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Back in the pre-digital era, marketing was so much more straightforward.
You needed great creative for a memorable TV ad, but then it was a case of buying time on the one or two commercial terrestrial channels and maybe of reiterating some messaging in direct mail, print and/or outdoor display. Simple.
Statistically you're likely to enjoy the Econsultancy weekly stats round-up more than your own wedding day, but slightly less so than the birth of your first child.
There's no evidence for that, but it is scientific fact (bonus point for anyone who gets that reference).
A few weeks back I wrote a post about how the top five UK ecommerce brands use Pinterest.
As you can probably tell by reading some of my posts I’m a sucker for video content, so today I’m going to be focusing on those same brands but looking at their activity on YouTube.
Oh publishers, when will you learn?
Of course you need revenue (after all you wouldn’t exist without it). But if you don’t start getting the balance right between ad revenue and user experience you’re going to die a slow and painful death.
Every marketer knows that the key to an effective advertising campaign is reaching the right person with the right message at the right time.
And as every advertiser (of a certain age) knows, this used to be so much easier when people lived homogenous, predictable lives.
You know how content marketing is the saviour of digital marketing? I’m sure you’ve heard that once or twice before.
Especially now that display advertising is all but dead in the water and native advertising is ethically dubious at best.
According to Adobe and FairPage, more than 144m people are now using ad blockers to stop advertising in its tracks when they browse the web.
That number doubled in 2013 and continues to rise.
Because of demographics, ad blocking is not surprisingly most common in the video game and technology verticals, but is increasing in other verticals, like business and entertainment, too.
We don’t talk an awful lot about ad campaigns on the blog. We’re more about the delivery of them.
Where they work? What formats work best? What the heck does programmatic mean? It’s mostly ‘measurable ROI’ rather than the actual content of the ad itself.
However, just like when the excellent BLAH Airlines campaign from Virgin came along, every so often you have to take advantage of your blogging power, sit back and share something you love purely because it’s really clever.
So here’s the new campaign from Geico, which gloriously subverts everything you thought you knew about YouTube pre-roll ads.
It’s our monthly round-up of the very best branded Vines of the past four weeks.
For your 150 seconds of pleasure this month we have a big name celebrity whose time has been exploited for all its worth, a mystical pizza snatcher of legend and some mild mistreatment of a plastic doll.
Not long ago I interviewed Beverley McIntyre, director of member services and support at News UK.
The extent to which a paywall has changed life at The Sun is quite remarkable. Last weekend, fingering Twitter, I saw that The Times and Sunday Times is offering a free iPad Mini to anyone taking out a premium subscription.
This intrigued me and I looked further at The Times member page, a more advanced product than The Sun when it comes to paywalls at News UK, having been in place for a while longer.
I saw a lot of features that I take to be trends in publishing strategy, customer support and web design.
Here they are...
The advertising landscape is confusing, fragmented, brimming with new technology and not necessarily transparent.
That's partly the reason that Marketing Week and Econsultancy have launched a conference on the subject, Get With The Programmatic, in partnership with AppNexus.
It's also the reason Thalamus exists, a startup that aims to be the 'Yelp of advertising'. I caught up with founder and CEO, Garrett Gan.
The Financial Times has launched a daily digest email called First FT.
I've noticed a retro trend for daily and weekly digest emails from publishers, with Quartz' version regularly cited by digital folk as the first thing they read in the morning.
Here's why email is enjoying a bit of a resurgence. I've included some examples of other publishers and their daily digests.