That seems to be the overarching takeaway from all this. There’s no escaping the irony — being forced apart has bought us all closer.
We’re neighbours again. We care. And we want to help.
A social reset has slowed us down and given us time to reflect on what’s important. We’ve tumbled down Maslow’s hierarchy of needs, placing greater importance on fundamentals like safety and security.
As we look to rebuild, we are starting to think about things differently.
In pre-literate cultures, products and services would be marketed orally in the street. That’s fine, if you didn’t mind limited reach. But it wasn’t until the first UK radio ad in 1973 that audio started to be used by brands at scale.
Nowadays, the landscape has fragmented with the rise of podcasts, ad-supported music streaming and digital assistants — which provide an attractive option to comms planners looking to reach people ‘on the go’ where other media can’t.
Think commutes, the gym or multitasking at home. Audio is even changing the way we buy, with voice shopping promising a new…
The 5th generation of mobile communication employs higher frequencies and bandwidth to allow quicker wireless data transfer than 4G — creating a massive leap forward in speed, quality and latency. Phew.
In other words, say hello to on-the-go, super-charged entertainment in the palm of your hand. And it’s certainly getting people intrigued.
As the UK becomes increasingly 5G ready, early median speed tests put 5G at 4x faster than its predecessor. …
A clear stance on the world inspires employees, builds customer loyalty and attracts new business partners, which all help boost the bottom line — for those brave enough to do it.
Say hello to the rise of brand and social purpose in marketing.
It seems that traditional unique selling points of quality and value just don’t cut it anymore and we need to feel good about what we’re buying. From Netflix documentaries to climate activism campaigns, we’re more educated on social and environmental issues than ever before — which has led to a collective awakening of conscience in the UK.
Time spent in brick and motor stores has decreased 5% year on year with consumers now shopping online for an average of 16 minutes a day. As shopfronts become increasingly digital, brands are investing more in e-commerce capabilities and it’s big business.
In fact, digital sales are predicted to grow 10.9% this year to reach £106.46 Billion, or 22% of total retail sales (£476.65B) in 2019. …
We live in a post-truth world. And when it comes to products and services, only 59% of us actually trust the brands we buy from.
For marketers, this means shifting focus from short-term performance metrics to long-term relationship building for sustained growth in the digital economy.
In the words of Zig Ziglar;
‘if people like you they’ll listen to you, if they trust you they’ll do business with you’.
But how do you build genuine trust and affinity with a brand? The answer lies in a content marketing approach using a key medium of marketing communication — video.
We’re consuming more content than ever before yet user attention span is only getting shorter.
In fact, on average we now scroll through the height of Big Ben in feed whilst spending around 1.7 seconds with a single piece of content on mobile — highlighting Faris Yakob’s notion that ‘attention is the scarcest resource of the 21st century’.
To put that into perspective, research suggests we have less attention span than goldfish — a real challenge for marketers in a consumer market that is increasingly cluttered with me-too products and services fighting to be heard.
Social platforms are working hard to become more attractive to e-commerce marketers, by delivering an increasingly frictionless experience of product discovery and purchase.
The landscape is everchanging, with new ads and organic formats constantly being introduced which blur the lines between shopping and socialising.
Beacons of taste in their established niches, the influencer and e-commerce relationship will grow even stronger as users will be exposed to a heightened sense of attainable aspiration — with pricing and information on every product, service or experience they see positioned just a click away.
This kind of interactivity in social media will create a…
Communication Planning Manager from the UK interested in creative strategy. As featured in The IPA and Mediatel.