Author: Chris Gorell Barnes

Chris Gorell Barnes
Visualisation of social media

Five mass audience strategy tips for content marketers

We have switched from a world of mass media to one where the masses are the media.

Millions of ad spend once focused on a limited number of channels at a fixed time now explodes into millions of channels; anytime, anywhere and each with an ever-diminished moving audience. 

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Is editorial the new e in ecommerce?

Since the very first emergence of an add-to-basket logo, brands and publishers have been evolving their product content to create a more inspirational offering, one that can lead smoothly to a transaction.

However, the road from inspiration to transaction has often been a bumpy one.


How retailers are taking online innovation to bricks and mortar

How many times have you walked past a shop window to see a mannequin with only one arm and clothes draped haphazardly?

This has become an all too common sight on today’s British high street and one that today’s consumers are more conscious of given the increasing online retail market.

Smart retailers need to do more to enchance the in-store experience for today's tech-savvy shoppers. 


Apple TV: rumour has it...

The rumours of an iTV or Apple TV have been persistently circulating for several years. More recently the hype built around the Apple Worldwide Developers Conference (WWDC) and failing any mention of the device by Apple CEO Tim Cook, the company's stocks fell.

While many will use this opportunity to highlight again the loss of Steve Jobs and the big shoes that Tim Cook is struggling to fill, no doubt Apple has a plan.

The brand's history is full of hype, rumour and new technology to market that has revolutionised how we listen to music, use our mobile phones and share and interact with each other. Apple TV, I’m sure, will be no different.

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Connected TV: journey to the centre of the living room

As this year’s Consumer Electronics Show (CES) came to an end, the shiny, light-weight, thin gadgets were packed away and the technology industry took a step back to evaluate which ground-breaking development will really make a difference to consumer’s everyday lives.

While the in-car technology, digital health devices, ultrabooks and smartphones will all undoubtedly impact and improve our lives, it was the connected TVs that created the greatest buzz.


Branded content strategies in 2012: from predictions to reality

Over the past month I’ve read a great deal of trend forecasts and predictions for 2012.

They range from a renewed interest in advertising on mobiles to connected TVs, more creative thinking from marketers to the resurgence of email marketing.

But overall it seems the industry is in agreement over one key trend: online video.


Five key marketing trends for 2012: Are you being served?

In a fluctuating economic world, it is essential for brands to adapt.

For 2012, businesses must become agile and adopt innovative strategies that engage with today’s increasingly ‘switched-on’ consumer. Here's how.


The power of video is the influence you create

The power of the moving image is undeniable and has often been cited as a key influence over audiences.

Whether it’s a political story to tell, one that encourages viewers to donate to a charity or one that sparks a generation to dress in a particular style, according to Forrester one minute of video is worth 1.8m words.

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It’s a smart idea to join the Smart TV revolution

Connected TVs have gained significant attention over the last year, in particular at the recent Royal Television Society’s Cambridge Convention and this week at MIPCOM, and it’s only set to continue.

The BBC launched an updated version of its iPlayer for web-connected TVs, Sony and Opera teamed up to provide web browsing capabilities on the platform.

Meanwhile, Audi launched the UK’s first web-connected TV campaign to promote its A7 Sportback range, not to mention the impending launches of Google TV and YouView.

While it’s clear the market is gearing up for the complete emergence of connected TVs, it seems broadcasters are still unsure about the platform.


The impact of CSR on brand reputation and sales

The corporate social responsibility (CSR) movement continues to thrive and brands are slowly but surely shifting their focus to broader and deeper issues surrounding sustainability, accountability and governance concerns.


The Royal brand engagement

This article, like so many others, may be riding on the Royal Wedding coat -tails (please excuse the pun) but as well-wishers around the world gather to watch the footage on their (multiple) devices, I can’t help but think that as a brand, the Royal family are utilising social media and online video better than most.

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Social video: from birth to stardom

Social networking sites have now taken over as the top destination for UK internet users.

As the growth and reach of social networking continues to dominate our internet usage so too has the ways in which companies are using social media to their own advantages.