Research by Cision UK finds that while the effects of social media on PRs have been positive, any increasing dependence on social as a primary medium of communication can be hazardous, so view the channel as complementary to other efforts, advises Priyanka Dayal.
Over the past 10 years, we have seen the biggest shift in communications for decades. Tangerine’s Sam Gregory explains what effect this is having on how brands communicate and increase their value.
It is time to go beyond the data scientist and look to data artists to use their creative flair to solve business problems, provide analysis at a strategic level and make sure the right solutions are being implemented, says DataXu’s Bill Simmons.
Connecting big data is the best way for marketers to extract maximum value, says Media iQ’s Stewart Easterbrook. If marketers cannot access data in small, insightful packages, they are likely to face big data paralysis.
Consumers are accessing content across multiple devices at the same time and that means channel-based marketing is no longer as effective as it used to be. Turn’s Helen Miall says brands need to incorporate a data-driven approach to audience-based marketing to reach customers.
The explosion of digital has brought changes in the marketing world, including creating roles for people with technical data skills. But in a male-dominated sector, how can women be heard and valued? TMW Unlimited’s Anna Foster shares her thoughts on how to overcome the challenges.
Pierre Woreczek, chief brand and strategy officer at McDonald’s Europe.
If the performance marketing industry wants to keep up with the increasing trends of mobile, big data and programmatic, it needs effective strategies for cross-device tracking, channel ‘de-duplication’, attribution and data protection laws, says OMG’s Stephen Rumbelow.
Digital partner marketing is essential to attract new customers and drive profitable sales outside paid search, says Performance Horizon’s Malcolm Cowley. Applying the right software to the right strategy while keeping an eye on the most important asset – customers – is crucial.
Affiliate marketers need to push ahead with commercial models that reward the unsung contribution of the sector, says Affiliate Window’s Kevin Edwards, adding that taking up the non-sales focus of affiliate activity will prove critical in the coming years
Experiential marketing is a powerful tool for brands, but delivering great campaigns must involve brilliant creativity, flawless execution and a rigorous scientific approach to developing strategy, argues Wim Van der Borght.
Reality entertainment is forcing brands to rethink the fictional content they base their marketing on. If executed with the authenticity required, experiential can solve many of the challenges faced by advertisers today, says Sense’s Alex Smith.
Undercurrent’s Damian Clarke and Neville Close set out the philosophy, strategy and disciplines of growing an experiential business.
The key to creating the ideal exhibition stand is dependent on more than only available space and size, says drp’s Edward Vickery. The hybrid approach offers brands five key strategies to maximise their return on investment.
Experiential marketing is back in fashion, says Cackle Street’s Steven Gordon-Wilson. But brands must take a comprehensive approach to their marketing and understand that experiential is now an event, not just another campaign.