A meeting place for leading digital voices

Ciaran Norris

Ciaran Norris

Ciaran has over 16 years working in digital marketing in a career that has spanned client-side, publisher and both creative and media agencies, working across channels ranging from CRM to SEO, social marketing to affiliate. Ha has spent the last few years working in holistic roles, trying to 'normalise' digital, drive integration and help clients understand the impact of trends in both global and local media and technology.

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It was, for a long time, a widely accepted truth that whilst people might use phones to access the internet, they wouldn’t use them to buy things. Too small a screen; too hard to type; not secure enough; the list of reasons was as long as it was - so time has proved - wrong.

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When the most recent iPhone came out most people obsessed over its new 3D Touch system, the incredible camera and the updates to Siri. But those who work in advertising were more concerned with a small change to iOS which allowed app developers to block “content” within Safari.

Much has been written about ad blocking since the release of iOS9 and yet it still seems like it’s a very confused subject, with no clear understanding of what it means or what we should be doing about it: so here are three common misconceptions and three steps that various parts of the industry could take to challenge the underlying issues.

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Apparently one of the things that most annoys marketers is jargon. At the recent Mumbrella 360 conference James Sykes, APAC marketing director of Beam Suntory, said:

We're continually marginalising ourselves, because we talk [crap] most of the time. Most of what we say is meaningless, because fad words get in the way.

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If a dog-year is equivalent to 7 human years then for an internet start-up 12 months can equate to a lifetime. With that in mind Foursquare, which was launched way back in 2009, is positively ancient and had recently been seeming appropriately fragile: whilst it was valued at $600 million in...

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Over 50 years ago, the original marketing mix of the 4 Ps was coined, and ever since then most marketers have concentrated on how best to use the various elements: product, price, promotion and place. In those 50 years the Ps have multiplied, and many people now talk of 7 or even 8 Ps. Here at Mindshare though, we believe in simplicity, and as the world that marketers face in the 21st Century starts to become clearer after 20 years of change, we believe that in terms of media at least, it's now time to think of just 3 Ps.