Right Brain, Left Brain Blog

28 July 2014

The two key ingredients of native ads done right

Say venn

Native advertising is having its Snow Fall moment. When The New York Times published Snow Fall: The Avalanche at Tunnel Creek, a multimedia feature that made simple words on a page feel suddenly old-fashioned, it was heralded as “the future of journalism storytelling.” It would go on to win a 2013 Pulitzer Prize for Feature Writing as “a distinguished example of feature writing giving prime consideration to quality of writing, originality and concision, using any available journalistic tool.” Now, a year and a half later, it’s clear that Snow Fall did change the landscape for old and new media. Suddenly digital tools made it possible to enhance a story and tell it in a new - and better - way.

We’re at that precise inflection point with native advertising too. Here’s why:

Continue reading "The two key ingredients of native ads done right" »

25 July 2014

Content Marketing: The rules for playing the game

Content marketing is one of the industry’s hottest topics right now. There’s no doubt that content powers online marketing success. Good content has for years been the cornerstone of the internet and it’s clear that the most successful portals are those that produce good content.

For those who haven’t already got content marketing sussed out, how exactly does it work and why do we need it? Is there a road map that we can all follow? Well, according to an infographic from Fisher Vista and Social Ears, they have the answers. Just think of it like a board game… 

Continue reading "Content Marketing: The rules for playing the game" »

22 July 2014

Marketing in the moment: Twitter’s top 10 tips

‘Moment marketing’ is a hot topic. We only have to look back at the FIFA World Cup to see that. But as brands look to get their messages in front of the right people at the right time, wouldn’t it be great to ask someone like Twitter to share its top 10 steps to create marketing in the moment. Oh wait, lucky for us the team have pulled together this nifty infographic with 10 hints and tips. Voila!

“Marketing in the moment is one powerful strategy around big, live events, and below we examine that in detail and offer our 10 steps to making that happen and creating your own Twitter Live Studio,” says Gordon MacMillan, Editorial Manager, Twitter UK. “The first step is to identify your relevant live moments. Choose one that offers the best chance of success whilst remaining relevant to your brand.”

Check out the full infographic below.

Continue reading "Marketing in the moment: Twitter’s top 10 tips" »

21 July 2014

What Amazon’s Fire phone tells us about the future of media

Whatever you think of the hardware, it's a smart move.

Say venn

"It’s our job to keep inventing and to be patient. One thing leads to the next."– Jeff Bezos

It's a mark of how technology journalism has evolved that the unveiling of Amazon's Fire Phone wasn't just greeted by coverage of its technical specifications. Yes, it has a 4.7-inch screen, 13-megapixel camera, and a quad-core processor, but most reports recognized that these were just details – and increasingly par-for-the-course ones in the smartphone market.

Even the four front-facing cameras that track the Fire Phone owner's head gestures to help show images in "dynamic perspective" were – while respected for their innovation – seen as something of a novelty feature for now.

Continue reading "What Amazon’s Fire phone tells us about the future of media" »

18 July 2014

Second becomes first at the FIFA World Cup

It occurred to me when I was in Brazil for the World Cup that when the 2010 tournament kicked off in South Africa, the iPad was just a couple of months old. Apple have shifted more than 200 million tablets since then and the second-screen experience is now the norm.  By the time Mario Goetze fired Germany to World Cup glory over Argentina in Rio de Janeiro Twitter use has increased by a staggering 13,500 per cent in just four years.

Not so long ago mankind was of the opinion that watching television was an activity that required total concentration. Of course several people could benefit from a single screen, but it was a silent, solitary activity, with interaction only enjoyed in reflection. Screen time was precious and, in a three-channel world, the “television event” could bring a nation to a standstill. Royal weddings had that power, so did the Olympic and Paralympic Games and, of course, football.

Continue reading "Second becomes first at the FIFA World Cup" »

The coolest Vine you’ll see this week

Vine has completely revolutionised the way brands connect with their audiences. Some get it right, some don’t. Check out this really cool Vine from US cinema chain Regal Cinemas to promote screenings of the new movie ‘Dawn of the Planet of the Apes’. It uses stop motion and paper silhouettes to retell the evolution of man and we think it looks pretty awesome… 

15 July 2014

How can publishers and brands take better advantage of ecommerce?

As publishers battle with a decline in subscriptions and advertising sales, and marketers search out new ways to grow sales online, could there be a way to drive revenues that works for both parties?

Native advertising is one buzz word that is drawing together many brands and publishers, but by aligning content even closer to the ecommerce process publishers can engage new audiences and bring in extra revenue.

Today the technology is there to allow publishers to own the full ecommerce experience. This means it is a lot easier to outsource the foundations and backend of an ecommerce store, and to still own the cart and the full online experience. This really opens up the commerce arena and leaves publishers to do what they do best – focus on product selection and reviews – while at the same time being able to drive real sales for brands.

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14 July 2014

The power to wow: Why it’s time to bring experiential into the mix

Included from the outset as a core element of the creative marketing mix, experiential has the power to wow. Ian Priestman, head of experiential at Blackjack Promotions explains how.

In the same way that you create standout for the consumer, to engage with the brand, experiential agencies need to create standout for the marketers and planners to understand why they should be using experiential marketing.

In the same way we need to communicate the brand message, product USP or sales drive – we should be able do the same for our own offering.

It’s all too easy for experiential to be missed out of the marketing mix, using the excuse that it has limited reach, high cost of contact and basically is seen as hard work. Let’s make sure that we have an answer to all these negative responses with strong case studies and proven measurements of the standout successes of the campaign.

As we know, experiential works very well either as an amplification of a mixed marketing campaign or to create the content for digital and PR amplification.

Continue reading "The power to wow: Why it’s time to bring experiential into the mix" »

About this blog

  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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