Digital Essays 2014 Archives - Campaign Middle East

Digital Essays 2014: Don’t blink

Campaign Staff — Thu, 27 Nov 2014 05:56:37 +0000

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 […]

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

Campaign Staff — Thu, 27 Nov 2014 05:46:48 +0000

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 […]

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Digital Essays 2014: Analog thinking in a digital age

Campaign Staff — Thu, 27 Nov 2014 05:42:23 +0000

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 […]

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Digital Essays 2014: Do you have a data strategy?

Campaign Staff — Tue, 25 Nov 2014 13:11:46 +0000

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 […]

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

Campaign Staff — Tue, 25 Nov 2014 12:36:47 +0000

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 […]

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Digital Essays 2014: Shaping new roles in the communications industry

Campaign Staff — Tue, 25 Nov 2014 12:25:24 +0000

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 […]

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Digital Essays 2014: Programmatic buying redefines the media landscape

Campaign Staff — Tue, 25 Nov 2014 12:10:29 +0000

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 […]

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Digital Essays 2014: Welcome to the age of phygital

Campaign Staff — Tue, 25 Nov 2014 11:56:11 +0000

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 […]

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Digital Essays 2014: The truth about content marketing

Campaign Staff — Tue, 25 Nov 2014 09:49:28 +0000

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 […]

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Digital Essays 2014: Committing digital suicide

Campaign Staff — Tue, 25 Nov 2014 09:42:41 +0000

Fares Zoughaib addresses how not to drown in a digitally connected world. It’s important to dive into new territory and push boundaries. And it’s as important to do it right, or the result could be counter-productive to your objectives. What goes online stays online. You can add, you can update but you cannot delete. The […]

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