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Posts in Content

Content strategy trends in the Middle East

Personalisation and localisation of content are considered key trends in the Middle East – but it goes so much further than just language...

Here are some of the key take-outs from the Content Strategy roundtables at Econsultancy's Digital Cream Dubai 2012, which I moderated.

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Apple announces March 7 iPad 3 event

Facing increased competition in the tablet space, Apple's still-dominant iPad has been expected to receive a refresh next month.

Today, Apple made it official by announcing an iPad-related event for March 7.

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Yahoo treads lightly in social with Open Graph integration

Last week, Yahoo brought together a panel led by Patrick Albano, VP Sales of Social, Mobile and Innovation, to talk about how Yahoo is using its own content across social media.

The panel focused on the integration of Facebook’s Open Graph into their home page and the use of Social Bar, a tool that allows advertisers to ask consumers questions through the ads themselves.

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London Fashion Week AW12: a digital review

This past week, all eyes have been on London for Fashion Week AW12.

It’s been one of the most interesting seasons from a digital perspective. Not because all of a sudden fashion brands have ‘caught on’, but because integration with online has matured. It’s more valuable, comprehensive and better thought out.

As such, we've compiled some of the best digitally-enhanced offerings from fashion magazines, designers and the organiser itself.

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Planning for site-specific marketing, and how to get it right

Whether you’re doing a print ad with a QR code, updating your brand’s Facebook page, or rigging for SEO, all of the instances of marketing that you create will ultimately be seen in a unique location by a unique viewer. 

People always encounter marketing in a specific context. Subsequently, marketers need to anticipate what that context is, in order to engage and connect more deeply with it.

Campaign and brand experiences can and should be integrated across physical space and multiple objects - the impact of multiple brand engagements has been proven to deliver positive results. Strategists need to make certain as best as possible that the chosen medium and messaging tactics accommodate and compliment people’s unique identities, activities, and location.

How can marketers get this mix right? By thinking it through.

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The future for Barnes & Noble may be the NOOK

Barnes & NobleWith the iPad, Apple is the dominant tablet manufacturer and with the Kindle Fire, Amazon has become the company to watch in the tablet space.

But don't write bookseller Barnes & Noble (B&N) off. Its NOOK business, which started with E Ink e-readers, now has two tablets in its stable, the NOOK Color and the NOOK Tablet.

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The Cloud: does it have to be so grey and dull?

If the Cloud is just about cost savings, then it's pretty dull. It could be about so much more.

The reality behind the cloud is pretty boring. When you look closely at what most people are doing there, it’s all about cost savings. 

Take a commodity application from your on-premise servers and push it out to the cloud and your costs (probably) go down. 

Few applications are heavily loaded 24 hours a day, seven days a week, so paying only for the compute capacity you need as you need it makes a lot of sense, but it's hardly exciting. 

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How context is driving the future of web content management: new report

Content Management Systems Buyer's Guide 2012Despite volatile economic conditions and frugal marketing budgets, web content management (WCM) has experienced significant growth in the last few months. Vendors profiled in the recent Content Management Systems Buyer’s Guide are optimistic about the global WCM market which is estimated to be worth more than $1 billion.

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Q&A: Craig Hepburn, Global Director, Digital & Social Media at Nokia, on becoming a social business

Nokia's Craig Hepburn is a Glaswegian force of nature. Upon meeting him you can understand why he's leading the charge to integrate social media into everything Nokia does.

Recently, Hepburn launched Agora, Nokia's version of Dell's social media dashboard.

But how did he get there in the first place? What steps did he have to take to get social media at the core of Nokia's working practise?

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Using mobile marketing to reach a global audience

Around 87% of the world's population now has a mobile phone, with China and India leading growth.

Mobile marketing is one of the easiest ways to tap into growing, emerging markets and reach a much larger audience.

However, global companies have been slow to catch on to this trend.

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Beats, HTC may launch streaming music service

Despite the woes of the music industry over the past decade, few things are as popular as music. Not surprisingly, that's true on the internet too.

Just how popular is music on the internet? Consider that once-dominant social network MySpace, long written off by many as effectively dead, has managed to attract 1m new users primarily with a revamped music player.

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Digital talent: the innovative & integrated marketing brain

Sometimes it’s easy to forget that we only use between 10 and 20% of our brains and, with hot debate surrounding the convergence of so many digital channels and disciplines, it’s important to make sure we know how best to use it.

While some integrated marketers simply get on with it, others argue and engage in constant conflict.

What channel to use, which is the best, where does this channel fit, how do we structure and adapt to change?

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