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Why Is Google So Afraid Of Paid Content?
Posted by: Brandon Carter, Marketing Manager, Outbrain
Google is dropping the hammer on paid content, which it defines as "advertorials or native advertising," issuing forth a kind of edict that this kind of content shall have no effect on search results, and furthermore, if it's not disclosed properly, even the publishers who support it may be barred from Google News. Read more »
The ultimate in brand engagement - consumer trust
Posted by: CMA
Type the word ‘brand engagement’ into Google and you’re faced with a choice of over 139 million pages. From scholarly essays on its history and social context to news stories, blogs and thought leadership pieces, the term is thrown around with abandon, with every page an earnest paean to its vast importance in every area of marketing. Read more »
Owned v Paid-for: where placement falls flat
Posted by: Julia Hutchison, Group FMG
Product placement in film may be about to have a renaissance, but is it the most effective use of a brand's budget, asks Julia Hutchison.
The recent release of Australian director Baz Luhrmann's film, The Great Gatsby, has drawn a tide of column inches. Surprisingly, however, this has not solely been for its screen-play and sumptuous cinematic experience, but also because it appears to have set a new benchmark for promotional tie-ins with luxury brands. Read more »
Editorial Content needs Editors!
Posted by: Paul Keers, White Light Media
The first thing needed for good editorial content is a good Editor. Yet how many times have we heard clients insist that the Editor of a project will be someone from their own staff? Read more »
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The paradox of immediate innovation
Posted by: Melanie Howard, Chair, Future Foundation
The Future Foundation recently expanded to the USA - and meeting many US brands has given us an insight into a marketing trend that is shaking the foundations of the industry stateside and globally. One of the strongest sentiments is an emphasis on the need for immediate results, despite the recognised need for innovation. These two seem to be mutually incompatible. Surely innovation can only come from a proper and extensive investment in generating insights, with a properly constructed programme of ideation, with product or service prototyping to establish which ideas will actually work? Read more »
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