When creating a sign for your business, there is one word that is going to crop up quite a lot: typography. An ambiguous word, it refers to the style and appearance of printed words. It is not difficult then, to see why it is so important, but why should we pay so much attention to it? What’s wrong with a bit of bold black helvetica? Well as you delve deeper into the world of typography you begin to realise that there’s more to it than you might think.
Long considered as an art form, for years marketing departments relied on gut-feeling and individual insight. Today’s marketing departments would be unrecognisable to traditionalists. Hit by a technological revolution, scientific methods and measurements are becoming increasingly essential to any organisation’s strategy. IT is now a vital part of the marketing tool-box – not only to get an edge on the competition, but often to simply keep up.
Businesses spend thousands, some even millions on branding but could they be missing a trick? For years brand guidelines for most businesses have deemed the visual aspect to be most important. The brand identity lies within the corporate image which is based on the logo and strapline, and the essence of which then gets launched throughout all collateral. How many of us however, recognise brands through sound?
The Millennial generation (those born between 1978-2000) have different motivations and values, which can make them more complex for marketers to understand. Collaboration and sharing are intrinsic themes of the millennial mind-set and the line between work and play has been blurred, leading to a shift in attitudes towards employment and leisure.
Posted on 20th May 2015 in Marketing.
Every marketer is being told that personalisation is the number one priority. But when does personalisation become too personal? When does the great customer offer segue into the over familiar communication that has a detrimental effect on the relationship?
Posted on 14th May 2015 in Marketing.
Organic growth for digital marketers is in steep decline. Brands shake in their boots at the prospect of Google making further major changes to its algorithms, and marketers struggle to keep up with the impact of those changes. Recently, its new mobile-friendly ranking factor algorithm has led to hysteria dubbed ‘mobilegeddon’.
Businesses operating in today’s ever-changing, fast-growing and intensifying digital age must place focus not only on investing in offline marketing via traditional channels, but also in the new and evolving online channels.
One of the hot issues which seemed to be on every conference agenda that I attended in 2014 was the poor relationships between the Chief Information Officer (CIO) and the Chief Marketing Officer (CMO) in an organisation.
Customised merchandise has long been a part of the marketing mix for any business. Not only does it increase brand recognition and build awareness, it can also generate sales. With the number of custom clothing brands currently out there, they now need to go above and beyond to make their design stand out. Brands want to be noticed by the customised merchandise they are producing.
Posted on 27th April 2015 in Marketing.
The way brands market to their customers has been transformed in recent years. Marketers can now reach customers via a variety of channels with a tailored approach, as consumers demand a more relevant, personal experience. This evolution has meant, more than ever, that marketers need to get creative, overcome internal silos and embrace a cross-channel marketing approach.