Shifting Focus From Success to Significance

I remember sitting in a conference in Morocco listening to the Ogilvy MD, Matthieu Plassard, as he shared that marketing in Africa was less about selling products and more about solving problems. He highlighted that in a world where the share of wallet is limited, brands need to drive lifestyle solutions instead of products aimed at disposable income. Matthieu’s comment echoed the sentiment I have been hearing from underground conversations in marketing circles. Building solutions for people is fast becoming the most valuable marketing tool that marketers can spend their time doing. Brand love won’t come from lifestyle alignment and it won’t come from fancy content.


What’s your consumer ‘share of intent’?

Digital marketing is an extremely innovative and creative industry that explores ways to bring people closer to brands through digital channels. Share of intent, coined by Google, is a powerful metric to understand your visible presence in a consumer’s world.


Improving the Relationship Between Data Analysts and Marketers

Data analysts and marketers historically have not needed to work closely together… today, that has changed. Data analysts have become some of the most valuable people in your marketing team as they can help brands understand consumer motives faster, build intuitive interfaces and trigger customer actions, all by using data effectively.


How Data Helps Marketers Be More Innovative

Is it possible that marketers are out there raving about how data is the future, yet secretly hiding behind ‘data complexity’? All signs point to yes, and this is because they have not yet found out how to harness data in their marketing initiatives just yet. In essence, we believe in the impact of data but aren’t sure how it fits into our world yet. It’s more of a futurist idea than a real value-add today.


Authentic Loyalty Through Brand Utility

Gone are the days of promoting your brand, of talking it up as the coolest brand around so that the customer loves you. We are now in the age of the empowered consumer, and these customers are skeptical of traditional marketing tactics, all they see is a gimmick.


Art & Algorithms

Photo app Prisma has taken the internet by storm with millions of downloads in its first week. Unlike apps like Instagram that overlay filters, Prisma uses a deep learning algorithm to turn your photo into an artwork based on different graphical styles of popular artists.


Why You Should Cater For Voice Search And Why It’ll Boost Your SEO

The era of voice search is upon us and it should warrant your attention. Search engine optimisation is moving away from keywords and towards something harder for marketers to quantify – conversational search queries.


How Brands are Using Video

In a world run down by information overload, video presents information succinctly and emotively, a huge asset in trying to attract attention and portray messages quickly. It’s no wonder that Axonn Research found that seven in ten people saw brands in a more positive light after viewing an interesting video about them. So, with video on the rise, let’s look at how brands are using online video in more detail.


Spotlight On… Sam Wright

Our #DigitLabSpotlight caught Editor of Tech Girl, and newly minted employee of Webfluential, Sam Wright in its beam this week.


The Cannes Lion Festival applauds Google Cardboard

Every year in June the pretty French Riviera town of Cannes is home to one of the world’s biggest creative celebrations, a week-long festival that celebrates the best innovative endeavours of the previous 12 months – those that have helped to drive business and/or positive change in their respective industries.