Marketing Communications using Digital media channels
Joby Russell, marketing director, Confused.com
Twitter and TV: After a well administered flotation, Twitter will increase their sales focus in the UK and court investment from major brands. In particular, those brands with significant broadcast budgets as they promote the power of the platform to amplify TV spend.
The emergence of new platforms to allow advertisers to now link TV spots to tweets is testament to Twitter's ambition to link these two mediums in a way that commercialises the platform without seemingly making it too intrusive to users.
Over 90% of all online, TV-related conversations are now taking place on Twitter and the platform will continue to explore ways to make this commercially viable in 2014.
John Barnes, managing director digital and tech, Incisive Media
Data: 2013 has seen enormous changes in the digital advertising landscape through the importance now being placed on first party data. This will present a tremendous opportunity for media owners in 2014 and in particular those that invest in premium content, because despite the hype, content builds high value audiences and is the engine room of first party data. It is the publishers mojo.
Roisin Donnelly, corporate marketing director, Procter & Gamble UK/Ireland
Multi-channel marketing: As multi-channel becomes mainstream, there are exciting opportunities in marketing communications and ebusiness. Retailing innovations pioneered in the UK across online and mobile are world-leading and the UK remains a creative hub for marketing and communications innovation. But we have more work to do to really harness the power of multi-channel; to become more seamless in bringing the online experience in-store and the in-store experience online. We need to integrate communications across multiple platforms so that digital will drive in store purchase and in store research will drive to online sales. Next year is about finding the multiplier effect in a multi-channel, multi-media world.
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