Shrinking attention spans have spawned a new monetisable ecosystem on social media: The clipping economy. Clipping is a growing business in which brands pay ‘clippers’ to transform long-form videos into high-energy snippets. These clips often get more views than the original.
Connected TV offers a powerful platform for brand building and emotional connection. The living room environment is ideal for fostering brand loyalty and cultural relevance. Shoppable CTV features should extend consideration journeys, not force immediate transactions. These integrations can create frictionless bridges from awareness to deeper engagement. Brands should use shoppable capabilities to enhance engagement and capture intent effectively.
Connected TV is emerging as a promising area of investment for fashion marketers as they look to combine television's storytelling power with digital-style targeting and measurement.
Protein has become the food industry's new shorthand for better nutrition. Many Indians are protein deficient, creating a massive market opportunity. Brands are now repositioning everyday products with protein claims to command higher prices. This strategy allows companies to sell nutritional outcomes and higher price points. Genuine nutritional value will define future market success beyond simple claims.
We spent six months in customers' homes. The leadership meeting lasted forty minutes. What died in that room is still dying in boardrooms everywhere.
New advertising professionals learn from industry legends and their foundational guidance. Younger workers now question traditional methods, embracing AI for better outcomes. This generational shift signifies an inevitable evolution in creative processes. Individual approaches become crucial as old playbooks may not apply. True influence emerges from questioning and applying personal understanding.
Atlys is transforming visa applications by prioritising customer perception and transparency. The company uses machine learning to predict visa approval chances for applicants. It also employs a unique safety box system for passport handling. Atlys maintains radical transparency in its policies and pricing structures. This approach aims to systematically remove uncertainty from the entire visa journey.
Advertising taglines serve as a unique and powerful art form. These short phrases encapsulate a brand's core promise effectively. Great taglines become invaluable assets, aiding brand recall and continuity. The author shares personal experiences and examples of successful taglines. This fundamental advertising tool helps build lasting brand memories for consumers.
Brands are strategically adopting minimalist full-page ads to capture the audience's focus. By skillfully incorporating vivid colors and intriguing suspense, they create engaging brand connections. Zomato and Karl Fazer exemplify this method, successfully evoking strong public engagement and discussions. This marketing approach is not only creative but also acts as a vital test for consumer brand recognition and recall.
A peek into how the Swedish brand with IKONIC 3.0, a multi-platform campaign spanning earned media, digital, and social channels, painted new lessons for retail marketing.
As global aging approaches a multi-decade peak, the commercialisation of companionship and a structural glut in inherited assets are rewriting the rules of consumer growth, says trendspotter and futurist Adjiedj Bakas.
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