The Secrets of Digital Content

Image courtesy of Food Tube

      
(Posted on the BIMA blog, Aug 2014)

By Mike Exon

Research by TNS at the end of last year found content to be a £4bn industry in the UK and 97% of those who use content marketing say they plan to do more of it this year. This is good news for agencies that understand content – and now need to plan for a growingly complex market place.

As with so much of the digital landscape, it’s consumers who are leading the way here, accessing content on the move to plan their lives in more and more sophisticated and imaginative ways.  From second screening in front of the TV, to shopping for Friday night’s outfit, were all looking for…

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Alan Parker on Copywriting (D&AD)

By Mike Exon

Last year I was invited to interview the writer, director and former D&AD president Alan Parker about his formative years as an advertising copywriter and creative director, working alongside David Putnam.

My thanks to D&AD for the invitation to record this for their 50th anniversary, and for the final audio edit of my conversation with Alan, whose inspiring words speak for themselves.

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‘Brand journalism’: ditch the horse meat

brand journalism

By Mike Exon

Brand journalism’ was one of the most enticing, but least explained new buzzwords of 2012. It didn’t so much hit the headlines of the digital marketing world as wriggle under the radar, waiting to be discovered, like a hot lead for a spicy news story. Continue reading

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Minority Report: Designing for Mobile

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By Mike Exon

A meaty question pre-occupying the world of digital design is how unique should your mobile site be?

It’s become a confused landscape, with different executional approaches, like responsive design, being taken for strategies in their own right.

The current debate looks like this: Continue reading

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The Longform Online Debate: Internet Week Europe

By Mike Exon

Last night’s Longform Online event for Internet Europe Week, pulled in some enquiring minds devoted to genre busting prose with a lot to say.

Longform is the new form; which is kind of strange, since the longer article has been around for hundreds if not thousands of years. Strange but no surprise. Continue reading

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Is Yota the Shape of Things to Come?

Since its launch just over three and a half years ago, Yota has become one of the curiosities of the design world. The Russian telecoms brand has been quietly working with some of the big names in British design, putting design, architecture and creative content at the centre of its business. What is striking, if disappointing, is Continue reading

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Hype Pad

How revolutionary will the iPad actually be? There’s a suddenly a big opportunity for Apple to provide a much needed boost to publishing and media brands using enhanced digital content, music, video and social networking. But it’s by no means guaranteed. Here’s my feature as it appeared on the shelves last week, published courtesy of Design Week: (post updated 28 May 2010)


We all knew it would be big news, but just how big will the iPad turn out to be? If you work in the digital media space, the chances are you’ve had one of Apple’s new ’tablets’ knocking around the studio for weeks, while everyone else in the UK waits patiently just to find out the release date.

Even so, the blaze of media coverage has been so prolific that we already know what it looks like, how it works, and that it’s sizzling on the shelves in the US – Macworld reports the iPad hit the one million sales mark in 28 days, almost three times faster than the iPhone.

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