Search articles

23 search results for: Content marketing

News & Blogs

Behind the scenes: Shooting content with authenticity

Img 6374e s520x0 q60 noupscale
‘Authenticity’ has been a marketing buzzword for some time now, but what does it take to capture it? And what does ‘authentic’ really mean? It’s easy to confuse it with ‘realistic’, but from an image-making perspective, it is about capturing the true soul of something, rather than merely the exact environmental conditions. Read more
News & Blogs

IAB UK Talks - What does 2016 have in-store for Digital Marketing?

Iab logo  gkllqn1bg0 s520x0 c976x569 l0x0 q60 noupscale
So, the question on everyone’s lips, minds and Twitter feeds – what does 2016 have in-store for Digital Marketing? The IAB brought together a stellar line-up of speakers from around the industry to enlighten us on this very subject. The answer? Well, erm, it’s pretty much the same sort of stuff fro… Read more
News & Blogs

Trip of a Lifetime: How Millennials Redefined Travel Marketing

Travel images s520x0 q60 noupscale
“Every airline in the world says they offer ‘the best ’service, every hotel talks about comfort… what I want from my holiday is something real… ” [1 ] Devising a marketing plan that enables a brand to bond with, and ultimately generate revenue from, the originator of this quote is the enigma of mo… Read more
Liam Loan-Lack
Liam Loan-Lack (former) Account Director
News & Blogs

What makes people happy to buy your stuff?

Post previewimage s520x0 q60 noupscale
Here at Initiative we’ve developed a unique new tool called Decision Trees. Decision Trees can help our clients uncover the important, but hidden, factors that influence a customer’s path to purchase. These factors determine whether or not a purchase is ultimately a success and is measured by metrics such as the chances of a repeat purchase and recommendation. Our friends in Mediabrands Marketing Sciences worked with us to create Decision Trees using a mathematical technique known as classification and regression tree (CART) models. To demonstrate its power, we partnered with Respondi to survey 2000 British holiday-makers and short-break takers. Read more
News & Blogs

Continental Tyres - Boosting the impact of Sponsorship

Conti day1campaignscreen 300dpi s520x0 q60 noupscale
This article is from the November 2014 issue of Admap, which focuses on 'boosting the impact of sponsorship' marketing strategies. Continental Tyres didn't have a huge TV budget to leverage its FIFA World Cup 2014 sponsorship, but a clever and well-executed social campaign proved to be more effec… Read more
David Grainger
David Grainger (former) Head of Strategy
News & Blogs

How advertising to bots will make brands more human

Amazon dash s520x0 q60 noupscale
Amazon’s making personal assistants affordable for everyone with the release of Amazon Dash. “Shopping made simple”, it enables everyday products to be re-ordered with the tap of a button. If find yourself running low on detergent, it’s replaced hassle free. The Amazon Echo goes one step further. It’… Read more
Sam Fairburn
Sam Fairburn Planning Executive
News & Blogs

Could a race for subscriptions devalue news brands?

Digital newspapers  u1sll7noax s520x0 q60 noupscale
As their digital products go from strength to strength, news brands are investing ever more in measuring and understanding their readership across platforms. This research is helping agencies invest with greater confidence across print and digital. Leading the way is Newsworks, the marketing body f… Read more
David Grainger
David Grainger (former) Head of Strategy
News & Blogs

Was Hillary ‘Trumped’ by weak strategy or strong data?

Aweurope s520x0 q60 noupscale
As we all know, Advertising Week Europe has been upon us all. With more than 175 seminars and workshops over four days, with talks from our very own Michael Roth, England’s victorious rugby coach Eddie Jones and even erstwhile American Vice President Al Gore to come, the event is an impressive undert… Read more