The thin line between real and online life is narrowing further with Covid-19 – and marketers need to react

The disruption and uncertainty of the Covid-19 pandemic has naturally seen consumer behaviour shift drastically. Remote working and eCommerce trends feel as though they have shifted inexorably, with work-life balance becoming re-evaluated in favour of the latter. The question is: which of these behaviours will stick, and form 'the new normal' longer-term?

Before their session at DMWF Virtual tomorrow (September 16), Naomi Morrice and Taylor Dickson, research analyst and research...

15 September 2020 | Best Practice

SaaS pricing and the cloud: Making it an innovation enabler for SMBs

The greatest promise of the cloud has always been freedom. Internet of Things (IoT) startups all over the world benefit from the flexibility that large cloud providers like Amazon Web Services (AWS) give their customers. In fact, it is hard to imagine how a young cellular IoT connectivity company could succeed without the ability to deploy and scale a global infrastructure in no time and at an affordable cost.

The conclusion we’ve drawn at EMnify is simple: our customer’s...

9 September 2020 | Best Practice

Key practices for tech brands to drive brand love in today’s tumultuous climate

2020 has been a tumultuous ride that no one saw coming. Every industry out there has been affected by COVID-19, and businesses are unlikely to go back to the way things were anytime soon. Especially at a time where consumer spending has generally decreased, businesses need to rethink their marketing strategy and brand story, in order to earn a place in the hearts of consumers. 

For technology companies that may be tightening their budgets amidst the current times, it is still...

9 September 2020 | Branding

Creating a unified brand strategy: Why problems ‘start small and multiply’

Creating a unified brand, across all stakeholders and touchpoints, is one of the most important goals a marketing team strives to achieve. Digital transformation has made this need more acute; the importance of social media means a plethora of new channels to get communications right.

As social has made the world more connected, it has also forced companies to make their workplaces more connected and collaborative. Yet many marketing departments struggle to even get that...

2 September 2020 | Best Practice

Why does my organisation need to rebrand? Key points to consider

Whether sales have slipped, workforces and customers have outgrown an existing brand, or leaders have had to pivot their propositions to remain relevant, exploring a rebrand is by no means an overnight process – or a quick-fix that doesn’t address underlying issues.

Several conversations between internal teams have to take place long before any decisions concerning a new identity are made. Each step of the way must also highlight exactly what such a project can achieve – and...

17 August 2020 | Attribution

What to expect from the Content & Digital Brand Strategy track at #DMWF Virtual

Top sessions announced within the Content & Digital Brand Strategy track on day one of #DMWF Virtual on 16th September.

A line-up of internationally renowned brands and speakers will tackle the biggest issues facing modern marketers, and share their insight across core challenges. Join practical sessions each day to discover ways to define your brand purpose, how to build impactful messages that integrate social issues, and how to smash through the challenge of standing out in...

11 August 2020 | Branding

Why brands must embrace consumer post-pandemic buying habits

The coronavirus pandemic has, in many ways, radically changed consumer behaviour. In-store shopping has plummeted due to social distancing measures, and many customers are instead opting for no-touch fulfillment and purchasing items online.

Once the pandemic passes, some shoppers will return to their previous buying habits as though nothing ever happened. But many consumers are forming new buying habits that will stick with them well into the future. Brands need to understand...

10 August 2020 | Best Practice

Branding best practice: Exploring how to create a brand which cuts through the noise

Webinar Having a strong, unified brand image is a must in today's noise-heavy, social-amplified marketing landscape. With the disruption of the Covid-19 pandemic added in, it is even more indispensable.

The recent 2020 BrandZ Top 100 Most Valuable Global Brands Ranking, put together by WPP and Kantar, is a gold mine of information when it comes to assessing why the biggest brands dominate as they do. As with previous rankings, the influence of technology is apparent: seven of...

4 August 2020 | Branding

How performance branding is reinventing marketing ROI

A growing share of the marketing budget is managed according to the principles of targeted-performance marketing: personalised messages, direct impact measurement at the level of individual users, near-time optimisation, and partial automation. This is especially true for digital marketing activities that drive conversion and purchase. But what about the media spend focused on the earlier stages of the consumer’s decision journey, such as brand awareness, including traditional media or...

27 July 2020 | Attribution

TikTok has a ton of potential – and brands are only scratching the surface

Not everyone loves it when the new kid shows up and starts turning heads, but sometimes there is a reason to pay attention. On the social media playground, that new kid is TikTok — and it is time for brands to take notice.

ByteDance’s addictive video app, now barely three years old, was downloaded 315 million times in the first quarter of 2020 — more than any other app has been downloaded in a single quarter, according to analytics firm Sensor Tower. Advertisers are rushing...

22 July 2020 | Branding