Agency Insights

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Why would an online retail giant such as Amazon open brick-and-mortar retail stores? Maybe just to conquer the world. Maybe because Amazon’s offline stores could be beneficial to their online experience. In the opinion of Sucharita Mulpuru, retail analyst at Forrester: “It seems counterintuitive they are investing in any physical stores when they are blamed for the demise of so many of them, but no cow is sacred.”

Influencer marketing and brand ambassadorship, that new relatively new method of advertising born from the rise and impact of social media is one of the most popular and – well – influential marketing strategies active today. Think of it: Customers who like a particular product or service become enthusiastic brand ambassadors who gain a following. They post on social media about how great the product or service is. As a result, the brand gets even greater exposure. Ideal situation, right? Yes – if proper attention is paid.

Image Credit: Colin Kaepernick/Twitter

In the live-or-die world of today’s advertising, Shakespeare is ever more relevant. Brand wars are dramas, after all. Each brand tries to achieve its goals while facing challenging obstacles. Twists and turns add flavor. But Nike chooses to get what it wants (sales) by being more irreverent, edgy and risky than its competitors. The recent Nike ad, featuring a headshot of former San Francisco Forty-Niners quarterback Colin Kaepernick, with the caption – “Believe in something. Even if it means sacrificing everything” with the tagline – “Just do it” is a perfect example of the question of life or death for a brand: How far can (or should) a brand go when it comes to taking a controversial position?

Television, like radio, has been reorganized, revolutionized, and reimagined. In its infancy, there were the few broadcast channels to choose from – with commercials. Then there was the cable boom that offered more channels – and commercial-free viewing. Then satellite. For the last few years, video streaming has taken civilization by storm. One company in particular has used this over-the-top (OTT) streaming technology to create an extraordinary advertising opportunity. Yes, commercials ­– but with a difference.

They say a picture is worth a thousand words. When it comes to social media, a video is worth way more than that. Adding motion to posts or ads is a great way for brands to get noticed within the crowded social media feeds of their customers – which can lead to more clicks and sales. Some advertisers, however, may lack the assets or ability to produce video content for social ads, which leaves them one step behind their competition. That is, until now.

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 Value concepts earn more than impressions.

We all know great ideas come in many shapes and forms. And that they can be deployed through all kinds of mediums and executed in many different imaginative ways. But, in the spirit of the new economy, we suggest creating ideas that also generate value. 

In the digital era we live in, marketers understandably focus on everything from websites to social media posts to make the presence of the brands they represent known. As a result, they tend to forget some of the more traditional methods of advertising, one of which is radio. They may be missing out on unrealized opportunities.

Image Source: Facebook.

It is no secret that the Instagram Stories feature has made a name for itself in recent months. With short, discoverable images and videos that disappear after 24 hours (unless added to your Instagram Story Highlights), Instagram Stories now have more than 400 million daily active users. Because of their growing popularity, Instagram Stories are now an ad placement option for brands looking to connect with consumers outside of the newsfeed. The catch? Because of the vertical nature of Instagram Stories, images and videos must be sized to a 9:16 ratio in order to fill the entirety of someone’s smart phone screen and make for an engaging user experience.

Ever miss the grand finale to your favorite show, only to have the ending ruined by your best friend’s Facebook status a half an hour later? What about patiently Netflix-ing through Season One of a particular series, only to find out that your favorite protagonist dies in Season Six whilst scrolling through your newsfeed? It’s agonizing, it’s horrible, and it can knock the wind out of your sails. Therefore, to remedy the ungrateful surprise of spoiler alerts, Facebook has come to the rescue.

Magic? Isn’t it more like mayhem?

Have no doubt about it: A clash between individuals responsible for creative ideation and those concerned with strategic development can be debilitating to the brand-building process.

But must it?