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Emojis Aren’t Just For Fun, They’re Also For Business

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An ‘Emoji’ is a small digital icon used to express an idea or emotion. It’s the language used by the text and social media savvy to communicate. The lexicon of emojis can create diverse and impactful messages, while fitting perfectly in a digital landscape, one where visual packs a more powerful punch than words.

Brands and advertisers can tap into the emotional language of emojis to produce visuals that reach a target audience in an innovative way. By using the digital space as a canvas and emojis as paint, advertisers can enhance their marketing message with a refreshing tone and clever visuals.

How to make emojis stand out on social media:

Humour – Emojis can mean different things to different demographics. (Eg. a smiley emoji can be both flirtatious or endearing, depending on the context) Using these quirks to one’s advantage can create situational comedy which will help a piece of advertorial content go viral


Minimalism – The fact that these icons carry all this expression in a simple form is what makes them a powerful marketing tool. Warning – don’t overdo it!. Use the emojis to tell an easy and relatable message.


Emotion – Emojis express feelings, and capturing this creates an easier connection to your followers and potential clients. Showing love, happiness or any other genuine reaction to your brand is how emojis can have an impact.


The use of emojis spans different social media platforms. Emojis can be placed in the titles of articles encouraging people to click, on Facebook to prompt a specific reaction, or on Instagram as a call to action.

And emojis aren’t confined to the digital space as they are now found on merchandise like pillows and t-shirts, showcasing their unique ability to cross demographics and translate across cultures.

With this mind, plus the fact that they inherently encourage shares shows how emojis are prime tools to activate in any social media campaign.

Why Video is Better For Your Business

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Many businesses with small marketing budgets struggle to decide which kind of marketing to do because financial constraints dictate they can only do one or the other, and not both.

The decisions are not usually easy to make: which method of marketing will give the most conversions for your dollar?

A shift from traditional to digital marketing has been noticeable in the past couple of years. Digital marketing is a lot more interactive and real-time data can be recorded. Statistical data can be collected almost immediately and there is also a direct link to which ad consumers are responding to the most.

So when it comes to digital marketing, what is producing the most potent and impactful punch in Caribbean markets?

The answer is video.

Online videos are used widely to spread brand awareness. And videos are sometimes more attractive to the eye of consumers, especially millennials.

Brands which use video understand the importance of social media shares, virality, and permanence. Once uploaded to an online platform, a video remains there for as long as you want it to.

According to SlideShare analytics, in Jamaica, approximately 1.2 million active users are on social media. That is close to half of the island’s population. Which means digital marketing, along with traditional marketing, can easily cover the entire island.
Social media videos, once executed properly, will almost always be a hit among consumers. Content sharing on social media is extremely popular and helps boost visibility to potential customers.

And there are a number of reasons why video reigns supreme when it comes to digital advertising:

– Videos appeal to mobile users and engage even the laziest buyer.
– Having a video embedded in your website boosts visibility on Google. Studies have shown this makes your website 53 times more likely to show up in the search.
– Millennials prefer watching a tutorial than reading a manual. Creating short, simple instructional videos can boost your product usage significantly
– Videos are memorable and have the highest potential of going viral.

The statistics also speak for themselves. A landing page with video can boost conversation rate by 80 percent, according to Eyeview.

According to Kleiner Perkins Caufield Byers, online video accounts for 74 percent of all online traffic, and 59 percent of executives agree that if both text and video are available they will more likely choose video, as reported by My Web Presenters Ltd.

Social media has emerged as a powerful avenue for communication and commentary in the Caribbean. According to Internet World Stats the region collectively now has over ten million active Facebook users.

Video, being an easily consumable media on all social media platforms, is dynamic and attractive. So when choosing a form of digital advertising, choose video!

AMPLIFY is the commercial content studio of Trend Media. A team of designers, producers, and strategists develop digital content which helps brands establish a strong digital footprint with positive and profitable impact on a business’s bottom line. To book a consultation message us at Trend_Advertising@Trend.Media

How is Whatsapp changing you?

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At Amplify, we investigate the links between people’s interaction with social media and the effects that this interaction has on user behaviour. As part of a new series of articles, we will discuss how people use different media to express themselves and how these channels of expression vary between different groups. This week, we dive in with WhatsApp.

WhatsApp is a free instant messaging service for mobile phones. It also has desktop capability through the WhatsApp web interface. It is a global entity with 1 billion daily active users. How people interact on the platform varies according to their age and geography. For younger users (below 30), WhatsApp is preferred for making plans, chatting and sharing memes.

Older users tend to use it to chat and spread information. WhatsApp is like the social media megaphone of the 21st-century village crier, as people use video recordings to disseminate information about the latest riot or violent incident. These images are widely shared and recycled through conversations, broadcast messages and group chats.

