Welcome to a brand new edition of Nucleo, where we bring together interesting industry content our readers will find valuable, by using our core competency of unlocking the potential of zeitgeist communication and the four FRASER pillars.

☵ Strategy and Creativity Mix

The intersection of data and creativity in gaming. With data changing the game for industry players, big and small, there comes with it an interesting question: How does the creativity that goes into game development play against the increasing requirement that data sculpts gameplay itself?
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Pushing past perceptions: Cause marketing in the age of consumer cynicism. As more and more brands embrace cause marketing, people are getting increasingly cynical. A 2016 survey found that almost half of respondents somewhat agreed that this type of marketing is “just spin.” This mean they need to think harder about how to approach it, to ensure people don’t misinterpret it as an opportunistic attempt to make more money.
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☵ Product is Communication too

Slack builds ‘bridge’ for email communication, workflow development. Slack is broadening communication abilities with email so users can “build bridges” with those who are not on the platform but in the same organisation. Non-Slack users will receive alerts from messages or mentions in their email. ☛ Read more

How to ensure implementation of martech runs smoothly. According to the Martech 2019 report — a collaboration between four organisations in the sector — 96% of marketers believe martech is necessary for achieving future goals and 91% are planning to increase automated customer interactions by using it. ☛ Read more

A large majority of tweets come from a small minority of users. A new study from the Pew Research Center proves that about 80% of tweets are sent by just 10% of users. What is surprising is how just how consistent this trend has been throughout Twitter’s history. A study conducted a decade ago in 2009 by Harvard Business Review found that around 10% of users sent about 90% of all tweets. ☛ Read more

☵ Digital Marketing as Sales

Trying to close the historic gap between marketing and sales. Blurred with competing agendas and ingrained perceptions, the relationship between an organisation’s marketing people and sales people can be difficult to understand, let alone improve. ☛ Read more

Inside #StartWithThem, the new advertiser pitch helping Twitter win on Wall Street. Twitter’s first quarter earnings have all but cemented its comeback on the Street, topping analyst predictions with year-on-year revenue growth of 18%. Behind the scenes, the company has been working to foster advertiser spend with a global roadshow and campaign promoting the quality of its audience. ☛ Read more

☵ Merging Editorial + Campaign Content

The Guardian’s chief data officer on data’s contribution to the paper’s commercial and editorial strategy. Recognising that the value of data lies in its power to aid more efficient management and improve online reader experience, the Guardian developed its own in-house data and insights tool. This analytics engine processes masses of data from the Guardian website each day, offering insights into traffic, technical and editorial issues and content performance. ☛ Read more