La Inteligencia Artificial y sus aplicaciones en el Marketing digital

https://www.puromarketing.com/30/30192/inteligencia-artificial-aplicaciones-marketing-digital.html Esta tecnología está condicionando nuestro día a día y como no podía ser menos, el Marketing digital también se ha visto beneficiado gracias a su desarrollo. PuroMarketing La inteligencia artificial es la simulación de procesos de inteligencia humana por parte de máquinas, especialmente sistemas informáticos. Estos procesos Incluyen el aprendizaje, el razonamiento y la…

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Internet moverá billones de dólares: Google, Facebook y Amazon se los quedarán

Fuente: http://www.puromarketing.com/14/29722/internet-movera-billones-dolares-google-facebook-amazon-quedaran.html Una de las conclusiones a las que iban llegando de forma recurrente los estudios sobre el mercado publicitario a lo largo de 2017 era que Facebook y Google se iban a convertir ya no solo en los grandes jugadores online, sino también en los grandes jugadores offline. Estaban llamados a ser dos de…

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El móvil es ya la cuarta parte de todo el gasto publicitario mundial

Fuente: http://www.puromarketing.com/21/29589/movil-cuarta-parte-todo-gasto-publicitario-mundial.html El móvil es ya la cuarta parte de todo el gasto publicitario mundial Sumando sus ingresos, Google y Facebook son ya la cuarta parte de toda la inversión publicitaria global  El móvil es una pieza cada vez más importante de la estrategia de posicionamiento de las marcas y de las empresas. A medida…

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La industria del marketing de contenidos moverá 412.880 millones de dólares en 2021

PuroMarketing PURO MARKETING: http://www.puromarketing.com/30/29449/industria-marketing-contenidos-movera.html Los contenidos se han convertido en los últimos tiempos en la gran arma secreta (o quizás no tan secreta) de las marcas y de las empresas. En los últimos años, la estrategia de marketing ha estado cada vez más centrada en producir contenidos y en hacerlo además de una forma moderna, nueva.…

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Las trampas del etiquetado: ¿nos engañan las marcas?

http://www.puromarketing.com/13/29148/trampas-etiquetado-nos-enganan-marcas.html Las trampas del etiquetado: ¿nos engañan las marcas? PuroMarketing Las palabras son armas poderosas. Usar una palabra y no otra sugiere una cosa y no otra. Más allá de los significados directos de cada una de ellas, las palabras también hacen que se cambie de forma indirecta cómo se ven las cosas. No es…

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Así es la oferta 'televisiva' de Facebook

http://www.puromarketing.com/18/29135/asi-oferta-televisiva-facebook.html PuroMarketing Una de las grandes guerras a las que se han lanzado los gigantes de la red en los últimos tiempos es la guerra de los contenidos. En un primer momento, los contenidos eran el patrimonio de los jugadores que habían nacido para ello. Los contenidos audiovisuales enfrentaban a las plataformas de VoD, que…

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Brand Activism: las marcas están cada vez más obsesionadas con los valores y principios

http://www.puromarketing.com/14/28991/brand-activism-marcas-estan-cada-vez-mas-obsesionadas-valores-principios.html Las marcas sólidas están más centradas que nunca en usar sus valores y principios para crear valor de marca PuroMarketing En los últimos tiempos parece que es casi imposible ser una marca o una empresa, tener una presencia pública y no manifestarse sobre nada. Todo el mundo parece que de pronto tiene opiniones sobre…

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10 tácticas para mejorar el marketing de tu PYME

¿Cómo vender mis servicios o productos? Es la primera pregunta que las empresas, sin importar giro o tamaño, se plantean cuando piensan en marketing.  Definitivamente existen tantos métodos como creatividad, pero me gustaría poder proporcionarles algunas ideas tácticas que, en mi experiencia, suelen ser las más contundentes para incrementar prospectos y clientes en cualquier negocio,…

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Cinco mitos sobre la Inteligencia Artificial

