Brand Quarterly Mon, 22 May 2017 05:00:00 +0000 en-GB hourly 1 Digital Isn’t TV So Why Are Advertisers Addicted To TV Measurement? Mon, 22 May 2017 05:00:00 +0000 The boycott of Google’s YouTube platform didn’t just crack the door open on digital advertising; it blew it off its hinges. Exposed to the spotlight of ire, analysis boomeranged around the industry and left data providers scrambling to provide better ...]]> 2017’s Top 3 Disruptive B2B Marketing Technologies Fri, 19 May 2017 05:00:00 +0000 Disruptive technologies like augmented reality (AR), virtual reality (VR) and high-velocity marketing platforms are on the rise. They are being used as the gas that fuels the customer engagement engine to drive memorable user experiences globally. The hope is that ...]]> How In-Store Video Helps Optimize Brand Engagement Thu, 18 May 2017 06:00:02 +0000 Point-of-sale marketing tactics have historically been limited to basic placards displaying outdated graphics along with some small print pushing today’s hot items. Some marketers take it one step further and recommend pyramids of precipitously stacked products, which a child on ...]]> How To Grow An Saas Company In A Competitive Market Wed, 17 May 2017 05:00:00 +0000 It should be plainly obvious to anyone working within the SaaS industry that the marketplace has only become increasingly competitive in recent years. This rapid growth does not appear likely to abate any time soon, making it incredibly difficult for ...]]> Driving Towards Digital: How The Car Industry Is Finally Motoring Forwards Mon, 15 May 2017 05:00:00 +0000 There was a time when buying a car was a convoluted process. Not so long ago, consumers would do extensive research on the vehicle they were interested in and often, that would start with a review in a reputable car ...]]> 5 Tips To Maximise Your Social Media Marketing Success Fri, 12 May 2017 05:00:00 +0000 Data released in January by GlobalWebIndex showed that 34% of Facebook’s 1.8 billion users had visited a brand’s Facebook page in the previous month and 24% of users had shared some brand content with their friends. These statistics prove that ...]]> Wherever, Whenever: Developing A 360° Brand Identity Thu, 11 May 2017 06:00:09 +0000 As a new dad, I’ve learned very quickly that any sense of control you have is most likely an illusion. You may plan, organise and prep well, but then – life happens.  The same is true when you’re maintaining a ...]]> Marketers Are (Finally) Rediscovering The Power Of Focus Wed, 10 May 2017 05:00:00 +0000 Econsultancy founder Ashley Friedlein recently made a bold prediction for the marketing industry’s year ahead: “The guiding star in 2017 will be focus”. An outside observer might reasonably wonder why a simple – even obvious – idea like focus merits ...]]> Why Your Brand Should Be On A Social Mission Tue, 09 May 2017 05:00:00 +0000 Today’s consumers demand much more than just a good deal. For brands to stay competitive in today’s marketplace, they must have a purpose behind their brand and show a desire to fulfill more than just their own bottom line. When ...]]> The Three Phases Of Content Marketing Mon, 08 May 2017 05:00:00 +0000 Marketers still think of content marketing as an SEO tactic. As a result, content marketing remains in the hands of SEO consultants who are more inclined towards mechanistic processes, rather than delegating control to the marketing or PR department. This ...]]> Get Smart: How To Help Smart Home Technology Make The Cut Fri, 05 May 2017 05:00:00 +0000 Amazon Echo, Google Home, Siri, Nest, Hive, Canary, and a myriad of great – and not so great – ideas on crowdfunding websites; they’re all coming to you and want to control you and your home. At the moment, the ...]]> The Future Of Marketing And Engagement Is Influential Thu, 04 May 2017 06:00:03 +0000 Planning for this year, many marketers have placed a high priority on customer experience and the content that helps make the best customer engagement happen. At the same time, companies are challenged to create a variety of engaging content on ...]]> How Augmented And Virtual Reality Will Shape The Brands Of The Future Wed, 03 May 2017 05:00:00 +0000 It is critical for an organization to ensure they are engaging with their target consumers through every possible means. Almost every category is, in some way or the other, trying to maximise the connection with their consumers and introduce new ...]]