Air Asia knows a thing or two about catching attention (source of image)
Let’s face it. We have all hit the content marketing wall.
Writers of all stripes and affiliations know what I mean. Your brain freezes. Your fingers stiffen. Your energy levels dip.
How are you going to deliver that compelling piece of customer-focused content?
How do we combine the discipline of media planning with cutting edge developments in the digital age?
Well, Antony Young of the Water Cooler Group seem to have the answer. In the second edition of his book Brand Media Strategy, Antony delves deep into the discipline of integrated communications planning, showing us how we can develop a strategic and holistic plan to drive brand marketing across all media touch points – traditional, experiential, digital and word of mouth.
Joe Pulizzi of Content Marketing Institute
Content marketing is the new marketing silver bullet. Everybody is talking about it.
How do we create great content that sizzles (not fizzles)? More importantly, how do we keep the pipeline full while sustaining customer relationships through content?
Courtesy of this YouTube Channel
Have you heard of the PPAP song? If you haven’t, you must’ve been living on another non-digital planet.
Also known as the Pen Pineapple Apple Pen song, the short 51 second ditty by Japanese comedian Kazuhiko Kosaka (who plays the fictional character named Piko-Taro) has sparked off an endless number of memes around the planet.
Marketing – and branding – is all about the little things (courtesy of Allographics)
Since time immemorial, marketers are obsessed with the “Big Idea”.
Ruled by “out-of-this-world” campaigns that win Golden Lions or Creative Circle awards, we were transfixed by the notion that bigger and bolder is usually better.
Bob Hoffman (courtesy of The San Francisco Egotist)
Well, Bob Hoffman (above) seems to think so.
Before I talk about Bob’s ideas, let me state that I love Mitch Joel’s Six Pixels of Separation podcasts.
As I was commuting to work one morning, I noticed these advertisements sitting on the handle bars in the bus. Perched strategically where your hand would be, they offered a special promotion for a new F&B outlet for those who bothered to bring them there.
While the idea was pretty novel (kudos to SBS-Transit or Comfort-Delgro), I thought that the adverts could be further improved with some enhancements:
Too bad marketers don’t have growing noses like Pinnochio! (source of image)
In the world of marketing, there are three schools of thought.
The first is the school of facts. Proponents of this idea hinge much of their marketing on bread and butter issues, focusing on very tangible aspects of their products or services such as cost, value, features, utility, convenience and savings.
We all love a good mystery! (courtesy of Sherlock Holmes: A Game of Shadows)
Answer? They love to be teased and challenged. Preferably every step of the way until the bounty is unearthed.
Sadly, however, most marketing efforts today hasn’t matched the rise in consumer sophistication and expectation. Our aggregated abilities to captivate and charm a potential customer hasn’t caught up with the explosive growth in always-on social tools and communication networks.
Singapore is not just a “fried rice paradise”. It is also a “hard sell paradise”.
If you flip through the papers on any single day, approximately 80% of the advertisements scream “DISCOUNTS”, “SALE”, “FREE”, “PROMOTION” and other words aimed at tugging at your wallets. Because we’re such avid bargain hunters, anything priced at the normal rack rates or list price will fail to trigger any immediate (or impulsive) purchase decision.
As I was about to enter my car a few days ago, I spotted this bright colourful flyer on my window.