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Knowledge Bank - Digital

Digital

Effective advertising is effective communication that taps into our emotions to become part of our story and identity.

How creative storytelling inspires trust and humanity

For 10 weeks, every Thursday we stood on our doorsteps clapping as loudly as possible with our families, housemates and neighbours, me specifically for my brother (consultant surgeon), sister-in-law (A&E doctor), as well as various uncles,... Read more

Sam Crowther - 12/06/2020
Digital
The number of online consumers is growing quickest in emerging markets, and the group's disposable income is rising.

Why tapping into gaming should be top of mind for brands

Gaming is ubiquitous. Last year, there were more than 2.5 billion gamers worldwide, increasing to 2.7 billion this year. People across all ages and demographics are engaging with games, including your target audience. ... Read more

Remer Rietkerk - 09/06/2020
Creative
The future feels unpredictable right now - try out Yext Answers to make sure your website is giving accurate answers

6 things brands should do when the future feels especially unpredictable

Unless you’re LVMH and are able to convert Christian Dior, Givenchy or Guerlain perfume manufacturing factories to pump out hand sanitiser, or a 1,000-year-old mill in England dusting itself off and returning to bread-making ... Read more

Lauren Cuthbert - 05/06/2020
Advertising
Brand advertising is not about profiting in recession. It is about capitalising on recovery.

All-Weather Marketing Part 1: The business case for advertising in a downturn

To succeed in difficult times, you need to keep calm, think rationally and make decisions based on reliable data. This is particularly true when it comes to the decisions that businesses make about marketing. The evidence of the 2008-2009... Read more

James Mooney - 02/06/2020
Digital
Brands are now part of a global conversation more than ever along with millions of fans

How Covid-19 has propelled brands into the era of ‘talent marketing’

Coronavirus has slowed down the pace of the world but it has accelerated the growth of our social media habits to the point some of us rely on it completely for human interaction. Talent have taken the lead by becoming live broadcasters,... Read more

William Soulier - 21/05/2020
Advertising
What transformative leaders do in hard times

Business principles to live by: What transformative leaders do in hard times

During my 30-year career in strategy and operational finance, I’ve seen some of the most interesting companies through some of the most interesting times. My experience at Amazon, Electronic Arts, NBC, Delta Airlines, and now LiveRamp... Read more

Warren Jenson - 07/05/2020
Advertising
Influencers are the future of marketing

The key elements of an influencer marketing strategy

Consumers are seeing fewer ads, thanks to a combination of ad blockers, DVRs, and paid streaming. It feels like a win for many people, but for marketers, it limits opportunities. Companies need different strategies to reach audiences, and many are... Read more

Bethel University Online - 06/05/2020
Digital
Data-driven personalisation allows advertisers to tailor audio ads to context in real time

Why personalised audio is the future

Audio isn’t the blunt megaphone it was when broadcast radio was the only option for advertisers. Digital audio commands just under 37 million listeners in the UK and music streaming apps such as Spotify offer addressable... Read more

Niki Stoker - 04/05/2020
Advertising
Tune in for the SponsorshipX Virtual Series: The Impact of COVID-19 on Consumerism and Sponsorship

The impact of Covid-19 on sponsorship budgets

If you’re like me you are completely vexed on how to figure out the impact of Covid-19 on the business, sponsorship, and marketing landscape. Let alone the more troubling issue of its impact on humankind.  ... Read more

Mark Harrison - 17/04/2020
Advertising
The economic uncertainties of a world in lockdown could provide the bold marketer with opportunities.

Advertising in a time of trouble

So, there you are, enjoying a picnic in a woodland glade when out of nowhere comes a bear. ... Read more

Patrick Collister - 20/03/2020
Advertising
At Daniel Marks, we’re committed to driving Diversity and Inclusion

What can we learn about the diversity and inclusion challenges facing our industry?

At Daniel Marks, we’re committed to driving Diversity and Inclusion. And to support employers looking to build a stronger, more varied workforce, we met and surveyed 120 participants as part of our ground-breaking initiative “The Panel... Read more

Gaby Dutton-Williams - 19/03/2020
Career
In-game advertising uses contextual advertising, delivering an engaging experience without the use of third party data

In-game: The dawn of a new ad category

Hardly a week goes by without a headline casting doubt over the future of digital advertising. Whether it’s Google’s announcement about phasing out third-party cookies in Chrome, the ICO’s decision to step up regulatory activity... Read more

James Draper - 18/03/2020
Advertising
'Making jeopardy my best mate has made me stronger. And a better strategist.'

How to be a stronger strategist

I'm a rookie strongwoman and it's made me a better strategist. ... Read more

Ally Waring - 11/03/2020
Career
In the cycle of responsibility the duty of the AI product company is to make sure the tools are high quality and follow high eth

AI and ethics: Time to talk about responsibility

It is easy to understand who is responsible for airline safety. Although Artificial Intelligence (AI) is a new phenomenon, the structure of responsible parties is very similar to air traffic control. ... Read more

Mari-Sanna Paukkeri - 11/03/2020
Digital
The Case for Creativity found that creatively-awarded campaigns are 27% more effective

Creativity back on top: why creative data will dominate this decade.

Despite the ‘data boom’ that spread like wildfire during the last decade, the creative side of marketing has remained relatively untouched by the industry’s fascination with data-driven practices. ... Read more

Jergan Callebaut - 02/03/2020
Advertising
It’s time for digital advertising to deliver better success metrics

It’s time for digital advertisers to measure beyond verification

The first banner ad was posted online in 1994, marking the beginning of the digital advertising industry. In those early years, advertising online was an unpolished and somewhat awkward experience for the user, but marketers quickly realized the... Read more

Charlotte Raimondi - 20/02/2020
Advertising
Account planning as an approach for generating insights tracks back to the mid-1960s

How account planning can plant the most powerful ideas in B2B marketing

In the love-it, hate-it or just-don’t-get-it movie Inception, Eames (Tom Hardy) relates a simply complex insight to Dom Cobb (Leonard DiCaprio) that nary a viewer will have realized is the paradoxical challenge of account planning in B2B... Read more

Derek Stewart - 19/02/2020
Advertising
Prepare your sponsorship strategy for 2020

Does your sponsorship strategy have what it takes to win at the Tokyo 2020 Olympics?

The bio-rhythm of global sponsorship marketing is tethered to the greatest international stage of them all - The Olympic Games. And Tokyo 2020 will not only be the first Olympic Games of this decade; they will also be the most commercially... Read more

Mark Harrison - 13/02/2020
Advertising
Here are a few examples of creative targeting strategies you can deploy without having to worry about the cookie

Google killing the cookie is great news for marketers. Here's why

It's unlikely to have escaped your attention that Google is doing everything it can to kill the cookie, which has been the foundation on which much of the personalisation ad tech has been built. However, the cookie was never intended to be... Read more

Ed Lyon - 29/01/2020
Advertising
The inability to collaborate is holding back wider AI adoption and innovation

AI-powered marketing needs interpretability – and collaboration

The business world is gearing up for an artificial intelligence (AI) revolution, as the budding technology is expected to grow into a $118.5bn industry by 2025.  ... Read more

James Gin - 10/01/2020
Advertising

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