> Customer-Centred (B2I) Business Planning Mon, 01 May 2017 05:00:00 +0000 For a while now, we’ve been hearing how important it is to be customer-centred, particularly for large corporates. Cliché terms such as ” the customer is king” and “customer experience is the new brand image” come to mind, as well ...]]> Questions To Ask A PPC Management Company Fri, 28 Apr 2017 05:00:00 +0000 Any company that wants to raise their sales online will investigate Pay-Per-Click (PPC) advertising. It’s a complicated field, so they often turn to PPC management companies to handle the specifics. But how do you know if you’re getting a good ...]]> Conducting A Rapid Ideation Workshop: 10 Questions To Ask Before You Get Started Thu, 27 Apr 2017 06:00:10 +0000 Your organization (or client, if you’re inside an agency) is about to embark on the process of designing a new product, feature or service, and you have a mandate to come up with a great design solution.  A design ideation ...]]> Challenging The Status Quo In Programmatic: Google Is Right, But It’s Not Enough Tue, 25 Apr 2017 05:00:00 +0000 In the world of programmatic advertising, the status quo has created a national scandal. The Times recently published several front-page exposés on the programmatic world, including ‘Big brands fund terror through online adverts’ and ‘Taxpayers are funding extremism,’ alleging that ...]]> The Death Of Apps Mon, 24 Apr 2017 05:00:00 +0000 There are 2.5 billion smartphones in the world, and the average person interacts with one 200 times per day. That means – which by far exceeds the number of times we engage with the internet in the traditional cumbersome way: ...]]> How Virtual Reality Is Driving Us To Drink Fri, 21 Apr 2017 05:00:00 +0000 I am a strong believer in virtual reality as a force for good for the drinks and food industry. When you are standing in the supermarket aisle or at a bar, confronted with endless brands that are in many ways ...]]> 5 Steps To Launch Your Social Employee Marketing Channel Thu, 20 Apr 2017 05:00:03 +0000 Social employees offer today’s brands an incredibly effective new marketing channel, yet far too many organizations don’t know what to do with them. Over the past decade, social media has enticed brands as a low-cost platform with unprecedented access to ...]]> The Potential Marketing Applications Of Bitcoin And Blockchain Wed, 19 Apr 2017 05:00:00 +0000 At this point, it is almost impossible for you to have not heard about how Bitcoin, and the blockchain technology that underlies it, are changing the world. There are lots of Bitcoin investors and companies based on blockchain, and the ...]]> How Brands Can Shape Consumer Trust In An Era Of Fake News Mon, 17 Apr 2017 05:00:00 +0000 There’s no denying that 2016 was a disruptive year for the media. From allegations of fake news to presidential accusations on Twitter, it seems like the media was in the news almost as often as it reported it. Not only ...]]> Investing In Customer Loyalty: Don’t Rely On The Card Alone Fri, 14 Apr 2017 05:00:00 +0000 While it is too early to say exactly what Brexit truly means for the British economy, retailers are already beginning to worry about the rising costs of importing and exporting and preparing for tighter margins. In these times of uncertainty, ...]]> Mastering Visual Storytelling: Three Tips To Avoid Tech Tunnel Vision Thu, 13 Apr 2017 06:00:02 +0000 Every generation experiences a creative movement.  Back in the day of Andy Warhol, artists recognized visual communication was moving at breakneck speed.  Warhol himself said, “The idea is not to live forever, it is to create something that will.”  It’s ...]]> The Secrets To Building Brand Relevance With Millennials Wed, 12 Apr 2017 05:00:00 +0000 When it comes to the favorite brands of millennials, most marketers can easily rattle off a list of Gen Y darlings – predictable names like Instagram, Sephora, Shake Shack and reddit. But according to the results of the latest Prophet ...]]