Tuesday, August 21, 2012
But how has this concept changed in a digital world which moves and churns out information at a pace that no one could have ever conceived? And how can companies continue to communicate in a way that is both impactful and persuasive?
The UK print business is a particular example of a behemoth industry which has had to dramatically adapt more than any other to changes in how we search for and interact with content on a daily basis. UK national newspaper the Daily Mail has always had a high circulation on UK soil, but it has been with the Mail Online that the publisher has been able to make its mark on a global scale. Last year, it was announced that the Mail Online receives more traffic than any other news site in the world, and with recent plans announced for digital expansion, it’s difficult to imagine its digital following wavering any time soon.
Meanwhile, online publishers such as the Huffington Post have had an enormous impact on the way we view news without ever having a hard printed copy to its name.
On the flip side, according to a recent report by Group M, it is predicted that spending on national printed editions of newspapers will fall from £1.2bn in 2012 to £1.1bn in 2013, a drop of 5%. This news comes following the Guardian’s recent denying of ‘absurd’ suggestions that it is to move online entirely, and much loved publications such as music magazine The Word and DC Thompson’s comic The Dandy bid farewell to print due to drastic changes in the printed media industry.
Yet digital spending looks unstoppable and is expected to exceed £5.3bn this year in the UK alone. With the BBC website receiving nearly 250,000 referrals from Facebook every day, it is crucial that social media and web content is recognised as having moved beyond being considered a fad to a serious opportunity.
However, if the average Facebook or Twitter user is faced with hundreds of messages and news stories every day, how much stronger does the content and its headline have to be to command attention?
“It’s about having that unique content” says Mail Online's deputy publisher Pete Picton. “The experience at the Mail Online is that we think there’s a market for our journalism [overseas] – if it’s good quality journalism. Good quality anything will have a market.”
But has the use of digital tools changed how we write? Digital advances mean that we email, text, blog and chat on social media on a regular basis throughout the day, demanding in fact that we communicate via the written word more now than in any other point in human history. As businesses and news outlets in particular try to create stories that get shared around, the ones who produce the best content continue to come up trumps.
As the internet continuously pumps out more unfiltered digital content, the significance of clear and engaging messages in successful marketing has never been more important. With digital spending growth already representing a quarter of the entire UK marketing economy, the power of good content has never been more important. Good content is credibility, especially on the internet. So whilst the world of communication moves at an incredible pace, it will never race beyond its own reliance on perfectly chosen content.
Thursday, March 8, 2012
Monday, March 5, 2012
"Louis Vuitton’s beginnings in 19th century Paris are vibrantly animated in Christian Borstlap’s new short. Commissioned by NOWNESS for the Louis Vuitton Marc Jacobs exhibition that opens at the Musée des Arts Décoratifs in Paris on Friday, the film explores the brand’s legacy of innovation through Borstlap’s charming hand-drawn aesthetic. “We were challenged to showcase the heritage of Louis Vuitton as a piece of moving image but we didn’t want a history lesson,” explains Faye Mcleod, Louis Vuitton’s visual creative director. Divided over two floors, the show analyzes the groundbreaking creativity of two men working a century apart, each of whom propelled fashion forward during eras of great change. While the second floor offers a Technicolor tour of Marc Jacobs’s vision since he joined the house in 1997, the first floor examines the story of the brand synonymous with travel and the iconic trunks during Louis Vuitton’s lifetime, as well as his surprising start as a packer of ready to wear. “It was a skill knowing how to pack these enormous dresses and all the different items in ladies’ wardrobes. Some women traveled with 25 trunks,” says Mcleod. The museum’s Curator-in-Chief Pamela Golbin spoke to NOWNESS about the genesis of this unique fashion moment."
Thursday, February 23, 2012
Pinterest is the latest Social Media site to gain astounding attention despite still being in the beta stage of development (i.e. Users can only sign-up and gain access to the site once they have received an invitation from an existing user.) Its growth is reportedly growing faster than any other website has done with the site having recently reached over 2 million members, each connected through either Facebook or Twitter.
Follow me on Pinterest!
Saturday, January 7, 2012
Monday, January 2, 2012
A friend recently showed me a website where one very talented Graphic Designer has made it her personal mission to design a new logo to represent a new Minnesota Lake each day. I could spend hours scrolling through these andwill certainly look to them for inspiration in the future - what a talented and dedicated lady!
Wednesday, December 21, 2011
Having started my new role as Digital Marketing Executive in early September, I've been kept busy with a long list of website designs and redesigns; numerous clients seeking the benefits of our Search Marketing and email marketing campaigns, and social media pages designed and tailored to our clients’ needs. Not to mention the numerous events I have attended throughout Scotland!
And in the world of digital marketing, 2012 saw the good, the bad and the ugly:
In addition to significant improvements in its Analytics and changes in Adwords, perhaps the biggest event in marketing this year was Google’s highly anticipated launch of Google+ which was hailed as the biggest contender to the Facebook throne. Initial reactions were positive with users flocking to add people to their inner circles, but after a delayed Business Pages launch, momentum seems to have dropped somewhat and 2012 will tell if Google+ can live up to the hype.
Perhaps the most well known and well respected marketer in the world, Apple’s Steve Jobs this year passed away leaving behind a legacy of products which have defined a generation. The news shook the global community, Jobs having revolutionized how we live, work and play through technology. His biography has just been announced as Amazon’s most popular selling book of 2011.
Whilst Smartphones from Apple and Android soared in sales throughout the year, Blackberry – having been popular due to its reliability and security – lost major customer loyalty when its systems shut down for a week in numerous countries across the globe. Meanwhile Adobe Flash succumbed to the power of Apple by ceasing all development of mobile versions of Flash.
After introducing promoted tweets, Twitter established itself as a major advertising platform as it increasingly saw its popularity sky-rocket. Twitter’s popularity was never more evident than its part in the various political protests and the coining of “Hurricane Bawbag” during Scotland’s stormy weather in early December.
And after a turbulent year of ever-increasing user base but backlash from users regarding interface changes and rumours of planting negative press on rival Google, Facebook neatly tied up the year with the mostly well-received launch of Facebook Timeline.
2011 was a hectic year - for 6 months I remained in my role working in Fashion PR at Mary Portas' creative marketing agency before I decided to return to the homeland. Upon my return, I saw myself returning to Topshop as a Visual Merchandiser and Brand manager temporarily until I landed myself a coveted role in Digital Marketing. Phew.
Bring on 2012.