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Digital Essays 2014: Don’t blink

Digital Essays 2014: Don’t blink

Not only is the pace of change accelerating, the target is also moving faster, says Waseem Afzal. You’d think that by now we’d be used to all this change; it certainly has been coming at us for some years. All that talk about the changing consumer landscape and the adoption of technology isn’t new and […]

Digital Essays 2014: Life as we don’t know it yet

Digital Essays 2014: Life as we don’t know it yet

A natural born curious, Luca Allam wonders what the future is made of. Depending on your personality or your individual situation, the future is either a source of excitement or cause for anxiety. Either way it rarely leaves anyone indifferent. For businesses, it comes loaded with implications, particularly if they need to be ready to […]

Digital Essays 2014: Analog thinking in a digital age

Digital Essays 2014: Analog thinking in a digital age

Ali Nehme believes that marketers need to mirror agility and experiences consumers expect today. Purchase and consumption shifts are paving the way for dramatic new habits, ones that will continue to evolve until they become dominant. These new habits are not being translated into a shift in spend and investment. The endless struggle to protect […]

Digital Essays 2014: Do you have a data strategy?

Digital Essays 2014: Do you have a data strategy?

Ryan Murdoch believes analysts that are comfortable in vast amounts of data can quickly find insights. ‘Big data’ has been one of the biggest buzz words thrown around the media industry in the past few years, and for good reason. Looking at the leading global companies across industries, nine out of 10 are ahead of […]

Digital Essays 2014: Stack storytelling

Digital Essays 2014: Stack storytelling

We have reached a point in communications where ‘stack storytelling’ is not a fancy-sounding buzzword; it is the future, says Jamil Zablah. A few topics have been dominating my conversations these days with clients and partners in the industry. One is what is our mobile strategy for the agency moving forward? The other is how are […]

Digital Essays 2014: Moving images - the native language of the mobile web

Digital Essays 2014: Moving images – the native language of the mobile web

Mark Hamilton says brands must produce ‘Thumb Stopping Creative’. When it comes to marketing creativity, the future is mobile. The shift to mobile’s consumption is as significant a shift as we have experienced in over 60 years. Today, people have access to content across multiple channels, across several devices, and the patterns of consumption are […]

Digital Essays 2014: Shaping new roles in the communications industry

Digital Essays 2014: Shaping new roles in the communications industry

The role of the media supplier will change as ad sales is predominantly automated, says Mark De Rijke. Every year new solutions and formats are introduced to the digital world. New fancy terms are being used in the industry almost every day. Everyone is talking about the connected consumer, that content is king and we […]

Digital Essays 2014: Programmatic buying redefines the media landscape

Digital Essays 2014: Programmatic buying redefines the media landscape

And it is bringing with it a cascade of benefits, says Kavita Dhyani. In the last three years programmatic buying has become a popular buzz-phrase in the digital media world, and it is interesting to see more and more agencies are adopting this new technology-led media buying method. At the moment, it is mainly online […]

Digital Essays 2014: Welcome to the age of phygital

Digital Essays 2014: Welcome to the age of phygital

Martin Yofre offers eight rules for the ‘Phygital’ world. Don’t you just love the word phygital? I do! It sounds so cool and sexy. And you know what? It absolutely is! The word ‘Phygital’ marks the dawn of the age of experiential marketing and was coined by our global counterparts at Momentum Worldwide. But the phygital […]

Digital Essays 2014: The truth about content marketing

Digital Essays 2014: The truth about content marketing

While the term content is deliberately broad, Sarah Barry says that in all its forms it has one thing in common: value. Call it what you will – content marketing or brand publishing – but the idea that brands can create editorial and branded content has rewritten online advertising cultural norms over the past few […]