Paddy Power: edgy content marketing, banded ads

If you’re a upstart brand looking to carve a sizeable place in your market and grow quickly, then a little controversy never really hurts. The theory goes that nothing stretches the money you have available for publicity like running edgy campaigns that risk censure.

Step forward online bookmaker Paddy Power and its roster of ads featuring the tranquillizing of chavs, tasering tea ladies, and refund offers if Oscar Pistorious was found not guilty – an ad eventually banned by the authorities.

Paddy Power has deliberately set out to drive business forward with an edgy and irreverent content marketing strategy that appeals to its target audience of young men, but the online bookmaker’s approach isn’t simply a matter of producing shocking ads time and time again, it’s more nuanced. (more…)

Programmatic ads: can they disrupt agencies and threaten ad sales jobs?

If you buy ad space on behalf of advertisers and a technology comes along that, almost overnight, undermines your business model and makes it staggeringly easy for clients to place ads themselves, you might well have a few sleepless nights, perhaps even considering what other ad sales jobs are available.

Well, say hello to ‘programmatic advertising’.

The term isn’t one familiar to many, but for those focused on the future of ad sales and marketing, programmatic advertising is rapidly becoming the thing that dominates their thinking. (more…)

Clickbait won’t help local newspaper business models, building communities will

A few weeks ago, a disgruntled newspaper journalist said to me “the rationale seems to be ‘why bother doing your USP well, when you can do the ubiquitous badly?’” It’s a question many journalists of my acquaintance have been struggling with. I’m sure they would sympathise with Gareth Davies, Chief Reporter at the Croydon Advertiser, who publicly vented his fury on Twitter after fellow Local World website, the Maidstone & Medway News, ran a story on the celebrity nude photo hacking scandal.

I’m sure most people would agree this isn’t a story of immediate relevance to the Maidstone & Medway area, and many journalists of my acquaintance are queasy to say the least about the proliferation of ‘clickbait’. The website’s editor, Simon Finlay, defended the decision, saying “we’re trying to drive an audience to our site… [these stories] do get us thousands of hits and that’s a good thing.” (more…)

The costs of making bad executive appointments – and how to avoid them

MTA media headhuntersBad senior or executive appointments, most businesses have made them. An established firm would be hard-pressed not to have made a bad hire or two in their time; it’s almost unavoidable. The trick is to learn from that and to reduce the number you make in future. But how do you go about doing that?

The biggest error an organisation can make – especially when it comes to senior management – is choosing the wrong candidate for the role – trying to make a square peg fit a round hole. This may sound obvious but getting the candidate wrong is still a widespread problem.

According to a global survey of 6,000 HR and hiring managers carried out by Careerbuilder, 62% of UK firms admitted to having made poor appointments. (more…)

How analysis and data skills can change the way executives make big decisions

One of the knock-on effects of digital technology is that like never before business leaders can draw on enriched information when making critical choices – but do they really let data rule, or are experience, intuition and gut feeling still the keys to successful management?

In recent weeks we’ve looked at several ways data gathered through digital sources is changing business. We’ve examined how supermarkets are using technology to revolutionise retail, how knowledge of data can help you get a job in both the editorial and commercial departments of a newspaper, we’ve even looked at growing data use in education and how the difficulties of understanding Big Data are, in some instances, restricting the development of personalised, one-on-one marketing.

In short, what we’ve seen is that analysis and data skills will be key to an array of future jobs. (more…)

How Domino’s pizza uses mobile marketing and ordering to drive sales

None of us needs a technology worthy or a digital consultant on £100 an hour to understand the importance of mobile devices. Cast a glance down any high street and you’ll soon get an idea for how inseparable we all are from our phones. Even Google tells us now that more searches are made via mobile or tablet device than via desktop.

Why then have so many businesses failed to create dedicated mobile sites or build specialist optimisation into their existing digital platforms? Do they think – unlike them – everyone else is happy to endlessly scroll, searching for a button or link that’s impossible to press?

Well, not so Domino’s Pizza. A couple of years ago the fast food chain took the decision to use mobile – on its own terms – as the venue to drive for competitive advantage.

Nick Dutch, head of digital at Domino’s UK, told the Smart Insight’s Digital Impact conference, in London earlier this week, how his firm had adopted a mobile-first strategy and sought to grow sales by focusing on this channel. (more…)

Tesco’s retail media revolution continues with health-themed ‘hackathon’

Tesco Labs, the supermarket’s digital innovation wing, is running a 48-hour ‘hackathon’ next month to spur the development of health-themed technologies for its customers.

The supermarket has made an open invitation to computer coders, designers, and those working in tech marketing and business development to attend the weekend event in London, starting on September 12.

The aim of the hackathon is to develop retail media ideas that can help Tesco’s customers make healthier food choices in store and online.

In addition, Tesco is keen to explore how it can share data to help customers understand their own behaviour, compare their food choices with others, share tips and advice, and track and find out more about what they’re buying and eating. (more…)

Looking for a great new job? First you need to establish and build a lasting relationship with an executive search firm

MTA media headhuntersHere at Martin Tripp Associates we’re often approached by people when they have made the decision to move roles and are actively looking for a new job opportunity. While our end goal is to place the best candidates in the best roles, our primary objective is to help clients find the best available talent for the post or business function they need to fill, rather than to help candidates source new jobs.

Unlike most recruitment agencies, retained executive search specialists aren’t looking for a ‘transactional’ relationship with candidates, it’s not the job to try and fit candidates into as many available vacancies as possible, it’s more a matter of establishing relationships with the right people in their specialist area, so when client vacancies come along, we know who to approach.

With this in mind, I thought it might be useful to set out some simple ways in which a senior executive can establish and nurture a relationship with an executive search firm. (more…)

Knowing about programmatic advertising could help your media job prospects – so what is it?

Nearly a third of publishers in the UK have not heard of programmatic advertising, according to a recent survey by tech firm AppNexus. For a technology that has been widely touted as the future of the publishing industry, this is faintly astonishing.

So what is programmatic advertising?

In a nutshell, it’s a form of online display advertising that relies on complex algorithms to set a series of criteria that when met trigger the deployment of ads. Campaigns are booked and optimised via a simple web interface. (more…)

Five ways data is holding back personalised, one-on-one marketing (the first five really, because there are loads…)

 

Image of MediaCity Salford

Unless they’ve been on extended leave or in serious dereliction of their duties, senior executives across the country are likely to have heard little else about the future of marketing than how putting customer relationships at the heart of their businesses will be vital in the coming years.

The digital world has forced a series of new challenges on business, and high on that list of challenges is the shift in customer behaviour bought about by the adoption of new technologies and communication through social media.

Firms keen to embrace this behaviour shift – and understand how consumers want to connect digital channels – need to think about how to gather data and then what to do with it. (more…)