> Brand Safety After The Google Boycott: Finally A Catalyst For Stronger Content Categorization And Screening? Tue, 11 Apr 2017 05:00:00 +0000 In the wake of realizing that Google, even with all of its impressive tools, failed to prevent all ads purchased programmatically from appearing alongside terrorist and hate group content, what’s the next move for brands (and for ad tech)? Will ...]]> 5 Types Of Emails That Grow Customer Lifetime Value Mon, 10 Apr 2017 05:00:00 +0000 Whether you’re in the giftware category, hobbies, automotive, or business machines, increasing the lifetime value of your customers is key to business success. Analysis from 2016 shows that there are five types of emails that can grow that customer lifetime ...]]> It’s Not What You Sell; It’s How You Sell: Changing The Way You Influence Customers Fri, 07 Apr 2017 05:00:00 +0000 How do you transform your customer’s sales experience, so it is different and more desirable than your competitors, and adds value to your brand? First, you have to change the way your sales force influences and sells to them. Then, ...]]> Beyond The Boardroom: The Evolution Of Social In The Enterprise Thu, 06 Apr 2017 06:00:02 +0000 I believe in the importance of leveraging social data to impact your organisation’s marketing efforts. In order to prove to other C-levels just how useful social data can be, a chief marketing officer (CMO) needs to be data-driven, regularly gathering ...]]> Brand Valuation: Missing The ‘So What?’ Wed, 05 Apr 2017 05:00:00 +0000 I recently read an article that reported on South Africa’s most valued brands for 2016. The country’s top-10 brands were MTN, Vodacom, Sasol, Standard Bank, Woolworths, FNB, Absa, Nedbank, Investec and Mediclinic; with Multichoice bubbling under at number 11. What ...]]> Don’t Let Bots Be Your Best Writers Mon, 03 Apr 2017 05:00:00 +0000 Sixty percent of people think chatbots will make companies feel less human. But industry insiders disagree. Back in January 2016, Chris Messina (tech guru and inventor of the #hashtag) predicted: Computer-driven bots will become more human-feeling, to the point where ...]]> Creating A Symbiotic Relationship Between Your Media Channels And Content Fri, 31 Mar 2017 05:00:00 +0000 Online media channels are a great way to connect your audience to your content. While the content creation process is a job in unto itself, the distribution of the content cannot be forgotten in the process. For both seasoned and ...]]> The Singular Attribute That Will Predict A Leader’s Ability To Partner Wed, 29 Mar 2017 05:00:00 +0000 All organisations – start-ups or long-standing blue chip companies – would state that collaboration is key to their success. Increasing shareholder value, raising seed capital, or launching an IPO all depends upon great partnering. The ability to partner successfully can ...]]> How To Soar Higher With Marketing Ops Tue, 28 Mar 2017 05:00:59 +0000 Increased choices, channels, and competitive proliferation have changed the way companies and customers engage with each other.  As a result, many organizations are designing new approaches in order to be able to pilot themselves successfully in this modern environment. PwC’s ...]]> 4 Insights To Bring Your Brand’s Web Analytics Into Focus Tue, 28 Mar 2017 05:00:56 +0000 Excuse me, but do I know you? No, but your customer does. Each Facebook like, Twitter follower, and Pinterest pin goes into that analytic stew and provides a clearer view of your brand’s overall social standing.  In short, consumers get ...]]> Customer Experience: Can Chatbots Jump The Uncanny Valley? Tue, 28 Mar 2017 05:00:36 +0000 A new technology has now captured the imagination of CX directors everywhere – chatbots. Their promise is attractive.  They can be used to automate the way in which customers interact with brands, meaning that huge costs of human labour can ...]]> An Emotional Response To The Digital Age Tue, 28 Mar 2017 05:00:36 +0000 In the direct line that goes from knitting (circa 2006), to taking cooking classes, to puzzle assembling, to pottery-making, to board games, to flower arranging, to coloring for adults, we’ve amassed an impressive number of hobbies that have nothing to ...]]> Crafting A Winning PR Content Strategy Tue, 28 Mar 2017 05:00:31 +0000 Too often, public relations work ends up being reactive.  PR pros race from one fire drill to the next, completing executive to-dos that trickle in via email and texts at all hours. It’s no wonder the PR executive job just ...]]