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Remember how the internet was going to be a world of highly targeted advertising and messaging, picking up on past consumer behaviour and everyday habits and activities to offer exactly what we wanted? We’re not quite there yet and no statistic illustrates this better than the fact people in the APEC region click on an average of just six social media ads a month. For all the volume of social media use and the proliferation of advertising, our engagement remains very limited. The reality is that advertising hasn’t yet fully evolved to provide the kind of personal experiences social media and its

For many years, the traditional art of storytelling was seen as being of high importance to the delivery of content – and you can see why: the best storytelling has creativity at its heart. It’s almost as if the teller takes his audience and puts them in the story. But what if you could actually, really do that? Wouldn’t “old school” storytelling lose a little bit of its bite if there was an alternative that placed the audience directly into the thick of the action? That’s exactly what’s playing out on social media, as storytelling makes way for storyliving. Storytelling, for all its

We’ve all marvelled at the harmonious sounds of a symphony in full flight. It’s a joy to behold and an exercise in true teamwork. If you took each of the highly talented musicians from the orchestra into a room and asked them to play something, I’m betting the end result would still sound pretty good. But if you then placed them back together and got them to each play their favourite individual songs, what you’d have wouldn’t be a symphony… it would be a cacophony. The results would be disastrous. It’s worth thinking about social media the same way. In the same way that

A lot is made of how being smart leads to business success – and deservedly so. Achieving results is a by-product of making informed (and ultimately, correct) decisions at the right time. But you’re selling yourself short if you underestimate the importance of emotional intelligence, particularly in an era in which social media is at the heart of how so many people live their lives. I’d argue that no platforms tug on the emotions like social media channels. If you can understand the concerns, issues and emotions faced by your clients, you can start working on delivering content via those channels that

Trade shows are invariably a confusing bustle of people and exhibitors jostling for attention. Signs, raffles, giveaways, speakers, you name it. So, how do you make sure your stand doesn’t go unnoticed and your staff don’t spend the show being ignored and eating your own branded mints?   1. Be Strategic The first step is to be strategic. Prepare to promote one or two key aspects of your business, be it a new product or service. Your exhibit should be designed to market these aspects in a way that differentiates you from your competitors.   2. Keep it Simple Remember, the delegates may be