General

According to a recently published report by Forrester, ‘digital marketing’ is finally set to lose its prefix and be referred to as ‘marketing’ in its most broadest and accurate sense to the delight of Richard Olsen, MD of the Olsen Partnership, who supports the findings.

Face-to-face, personal or direct selling is one of the oldest but most effective forms of advertising and it starts with the initial introduction, therefore you need to deliver your message clearly, succinctly and leave a lasting and memorable impression.

In recent years, we have seen major shifts in the media landscape which is in constant flux today. Companies looking to reach out to their client base using the most cost effective media require a greater understanding of the tools and channels to navigate this increasingly complex landscape, which is only part of the communication process.

Olsen Partnership have collated a series of views and comments about what will be trending in 2013 and added their own thoughts and opinions. 

Trend 1: SoLoMo

According to a recent study conducted by research consultancy Nunwood, retailers are delivering a better purchasing experience online than in-store. 

Unsurprisingly, most consumers will already be acutely aware of this fact unless you are in the fortunate situation of being able to shop in person at John Lewis or travel regularly to the Far East where the service delivery is both a cultural and commercial issue.

The Art of Integrated Communications

It will come as no surprise to anyone reading this article that we are living in world where sales and communication channels have not only exploded but fragmented in our once perfectly packaged and clearly segmented world. Not that long ago, there were only two commercial TV stations, a clearly defined selection of printed media, direct mail (the posted kind) cinema and outdoor advertising upon which to place our messages - targeting was straightforward, easy to manage and reasonably measurable.