By Chris Sutcliffe In the latest episode of The Drum Network Podcast, we turn our attention to the Evolution of E-commerce and zero in on the new and developing relationships between bricks-and-mortar and digital sales. How are physical stores making the most of developments from the world of e-commerce? What can digital sales journeys still learn from IRL? And what are the smart ways of merging the two? Those are just some of the questions we put to our panel this week, which is made up of George Gossland, social content producer at Favoured; Barry Fiske, senior vice-president of global experience and innovation Read full story › Source: The Drum...
Read MoreBy Amy Houston Building on last year’s ‘What’s your thing?’ brand platform, furniture retailer DFS has launched a wild campaign featuring a whole pack of animals who are unapologetically themselves. In ‘Animal Thingdom,’ viewers go deep into a range of decked-out habitats filled with interiors to suit all manner of tastes. There’s a self-obsessed peacock who can’t stop looking at himself in the mirror, a family of DJing bats, a couple of super relaxed lizards, a cosy family of home-loving hedgehogs and a golf-obsessed tortoise. The campaign hopes to encourage people to celebrate their individuality and embrace whatever their ‘thing’ might be. It’s led by Read full story › Source: The Drum...
Read MoreBy Sam Bradley Each week, The Drum asks agency experts from across the world and the ad business for their take on a tough question facing the industry, from topical concerns to perennial pain points. Operating costs are going up for businesses across the board, but agencies aren’t just dealing with inflation around supply costs or rising energy bills – they’re coping with higher wage bills too. What’s to be done? Some agencies tell us they’ll be raising their client fees, but others have indicated they plan on absorbing at least the greater part of those increases (and a couple have told me they plan Read full story › Source: The Drum...
Read MoreBy Hannah Bowler Retail giant is taking a leaf out of the Prime playbook by bundling streaming with its membership program. For our Evolution of E-commerce Deep Dive, we look at why this might be a wise move. This month, subscribers to Walmart’s membership scheme will get free access to Paramount+. It might seem like an unlike pairing, but as retailers chomp at the heels of Amazon’s mighty Prime membership, the merging of retail and entertainment could become the norm. Bundling video subscription platforms with other products and services isn’t a new concept. Pay TV providers and mobile operators started carving Read full story › Source: The Drum...
Read MoreBy Olivia Atkins TV advertising has returned as a desirable marketing format post-pandemic. New research from Thinkbox shares why it’s proving so successful, its cost efficiency and how marketers can embrace this change. With the pandemic exacerbating the rise of e-commerce, online businesses are increasingly turning to TV to scale up their growth. As part of The Drum’s ‘The evolution of e-commerce’ Deep Dive, Thinkbox’s research and planning director Matt Hill suggests e-commerce marketers explore different marketing formats – from radio and print to TV; continue testing their creativity to ensure it’s optimized for their chosen platform; and consider enlisting a creative and/or media partner Read full story › Source: The Drum...
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