Week in content marketing 27 July 2012

This week sees Cedar Communications deliver Tesco's Real Food Magazine with added Augmented Reality features, John Brown teams up with Jamie Oliver to promote Nova Scotia Tourism's Loving the Ocean campaign.

Cedar Communications has delivered a first by unveiling an issue of Tesco's Real Food magazine that features Augmented Reality (AR) from cover to cover. The enhanced features include BBQ how-to videos and a ‘build a burger' animation. Readers will also be able to access exclusive behind the scenes video as well as take advantage of ‘click to buy' features - where they can hover their phones over the recipes in the magazine and be directed straight to the ingredients in the Tesco online store. 

Readers will access the AR features using the new Tesco Discover smartphone app, which will be available on iOS and Android. The app uses the Aurasma platform to seamlessly deliver augmented content.

Cedar's Jenny McIvor, Editor of Tesco Real Food said: "By building in augmented reality we have enhanced the value of our fantastic print content by connecting it seamlessly with the digital proposition, giving readers a richer brand experience while also creating new purchase opportunities. We're excited about AR - it offers real potential for publishers who want to take their customer engagement to the next level."

John Brown Publishing has a couple of snippets of news. It has collaborated with Nova Scotia Tourism to organise a special Charity Seafood Supper at Jamie Oliver's Fifteen restaurant, as part of Nova Scotia Tourism's Loving the Ocean campaign.

Jamie Magazine editor, Andy Harris, visited the province in June and the story from the trip will be going in the August edition of Jamie Magazine, alongside Nova Scotia Tourism's advertorial on the Canadian Province. Looking to make the link-up work even harder Taste of Nova Scotia flew in the two of their leading chefs to work alongside the team at Fifteen. Jamie and his team designed the menu while Taste of Nova Scotia flew in all the wines and seafood. A charity raffle was also held, with all proceeds going to the Jamie Oliver Foundation.

Meanwhile Waitrose Kitchen, also published by John Brown, has just put its July issue out, and to celebrate The Olympics it has included a special foodie map of the capital. It includes the perfect restaurants to visit and a handy guide to the nearest Waitrose, where you can stock up on provisions.

If you have ever wondered what a day in the life of a digital director was like then wonder no more. We have a profile of Dave Castell, who is the Digital Director at Seven. A true digital pioneer with more than 12 years of multiplatform experience, Dave has delivered myriad progressive social, mobile and video for the world's biggest brands (including Samsung, Skype and Microsoft) and broadcasters (BBC, Channel 4, YouTube), with an emphasis on digital entertainment. For Seven, Dave presides over all things digital as well as advising clients on future content and transmedia trends. You can read it here.

The debate about whether the emergence of online media has been good for editorial standards continues with a really interesting perspective from Paul Keers. Paul argues: ‘Once, agencies sought to emulate the quality of mainstream editorial. Now, the standards of the free-for-all mainstream have fallen - while the quality of content marketing has risen to surpass them.'

He says that there are three factors that underpin the rising standards of agency content against the digital backdrop. The need for creatives to undertake branded work as the pool of non-agency work has declined. Secondly the discipline that content marketing requires of the writer and lastly the high professional standards maintained at customer content agencies which are often superior to those in mainstream media. Paul's opinions are here.

In mainstream publishing news Dennis is seeking to capitalise on the buzz around road cycling with the September launch of Cyclist, a monthly magazine in print and enhanced iPad app format. It will go on sale on 19 September priced £5 and with a print run of 50,000.

Dennis claims that research has shown that in addition to the huge growth in cycling, there has been a change in attitudes especially in the road cycling sector. The launch comes soon after the Tour de France was won by a Briton, Bradley Wiggins, for the first time. It will go up against titles including Future Publishing's Cycling Plus and IPC Media's Cycling Active.

There is good news for publishers looking to further their digital distribution. MagazineCloner, the multi-platform digital publishing company, has announced the launch of ‘Pocketmags - the Digital Magazine Newsstand' as a stand-alone iPad app, now available to download from the App Store in over 90 countries. was first launched as an online newsstand in February 2011 containing MagazineCloner's branded app clients' titles. Since then, it has grown rapidly and claims to be Europe's fastest growing digital magazine newsstand, now offering more than 1,000 titles from publishers around the world and is available on iPad, Android, Kindle Fire, Blackberry Playbook, PC and Mac.

A recent study from marketing firm Performics shows that recommendations from friends continues to be hugely important for brands in social media. It concluded that 33% of people are most likely to respond to brand offers when they are re-posted by a friend. The study states that 27% will do so on the brand's page, 26% from the newsfeed, and 20% from a social ad.

The study also touched on some valuable information about branded content engagement. Consumers are most likely to engage with branded content containing images (44%). A close 40 % of people said they are likely to engage with Status Updates and 37% with videos. The full story is here.

Meanwhile The Guardian has an article about the rise of social media in retail. The fusion of social media and e-commerce is a trend that isn't going to go away - it deserves the full attention of retail brands, says Bruno Teubefrom Lithium.

He says that ‘as more people shop and spend money online - online retail sales increased by 14% last year to more than £50bn according to Kelkoo - retail brands need to get their online social strategy right. Retail has certainly reacted to the social age and almost every brand has some form of presence on social media whether it's a Facebook page, a Twitter handle or a Pinterest board. ‘

He does warn though that ‘Brands maybe drawing millions upon millions of people to their Facebook page, but just because people are 'liking' or 'retweeting' doesn't mean they're buying. And that is surely the end goal of brands developing and maintaining a social media presence. A social strategy needs to lead to increased desire for products and then drive sales.' The article is here.

Finally a new report from eMarketer suggests that while social media is still a hot topic among marketers, but it's no longer the new kid on the block and that mobile and location-based marketing are newer growth areas. It estimates advertisers will spend $3.63 billion in the US and over $4 billion more in the rest of the world on social networking sites this year.

Posted in
27thJul 2012

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