With Christmas round the corner, some retail advertisers are raising fears about the effects the rise in ad-blocking could have on their digital operations. But where the focus was once solely on desk and laptop computing, experts are now asking what steps need to be taken to prevent mobile consumption suffering the same fate.
Earlier this month, my colleague Matt looked at the public appetite – or lack of it – for viewing ads online and suggested some of the creative ways publishers are attempting to combat that antipathy. (more…)
Web users find online advertising annoying, intrusive, often irrelevant, and a drag on browser speed. For those that go online using a mobile, there are also concerns over stealth data consumption and privacy.
It’s for these reasons, according to a recent YouGov survey, that 15% of internet users currently use ad-blocking software and 22% have at one time or another downloaded technology of this kind. (more…)
In 2013, communications strategist Zan McCulloch-Lussier wrote about the overwhelming torrent of content that consumers face.
In the article for charity leaders, published in NTEN Change, he wrote: “48 hours of new video on YouTube. 684,000 pieces of content shared on Facebook. 100,000 tweets. This is just a sample of what happens every minute of every day on social media. Overwhelmed yet? The people you’re trying to talk to certainly are.”
Stats vary: but the challenge for brands to be heard amidst such noise is immense. McColloch-Lussier argues the only way forward is to curate content – on behalf of the audience – so you are seen as a trusted source of information. There is, in his view, no point in shouting louder. The only way to be heard is to become so trusted that your voice can be heard in a whisper. (more…)
Social responsibility is an increasingly significant issue in the make-up of our leading corporations, but as firms want us to love them for the good they do, how do we assess the quality of their ethical programmes?
Well, that’s where ‘brand purpose’ comes in.
Brand purpose can be a vital tool for companies which are keen to follow through on stated ethical promises, to add meaning to what they do, and to connect with consumers on an emotional level and build trust. It can also be pretty handy when it comes to recruiting new staff; but more of that later. (more…)
One the key characteristics that singles out a high-quality business information firm is an ability to make good sales and, as such, it’s vital for leading businesses in this sector to hire the best possible global sales leaders – but what makes a good head of sales? What skills, experiences and personality traits should a business information firm be looking for when the time comes to appoint a leader for the sales team?
In recent months, we have been involved in several searches on behalf of clients look for global sales leaders. Over the course of those searches, it has become apparent just what it takes to move into one of these positions. So what are the key skills for sales leaders in the business information sector? (more…)
Among newsstand titles, what do the Daily Mail, The Economist, and The Wall Street Journal have in common with Retail Week, Slimming World, and Garden News?
Well, love them or hate them, they are all titles that have bucked the wider media trend and maintained strong brands and readerships over the last few years. They have become trusted voices by delivering appropriate content in the way their audience demands – across print, digital, social and video media.
So what can content marketers learn from their success? (more…)
During the course of the last few weeks I’ve had many conversations with senior figures across the media sector about how publishing companies are changing. The majority of these conversations have been wide-raging, they have examined print-to-digital transitions, and the recruitment challenges produced by those adjustments.
One conversation with a magazine company stands out, and does so because of a single thing I was told:
“I’m not particularly interested in recruiting publishers any more,” said the senior executive. “I want commercial heads with an entrepreneurial mindset.” (more…)
It’s all too easy nowadays for marketing messages to be avoided. In such a super-saturated time it seems obvious to say this but, nevertheless, it’s true. Print advertising is growing less effective; ad-blocking software fights against pop-ups and intrusive Google Ads; and YouTube has provided us all with the ultimate get out – the ‘skip ad’ button.
With so many firms throwing digital campaigns in our direction, it’s a wonder any break through and connect with individuals. It’s almost like we need a guide on social media to sift the rubbish on our behalf, tell us what’s stylish, and what to buy. Well, welcome to Influencer Marketing and its cabal of hip, young things waiting to fill us all in on what’s made the cool list. (more…)
Every so often, one of our clients will hit it off spectacularly well with a candidate during the first round of the recruitment process. Sometimes, the client even comes back to us, says they’ve found their perfect candidate, and adds it’s unlikely they’ll need a second round of interviews.
It seems perfectly natural, doesn’t it? If you have limited time – and you think you’ve already identified the person who would be the best fit – then why bother continuing with the process?
Well, let me tell you, no matter how constrained your time scale, the answer from us will always be loud and clear: even if you think you’ve found the right person, continue the recruitment interviews… (more…)
With so many interested parties involved in the conversation over content marketing, it’s understandable how criticisms – and occasional notes about its limitations – can sometimes get swept under the carpet.
So it’s refreshing to see, in recent days, two well-meaning – if not entirely earth-shattering – counter punches. (more…)