Posts made in October, 2014

on Oct 31, 2014

Back in 2009 comScore released statistics that demonstrated that only eight per cent of internet users accounted for 85 per cent of clicks. As a result, savvy marketers began to question the typical approach of optimising ad campaigns based on ‘click-through rates’ (CTR). And in fact, they may find that optimising on CTR may even be a less effective use of marketing spend than not optimising at all. Most marketers have arrived at the conclusion that all ad impressions – whether clicked on or not – have an impact on consumer behaviour. So why is the CTR metric still so popular? The Read full story › Source: The Drum...

on Oct 31, 2014

By John McCarthy Feast your eyes upon the creative crop coming through The Drum’s Profile Hub – marking the week’s best activity in marketing, PR and design. First work is from S3 advertising which was tasked with designing the Rock of Ages the stage musical toured the UK in Cardiff. The firm strategically placed six sheets and street vinyls in main arterial routes in Cardiff over a six-week period. Following the campaign, the show sold out and with a claimed return on investment of 2,000 per cent for every £1 spent on the scheme’s digital element. Read full story › Source: The Drum...

on Oct 31, 2014

By John McCarthy Feast your eyes upon the creative crop coming through The Drum’s Profile Hub – marking the week’s best activity in marketing, PR and design. First work is from S3 advertising which was tasked with designing the Rock of Ages the stage musical toured the UK in Cardiff. The firm strategically placed six sheets and street vinyls in main arterial routes in Cardiff over a 6-week period. Following the campaign, the show sold out and with a huge return on investment of 2,000 per cent for every £1 spent on the scheme’s digital element. Read full story › Source: The Drum...

on Oct 31, 2014

By Natalie Mortimer Sportswear brand Asics has launched an in-store personalisation tool at its Hamburg store, Product Advisor, to bring a digital user experience in to the physical retail environment. Created by digital marketing and technology agency Amaze, the tool uses a variety of interactive technologies, which are able to interact with each another. Using a connected wall-mounted screen and iPad, rich 4K video, depth and motion tracking cameras are combined to attract and react to passing customers. By answering a series of questions through the iPad, customers are matched to their recommended shoe, in line with their personal preferences and current running Read full story › Source: The Drum...

on Oct 31, 2014

By Gareth Moss Last month I was invited to speak at the PRCA National Conference, the annual gathering of some 200 senior decision makers and agency heads from across Europe, where we assessed and debated the topic of ‘the PR agency of the future’. Alongside fellow panellists I was struck by the appetite, desire and pace of change seen in the industry these days. From the media, to agency owners, bloggers and commentators, we are all racing to pinpoint the future direction of the PR industry. But what is becoming apparent is that not one single model will be right or will dominate in Read full story › Source: The Drum...