PuroMarketing Gracias a los últimos avances en machine learning y en Inteligencia Artificial (IA), es fácil dejar volar la imaginación y pensar en lo increíble que será el futuro. Coches automáticos, diagnósticos médicos mucho más precisos, compras online completamente automatizadas mediante chatbots inteligentes… Pero, ¿qué sabemos realmente sobre ella? Todos tenemos nuestra propia idea de…

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Vancouver Rebels Over Generic Rebrand

Many who don’t live in Vancouver at least know the western Canadian city for a few things: Sky-high housing prices, green sensibilities, and lots of rain. Now, thanks to local design and digital activists, they also know Vancouver for…producing a new city logo that has been blasted for being uninspiring. In an open letter published…

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How to get noticed by major brands

We’ve all dreamt about working for big brands. Microsoft, Google, Apple, McDonalds, Coca-Cola…they all have one thing in common; they’re household names. But getting their attention can be tricky. Many of them hire thousands of employees and have offices all over the world. They probably hear the same pitch a hundred times from the same…

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Brands shouldn’t ignore 4G opportunities in the rush to get on the 5G bandwagon

Brands are quick to get excited about the possibilities that connected cars and homes, virtual reality, artificial intelligence and drones can offer, but all of this technology requires network capability. It is important, therefore, that brands think more about the business case for investing in any new technology and the capabilities required to avoid being blinded by the hype. One area…

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‘Football is overcrowded’ says Heineken as it toasts 27 years of sponsoring rugby

With football growing richer every year, Heineken has described the sport as “totally overcrowded” from a sponsorship standpoint. Last week, the beer brand renewed its 27-year association with rugby after announcing its headline sponsorship of the Rugby World Cup 2019, which will be held in Japan. And Heineken’s global sponsorship director Hans Erik Tuijt says…

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Illustration: Stylish Buildings of Miami

Illustration: Stylish Buildings of Miami abduzeedo Mar 07, 2017 Miami 2017 is an illustration project  shared by Remko Heemskerk on his Behance profile. As the title suggests, the illustrations are about Miami, more specifically, buildings and architecture of that beautiful city. There’s a mix of the famous art deco buildings  and some more modernist interpretations. All of that reinterpreted…

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The Perfect Office – Lenovo Yoga 720, Sony Xperia Projector Computer, Office Ideas and More

The Perfect Office – Lenovo Yoga 720, Sony Xperia Projector Computer, Office Ideas and More PauloGabriel Mar 06, 2017 We’ve seen some great gadgets and equipment for designers. So many cool stuff, that we could actually assemble infinite perfect office spaces! Every week we’ll assemble a perfect office, and we’d like you to help us.…

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Comics of the week #381

Every week we feature a set of comics created exclusively for WDD. The content revolves around web design, blogging and funny situations that we encounter in our daily lives as designers. These great cartoons are created by Jerry King, an award-winning cartoonist who’s one of the most published, prolific and versatile cartoonists in the world…

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Sir Martin Sorrell: Short-termism is the biggest threat to marketers

Sir Martin Sorrell’s greatest worry and what he believes will have the greatest negative impact on future growth is short-termism. Speaking this morning (2 March) at Deloitte’s Media and Telecoms conference, the WPP boss said: “It’s not three-month-old babies that keep me awake at night. It’s the continuous focus on the short term. Events of recent weeks bring…

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‘As soon as you have an innovations department you’re buggered’

Innovation will not come from installing a team dedicated to “being innovative” as that only encourages businesses to think of creativity and technology as two separate things, says Creative England’s CEO Caroline Norbury. Technology, creativity, innovation and data are “all bound together” in reality, so any attempt to split them out and treat them independently will…

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Yorkshire Tea on upholding its challenger status and making its ads ‘culturally famous’

