Technology has fast become a critical enabler of marketing innovation.
Savvy marketers and their agencies are looking to the increasing number of technology startups to inspire and support the creative execution of their campaigns.
Data and creativity are often considered at odds with one another: the science and rigour that data brings is said to kill the magic of creative ideas.
Award entries at the first Cannes Lions Innovation festival show this mindset is shifting.
Marketers are investing more in social media yet many are struggling to effectively measure the business value of their activity.
The volume and real-time nature of social media metrics, as well as the multitude of analytics tools available, is overwhelming and can make social media simultaneously the most measurable channel and the one that is most difficult to measure.
Gone are the days when social media was seen as the magic bullet, the free media for broadcast marketing.
Now firmly embedded in major organisations worldwide as a means for building an online fan base, our understanding and use of social media is evolving.