By , communications executive, IAB
Last Wednesday saw the IAB’s biggest mobile event to date – IAB Mobile Engage – which promised a whole day of mobile marketing ‘without the hype’. Some 350 delegates filled the newly refurbished conference room at the Millbank Media and Cinema Centre, a majority of whom were UK brands, eager to escape the waffle surrounding the industry and just get simple, straightforward advice on how to do it.
The bulk of the programme was, as you’d probably expect, about mobile, but one presentation in particular really stood out for me, on Creativity in Mobile, presented by Mark Freeman, creative partner at Movement. During his presentation, Mark said something that really resonated with me, and made me realise how ’social’ creativity is in general nowadays, that ‘little actions lead to big results’. Read more…
, new business manager of skive was interviewed by the IAB’s senior PR and marketing manager about creativity within social media and all its touch points. He was asked various questions around this topic, his first being whether he thought social media was more platform or technology based, he addresses this question by mentioning the knowledge gaps within the industry, particularly agency side and that when you are immersed within the industry it is easy to overlook the fact that not everyone has the same level of knowledge about the subject area. He says that brands in general are doing the basics, the well publicised social media platforms such as twitter and facebook are the platforms that brands utilise the most as these are the ones they know most about even though they may not be the greatest channel to talk to their consumers.
Ollerton discusses the need to have a strong marketing strategy in place to make the best use of the social media platforms available in order to generate the best results for the brand. Amy also asks questions regarding social media budgets and whether or not a lack of money has constraints on the campaign, he squashes this comment and says that it is all down to the creativity and that the simplest cheapest ideas can be the most effective ones. Ollerton talks about which brand campaign he thinks is the most creative and how the use of crowd sourcing can sometimes be regarded as lazy marketing however when used well and for the correct brand it can have outstanding results and achieve brand objectives.
Watch the below video to see the full interview…