Yorkshire Tea has released a new campaign in a bid to sustain its sales growth in a declining tea market and deliver cut-through among consumers. The new campaign, created by Lucky Generals and launching today (2 March), sees the brand recruit multiple celebrities from Yorkshire, including TV veteran Michael Parkinson, Olympic triathletes the Brownlee Brothers…

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How to ensure brand identity survives acquisition

Skyscanner will remain operationally independent from parent company Ctrip From billion dollar deals to mergers that failed to make the cut, the past year has been a tumultuous period for acquisitions, with clashing company cultures and struggles to retain brand identities. No failed merger is more high profile right now than the cross-Atlantic tussle between FMCG giants Unilever and…

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Game Design and Interaction Design: Cambridge sQuizUp

Game Design and Interaction Design: Cambridge sQuizUp abduzeedo Mar 01, 2017 Cambridge sQuizUp is an interaction design, UI/UX and game design project shared by Rafael Lima and Bernardo Bulcão on their Behance profiles. Basically it’s an educational game developed for the Cambridge University Press that combines knowledge and fun by testing the gamers english level through mini games. They…

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Google champions YouTube viewability in bid to boost trust in digital advertising

Advertisers are becoming increasingly aware of the issues around measurement and the viewability of online advertising. Just last month Procter & Gamble’s chief brand officer Marc Pritchard laid into Google and Facebook’s ‘walled gardens’ and demanded transparency from the digital supply chain. And, speaking to Marketing Week at Mobile World Congress, UK director of branding…

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Bridging the gap: The stark differences between brand and agency KPIs

Media buying is under scrutiny like never before, fuelled by reports into shady tactics and agency rebates, as well as Facebook measurement errors and The Times investigation into ad fraud. Procter & Gamble’s chief brand officer Marc Pritchard made perhaps the biggest call for change during his speech at the IAB’s Annual Leadership Meeting. He called out…

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Stella Artois on how its charity campaign has made it less of an ‘old man’s drink’

Since partnering with Water.org on the ‘Buy A Lady a Drink’ (BALAD) programme nearly three years ago, Stella Artois says the partnership has succeeded in making its brand “more culturally relevant” among millennials. The BALAD programme was co-founded by Hollywood actor Matt Damon and aims to provide 3.5 million people, particularly women with families in…

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Telefónica bets on artificial intelligence for digital transformation

Telefónica is undergoing a digital transformation that will put artifical intelligence (AI) at the heart of its business. Speaking at the opening keynote at Mobile World Congress today (27 February), Jose Maria Alvarez-Pallete, CEO at Telefónica, explained how Telefónica is putting a “brain” in its network with the launch of AI assistant Aura. However, he warns…

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Comics of the week #380

Every week we feature a set of comics created exclusively for WDD. The content revolves around web design, blogging and funny situations that we encounter in our daily lives as designers. These great cartoons are created by Jerry King, an award-winning cartoonist who’s one of the most published, prolific and versatile cartoonists in the world…

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Digital decoded: The rise of voice activation and why it will be big at Mobile World Congress

Mobile World Congress (MWC) kicks off on Monday 27 February. Ahead of the show Marketing Week caught up with internet of things agency SharpEnd to talk about why voice-activation will be a key trend at this year’s show. Testing out Amazon Tap and Echo, founder Cameron Worth gives his predictions for MWC around voice-activated devices,…

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L’Oréal looks to have a ‘bigger purpose than selling product’ with e-mentorship programme

L’Oréal Paris is collaborating with The Prince’s Trust to launch its ‘All Worth It’ programme, an e-mentorship initiative designed to help boost young people’s self worth. The programme hopes to help 10,000 young people by “turning self-doubt into self-worth”. It is in response to figures released today (23 February) by The Prince’s Trust showing that…

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Illustration: Grimms' Fairy Tales by Ale Giorgini

Illustration: Grimms’ Fairy Tales by Ale Giorgini abduzeedo Feb 22, 2017 Grimms’ Fairy Tales Illustrated by Ale Giorgini is a set of illustrations of wallpapers based on classic fairy tales. Whichever one is your favorite, it isn’t hard to get glossy eyed and nostalgic over the forever legendary Brothers Grimm tales. With his brilliantly retro flair, Italian illustrator…

