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Blog

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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Forget the headlines, ad tech’s best days lie ahead

With recent, damaging claims that certain programmatic ads have had a role in unexpectedly helping to promote hate speech, and even worse, to fund terrorism, ad tech’s reputation has taken a real battering in the last few months.  

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iphone launch

The 15 biggest moments in marketing since the launch of the iPhone

Steve Jobs unveiled the first iPhone in January of 2007.

It turned out to be an important moment in technology, society more generally and, ergo, for marketers, too. But what about in the intervening years (10 at time of writing), what were the biggest moments in marketing?

Here's my attempt at a list of 15. In what you may think of as a cop out, I haven't ranked each event (my head is safely below the parapet).

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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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Digital crisis comms: How TfL's social media team copes with Tube strikes

If you’ve ever experienced London in the midst of a Tube strike, you’ll know that it can be a lot trickier to get around the city

London Underground handles almost 5m passenger journeys per day and when there’s a strike all those people have to find alternative means of transport. Inevitably commuters become frustrated and turn to social media for information or to vent their anger.

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How WAH Nails is using VR to enhance the salon experience

Trying to decide what colour to paint your nails is up there with all the other crucial, life-and-death decisions we face in life. Like choosing a pizza topping or a new Netflix series.

Trust me, this dilemma can actually be a pretty big problem for beauty salons. After all, the slower a customer makes a decision, the less time there is left in a day to squeeze in extra appointments.

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Three great sources for mobile consumer data (and why they are so great)

While it's interesting to see the extent of mobile's influence nowadays, reports which talk about mobile in general are useful only to a point.

For board-level presentations, knowing that mobile penetration is 75% in a target market may be sufficient, but when trying to decide how a brand can serve the mobile consumer more effectively, more granular data is needed.

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Is it too early to predict that Amazon will win the voice-controlled speaker market?

Voice-controlled speakers are one of the primary interfaces through which consumers are interacting with voice-based intelligent personal assistants.

Therefore it's no surprise that two of tech's biggest names, Google and Amazon, are battling to control the market for these devices.

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ai

Walk before you run: Marketers must get the basics right before they turn to AI

Although Artificial Intelligence (AI) has a very rich history, it wasn’t until the 20th century that the technology began to move forward at a significant pace.

In 1914, the first chess playing machine was created; and by 1997, AI was sufficiently developed to defeat Garry Kasparov, a chess grandmaster and widely considered one of the game’s greatest players.

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