Top marketing stories of 2016

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We're about to welcome a new year as 2016 draws to a close in just a few short weeks - and what a year it's been. Throughout the last 12 months, Consider This has reported on a variety of exciting industry-related news and we have kept you up to date with significant happenings and achievements within our own company.

In this digest we take a retrospective look on the year and share some of the major highlights, from the introduction of promotional pins on Pinterest for UK advertisers, British Ballet Organization’s rebrand work we successfully completed, Pokémon GO and more. Here are our biggest stories of 2016:

Sensory marketing trends: 4D cinema

Following the introduction of Europe's first 4D cinema in Milton Keynes last year, 2016 saw huge investment into 4DX cinemas. These technologically superior theatres come with many sensory delights , from rocking seats that match the on-screen action to wind, water and scents that relate to the movie's plot. The 4D cinema has continued to be a growing empire this year as market leader expects to be present in 1,000 cinemas across the globe by the end of this year.

Consider This' highlights from Move IT 2016

Consider This returned to Move IT, the UK's biggest dance event, for our tenth year consecutively, this year as sponsors of CDET's hub. This vibrant event presented us with the opportunity to speak to individuals and businesses who are equally as passionate as we are about the Arts and Entertainment sector, which we have worked in for over 15 years.

  • Caroline Miller from Dance UK

    Caroline Miller from Dance UK

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Our team thoroughly enjoyed catching up with many of our clients that were attending, performing or exhibiting, as well as connecting with new companies, teachers, instructors and aspiring performers. It was also a delight to be in the same hub as some of the biggest awarding bodies, including the RSL, RAD, AQA and the ISTD. We look forward to attending the event again next year! Check out what our team got up to at the event.

Promotion on Pinterest enabled for UK advertisers

Earlier this year, Pinterest launched their Promoted Pins feature in the UK following its release in the US last January. This feature quickly attracted huge companies like Tesco, John Lewis and B&Q as early adopters.

The Promoted Pins took the social media site one step further, giving advertisers the opportunity to reach a wider audience. With the platform being the latest social media craze - ranking third behind Facebook and Twitter -, over 20 million (and growing) users, we cannot wait to see how it evolves in 2017.

Digital Marketing quiz

We are delighted with just how popular this fun and educational quiz proved to be with our web visitors. Filled with facts to challenge your digital marketing knowledge, this quiz gave our readers a chance to benchmark their skills against the competition in a way that was both fun and entertaining. Haven't taken the quiz yet? Now's your chance! Take the quiz here.

Rebranding the British Ballet Organization

The British Ballet Organization, now bbodance, has been a valued client of ours for 15 years and we partnered with them once again this year when they enlisted our services for their major rebrand project. The new change came as part of their commitment to injecting innovation across the entire organisation.


The project consisted of us working on new designs for their brand, sub brands, merchandise and website; we also focussed on their Brand Positioning and helped integrate an effective marketing strategy. Their CRM, membership, syllabus and examination management tool was a very important, complex and challenging exercise for both us and bbodance.

We thoroughly enjoyed working on this project and look forward to future collaborations with bbodance, helping drive their new brand forward to wider audiencesRead the full details of this project on our case study.

Brexit: impact on the arts and cultural sector

Earlier in June, the EU referendum produced a shocking result in favour of Brexit. This decision unsurprisingly had a significant impact on many industries, including the arts sector. As we work with many clients in Arts and Entertainment, we looked at the effect Britain's withdrawal would have on this particular industry.

The issue not only divided a nation but also the government’s cultural leaders; Arts Minister Ed Vaizey, on the side of Remain, said that leaving would be ‘irresponsible’ while the Culture Secretary, John Whittingdale, was fully in favour of exiting.

At Consider This, we believe that now the nation has made its decision, it is in our best interest to put a stop to this division, come together and unite in facilitating the best future for the arts in a new reality outside the EU. Read what else the arts industry had to say about Brexit.

Pokémon GO takes over the world (wide web)

The release of the Pokémon Go mobile app this summer was followed by an intense and unanticipated virality. BBC reported that, in its first week, Pokémon Go generated 15.3 million tweets worldwide - notably more than the 11.7 million Brexit generated during the week of the EU referendum.

Brandwatch tracked over 4.5 million mentions of the game across social media between 4th - 10th July and discovered that the weekend in this period saw more than a million mentions of the game each day, with #PokémonGo making 5,982,616,734 impressions. Brandwatch also noted that this global response included places where the game had not yet been officially released.

The success of augmented reality apps like Pokémon Go show how progressive technologies are crucial to engage and entertain customers – a real opportunity for businesses which will undoubtedly see increased adoption in 2017 and beyond.

pokemon go header

Check out the full results of the Pokémon Go campaign.

