Mary Meeker’s Internet Trends Report is eagerly awaited by every industry head as each of the developments has a bearing on how businesses are evolving in a highly networked society. In a sense, it is a moving chronicle of the times we live in and helps us to understand how the changes impact countries and society
At one time, it would have seemed impossible – having an online channel with only ads playing on it. But when you consider the rationale and the purpose for which it was created, it is a perfectly logical extension
Content needs distribution to reach the largest number of people at the lowest cost. And that’s what both Google and Facebook do. But they now find themselves in a difficult situation. The side-effects of ‘Free’ have come back to haunt the platforms with consequences that could not have been anticipated.
It seems almost trivial, the way advertising is seen as compared to literary prose. Literature is a higher calling, driven by deeper concepts and the other, by crass commercialism. How can one even be compared to the other, or discussed in the same breath?
Are vertical videos going to be the next wave in marketing? Looking at the way smartphones now dominate our lives, it seems perfectly natural to plan videos to be shot and made in the vertical format specifically for smartphone viewing.
The video brochure is a bit like paging. Or the fax machine. Still useful for certain conditions and in certain environments but not optimal. So, where are they still being used and distributed?
Using video for marketing seems to be daunting because of the costs involved. And a workflow that has not been established within the company – either for producing videos or integrating it into the marketing and sales process. But there’s no doubt that video can make a big difference
Merchandising is given a small percentage of attention in the overall advertising and communication strategy. Even though it brings potential customers face to face with brands in an environment where the sale can happen immediately
Writing a brief for each piece of work commissioned is normally a form-filling exercise. While that is easiest to follow, we need to understand that it has to keep the prospect’s interest in mind, if it has to make an impression on them Getting effective creative work is not simple. The agency handling it has to understand the rhythms of your business and you have to provide insights about your customers and how they react and respond. The best client-agency relationships are built on collaboration, not judgement
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