Digital Media News

Mobile advertising is becoming more and more popular and important all the time. It’s no secret that we’re deserting our desktops for tablets and smartphones; in fact, mobile traffic is set to overtake desktop this year. With a mobile device people can do so much more on the Internet: anytime, anywhere. So above anything else, today’s marketing teams should be focusing on these ‘always-on’ consumers.

Take a look at the stats to see how this mobile advertising trend is exploding:

-          UK advertisers invested an average of £1 in every £6 they spent on digital mobile advertising last year.

-          Spend on mobile advertising doubled year on year to pass the £1bn mark for the first time. And mobile ad spend is expected to nearly double again in 2014 to almost £2.26 billion (32% of total digital).

-          On the back of this, m-commerce is expected to increase by 53.3% in 2014, more than triple the 15% growth rate for retail ecommerce.

There is a fine line between success and failure in the digital marketing industry. Ensure your brand strategy is primed for prosperity by avoiding these mistakes in your next campaign.

You know you've created a winning advertising campaign when you can continue to use a theme over and over again. What this shows us is that it’s important to understand human psychology. We’re humans and we don’t like change. People love to see stories, characters and themes progress and develop - just think back to the Bisto family in the 80s.

On a crueler note, Delitesrecently showed how powerful advertising continuity can be. Back in 2012, they ran a very successful campaign that went viral, much to the envy of many a guerrilla marketer. The campaign was based around the theme: how far would you go for fantastic Delites? The premise was very simple – people had to do a variety of menial tasks to earn snacks.

When it comes to guerrilla marketing and experiential marketing strategies, there’s nothing quite like tapping into the human psyche and creating a bit of suspense. We love it. Marketing has to be engaging otherwise it’s failed, so creating something that’s very tempting (something you surreptitiously want your audience to do) might be the way to go.

Think back to Rowntree’s adverts in the 80s. They proudly claimed that it’s impossible to suck their sweets – you just have to chew them. And in more recent times, Derren Brown has made a career out of manipulating the (seemingly free) choices that we all have at our disposal. So when TV channel TNT placed a red button in a quiet square in Flanders, Belgium, they knew exactly what would happen. They could pretty much bank on someone pushing it,so they could do whatever they wanted - as it adhered to their tagline:

Psychologists have long believed there to be differences between the right and the left sides of the brain. The right side of your brain is responsible for imagination and creativity, while the left side handles the details and implementation.

Marketing was once considered to be the realm of creative, right-brain types,butwith advances in technology and the wealth of demographic, behavioral and transactional data at our disposal, many marketers now regard analytics as an integral part of their marketing strategy.

Left-brain marketing focuses on automation, analytics, and consumer insight gained through data and numbers. It is often referred to as a “black and white” approach, while the right side of the brain brings the ‘color’, imagination and personality to a campaign.

Unconventional, whacky marketing tactics like guerrilla advertising can have a massive impact. Guerrilla advertising is much like guerrilla warfare: placing ambushes, sabotages, raids and elements of surprise within the marketing industry. Despite it often being a low-cost tactic that delivers maximum results, it can be a risky business when the reputation if your brand is on the line. Guerrilla marketing undoubtedly provokes very strong opinions and emotional responses.

Experiential marketing works because it connects customers to brands through live, face-to-face experiences. This strategy carries an inherent risk: if your campaign isn’t engaging and compelling, the result is probably worse than that of a poor flyer, email, or TV ad. With the latter, more traditional marketing methods, users already have an element of disconnection - they can turn away, click a mouse or change their TV channel. But with experiential marketing your target audience is slap bang in the middle of your campaign. For that reason, it’s vital to know what you’re dealing with and how to do it well. 

When experiential marketing campaigns succeed, they usually do so in explosive, incredible ways. It’s useful to highlight a couple of brilliant experiential marketing campaigns to take note of the creativity.