This is a story about change. Humans have a very linear perception of how things evolve: we believe things will change at broadly the same rate. The truth is, things have never changed so fast before… and will never change so slowly again. Even the concept of Moore’s law, where processing power doubles every 18 months, has been declared redundant by MIT. The truth is, technological change is exponential. Which means that we have to adapt ever faster to make our marketing communications more in step with consumer behaviour. Continue reading
As the sun sets on Cannes, I was personally very pleased to see a theme of quality vs quantity get the spotlight.
The urge to push creative boundaries is no doubt high but as we know, high quality production doesn’t save an idea that does not inherently make us (the audience) sit-up and pay attention. So this is about inspiring creativity, breathing oxygen in to ideas and identifying where risk brings reward vs going too far in an attempt to disrupt and/or surprise.
The crux of this is that getting feedback through the creative development process at speed, dramatically reduces costly iterations and disruption to time-pressured workflows. Continue reading
For many, mobile devices have become a primary connection to the world — they teleport users from destination to destination throughout their day, at once utilitarian communication tools and personalized windows onto inspiring new experiences.
Today, there are two rising demographics of mobile influencers — a pair of generations that have never lived in a world without mobile. These Mobile Prodigies are born digital, growing up in a world of swiping, tapping, and scrolling. With so much to gain at their fingertips, they represent constantly evolving demands to which both advertisers and publishers must respond. Continue reading
Apple announced at its annual Worldwide Developers Conference 2017 a suite of news features for iOS 11 that will surely be welcomed by its loyal users. For mobile advertisers, this update doesn’t bring all bad news, there are also some exciting new potentials for marketers with the latest update. For users, it is all good news, as Apple’s new iOS 11 is putting user privacy centre stage.
In today’s world, crowded with messages and distractions, brands need to find ever more unique ways to stand-out.
That does not just mean that brands needs to add emotional benefits to functional superiority, but they need to consider taking a stand and commit to societal topics.
Brands need to take a stand about topics, people care about
Insights based ideas that connect with consumers at a higher level are important to create brand love, but they don’t replace the need for product benefit superiority. At Merck consumer health, the world’s oldest pharmaceutical and chemical company, we are committed to the love brand idea. By the way, brand love is a scientifically proven concept with various studies showing that simply seeing their favourite brand logos caused students’ hearts to slow temporarily – literally ‘skipping a beat’. Continue reading
Last month, people shared several horrific videos on Facebook of Syrian children in the aftermath of a chemical weapons attack. The videos, which also appeared elsewhere on the internet, showed the children shaking, struggling to breathe and eventually dying.
The images were deeply shocking – so much so that we placed a warning screen in front of them and made sure they were only visible to adults. But the images also prompted international outrage and renewed attention on the plight of Syrians. Continue reading
Apps have become one of the most influential devices in driving consumer behaviour, with over 900 billion hours spent in apps worldwide in 2016 and over 30 apps on average used per month. People now manage a myriad of different aspects of their lives with apps – a ubiquitous component to everyday life.
The reality is that, on a daily basis, the average consumer uses approximately 10 apps. By understanding how these apps are used, where consumers are spending their time and in which apps, mobile marketers gain a unique insights into behavioural trends of a highly influential audience. Continue reading