301 redirects rules change for SEO

This year Google was hard at work to whittle down the issues SEO faces when it comes to URL redirects (the practice of pointing one URL to another). The solutions Google released to combat these issues came with the New Rules of 3xx Redirection:

  • In February, Google’s John Mueller announced that no Page Rank is lost for 301 or 302 redirects from HTTP to HTTPS. This was largely seen as an effort by Google to increase webmaster adoption of HTTPS.
  • Google’s Gary Illyes told the SEO world that Google doesn’t care which redirection method you use, be it 301, 302, or 307. He explained Google will figure it out and they all pass Page Rank.
  • Most recently, Gary Illyes cryptically announced on Twitter that 3xx (shorthand for all 300) redirects no longer lose Page Rank at all.

Rio 2016: the content Olympics

The Olympics, the world's largest sporting event took place in Rio earlier in August this year and proved to be the content Olympics. The ability to stream events as they happen is something we now consider to be an easy task since the 2012 London Olympics, where it was used to great effect by brands such as Samsung and BMW, as well as @2012TicketAlert, the innovative ticket availability system.

The live concept has developed and, according to Yahoo and Enders, the growing trend toward content marketing will more than double by 2020 with brands investing up to £349 million on this type of marketing.

Leading up to the start of this year's games, Samsung took a content-led approach with their comedic concept featuring Jack Whitehall and some Olympic greats. Their Marketing Director, Russell Taylor, said:

"In this case, the reward comes in the form of entertainment – 'Move me and I will share and engage with your campaign'. We believe 'School of Rio' provides that type of consumer reward."

The future games will see further increase in the content marketing trend and, with the ever-evolving digital marketing industry, businesses will undoubtedly adopt new and exciting ways to engage their audiences.

The world's first ever Virtual Reality ballet

This year we saw the release of Night Fall, the first ever virtual reality ballet created by the Dutch National Ballet in collaboration with & samhoud media and Chester Music.
Choreographed by Peter Leung, Night Fall was inspired by the “white acts” of Swan Lake and La Bayadère. This sublime premise complements well with the otherworldly VR experience; as you explore the phenomenal piece, you become completely engrossed.

The easiest way to watch Night Fall is on your phone, using your fingers to navigate the 360-degree experience. But for those that are particularly motivated/technologically inclined, there are two more immersive options; using Cardboard with the YouTube mobile app, or using the Samsung Gear VR headset. Dutch National Ballet has even provided handy instructions for those advanced viewing methods.

Watch the Night Fall video or check out the fascinating 'making of' video.

Snapchat rebrands as Snap Inc. and unveils 'Spectacles'

More exciting changes occurred to the social media industry in the form of a major rebrand and the revelation of an unpredicted venture into hardware by photo and video app, Snapchat.

Snapchat co-founder Evan Spiegel unveiled Spectacles, a $130 (approximately £100) pair of sunglasses with a camera built into it, in the wake of the company's rebrand which saw it renamed to Snap Inc.

The move away from Snap's image as a social media company created the perfect stage for the brand to reveal its venture into hardware with Spectacles. This bold move coupled with the brand's new in-app advertising offering proved to be a grand counter-attack against rival Facebook which took a few pages out of its book earlier this year with the advent of 'Instagram Stories'.

Snap has undoubtedly climbed higher on the list of innovative businesses to watch, We look forward to seeing more exciting changes from them in the new year.


Drama UK closes after mass exodus

Following from the last 12 months where several high-profile members quit the organisation, the training accreditation body Drama UK has decided to close its doors.

The painful decision followed the loss of members such as the Conservatoire for Dance and Drama – which includes RADA, LAMDA and the Bristol Old Vic Theatre School – as well as the Guildhall School of Music and Drama. Schools that remained include Drama Studio London, Rose Bruford College of Theatre and Performance, Mountview Academy of Theatre Arts and the Royal Central School of Speech and Drama.

The news came as a shock to the industry but in a letter sent out to all schools taking part in the organisation, Drama UK confirmed that forthcoming international showcases would go ahead as planned.

Consider This wins Best Multi-Media Marketing Agency award

We are an integrated marketing agency recognised by our peers and clients for our expertise, creativity and innovation in print, graphic design, web design and development, branding, digital marketing and much more.

Our company takes great pride in our work and the results we achieve and recently received further recognition for our exemplary work in the marketing sector from the European Business Awards as the Best Multi-Media Marketing Agency in 2016.

european business awards

The entire team at Consider This would like to once again thank everyone who voted for us, we receive this recognition with great delight and as an opportunity to build on our current success. Here's what our staff and Managing Directors had to say about our win.

Social media strategy for 2017

It's easy to get stuck in your ways and assume your current efforts with social media will continue to bring results. This is far from the truth, especially with the dynamic nature of social media marketing.

For this reason, we shared four insightful tips with you to boost your social media marketing strategy in 2017. Here's a recap of what you should be doing with your social media in the new year:

  • Build your content strategy
  • Capitalise on current trends
  • Discover your audience networks
  • Complement your social efforts with email

For a more in-depth look into each of the points, read the full article here.

To say the least, it's been an incredibly eventful and exciting year. That being said, it's time to say goodbye to 2016 and welcome 2017 with many positive expectations of the industry and ourselves as a company. We wish all our readers a merry Christmas and happy new year!

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