Serviceplan Corporate Blog
Moving image advertising works! A fact that has once again been clearly demonstrated by a recent large-scale media equivalence study of initiatives such as Mediaplus. While this insight corresponds to many years of experience and thus to general expectations, another core result of the comprehensive cross-media research project is far more trend-setting; namely, that the effectiveness of video-based communication for all moving-image devices – television, desktop and mobile – is proven.
In the past, it was enough to make your purchases in the organic shop around the corner to be considered sustainably minded by most of your acquaintances. Today, an organic lifestyle encompasses much more. Our lives are becoming 360° organic.
The established stars of the digital economy Facebook, Apple, Netflix and Google have a common problem: they lose their shine. Customers, employees and the stock market alike become disenchanted. Apple’s innovative powers fades. For many years, the latest model was a must-have. Today, the internet is full of posts on topics such as ‘Why I renounce the iPhone X – and reach for the iPhone 8 Plus’.
In 2019, brands will look for an occasion to be associated with – an occasion that will accompany their communication activities during the whole year; like social occasions that respond to CSR plans and that their clients and followers are interested in. Social marketing is “in”, but brands shouldn’t risk falling prey to opportunism and being associated with movements just because they are a hot topic.
When we talk about putting the consumer first, who are we thinking about? About figures from a PowerPoint presentation based on statistics and studies or about real people? No matter how hard we try, no pre-test can be as reliable as asking your mum whether she understands the campaign.
Linear television is not dead, even if its useful life is declining. There are a variety of different approaches that make it possible to make linear television more efficient.
In an interview on the AME Awards blog, Alexander Schill and Alessandro Panella talk about creative and effective work at Serviceplan, finding innovative solutions, the importance of creative competitions and crazytivity.
Of the verbal gems that turned up in the communication sector in 2018, ‘new work’ was one of the shiniest. No event and no convention passed by without evoking the concept of new work and its associated agile techniques. Across the country, countless self-proclaimed prophets and sometimes shamanic change consultants heralded the end of all work days.
In 2019, everything is about lived flexibility. It’s about the willingness to adjust in terms of attitudes, life models, goals. Managers need to recognise that needs are becoming more fragmented, not just for customers, but for their own employees in particular.
The current functionality of voice interfaces is far from optimal. Vocabulary is misunderstood and complete sentences are misinterpreted. In addition, there are many development limitations with the common interfaces. What needs to be improved technologically in order to achieve a higher acceptance on the part of humans?