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Context marketing vs content marketing

Content may be king, but context is beginning to challenge that in 2013.  From the digital technology we use to the personal data we submit, marketers can harness this information and marry it to smart digital solutions to create contextual media that delivers consumers the perfect message at the perfect time.  From the time of day to

Five tips on using brand journalism in your content marketing

The brand journalist is a very different breed to the copywriter or PR. Their job isn't to overtly sell a product or put a positive spin on a story, but to bring an air of authenticity and objectivity to a brand's content. Well, that's the idea anyway. Done well, brand journalism can create a credible corporate voice on a par with

NOT IN MY NAME: Coke’s personalised bottles leave a bad taste

I'm afraid the Coke personalised bottle campaign literally isn't for me. I was fine with it until I grabbed a bottle today. Aaron. I was drinking Aaron's Coke. I know Aaron, and he's a... I'm not a fan. Aaron was mean to me in a previous job. So for a certain chunk of my lunch hour I was condemned to ponder a particularly

How Channel 4 made data sharing fun for me – no really!

An email I got from Channel 4 the other day got me thinking about data privacy from a consumer's perspective. I recently registered on 4oD so that I could watch stuff from the archive, which meant sharing some personal data. Like most people, I don't do small print and always click on the 'I agree' button to avoid wading through pages of

“All marketing is direct” says Harper Reed

Marketers need to create genuine communities if they are going to talk with people one to one in a very real way, Harper Reed, chief technology officer of Barack Obama's 2012 re-election campaign, told delegates at the DMA Technology Summit on 30 April 2013. Harper sees community as our number one asset and yet we underestimate it.

Conversational marketing: The art of conversation

In an age of the consumer, mass communication and consumption of disposable information, marketers face the challenge of offering consumers a unique, engaging dialogue. As the way we interact with each other changes, it poses the question, have we lost the art of conversation? With the proliferation of digital channels where we are

Have we lost sight of the value ‘human interaction’ can bring to sales?

Recent research conducted by SCi Sales Group across a variety of companies, indicated that over 68% of buyers had some form of human interaction with a sales person prior to making their last three purchasing decisions; either a telephone conversation or a face to face meeting. These figures become more revealing when we examine the size

In pursuit of creativity

I was reminded in a recent pitch of the definition of a very important word; a word that drove me to leave the client side and venture into the agency side; a word that is at the very heart of what we are about. That word is ‘create’. The definition of the verb is ‘to give rise, to produce, to bring into being’ and I love both

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