The ads will debut tomorrow (31 October) across each of the major TV channels and vary in length from 10 to 30 seconds. They show close-up shots of goods in Lidl’s Deluxe range, including mulled wine, whole cooked lobster and its German fruit cake, stollen.

Lidl introduced its Deluxe range in 2008 as a seasonal brand, but rapidly expanded it in 2012 as sales doubled from £19.5m in 2011 to greater than £40m a year later. Lidl says Deluxe products at the moment are its best selling and it’s hoping that the ads might help to spice up sales by an additional 50 per cent this year to £63.8m.

Managing director Ronny Gottschlich says: “We feel now’s the time to completely showcase the standard of those products with the vast expansion of the diversity and the addition of many new fresh British products.

“We’ve had a big increase within the collection of customers coming through our doors because persons are realising that they don’t ought to shop anywhere else for Christmas.”

Discount supermarkets resembling Lidl and Aldi have experienced strong sales growth in recent months, increasing pressure at the big six grocery chains. For the 12 weeks to 13 October, Lidl saw sales growth of 13.1 per cent year on year, outperforming the broader market and resulting in an increase in its market share from 2.7 per cent to a few per cent during the last year, in line with Kantar.

Email Marketing is widely labelled as one of the oldest forms of direct marketing, but that doesn’t mean it has no use today. Because of the devices individuals can now open and send emails on, perhaps there is no better time to use email marketing as part of a marketing mix.

Like many other methods, email marketing has evolved. Multimedia is now commonly used in emails to persuade and engage with customers, and those sets of emails can be accessed on mobile phones, eBook readers, tablets, mp3 players and games consoles among many others. Many internet marketing agencies can help businesses use emails to maximize return on investment.

Emails campaigns can be reviewed in detail, finding out which potential customer opened an email, clicked on the links and forwarded it. Agencies can also help you decide on the best time to send emails, ensuring they have more of a significant impact.

Social Media may to some be seen as a replacement, but emails still offer something which social media marketing does not, and that is freedom. Some social media sites have restricted character counts, others may only focus on mainly image such as Instagram, while YouTube is mainly for videos, yet emails can include pretty much anything a business wants, and there is no evidence of that changing in the future. Use email marketing the right way, and for an email marketing campaign that achieves on all levels, speak to an experienced web marketing agency.

The new responsive design website is being positioned as a “Buzzfeed for grown-ups” and should use an image-heavy interface, repackaging the most well liked stories from round the web, with the fast-form articles ranging in topic from celebrity, to football to beauty.

Regular features will include “News Crunch”, an editorial in an effort to appear at intervals during the day collating the six news stories its journalists feel will act as a “sat nav to what’s occurring within the world”, in addition to Buzzfeed-style list-based articles.

The site also will reorganise where articles appear dependent on users’ previous browsing behaviour and how during which they’ve rated or shared the stories they’ve read.

Marketing for the digital relaunch – nearly all of so that you can appear across sister title The Daily Mirror’s inventory – is ready to hold the strapline “News without the boring bits”.

The site won’t feature any banner ads and should be funded soley through a singular style of native advertising.

After a “pre-nup” trial period, advertisers will join up to a freelance whereby they are going to join a listing of clients from which journalists can opt to associate their stories with. An editorial in regards to the new celebrity winter fashion trend of “stripper boots”, as an instance, may be accompanied with products from New Look – a launch advertiser with the location – that users can click through to buy.

Other advertisers set to seem at the site once it launches on 5 November include Monarch Airlines, House of Fraser, Nails Inc and Money Corp.

The digital relaunch is being led by Sue Douglas, publishing director of the recently created Trinity Mirror subsidiary Sunday Brands, which also spans regional titles Wales on Sunday, the Sunday Sun in Newcastle, Sunday Mail in Scotland and Sunday Mercury in Birmingham. She joined Trinity Mirror in June this year, just weeks after her former firm Phoenix Venture’s £10m bid to take a stake within the Sunday People was rejected by the publisher.

Speaking to Marketing Week, Douglas described the digital project as a “mini incubator”, with the “legacy and tool of a large media owner” taking up the danger of trialling a revenue model new to the publishing industry. She also compares The folk website to a “speed boat” floating next to the large “trawler” of a publisher like Trinity Mirror, which “can take time to show around and manoeuvre”. If successful, the alternative titles operated under the Sunday Brands business is also brought into the digital People fold.

Douglas rejects the concept the advertising model could confuse readers into thinking the content they’re reading isn’t ad funded editorial.

She adds: “I don’t ever like to do advertorial, we’re never going to con the reader: it’s editorial, not an advert. i need to place clients inside the context of the zeitgeist…[clients are] not buying click through, but signing as much as a freelance [to look in] a typical of 2 to a few stories which are contextually relevant to their business.

