In 2017, two major milestones will be reached. With the launch of Android Pay late last year and Apple Pay this March, 2017 will be Ireland’s year of the mobile wallet. On top of this, the eldest members of Generation-Z will turn 21, marking the coming of age of Ireland’s newest and most enigmatic generation. A … Continue reading Outlook 2017 – The evolution of money accelerates
How we buy our goods is evolving. The rise of department stores and supermarkets in the 20th century reflected the needs of the market. Less time meant more need for a one-stop option. Once again, needs are evolving. In 2017, will see more direct to consumer selling and delivery. Three big changes will drive this. Firstly, there … Continue reading Outlook 2017: The year that direct selling explodes?
The truth is out there. No one needs your brand, unless your brand can fulfill a need, a want, or a desire. This is the defining reality of 21st century marketing. No one needs your brand, unless your brand can fulfill a need, a want, or a desire. For the past number of years, ad blocking … Continue reading Outlook 2017: Noise-cancelling consumers
At this time of year, Core Media looks to the future. Outlook 2017 explores the trends that will dominate media and marketing 2017. In our role at the Core Media strategy team, we look to the big consumer and cultural trends that will affect branding and strategy in the year to come. The big picture Culturally … Continue reading Outlook 2017 – The year’s big themes
When it comes to what works in advertising and media, doesn’t it seem like we’ve behaved a bit like climate change denialists for too long? Today, it’s hard to argue with 97% of climate scientists who agree that global warming is happening and it’s man-made. Yet there are still those – the US’s recently elected … Continue reading Changing marketing’s weather – increase loyalty or new customers?
As the saying goes, analysing humour is like dissecting a frog – few are interested, and the frog dies. The same could be said of creativity in advertising – great advertising can be killed by over-analysis. Analysing humour is like dissecting a frog – few are interested, and the frog dies. The now famous Cadbury’s … Continue reading Feeling advertising effectiveness
Short-termism in ad campaigns is damaging brands. At a recent Core Media & AAI event, Marketing Multiplied, guest speaker and ad effectiveness guru, Peter Field, ran a captivated audience through the numbers. Since 2011, ‘creative effectiveness’ in advertising has halved In 2011, creatively awarded campaigns were 12 times more effective than non-awarded campaigns. By 2014, this … Continue reading We need to talk about short-termism