Friday 20 October 2017

AdLib: Dodson on-trend for the new year

Pictured in the RHA at the TABS reception were Ronan Nulty, Peter Dobbyn and Neil Hanratty from Publicis, Leo Bartoli, DDFH&B, and Jimmy Murphy, Publicis
Pictured in the RHA at the TABS reception were Ronan Nulty, Peter Dobbyn and Neil Hanratty from Publicis, Leo Bartoli, DDFH&B, and Jimmy Murphy, Publicis
Colette Fitzpatrick
Ian Dodson, ceo, Digital Marketing Institute

Michael Cullen

Ian Dodson, ceo of the Digital Marketing Institute, sees five trends impacting in 2017. Firstly, the gap between physical and online sales is set to narrow. Some 80pc of millennials use their mobile in-store and 74pc are happy to receive location-based mobile alerts. Live video is expected to ramp up this year. Online video accounts for half of all mobile traffic and video sharing and content creation is huge on social media.

He says platforms like Periscope and Facebook Live make it easy for brands and businesses to connect with their fans and followers in real-time and get their message across by streaming live broadcasts and promoting them in advance. As consumer thirst for video stimulation increases, so will demand for live video content.

Facebook bought WhatsApp, Twitter purchased Periscope and, as social becomes more consolidated, the way these platforms operate may well change, Godson says. One big digital marketing trend that is expected to blow up in the world of social media this year is expiring content. Think Snapchat and recently Instagram. Expiring content helps brands cut through the noise and clutter to create a sense of urgency.

In 2015, the world's wearables market exceeded $2bn. This year, it's expected to reach over $4bn. There are currently 7.22 billion active mobile devices worldwide. Much like the emergence of mobile, Godson says, brands will have to develop their websites and social platforms to suit the needs of wearable users, and ensure they work on small, more interactive screens for user experiences and prompt sales. Finally, engagement is everything. Marketers succeed when audiences not only consume content but enjoy and act upon it, which is why interactive content will be a big thing in 2017. Interactive content engages consumers - by answering questions, making choices, exploring scenarios. It's a great way to capture attention. Compared to 36pc for static content, interactive content generates conversions moderately or very well 70pc of the time.

 

* Checkout's annual conference will examine how Irish retailers can survive or thrive in 2017. Run in association with Tesco's Dunnhumby, speakers include Tobias Wasmuht, managing director of Spar International, and Dalton Philips, senior advisor at Boston Consulting and former ceo of Morrisons in the UK. Facebook's Aoife Moran and Antonia McTaggart will look at how brand owners can meet the needs of millennials.

Michael Carey, chairman of Bord Bia and managing director of biscuit start-up East Coast Bakehouse; Vicky Bullen, ceo of London design agency Coley Porter Bell, and Mike Watkins, head of retailer and business insight at Nielsen, are also due to present at the conference in the Mansion House on Tuesday, January 31. Newstalk and TV3 presenter Colette Fitzpatrick will act as MC.

 

* Lidl came in for some strong criticism for the amount of plugs it got during the last run of 'The Restaurant' on TV3. Now Gas Networks Ireland (GNI) is coming on board for the 11th series which goes into production this month. The series returns to Marco Pierre White's Courtyard in Donnybrook, with half a dozen celebrities become head chefs over six weeks.

Food critic Tom Doorley is again the chief taster, with the shows voiced by Newstalk's Sean Moncrieff. While Lidl had little trouble in securing countless mentions during last year's hour-long episodes, it should be great gas seeing how GNI can pull off a similar feat. For the record, GNI delivers natural gas to 674,000 homes and businesses nationwide.

 

* The Advertising Benevolent Society (TABS) hosted a reception in the RHA Gallery to thank agencies for the trade ads they created to widen the profile and understanding of TABS's work. The society raises funds to help people in the ad industry and their families experiencing economic and emotional upset. The agencies which took part in the campaign were Boys and Girls, Chemistry, DDFH&B, Havas, Irish International, McCannBlue, Ogilvy, OwensDDB, Publicis and Rothco.

 

* The Marketing Institute has issued a reminder on the deadline for this year's All Ireland Marketing (AIMs) awards. Marketers interested in entering the competition should write a brief description of the business challenge, actions taken and results achieved, and submit the details by Tuesday, February 7. Those who are shortlisted and qualify for stage two will make presentations to the judges and furnish more details on the campaigns. The Irish Independent is the AIMs' media partner.

 

* Rothco creative director Bernie Martin will help judge entries for advertising writing at this year's D&AD awards. Martin's appointment follows Rothco's executive creative director Alan Kelly's selection to judge the One Show awards.

Michael Cullen is editor of Marketing.ie; cullen@marketing.ie

Indo Business

Also in Business