News avenues like this are vital in the Caribbean, where it can be difficult to receive pertinent, and at times, vital information quickly: in Trinidad, local activists use WhatsApp messenger to send out video footage to warn people of an oil spill.

Among Jamaicans living in the diaspora, WhatsApp is outcompeting the big phone companies as families turn to the service to keep in touch. During Hurricane Irma, people across the islands used WhatsApp to communicate with family and friends in the line of the storm to check up on them before and after impact.

The adoption of WhatsApp as a news source is less commonplace when people have access to both home computers and laptops. For the older generation who skipped using desktops and laptops, WhatsApp is the first taste of the benefits of instant communication. Unfortunately, this limited familiarity means the platform is also privy to the distribution of videos that offer dubious health advice and chain messages. The sensationalists amongst our various social groups, who may use the platform to disseminate information that is false, effectively interrupt the reliability of the first-hand account.

WhatsApp is now in the process of developing tools for businesses, and these will likely expand the capabilities of the format to ordering goods through verified businesses on the app. What this may look like in the future is, for now, a mystery. But for a potential insight into what it could look like, we can turn to China.

Originally billed the Chinese version of WhatsApp, Wechat started as an instant messaging service. Since then, it has expanded the functions you can perform with it. In Beijing, you can use the voice message function to order a taxi and then return seamlessly to the conversation you were having.

The development and massive popularity of apps like WeChat in China suggest that a multifunctional app with different integrated uses – booking a table, paying for a meal and ordering a taxi, all in one app – is the final manifestation of the desire to have as many possible functions at our disposal within one space. This is an intensification of the habit of using the multifunctional smartphone as a tool.

The use of the phone with a torch, a clock, a compass and a host of other features has changed what we yearn for. While it may seem absurd now to own a phone with one app that does everything, this can be seen as an extension of a desire to own a multifunctional app within a multifunctional tool. This desire may be especially prevalent in those who only use their phone as their primary technological tool. In other words, people get so used to using “one tool” that does everything, that they want “one thing” (in this case an app) within that tool to do everything for them.

While it remains to be seen whether WhatsApp will seek to adapt its functional capability to the extent of WeChat, the app changes will have an effect on how we order and interact with local and large businesses around us.

As we continue to investigate this topic, please consider taking the time to complete this form (limited to one response per user): https://goo.gl/forms/G6wyagsmnNdxIGmr1

Participation is entirely anonymous.

AMPLIFY is the commercial content studio of Trend Media. A team of designers, producers, and strategists, develop digital content that helps brands establish a strong digital footprint with positive and profitable impact on a business’s bottom line. To book a consultation message us at Trend_Advertising@Trend.Media

5 Facebook Advertising Tips To Maximize Your Budget

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Facebook is the topic of conversation among marketers after their recent meaningful interactions update. This update will see Facebook changing what users see in their news feeds by prioritizing posts that will generate meaningful interactions, especially posts from friends and family. This new update has left brands and marketers questioning what this means for their Facebook advertising, which for most brands is a big part of their social media marketing.

If you have a brand on Facebook there is not much need for panic, as Facebook still generates a lot of revenue from advertisers so this update will not completely disadvantage us. However, it will require you to better plan and optimize your Facebook ads to maximize your budget. Here are five advertising tips that will help you make the most of your Facebook advertising dollars:

  1. Use better targeting

With this new Facebook update it will be more important to ensure that you are not just selecting an audience that will show your ads to the most people but that you are choosing one with the right people- the ones who are most likely to act on your ad. Your brand’s Facebook page has an Audience Insights feature that can be very informative in finding out the demographics of your audience, what their interests are and what content they respond best to. This will help you to decide what type of ad to use, the language, and what the content should be.

  1. Content is King!

If you weren’t doing this before, now is the time to start paying attention to the quality of the content in your ads. The Facebook platform is known for stories, and the key to maximizing your advertising dollars may be to become a better storyteller. When crafting your ads, think about what your objective is and how you can craft a story around it. As a plus with Facebook ad features such as Canvas, telling your stories can be very visually appealing without the clutter.

  1. Monitor and Optimize the campaign

Don’t create a Facebook campaign and just leave it running. Check at intervals to see the campaign performance based on the objectives and make tweaks to improve the performance as necessary. The good thing about Facebook ads is that there are multiple changes that you can make to the campaign, while it’s running, without deleting it. These including changing the artwork, the budget, and the audience. Additionally, optimizing the campaign shows you what doesn’t work and helps you create better ads in the future.

