Archive: Strategy

Say Hello in Elephant

To help raise awareness for World Elephant Day on 12 August 2017, the David Sheldrick Wildlife Trust and its advertising agency created the Hello in Elephant project. 

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How and when to use direct mail as part of your inbound marketing strategy

Direct mail regularly gets a bad rap as an exclusively outbound-focused tactic that doesn’t keep up with the ways buyers want to consume content.

But in the right situations, direct mail could be a crucial differentiator in a world where 78% of consumers have unsubscribed from a company’s email list because the company was sending too many emails.

Apple’s first ever iPhone ad highlighted one special feature: making phone calls

Yesterday marked ten years on from the first introduction of the iPhone, and while the device has gone through seven iterations and multiple design changes, the core of the object has remained the same: it’s a phone.

And that’s all Apple wanted you to know about the first version of the iPhone, a device we now expect to do thousands of different tasks. The company’s first advertisement for the 1st generation iPhone highlighted nothing more than the calling capability of the device.

59% of millennials feel overloaded with digital brand communications.

The latest research by the loyalty management firm Aimia Institute finds that Millenials are the most sensitive to digital overload. 44% of Millenials are likely to unfollow a brand on social media or unsubscribe from newsletters if they feel overwhelmed with digital communications. For comparison, just 13% of Gen X feel the same way.

The researchers call these group “High Volume Sensitive consumers” (HVS). 59% of them feel overwhelmed with emails, 60%—with text messages, 62%—with push notifications from mobile apps.

As a result, HVS consumers block numbers (80%), unsubscribe from newsletters (84%), delete apps (82%), unfollow brands on social media (86%), about 62% adjust settings of their accounts to limit irrelevant information. The most impatient consumers are from the U.K. (49% change settings to reduce communications, others are more radical), the most patient ones are in India (64% are ready to do so).

The tablet wars – Apple vs Samsung

The explosion of tablet computers since the launch of the iPad has been phenomenal with an estimated 67 million tablets sold in 2011. The biggest war is happening between Apple and Samsung, with both companies spending plenty of time in courts around the world counter suing each other. An interesting observation has been how both