In the rush to embrace the latest platforms, the communications industry creates unnatural campaigns stuffed with pointless new technologies

In a personalised age, brands will only succeed if they put their customers at the centre of their media

Understanding customers underpins every marketing strategy, but brands spend too little time identifying the right target context for their message

Facebook and Twitter are no longer simply text platforms but mobile video channels battling to turn consumers away from TV

What the Big Bang Data exhibition at Somerset House tells us about the state of modern marketing

VR is heralded as the next big thing, but there’s reason to question whether this technology will ever become a must-have

Using the Kardashians and Rihannas of this world can bring reach and exposure, but they don’t build a marketplace

The social media platform is poised to offer advertisers real value – as long as they recognise it’s about content now, not just tweeting

The sporting event offers advertisers a huge platform, but without serious commitment, marketers are better spending their budget elsewhere

It’s easy to be distracted by the latest shiny innovations, but a focus on quality content and media planning are key for successful social media marketing

From Lexus offering 100 different ads on Facebook to Clash of Clans’ video storytelling, here are some of the best social media campaigns from 2015