  1. Track the right Metrics

What metrics indicate success for your campaign? The metrics you track will be dependent on what you want to achieve from the ads- your overall objective for running the campaign. Do you want to increase brand awareness, generate leads, get app downloads, etc? The objective will tell which ad metric you need to be paying attention to, and where you need to optimize to maximize the spend of the budget.

  1. Use ad results to build a strategy

Often, brands run one off Facebook ad campaigns and don’t necessarily build on the success of past ads. Facebook advertising provides a great retargeting function- Facebook pixels- that can improve the ad spend by building on the results of past ads. Facebook pixels allow you to build custom audiences from users who would’ve interacted with your ad in the past. For example, you can run a lead generation campaign using a custom audience of persons who watched more than 3 seconds of a previous ad campaign that you did.

To wrap up, getting the most out of your Facebook advertising budget may now require more effort, but the value you will receive from efficient budget spending will all be worth it. If you have any questions or need assistance with executing Facebook ads, contact the Trend Media Paid Campaigns team here.

Let’s talk about memes

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Memes, in the context of social media, are those bits of content that pierce the membrane of the pop culture zeitgeist. Sometimes they are funny and other times they are really funny. They straddle the line between immortal and ephemeral too.

You know you secretly sneak peek when you’re at the office. You do it in front of your kids. You even do it just before you go to bed. We’re talking about the obsessive perusal of memes here – those little big things that swim about the internet either from profile to profile, timeline to timeline. These meme things go viral, as the intelligentsia say.

But what are they exactly?


Yea. That. Ryan Gosling’s Hey Girl, Philospraptor, Corporate Baby, and Dos Equis’ Most Interesting Man In The World. For the most part, these images are a mix of comic relief, trending topics, pop culture, and the all too relatable awkward moments in everyday life. There may not be a textbook reference for the term (yet), but if we were to distill the idea of a meme down to a few words, it would be summed up by the following principles:

Relevant and with context – Content needs to be shared in a timely manner. And we aren’t speaking specifically to the hours and seconds on the clock. What we mean here is that content needs to be relatable and traced back to something tied in time; an event, or an individual situation. If content is king, then context is its queen.
Simple – The folly of many marketers is that they try too hard to get the message across. Fussing over campaign materials in an attempt to create a meme can result in something that feels false and inauthentic. Some memes are by nature minimal, even severely pixelated (but please, do not do use this last bit as an excuse. You have graphic designers on your team for a reason). In short, a meme must have a clear and singular message.
Funny and Shareable – A meme or any piece of social media content must resonate with your immediate social circle. Think about why you are sharing any piece of content. Why are you sharing it, really? Whether it is an article, rant, video, or emoji-laced post, will your friends like it, comment on it, or share it? No? Then it may not be worthy of space on any timeline and is a thought better kept to yourself. #sorry #notsorry

Memorable – The main takeaway when sharing a piece of meme-worthy messaging is that it is sticky, remaining in the minds of those who read it long after they’ve clicked the like button. A meme is the kind of thing that you can laugh over during your lunch break with friends. It’s the stuff of inside jokes and so much more.

C’mon, try it in your next social media campaign. If you don’t act now, you might miss the opportunity to be the topic of note during the water-cooler conversation at offices around the region!
AMPLIFY is the commercial content studio of Trend Media. A team of designers, producers, and strategists, develop digital content that helps brands establish a strong digital footprint with positive and profitable impact on a business’s bottom line. To book a consultation message us at Trend_Advertising@Trend.Media

Five Things About the Business of Social Media

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Social-Media-MarketingSocial media can easily be seen as one of the biggest disruptors of the 21st century. Ok, maybe that’s a bit of an exaggeration, but its increasing popularity, reach and impact cannot be disputed. This is not only true for the average day to day user but for businesses as well. As a business, it’s important to know that the advent of social media has given customers more power along the purchasing journey. One bad experience can either make or break your brand’s reputation in just a couple of seconds. That being said, there are some key things you need to keep in mind about the business of social media, here are five of them:

  1. Do not ignore negative comments/complaints

Social media has made receiving customer feedback easier, unfortunately not all the feedback is positive. When a customer complains on social media they are not only telling you, but they are also telling their followers and the reach of that complaint can be very extensive. To build good social media brand reputation, Digital Marketing & Online Customer Service expert, Jay Baer advises that brands should “respond to every complaint, on every channel, every time.” Not responding is a response in itself- one that reflects poorly on your brand, and while responding to a complaint may not satisfy the complaining customer, it can help to inform another customer.

