‘Our industry – the keepers of brands and imagery, the content makers and human connectors – has an incredible opportunity to lead the way forward’
The modern internet has provided the worlds of advertising and marketing with abundance, in terms of tools, techniques, data and possibilities. But while everything that's new has been embraced, time-tested strategies of the past are viewed as ineffective and boring. Marketing thought leader Tom Goodwin explores the need for balance, and what marketers should avoid this year and beyond
New rules banning sexist depictions of women cleaning and men struggling to change nappies will force advertising to be more creative, instead of relying on harmful, outdated stereotypes
As more brands grow wise to the potential of podcast advertising to reach engaged and dedicated listeners, is there a risk of an eventual over-saturation that will turn once-loyal subscribers off?
Brands prioritising short-term wins over long-term brand-building could end up falling short of the competition
Reaching out to a new generation of consumers that grew up skipping ads on YouTube is an ongoing challenge for brands. But how do companies show they are alert to political and social injustice in an authentic way? More importantly, should they even try?
Influencer marketing is a huge industry and is almost synonymous with the platforms it appears on. However, given its rapid growth and a recent marked change in consumer attitudes to social media, how will influencer marketing evolve? Here are four possible scenarios
Internet behemoths Facebook and Google collectively dominate the online ad market, so what chance do smaller businesses have in competing?