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P&O is one of the oldest names in shipping, and certainly the oldest cruise line in Australia. The company, founded in the 1830s, ‘invented’ cruising in Australia when it sent its large ocean liners into the tropics during the 1930s.

The brand is steeped in history, heritage and tradition, and operates two distinct cruise lines; a global world cruising brand based in the UK as well as a locally based leisure brand.

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Each month Denise Shrivell from MediaScope, curates a series of must read articles and insights for the digital media community to help you stay up to date and informed. - Breaking News & Views from May – make sure you're across all the local Australian breaking media related news and views...

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Content marketing is a pretty dry term and much of what brands churn out is so bland, so forgettable, that you can only wonder why they bother. Endless generic listicles about 'Five Tips for Healthy Living / Safe Driving / Negotiating Your Home Loan ' (insert just about any topic here), or self-serving corporate videos featuring the CEO talking about the company's latest profit results.

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One of the things I love about the media-agency side is the frequent interaction with publishers. From chats at industry events, to formalized presentations and client brief responses, I've met with hundreds of media partners over the years. Below is a summary of the key traits of the best media publisher...

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Mention the word newsroom to most people and they'll likely think of a chain-smoking Carl Bernstein tapping away frantically at his typewriter in the 1976 classic All the President's Men. Or the irascible television anchor Will McAvoy in the HBO series The Newsroom yelling at reporters chasing the latest scoop. Almost...

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Wearable Technology was born in Hollywood, from iris recognition software in "Minority Report" to James Bond's smart watch boasting a tracking device and TV screen in "Octopussy." However it now seems you no longer need to be a movie star to be able to own this type of tech.

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An increasingly dynamic and fragmented media environment has led to an explosion in the number of advertising messages a consumer sees, estimated at up to 5000 each day. In such a cut-throat grab for consumer-attention, marketers need to look beyond historically-standard avenues of connecting with audiences, i.e. conventional paid media. After all, you're more likely to survive a plane crash than click on a banner ad.

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Much has been written about the demise of print and with good reason. Newspapers — remember those pieces of paper with words printed on them? — are in the grips of a catastrophic decline. But while everyone accepts that digital is the medium of choice, that's not to say that every digital publisher gets it right first time.

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While there seems to be no universally acknowledged definition of 'Millennials', it is typically agreed that they are currently a relatively young demographic which follows Generation X. For purposes of this post, we will talk about Adult Millennials and define them as anyone currently aged between 18-35 years.

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Last month, Frozen became the fifth highest grossing movie of all time, bringing in $1.2 billion at the box office. It's the most successful animated film ever and the star of the Disney stable. It's also probably the film I've seen or heard snippets of more than any other. Ever. And that's not entirely as the result of having a five year old daughter.

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Bill Gates declared that content was king as far back as 1996, but what would he know? It's not like Microsoft is a content company, right? Sorry Bill, love your work (not your Browser)!

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Your customers are the most important people in your working life, so why not have them create your product or service offering? It might be a little rogue to let your customers pick up tools and build your next product but it shouldn't be out of the question to let them be part of the co-creation process.

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Are online's "new" targeting options better than traditional media's? Digital marketing has some very passionate advocates. For some people this zealotry can approach religious levels. If there are three tenet's of belief for these people about online advertising they seem to be: Digital advertising has better targeting than all other forms...

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There are so many places where Australians excel in the digital advertising landscape. The 2014 Digital Skills Survey ranked Australians as the most motivated to learn more about digital marketing worldwide. When it comes to new technologies there is always that initial "wow" factor. What's really exciting, however, is when campaigns go beyond the "wow" and create relevance around a new technology for target audiences.

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Call me old fashioned, but I am a strong believer in planning before making a jump into a new campaign or channel. With the fast pace of digital marketing, particularly in the social arena, it's all too easy to leap into a new marketing initiative before you've had a chance to...

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The humble flash banner ad is a forgotten relic of today's online brand advertising ecosystem. Talk to any media agency or brand/marketing team and all the focus is the video, social or data driven strategies. The banner ad has become the poor cousin, confined to performance based buying and only valued if it can land a click (accidental or otherwise).

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Each month Denise Shrivell from MediaScope, curates a series of must read articles and insights to inform the digital media community.

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It is widely accepted that the role of advertising is to generate salience for a brand, product or service and elicit a behavioural response of purchase intent, actual purchase or affinity/loyalty.

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Many of us in the digital industry have been trading in the currency of page views, unique users and related metrics for some time now. Most industry professionals have probably been involved in measuring the impact of digital advertising – from search-lift and view-thru studies to recording lifts in brand metrics and sales – all very important for benchmarking performance against objectives and improving in the future.

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In 2007, in the midst of a snow blizzard threatening to keep me grounded forever, I left London to move to Sydney. My industry mates wished me well and congratulated me on making such a great 'lifestyle choice'. The fact no one talked about the standard of advertising or digital work coming from Australia was slightly worrying. Had I committed career suicide by leaving the self-proclaimed advertising capital of the universe, London?

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Customer experience (CX) is a term that is currently bathing in the spotlight. CX is the sum of the experiences a customer has with a supplier during all stages of the purchase funnel, before, during and post sale. Analysts and commentators who write about customer relationship management have increasingly recognized the importance of managing the customer's experience.

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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.

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The Exhibition and Event Association of Australasia estimate that the sector is worth an estimated $371 million per annum. Yet, despite this turnover, you rarely hear people using the words 'innovation' and 'events' in the same sentence; which is exactly why this year's Consumer Electronics Show in Las Vegas got me truly excited (when I never even left the country!)

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The simple mrec, the humble text ad, the 15s skippable...are they your media afterthought or your creative palette, ripe for innovation? Anyone who can rethink creative constraints and drum up inspiration in these tiny spaces gets my vote...and that of your audience.

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Each month Denise Shrivell from MediaScope, offers a series of must read articles for the digital media community....

Posted  by   on    in Brand Awareness and Positioning
A relatively provocative statement, I know. A little heavy for what I hope won't be a short tenure as a contributor to this blog. This subject I think, needs to be addressed by the digital advertising and media industry if we are to progress and compete with the effectiveness of other...
Tagged in: branding