> Moving Past Translation: When The Market Next Door Speaks A Different Language Tue, 28 Mar 2017 05:00:24 +0000 A large mobile telecom company was looking to increase market share in the United States.  A survey of their current customers indicated that most spoke only English.  Further research revealed that in large urban areas, where major populations did not ...]]> Renew Your Brand Strategy: Customer Experience Advice From Leading Brands Tue, 28 Mar 2017 05:00:16 +0000 A few months back, I chaired the Customer Experience Exchange Europe event in Brussels – speaking on stage with some of the big boys in the industry.  Brands that are currently ticking all the right boxes with their customer experience ...]]> BPOSITV: Positively Engaging Your Customers Every Day Tue, 28 Mar 2017 05:00:11 +0000 Engagement. When we hear the word, we may think of a young man getting down on his knee and asking his true love for her hand in marriage. Or, we may think about our own engagement and the joy we ...]]> Brand Strategy At The Point Of Sale Doesn’t Have To Be Hard Mon, 27 Mar 2017 05:00:00 +0000 Did you know 70 percent of brand choices happen in the store? For this reason alone, you will want to make sure you don’t miss the opportunity to craft a flawless brand strategy at the checkout counter. Here are five ...]]> 10 Brand-Related Questions That Could Save Your Merger Fri, 24 Mar 2017 05:00:00 +0000 Mergers have the potential to be marvelous drivers of growth. More often than not, however, mergers fail: 80% of them don’t meet objectives, and 60% actually destroy shareholder value. According to research, this thoroughly avoidable situation is the result of ...]]> Strategizing Your Brand: 5 Online Brand Protection Steps Wed, 22 Mar 2017 05:00:00 +0000 In today’s constantly shifting cyber landscape, it is vital that an organisation updates and evolves its online brand protection strategy, to deal with the changing nature of the threats posed and the cyber criminals behind those threats. While brand protection ...]]> Brand Quarterly Magazine ISSUE 25 Tue, 21 Mar 2017 07:00:00 +0000 Whether you’re focused on engaging your customers, your team, your stakeholders, or your influencers - on and offline - we’ve got you covered. Social business, ideation workshops, improving the customer experience, leveraging web analytics for engagement, and engaging your entire organisation in the marketing function - you’ll find it here, within the ‘Engagement’ issue. Featuring 15 interesting | captivating | fascinating | intriguing (you chose the synonym) pieces from some of your favoutrite Brand Quarterly contributors, and a few new recruits.]]> How Marketplaces Help Businesses Build Their Brand Mon, 20 Mar 2017 05:00:00 +0000 Previously, retailers were sceptical of selling on marketplaces, such as Amazon and eBay, but the times are changing, and now these platforms are essential for any brand wanting to become a global business chain. SMEs were formerly the ones to ...]]> The Ironic Mistakes Marketers Make Fri, 17 Mar 2017 05:00:00 +0000 Here are a couple of ironic mistakes that marketers make: they put too much trust in careful iteration, and they put too much trust in ‘human creativity.’ What do I mean by this? Well, let’s start with careful iteration. Marketers ...]]> 3 Technologies Not To Be Underestimated By Marketers Wed, 15 Mar 2017 05:00:00 +0000 With technology evolving seemingly at the speed of light, it can be difficult to keep up with the latest trends. Just when you feel like you’re up to date with current trends, it turns out that you’re actually one step ...]]> Apple’s iOS Update Changes Review Strategies For Brand Marketers Mon, 13 Mar 2017 05:00:00 +0000 Apple app developers will finally be able to respond to user reviews directly in the App Store, with responses available for all to see, beginning with iOS 10.3. Android developers have long had the option to respond to reviews in ...]]> CMO’s: Beware Of Specialist Bias Fri, 10 Mar 2017 05:00:00 +0000 A specialist knows a lot about a little. Sometimes this is a good thing. Sometimes it’s even vital. But, not always. In the realm of cancer medicine, for example, research has found that specialists have a tendency to over-recommend the ...]]>