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 […]
The stats behind ratings: Do online reviews matter for marketers?
When was the last time you purchased a product or used a service without reading a review or checking a rating? Would you book a restaurant without checking its Trip Advisor reviews or watch a movie without taking a peek at its IMDb rating? You’re not alone. At least 95% of online consumers read reviews […]
Marketing in the metaverse: should you move into this new medium?
When Mark Zuckerberg announced the rebrand of the social media giant Facebook to ‘Meta’, he might have catapulted the metaverse into the global spotlight – but he didn’t invent it. It was Neal Stephenson who first coined the term in his 1982 science fiction novel, Snow Crash. The concept of a metaverse is even older, […]
The TikTok revolution: putting creativity and fun into your marketing strategy
Love it or hate it, there’s no getting away from the popularity of social media app, TikTok. Launched in 2016 by Chinese tech company ByteDance, the addictive video-sharing platform boasts more than 1 billion users and a net worth in the region of $USD 50–75 billion. That’s some serious reach for marketers to consider. But […]
Website optimisation: The essentials for now and the future
Back in the day, company websites were basically a digital version of the company brochure. It was a linear journey viewed from a desktop with little thought about how quickly pictures load. Well, things have evolved. Websites are now accessed on the go, engaged in a Red Queen-like battle for search engine optimization (SEO), and […]