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How To Use Shadows And Blur Effects In Modern UI Design

    When you examine the most successful interaction designs of recent years, the clear winners are those who provide an excellent functionality. While functional aspect of a design is key to product success, aesthetics and visual details are equally important — particularly how they can improve those functional elements. In today’s article, I’ll explain how visual…

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Honda says ‘too many unknowns’ are halting the progress of driverless cars

Honda is hoping a move to replicate the dealership experience through interactive online video ads will resonate with new drivers. Its new ‘Real View Test Drive’ content suite allows viewers to watch four separate online ads for Honda’s Jazz, Civic, HR-V and CR-V models, with each having a storyline tailored around the specific model’s primary…

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‘Marketers need to work harder’ insists Thinkbox CEO as brands drop diversity ads

Thinkbox CEO Lindsey Clay says it’s “a great shame” that many of the brands shortlisted for Channel 4’s ‘Superhumans Wanted’ competition have since decided not to run the campaigns pitched at promoting diversity. The competition, announced in April last year, offered the winning brand £1m of commercial airtime throughout the Rio Paralympics. Every pitch had…

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Comics of the week #379

Every week we feature a set of comics created exclusively for WDD. The content revolves around web design, blogging and funny situations that we encounter in our daily lives as designers. These great cartoons are created by Jerry King, an award-winning cartoonist who’s one of the most published, prolific and versatile cartoonists in the world…

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Kraft Heinz tries to buy Unilever in bid to create ‘leading consumer goods company’

Kraft Heinz has approached fellow FMCG giant Unilever about combining the two groups to create a “leading consumer goods company with a mission of long-term growth and sustainable living”. Although Unilever has rejected the approach, Kraft Heinz says it will persist and “looks forward to working to reach an agreement on the terms of a…

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Photography: Aston Martin Lagonda with Tomek Olszowski

Photography: Aston Martin Lagonda with Tomek Olszowski abduzeedo Feb 17, 2017 Aston Martin Lagonda with Tomek Olszowski is a photography and retouching project shared by Recom Farmhouse and Tomek Olszowski on their Behance profiles. As they describe in the project: Cult cars don’t come much less conventional than the Aston Martin Lagonda. Only 645 were ever made, and they’re like…

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The Realities Of UX Design In The Luxury Industry

    For luxury companies and upscale lifestyle service providers, excellence in experience is an essential component of the value delivered. Conceptually different from the mass market, the luxury domain relies not only on offering the highest differentiated products and services, but on delivering experiential value. Adopting technology and embracing a digital presence through platforms…

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Ex-Tesco marketing boss Robin Terrell on what it takes to be non-exec director

Robin Terrell has made portfolio management a key aspect of his 26-year career, which includes high profile roles at Amazon UK where he was vice-president and managing director from the late 1990s through to his most recent role as Tesco chief customer officer. Accustomed to balancing portfolio commitments with corporate life since his first directorship in 2008,…

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Marketing Week partners with IAB UK for Diversity in Marketing & Advertising Summit

Marketing Week is partnering with DIMALYNC and IAB UK for the Diversity in Marketing & Advertising Summit. The two-day summit, which takes place on 4 and 5 April, aims to bring together the “entire marketing, media and advertising ecosystem” in a bid to encourage greater diversity and inclusion within leadership roles and campaigns. The event…

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Tesco, BHS, and Facebook: Everything that matters this morning

Shoppers left short-changed over Tesco’s expired offers A BBC investigation finds that Tesco customers are being short-changed by promotions that have expired but are still advertised on the shelves. The undercover reporter reveals that shoppers were overcharged at two-thirds of the stores visited during the investigation. READ MORE: Tesco customers overcharged by out-of-date offers Facebook…

