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From Facebook's new 360-degree videos, which are now available to select brands as a new ad format, to Snapchat's new Sponsored Lens offering, which allows brands to add custom filters to the Snapchat experience, marketers today face a constant stream of new ad products.
This is both a blessing and a curse.
Social media stars have always been keen on merchandising and fully understood its value to their business (especially when their content is free).
But now, we’re seeing a change in their understanding of how merchandise can raise their brand awareness. It’s not just about selling, well, maybe not at first.
For online stars, merchandise can be a way of spreading cool ideas, new designs or just general silliness with their fans.
Healthcare has traditionally been seen as lagging behind other industries when it comes to digital marketing.
But now there are some exciting things happening within this sector when it comes to data, mobile, and consumer-focussed digital experiences.
Technology has fast become a critical enabler of marketing innovation.
Savvy marketers and their agencies are looking to the increasing number of technology startups to inspire and support the creative execution of their campaigns.
The connection between revenue growth and innovation is a powerful one.
Marketing executives report that 30% of their revenue and 26% of their revenue growth in 2014 is attributed to innovation initiatives.
If B2B organisations are to survive in the face of industry disruption, their rate of learning, innovation, and performance improvement must match or exceed that of their competitors.
Anyone who has shopped online, read a news article online, or is engaged in social media has interacted with recommendation systems in some form or another.
The one that immediately comes to mind is Amazon, the juggernaut online retailer and the largest internet company in the US.
The ‘response to buying suggestions’ that Amazon offers its customers is said to generate an additional 10% to 30% in revenue for the business.
With fears about price personalisation growing in recent times, even Harry Enfield’s creations, Stan and Pam Herbert, may think twice about showing off their wealth!
Personalisation is something that has been heralded by businesses and customers alike.
It has mainly been associated with online activity such as personalised content on a website, cross selling suggestions (think Amazon), bespoke emails such “Here’s what’s new from your favourite brands” (mrporter.com), I can list many more examples.
Time tracking is a fact of agency life. You do some work, you record your time. This is logical because you’re charging by the hour: tot up the hours done at the end of the month and you can send an invoice.
But time tracking is something that in-house marketers seem to have never got on with. Surely the only point of doing it is for management to monitor how long your tea breaks take?
If they introduce time tracking, what will the next step be? Rationing of biscuits? A maximum number of loo breaks?
This idea misses something very important: for some activities tracking time is the only way of measuring and improving return on investment.
And at the end of the day, that’s what your boss (and his boss) care about.
Last week, as the world’s media dissected the details of the Apple Watch and iPhone 6, I spent an inspiring day mentoring at Seedcamp Week London, where some of Europe’s most promising new startups are immersed into the Seedcamp system of networks, learning, and capital raising.
The 28 startups taking part were getting ready to shake up a variety of sectors, from music, retail and design to healthcare, property and more.
I didn’t get to meet them all but I did spend time with two that are creating new digital marketing tools which piqued my interest.
Earlier this year I wrote about how to start formulating a digital marketing strategy.
Getting the strategy right is of course paramount. But even when the strategy is right, if it’s not understood, supported, and turned into action then it’s barely more than an academic exercise.
Ella Fitzgerald was on the money when she sang "tain’t what you do, it’s the way that you do it… that’s what gets results".
Here are some actions to take when creating your digital marketing strategy that will also help to build the foundation for its success.
If your organisation is going to do any sort of substantive innovation, it needs to take on risk. That needs a different style of project management.
Why do you do projects?
For most organisations, the answer is usually something to do with change. “We need to add new features to our product. We need to improve the user experience in our online shop. We need to upgrade the technology running our site”.
That’s kind of odd, when you think about it.