“It’s like we’re taking over the role of the ad agency, PR agency or marketing agency. Ad blindness is real and we all know [traditional display ads] don’t work. There needs to be a brand new world order, we have to retune the [digital publishing] revenue model.

“We know individuals are inquisitive and that they love stories greater than they love anything. What we’re offering [advertisers] is contextualisation within those stories and that contextualisation hasn’t ever happened before – advertising have been two-dimensional.”

It is hoped within months The folks website might be attracting “millions of uniques” and Douglas looks to the success of another Trinity Mirror digital project – the web site Us vs Th3m – as testament to potential of the project.

She added: “The launch folks Vs Th3m could [even have been] seen as a risk, not a lot of persons even knew it was Trinity Mirror. Now it has 3 million uniques with little spend behind it. That shows the ability of fine content whether it is focused and targeted.”

The Mirror Group Digital, where the present Sunday People digital presence sits, attracted 1.5 million average daily unique visitors in September, down 13 per cent month on month, in line with the newest ABC figures.

Social Media Marketing (SMM) has come a very long way in such a short space of time, so it can be difficult to understand its uses, especially for small start-up businesses.

Many companies will have various social media accounts, and each one has its own environment, or layout. Facebook and Twitter are great for sharing content with customers, perhaps also gaining feedback and researching customers to fully understand your target audience and their needs.

YouTube is a social media network that lets businesses share videos to engage with their customers. They can then post these through various social media platforms, expanding its reach. A combination of social media networks can work well for a business, and it’s important to make sure each social media website is regularly updated so relationships new relationships with customers can not only be built, they can also be maintained.

Blogs are also beneficial in terms of social media marketing, and because numerous social media website have restricted characters, blogs can provide more freedom; you can even have a custom web design made to enhance your brand.

SMM is still developing, and if your business is yet to start using its benefits, it’s probably time to, but make sure you give each website the same amount of care and attention as your main website.

The London Underground has launched a young process for 2-year experiential marketing contracts at greater than 58 stations including Waterloo, Oxford Circus and Angel from 2014. That is an extension of a recently ended similar initiative, however, transport chiefs claim they’ll work closer with advertisers to make sure campaigns have a “fresher”, more “interesting” feel to draw commuters.

It is hoped the rush brings more diversity to campaigns at the Underground with upcoming efforts spanning sampling events, exhibitions and dad-up stalls. Previous experiential promotions has been focused on the bigger stations, but TfL wants the frenzy to put the wider tube network as one among “the best places for experiential”.

John Pizzamiglin, lead for advertising strategy at TFL, says the renewed push for experiential investment stems from the advertising industry becoming more “sprightly” during the last twelve months, a trend that has resulted in brands which include Colgate-Palmolive spending more on tactical campaigns at stations.

He adds: “Generally speaking people don’t think the London Underground is the appropriate place for experiential advertising; we don’t have the identical stylish and open concourses that you’d get at a Westfield or across Network Rail station.”

Pizzamiglin dismissed the suggestion that commuters may find the increased brand presence at the network jarring, claiming it is going to find the “right locations on the right time” to get brands in front of them.

He adds: “[Experiential advertising] is rarely going to be a serious component of our commercial offering, but we’re taking a fresher approach so one can let us make the most new locations in slightly less urban areas like Wood Green and Kentish Town”.

The move is a part of wider shift during the last two years that has seen tube bosses reassess how they are able to generate more from their ad inventory.

The media buy, a primary for the lager brand, used the #RoundUpYourMates hashtag to encourage fans to point out their support for spots on male bonding – a key pillar of the Guinness brand’s multimillion “Made of More” business plan. The hashtag was quickly hijacked by viewers, however, who used it to name out the logo for the campaign’s perceived loss of credibility.

Ed Pilkington, marketing and innovation director for Western Europe, told Marketing Week the campaign had not resonated with viewers within the way it had hoped, adding the logo had shot for a ten in relation to creative execution but “missed”. The thinking stems from Diageo’s “more magic, less logic” option to marketing, which inspires marketers to take creative risks and extra responsibilities.

Pilkington adds: “We realise the campaign hasn’t worked within the way that we would have liked it to and that’s something we’re addressing for the time being. It didn’t have the identical tone of voice within the way recent ‘Made of More’ campaigns just like the wheelchair ad was capable of resonate with people. We’ve only just started assessing why people reacted to it within the way that we did, but we’ll take those learnings on board with the exciting content-based work we’ve got arising for the logo.

“We encourage our marketing teams, creative partners and media agencies to be innovative and meaning shoot for 10. You can not always get that focus on but that shouldn’t prevent you from trying new things and pushing the bounds.”

Guinness is gearing up for further content-based activations inside the coming months as component of wider efforts to court younger drinkers and kickstart sales