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Comics of the week #378

Every week we feature a set of comics created exclusively for WDD. The content revolves around web design, blogging and funny situations that we encounter in our daily lives as designers. These great cartoons are created by Jerry King, an award-winning cartoonist who’s one of the most published, prolific and versatile cartoonists in the world…

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L’Oréal looks to capitalise on ‘golden age of beauty’ with ecommerce push

L’Oréal says it wants to take a “pragmatic” approach to its online selling, as it looks to become “a leader in digital beauty” and have more personalised interactions with consumers. The beauty giant revealed its full year results this morning (10 February), showing that like-for-like sales grew 4.7% to €25.8bn (£22bn), with sales increasing 10%…

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7 unique design decisions

I am always looking for inspiration, for great design that challenges convention. This post is all about unique layout solutions; that means I will be talking about eight different websites which present something typical, in a unique way. We’ll go over unique layout solutions from showing off products, to incorporating personal and human elements in a website. 1. Harvard…

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Industry-specific marketing training: Highly relevant or too niche?

There is currently much discussion around the value of marketing qualifications and whether formal training is required. In one of Marketing Week’s most read articles of 2016, columnist Mark Ritson sparked a lively debate following his assertion that marketing experts should have a formal qualification. He said: “If [marketers] are being held up as experts in the discipline…

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‘Reduce risk by giving your agencies hell’

In my many moons in agency new-business, the most dramatic shift I saw was how marketers approached ‘credentials’ meetings. When assessing network agencies offering established services, they were confident. But when weighing-up emerging disciplines like creative technology, content and service design, they weren’t. Once assured and reserved, they would become curious and confessional. It felt…

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The Perfect Office – Logitech Spotlight Remote, AOC Frameless Monitor and Office Ideas

The Perfect Office – Logitech Spotlight Remote, AOC Frameless Monitor and Office Ideas PauloGabriel Feb 06, 2017 We’ve seen some great gadgets and equipment for designers. So many cool stuff, that we could actually assemble infinite perfect office spaces! Every week we’ll assemble a perfect office, and we’d like you to help us. What equipment…

Read more

Comics of the week #377

Every week we feature a set of comics created exclusively for WDD. The content revolves around web design, blogging and funny situations that we encounter in our daily lives as designers. These great cartoons are created by Jerry King, an award-winning cartoonist who’s one of the most published, prolific and versatile cartoonists in the world…

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‘Marketers should be accredited like lawyers’, says new DMA chair

Marketers should be subject to “an accreditation like lawyers, accountants and others” in order to boost flagging trust in the industry, according to the incoming chair of the Direct Marketing Association (DMA), who wants to see “definite movement” in this direction by 2020. Karmarama co-owner Mark Runacus, who has just begun a three-year term chairing…

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Consumers will spend more on simple brand experiences

Being classed as ‘simple’ isn’t always seen as a positive but when it comes to brand proposition, being simple is most definitely an advantage. The majority of consumers (62%) are prepared to pay more for a simple experience, new research finds, while 61% would recommend a brand if it has a clear proposition that saves them time. Offering a straightforward shopping…

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P&G’s media crackdown is just the start as industry looks to “change for the better”

The ad industry has reacted positively to Procter & Gamble’s (P&G) call to increase transparency around media buying and viewability, but is hoping it will just be the “starting point” for radical change. Last weekend, P&G’s chief brand officer Marc Pritchard called for the industry to increase transparency around media buying and viewability and criticised…

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Facebook shakes off metrics ‘concerns’ as its revenues jump again

Facebook’s ad business saw revenues jump again as the social network shook off growing concerns from marketers about measurement, transparency and viewability. The social network’s revenues were up 51% in the fourth quarter to $8.8bn (£6.9bn), while net income came in at $3.5bn (£2.7bn). Facebook now has 1.9 billion monthly active users, with 1.2 billion…

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Why evolution is better than revolution in product design

