s has begun testing a new ‘Scan & Go’ smartphone app that allows customers to scan items as they shop rather than at the till.
The app syncs with your Nectar card so at the checkout you simply swipe your card and it registers all the items you have scanned. Payment is then made in the normal way.
Scan & Go is currently being trialled with a limited number of Nectar cardholders at two Local stores in London and a supermarket in Hampshire.
Luckily one of the stores involved in the Sainsbury's pilot scheme is round the corner from the Econsultancy office in Clerkenwell, so I popped in to give it a go...
Only 12% of the top 50 British websites have taken steps to comply with the EU Cookie Directive with an onscreen pop-up, banner or tab informing users about cookies on the site, according to a new report from TRUSTe.
But while this number seems low, the study found that none of the top sites in France or Germany has taken any steps towards compliance.
TRUSTe’s findings reflect the fact that the Information Commissioner’s Office has said it will adopt a soft approach towards enforcing the cookie law, which came into force earlier this year.
Once again we round up six of the best infographics we've seen this week.
The topics include the future of email, what motivates people to change their mobile phone, Google Analytics, mobile shopping behaviour and the Amazon Kindle.
Here are some of the most interesting digital marketing stats we've seen this week.
Stats include how Australian's use QR codes, the top brands on LinkedIn, the popularity of Wi-Fi instead over 3G, connected TV, and mobile use in France.
For more digital marketing stats, check out our Internet Statistics Compendium.
One of the recurring themes at our Funnel B2B marketing event this week was how businesses should come up with their social media strategy and how to measure the ROI.
For B2B marketers the challenge seems to be far more difficult than consumer brands, particularly when trying to get buy-in from senior executives.
Standard Life and Lloyd’s of London both gave presentations on how they use social and the stages they went through to set out KPIs.
We’ve already looked at how Standard Life uses LinkedIn and Twitter for B2B marketing, but here are six useful tips for building a successful B2B social strategy...
Yesterday around 600 marketers attended the Emirates Stadium in London for Econsultancy’s Funnel B2B marketing conference.
The agenda for the annual event included speakers from Standard Life, IBM, Lloyd's of London, Marketo, Deloitte and Adestra.
The slides from all the presentation will be available online shortly.
It’s not possible to condense all the different tips and recommendations from the whole day into one blog post, but here are a selection of the interesting points and takeaways...