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Posts in Content

Stories from SXSW 2017: ad blocking, content distribution, and Joe Biden

Although there will be plenty of summaries coming out of SxSW Interactive 2017, many of these will address broad trends and themes, without digging into the detail of specific sessions. 

Because of this, I thought it would be interesting to provide a summary of some of the interesting debates I attended last week.

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Top tips to drive more engagement with data-driven native ads

It wasn’t long ago that most advertising pundits were ridiculing and criticizing the native ad format.

Jump forward to 2017 and current forecasts estimate that native ads will capture 30% of the global ad spend by 2020.

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How ethical fashion brands are marketing to conscious consumers

Eco-friendly fashion often comes with bit of a stigma. But while it was once thought of as uncool or only a concern for hippies, the tables appear to be turning.

According to a recent Unilever study, sustainability issues are increasingly affecting shopping decisions, with 21% of people saying they would support brands that clearly convey sustainability aspects through their marketing and packaging. 

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Childline launches app to offer counselling direct to mobiles

When Childline first launched, it largely relied on public telephone boxes to offer a safe and secure way for kids to get in contact. 

Thirty years later and the concept of a public telephone is probably alien to most children.

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How ASOS targeted students via ‘Blank Canvas’ competition

ASOS is arguably a ‘millennial’ brand, and while this term might cover a whole spectrum of life stages – from entering the world of work to starting a family - the student experience stands out as one that’s truly unique.

I recently attended YMS17 – an event focusing on youth marketing – where I heard ASOS talk about how they have specifically targeted the student demographic. 

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About.com rebrands with new standalone sites to target different interests

For the past year, About.com has been slowly rolling out new sites under the verticals of health, finance, technology and - with its latest title ‘The Spruce’ - home and décor.

It is evidence of About.com’s ongoing evolution from a home-interest website to a collection of premium brands, which will eventually see the brand ditch its name for something entirely new.

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Ted Baker uses 360 video and Instagram Stories for new SS17 campaign

Following on from the success of last year’s ‘Mission Impeccable’ push, Ted Baker is going one step further for its new Spring/Summer campaign.

With activity on Instagram Stories, in retail stores, and with the launch of a new kind of shoppable film – it’s another example of Ted Baker’s multichannel approach to marketing.

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Six examples of Mother’s Day marketing from online retailers

Mother’s Day isn’t just an opportunity for brands to flog flowers or chocolate.

For many online retailers, it’s become yet another chance to go big on marketing creative, encouraging consumers to spend on meaningful gifts of all kinds.

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testimonial

Dodgy testimonials might get your agency's AdWords account suspended

Marketing agencies and martech providers need to be careful with product or service testimonials on their website landing pages.

If these businesses don't exercise caution, Google may suspend their AdWords account.

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How travel brands are capitalising on YouTube adventure search trend

A new report by Hitwise has highlighted how travellers are increasingly searching for videos related to adventure destinations on social media.

For travel brands, this means greater opportunity to engage and capture consumer interest.

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How TfL’s community managers engage with London’s cyclists

Community Management is an increasingly important role for many big brands. For Transport for London Cycling – where social media is at the forefront of a user-facing strategy – this has never been more pertinent. 

I recently spoke with Matt Moran, TfL's Online Community Manager for Cycling, to find out more about his role and how TfL is using social to engage with London's cyclists.

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MyVoucherCodes experiments with six-hour Facebook Live event: Did it work?

Discount code website, MyVoucherCodes, recently held a six-hour Facebook Live show.

Touted as an industry-first (as always), the ‘marketplace’ event was created to showcase the site’s biggest brands and give customers direct access to deals via its most popular social channel.

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