Navigate Digital

A great example of a brand demonstrating flexibility and commitment to both their employees and their consumers during this challenging time. Well done, Vodafone Italy! https://www.thedrum.com/…/ads-we-vodafo ne-italy-creates-ad-…

Choice overload, fear of better options (FOBO) and product confusion (often due to too much technical jargon) can all confuse consumers when trying to make a decision. A recent development in search using AI (called 'conversational search') asks consumers several need-to-know questions, which then limits the number of options they have to filter through.
https://www.marketingweek.com/how-convers ational-search-co…/

Consumers are making meaningful choices based upon three main things: sustainability, suitability and inclusion, whilst simultaneously embracing new technology to help them make said decisions. A survey of 4,487 females found that 43% said they would pay more if packaging was environmentally friendly, and 56% would pay more if the products were made with organic ingredients. If brands are working towards environmentally friendly packaging, then this should certainly be championed in their communications with consumers.
https://www.marketingtechnews.net/…/con sumers-are-seeking-…/

John McCarthy highlights the issues associated with ad keyword blocking, and how this can inhibit support for hard-hitting journalism. For example, by creating blacklists for words such as 'shoot,' and 'injury; articles around Game of Thrones are demonetised, and the same goes for words such as 'injury' on sports articles. These examples demonstrate that existing brand safety technology can be flawed, an issue that should be tackled head-on in future to retain support for high quality journalism. https://www.thedrum.com/…/its-race-bran d-safety-how-battle-…

Kyle Henderick reports on the steps marketers need to take in order to prepare for a new decade of marketing innovation. The key takeaways are; creating integrated loyalty strategies (to reach consumers at multiple points in the customer journey), being bold with customer personalization (as they are more comfortable with it than previously thought), and preparing to get involved with the predicted boom in voice commerce.
https://marketingland.com/heres-how-we-pr epare-for-a-new-de…

An interesting read discussing how Datasine taught their AI platform (Connect) to understand human phrases and terms, in order to open up the 'black box' and yield actionable insights that can be used in future work. https://www.thedrum.com/…/ai-powered-ma rketing-needs-interp…

2019 was the year of TikTok, the video sharing platform where users can make dance or talent videos, offering a variety of effects different to those available on Instagram. Boomerang was launched in 2015 and has proven to be one of the most popular features of Instagram stories, and it now has three new effects. These are called SlowMo, Echo, and Duo and are similar to effects already available on TikTok.

A recent report by Strategy Analytics found that smart speakers are now in 20% of UK households, and it has been estimated that 111.8 million people in the US use a voice assistant monthly. This technology has been recently adopted by the travel industry, but is still in its infancy. This next year is likely to show broad adoption of this technology across hundreds of industries. https://www.thedrum.com/opinion/2020/…/ 08/alexa-pack-my-bags

"Sharing a vision and values can create a consistent brand identity, aligning and engaging teams to work together." It is important for teams to have a shared vision, which can be achieved by ensuring one single, clear brand. Engaging employees with brand consistency can have a large impact on their perceptions of the business they work with and how connected they feel to their colleagues and the business as a whole. https://www.thedrum.com/…/the-role-bran ds-unifying-your-tea…

Advertising at Christmas can be so focused on sales, gifts and buying, but it's always great to see a meaningful campaign such as this one. https://www.thedrum.com/…/age-uk-teams- up-with-coronation-s…

A great example of a tongue in cheek, but perfectly timely social media campaign. https://marketingland.com/how-the-peloton -woman-in-aviation…

As predicted in this article, 2020 looks set to increase creativity in the use of data, streamline measurement techniques, and have a heavy focus on privacy. https://www.thedrum.com/…/trends-2020-m ore-data-yes-more-re…

Programmatic ad trading is on the rise, predicted to reach 69% of traded media by 2020, and 72% by 2021.
https://www.thedrum.com/…/69-media-be-t raded-programmatical…

Facebook has announced a series of new brand safety measures. This will include a tested whitelist of 'select advertisers' for the Audience Network, and the creation of a one-stop shop to create block lists and inventory filters. This will be available to all campaigns at once rather than having to be set up individually. https://www.thedrum.com/…/facebook-move s-pacify-cautious-ad…

https://www.thedrum.com/…/we-can-be-the -force-good-inside-d…

A recent study titled 'Click and regret' commissioned by The Drum showed that a huge £641 million is being wasted every year by UK adults not returning unwanted goods bought online, fuelled by the ease at which we can digitally shop. https://www.thedrum.com/…/online-fuelli ng-generation-frivol…

https://www.prweek.com/…/boots-largest- ever-integrated-camp…

Another new blog from the team- go and give it a read! https://www.navigatedigital.com/h1-2019-d igital-ad-spend-…/…