Posts in Content

How brands are tapping into the transformation economy

According to research, 72% of young consumers prefer to spend money on experiences rather than possessions. When that experience is in some way transformative – i.e. resulting in the improvement of physical or emotional well-being – it becomes all the more desirable.

This is the idea behind the ‘transformation economy’, where brands sell the promise of personal achievement over and above material possessions. 

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How Mr & Mrs Smith differentiates itself from digital competitors

The average travel consumer is said to carry out 20 searches and look at 38 websites before making an online booking. 

So, how does a boutique travel agency ensure it captures attention in an increasingly competitive digital space?

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Five examples of brands using interactive video

With 80% of all web traffic predicted to come from video by 2019, the demand for video content is greater than ever before. Unsurprisingly, it's become an integral part of many brand marketing strategies.

Due to the rise in video's popularity, however, it’s become all the more difficult for brands to capture user attention – not to mention hold it for longer than five seconds.

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Six ways brand marketers can bring the funny without being cringeworthy

People like stuff that makes them laugh, according to a new study of one person (me).

Laughing was found to be conducive to feelings of wellbeing, and the providers of that laughter were likely to be viewed with feelings of positivity and even warmth. Fact. 

We don’t need to cite a load of research to know that, in marketing as in life, humour works. It makes us feel good, it makes people more attractive, it lightens our day; hell, sometimes it even gets people to share content by brands.

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How Adidas uses digital to enable powerful experiences

While the first day of Adobe Summit was all about brand experiences, the second was centred around the emotions that they evoke.

According to John Mellor, the VP of Strategy and Marketing at Adobe, emotion is the currency of experience. Ultimately, this means it helps to create a stronger and more loyal connection with consumers – even inspire personal achievements and goals.

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Three reasons fast food brands use secret menus

What’s pink and blue and comes with a casual 56 grams of sugar? That'll be the Unicorn Frappucino, which is sadly not a joke, but a legitimate limited edition drink recently created by Starbucks.

It’s also just one example of a brand using hidden menu items as part of a marketing strategy.

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Will Instagram's mobile web app help Facebook slay Snapchat?

Facebook's 2012 purchase of Instagram for $1 billion in cash and stock now looks like one of the best acquisitions in recent tech history.

In fact, the New York Times' Farhad Manjoo recently observed that "Instagram is becoming Facebook's next Facebook."

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How VisitScotland is transforming the traditional tourist body

In today's crowded travel market, promoting a city as the ideal destination can be a hard enough sell. Promoting an entire country takes it to a whole new level.

I recently spoke with Charlie Smith, director of marketing and digital at VisitScotland, to get an insight into the biggest challenges facing a national tourist body.

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How millennial entrepreneurs are disrupting retail and ecommerce

It’s impossible to ignore the word 'millennial' in relation to marketing these days.

If I had a pound for every time I heard it during Millennial 20/20 – an event focusing on digital innovation and disruption – I’d have been rolling in it by lunchtime. 

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Why brands can’t resist partnering with Buzzfeed Tasty on Facebook

Proper Tasty is the UK arm of Buzzfeed’s wildly popular food brand. 

Since launching 18 months ago, it has become one of the top five fastest-growing Facebook pages, drawing in 26,000 new users every day. Even more impressive – 65% of UK audiences reportedly watch a Buzzfeed Proper Tasty video each month. 

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How Maserati uses influencers to drive its Instagram strategy

While some automotive brands focus on nostalgia, others capitalise on user-generated content. But whatever the approach, many are recognising the power of using Instagram to attract and engage car enthusiasts.

With its takeover campaign, Maserati is one brand that’s been taking a different tack. Instead of simply partnering with influencers on a one-off or short term basis, it has relinquished control of its account to a different influencer each month since it launched.

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Why online publishers are launching wedding verticals

We’re making our way into spring and summer, which, alongside the promise of disappointing weather, means only one thing – it's wedding season.

Whether this fills you with glee or gloom, there’s no doubt it’s an area some people are very interested in. With the likes of Topshop recently launching its first bridal collection, it presents big business opportunities for retailers.

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