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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.
As marketers, our fundamental job is to shift product. As brand marketers we are generally tasked with shifting the perception of potential buyers so that when they are next in a buying situation for a product, they consider ours more favourably and hopefully purchase it.
To influence the perceptions of the...
The popularity of shows such as Game of Thrones, Walking Dead, and Masterchef (a particular favourite in the Hassanin household) suggests that great TV content continues to drive conversation and attract viewers – even if the audiences on the main box aren’t quite as large as they were a decade or...
Consumers today are no longer watching video on just one platform but instead they do that everywhere, and marketers need to be prepared. Here are 10 tips to help you succeed in the brave new world of video convergence.