Customer experience has always been a priority for businesses. But in today’s hyper-connected world, consumers are looking for more than a good product or service. When it comes to consumer preference, customer experience is surpassing both product and price. A survey of almost 2,000 businesses revealed that 86% of buyers would pay more for a […]
Is social taking over search?
In today’s digital age, the way users seek and consume information is undergoing a significant transformation. There’s a growing debate about whether social networks are taking over traditional search engines like Google when it comes to finding information. Everyone loves an either/or debate – as though it’s a straight choice between traditional search engines and […]
Audio advertising – how it can amplify your brand’s voice
In modern marketing, audio advertising is enjoying a boom. It has become a potent tool for engaging audiences, whether through podcasts, audio ads in apps, or good old-fashioned radio. Marketers love audio because when the audience is listening to something, their attention is heightened. And if it’s done right, it can have a lasting impact. […]
The power of a strong brand: Why you choose Coca-Cola over Pepsi
What is it with Coca-Cola? Is it the branding, the advertising, the colour red? What about the whole Santa Claus story – is the company really responsible for how the character looks? Then there are the taste tests – does Pepsi always win when people do blind challenges? Last time, we looked at how the […]
Series: How did the world’s biggest brands get to where they are today?
Part 1: Is Nike still Nike without Michael Jordan? There’s a moment in the new movie AIR which tracks the fortunes of Nike as it goes from just another company making running shoes to becoming one of the world’s most recognisable brands. What the company goes through is a complete re-thinking of what athlete sponsorship […]
Answered: 9 questions about AI editorial tools now that the initial hype has settled
If it feels like everyone is talking about artificial intelligence these days, that’s because they are. In just a couple of years, AI has emerged from the realms of rarefied tech to become a free-for-all tool that everyone can access. Some of the biggest names in news and publishing are using AI editorial tools to […]
Brands with purpose: can sustainability drive growth?
In the face of record-breaking temperatures, global water shortages and rising sea levels, there’s no downplaying the climate crisis. The pressure is on for everyone to do their bit – governments, big businesses, brands and consumers. But the term ‘sustainability’ has been bandied about liberally in the past few years too, often with misleading consequences. […]
Stellar success – what’s the story behind celebrity ownership of big brands?
In recent years we’ve seen a boom in celebrity-led brands, many of which have been phenomenally successful. But what’s the story behind them? How involved are their big-name front people, and how credible are they as businesses? A recent investigation by investment website invezz.com found that Kanye West’s footwear and clothing brand Yeezy is […]
Facing up to fraud: How ad fraud is eating up your marketing dollars
In the late 1800s, John Wanamaker famously quipped that “half the money I spend on advertising is wasted; I just don’t know which half”. More than a century later, today’s marketers face a similar – if more complicated – conundrum. Businesses are burning through billions of dollars in wasted digital advertising, and it’s not always […]
The rise of short-form video consumption and what it means for marketers
According to recent studies, humans now have an attention span of just eight seconds. That’s one second shorter than the much-mocked concentration capabilities of a goldfish. For marketers today, the biggest hurdle is no longer capturing consumers’ attention, but keeping it. As social media continues to evolve, the race to make content quicker and easier […]