Right Brain, Left Brain Blog

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.

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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" »

11 July 2014

If content is king, who is the heir?

Five questions to keep in mind for your next content marketing initiative.

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“Content is where I expect much of the real money will be made on the Internet.” - Bill Gates, 1996

It’s hard to believe Bill Gates coined the phrase “Content is king” only 18 years ago in a 1996 essay about the Internet - at a time when most people weren’t even online yet. The phrase is such a familiar saw now that marketers are starting to argue for other heirs to the throne including “context” and “distribution.” While it’s unlikely anything will unseat content, it’s an interesting discussion to have. At a recent Cynopsis Digital Monetization Summit, Steve Bradbury, COO of Zazoom conducted a panel discussion that included audience members in an exercise to fill in the blank, “Content and _________ are King.” If we concede that content is king, then what is the next most important element that helps content rule the marketing kingdom?

Continue reading "If content is king, who is the heir?" »

10 July 2014

“Make Me Beautiful” – Creative Translation of Female Beauty Hits Social Media

The News:

One woman’s personal exploration into global perceptions of beauty was doing the rounds on social media last week.  Ester Honig, a freelance American journalist, sent an image of herself to graphic designers in 25 different countries, with a simple brief: “make me beautiful”. The outcome of the creative translation experiment is an intriguing series of before and after photographs, documenting the designers’ digital permutations. Localisations of beauty differed vastly, with some even altering eye colour and skin tone.

Make me Beautiful - image

Behind the News:

The cosmopolitan images highlight that beauty is indeed in the eye of the beholder, although local market and cultural influences are undeniable – an important reality for any multimarket brand that chooses to translate its advertising. A Philippines entry dressed Honig in smart clothes and added a colourful background, but made minimal changes to her face and hair. Bulgaria gave her blue eyes; India took away her collarbones and gave her a darker complexion and thicker eyebrows. The Moroccan adaptation put Honig in a hijab and gave her smoky eye make-up.

The media tends to represent an aspirational ideal of beauty; a kind of perfection that is elusive, and something to strive for. Honig’s project highlights that there is no universal standard for the beauty ideal, suggesting that advertising agencies developing international beauty campaigns will be more successful to consider not only transcreation of copy to local tastes but also the cultural relevance of visuals. In an interview with InStyle Magazine, Honig says: “when we compare unobtainable standards on a global scale, achieving the ideal remains all that more elusive. It almost neutralizes the belief in a universal beauty.”

The iconic Dove’s Campaign for Real Beauty was built around this very notion: the campaign features ordinary women of all shapes, sizes and ethnic backgrounds, representing beauty in all its forms. Truly innovative when it was launched, the campaign challenged beauty stereotypes and is today still one of the only cosmetics brands questioning the definition of female beauty.  Instead of espousing an unattainable ideal, the Campaign for Real Beauty reflects reality – a beauty which is personal, subjective and diverse.

Like the Dove campaign, the “make me beautiful” project is an artful reminder that there is no one-size-fits-all: what’s desirable to some could be off-putting to others. It all depends on who you talk to, where they come from and what core brand values you want to convey to local customers.

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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