Digital products will always need to be redesigned. Styles progress, hardware technologies advance, and development possibilities are ever-increasing. Just in the past year the potential for implementing microinteractions, and processor-intensive animations and graphics, has come along at a fair pace. Product teams are continuously looking to iterate and stay ahead of or pass the competition.…

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Fast food brands take a hit as Google tops world’s most valuable brands ranking

The impact of people eating more healthily has had a detrimental impact on some of the world’s biggest fast food brands, according to Brand Finance. Its Global 500 rankings for 2016 saw the likes of McDonald’s, KFC and Domino’s Pizza all slide drastically, something the brand valuation firm attributed to “an increasingly fragmented market with…

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Four things marketers can learn from innovation in the travel sector

A combination of fierce competition and digital disruption has fostered an agile test-and-learn approach to travel marketing – with record-breaking results. From adopting a risk taking mentality to developing mobile first strategies, here are four things to learn from travel marketers. Be mobile first Being part of an industry that has experienced unprecedented levels of…

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P&G issues call to arms to ad industry over ‘antiquated’ media buying

Procter & Gamble’s (P&G) chief brand officer Marc Pritchard has called for the industry to increase transparency around media buying and viewability after criticising the “murky” supply chain. Speaking at the IAB’s Annual Leadership Meeting last night (29 January), Pritchard labelled the current system “antiquated” and unable to cope with the shift to digital. And…

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Comics of the week #376

Every week we feature a set of comics created exclusively for WDD. The content revolves around web design, blogging and funny situations that we encounter in our daily lives as designers. These great cartoons are created by Jerry King, an award-winning cartoonist who’s one of the most published, prolific and versatile cartoonists in the world…

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Mercedes-Benz creates ‘customised’ agency model as it unveils Super Bowl spot

Peter Fonda in Mercedes-Benz’s ‘Easy Rider’ Super Bowl advert Mercedes-Benz is seeking to reach a younger audience and respond to rapid technological change by launching a new marketing strategy based on “human-centred innovation” and “customised agencies”. The plans were set out at a media event at the company’s headquarters in Stuttgart, Germany, earlier this week.…

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Advertising ‘key to UK’s post-Brexit success’, says culture secretary

Advertising will be “key to the UK’s post-Brexit success”, culture secretary Karen Bradley told the Advertising Association’s LEAD conference in London this morning (26 January). However, she gave no specific policy commitments to protect the industry or its talent from new immigration controls or Britain’s exit from the European single market. In a speech that…

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Alzheimer’s Society rebrands to ensure disease is seen ‘as everyone’s problem’

Alzheimer’s Society has rebranded in order to cut through in a “bolder way” and move away from its “passive and cold” former image. Alongside the more colourful new brand, the charity is also unveiling a new communications strategy, which looks to be “bold, credible and optimistic”. Its new strapline ‘United Against Dementia’ aims to reflect…

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Alzheimer’s UK rebrands to ensure disease is seen ‘as everyone’s problem’

Alzheimers UK has rebranded in order to cut through in a “bolder way” and move away from its “passive and cold” former image. Alongside the more colourful new brand, the charity is also unveiling a new communications strategy, which looks to be “bold, credible and optimistic”. Its new strapline ‘United Against Dementia’ aims to reflect…

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ISBA will ‘up its game’ in 2017, says new director general

ISBA will be “upping its game” in 2017, according to new director general Phil Smith. Under his leadership the self-proclaimed ‘voice of British advertisers’ plans to move from a “defensive” position of protecting advertisers’ interests in the media owner and agency environment to addressing the issues brand builders face in the digital world. Marketing Week speaks…

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Rimmel London unveils ‘brand evolution’ to make consumers ‘part of the story’

Rimmel London has evolved the brand’s identity in a new campaign featuring its first male beauty influencer, alongside a new strapline ‘Live the London Look’. The campaign, created in partnership with BETC London, launches with a digital-only film that looks to celebrate diversity and self-expression. It shows brand ambassadors, including numerous influencers and a male…

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