  1. Audience engagement is important

Head of marketing at Digital Mums, Richard Miranda, advises that the most important part of your business’ social media is not how many followers it has but rather it is the engagement rate. Social media by its very nature is meant to foster communication in a virtual environment, and communication is a two-way street. Don’t just use your social media page to promote yourself or your product/ service, you should also engage with your followers. Engagement is not only about posting content that the audience likes, but it’s also about having conversations with them. Ask questions, do giveaways, respond to comments, etc. Don’t rely on static “cut and paste” responses, make your communication more human-like, and also try to personalize your responses.

  1. Create content that is engaging

By its nature, social media is a relaxed environment and to get the most reach and engagement out of your content, it helps to make it engaging in the first place. Each social media platform has its own tone, and that should be taken into consideration, along with your brand’s own voice and tone, when crafting content.

  1. When you post it, it’s there forever

Before you post anything on social, edit, review, and edit again. The internet has a memory better than any elephant and once you put something out there, especially if it’s something damaging, it is very difficult to take that back. As a business, social media is not a hobby for you like it would be for a teenager, it is an extension of your brand’s marketing. Simple errors from a typo, to something more damaging that can cause accusations of discrimination as in the case of retail brand H&M, can result from an inadequate review process before putting something on social media.

  1. It changes quickly, stay updated

It seems that there is something new with social media monthly, and as a business, you need to keep updated on the changes so that you can make the best use of it. This is true for existing platforms and also for identifying opportunities in new platforms. When Snapchat first launched, many businesses didn’t see an opportunity in it, but those who were early adopters realized the value that it could add to their social media presence. As a business on social media, be open to the many changes that will happen, it may work out well in your favour.

Trend Spotlight on Declan Tully

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Trend Media Group Head of Sales, Declan Tully

At Trend Media, we have an amazing team of hardworking professionals that execute our operations in over 23 countries. Through our monthly series, Trend Spotlight, we share a behind the scenes look at our dynamic team. For this month’s feature, we sat down with our Group Head of Sales, Declan Tully.

1.What 5 words best describe you?

Loyal, Ambitious, Logical, Dependable and Dedicated

2. What does your duty as Head of Sales for Trend Media Group entail?

My responsibilities are quite wide and varied, but essentially, I am responsible for delivering our revenue targets across the 23 Caribbean markets that Trend Media Group has a presence in. I am in constant contact with the sales teams in each of the markets to support and assist them to deliver their monthly targets. My main responsibilities include training the sales teams on new or existing products, developing strategic digital proposals for our clients, evaluating new products or companies that we want to partner with, and creating pricing for our products based on the market, amongst many other daily tasks.

3. You’ve worked in both traditional and digital advertising, what is one similarity and one difference that you’ve found in the selling tactics you use for each?

The main similarity between traditional and digital media is that you are still getting the same brand message out to your customers and potential customers just in a different platform. This means that you still need to understand the message that the client wants to communicate to ensure you deliver the best solution. The major difference between traditional and digital is that all digital communications can be tracked and measured to deliver real and actionable campaign insights to clients. With traditional media, it’s much harder to assess what is working best but with digital, you can see campaign performance in real time and continually optimise to drive maximum return for our clients. This is usually an area that helps to persuade clients to move some of their traditional advertising spend to digital platforms.

4. Digital media is a fast-moving environment, how do you stay up to date on the trends to effectively lead your teams?

Luckily there are a lot of resources online that help to keep up with what’s happening in other markets and in particular the more developed digital markets. The Mobile Marketing Association and Internet Advertising Bureau are really useful to see digital trends globally along with best practices. I also use Google Alerts which allows you to choose the topics that you are most interested in and then these are sent to your e-mail on a daily basis ensuring you are kept up to date what is happening in the digital advertising world. There are so many newsletters that you can also sign up to from the likes of Mobile Marketing Magazine, Mobile Marketing Watch, Mobiad News and many more. It’s well worth signing up for a wide selection of newsletters and then you can see which ones are most relevant to your particular industry. The Flipboard app is also a very easy way to keep up to date with the latest digital advertising news as it allows users to choose the topics they are most interested in and then it compiles them into one easy area to view.

5. You’ve been living in the Caribbean since 2012, what is your favourite thing about it? Why?

It’s very hard to choose just one thing as coming from Ireland the weather is obviously a major benefit! However, my favourite thing about being in the Caribbean has been the opportunity to work with people from many different nationalities while also getting to travel to and experience new cultures in the region. I have been lucky to live in Jamaica which has given me the chance to travel around this amazing island and see the fantastic natural attractions that pop up everywhere. I have been to more waterfalls in the last couple of years than I had in the rest of my life combined!

6. What is your current favourite app/s? Why?

This is a tough one as I have a lot of apps that I use on a regular basis. As mentioned above I find the Flipboard app to be really useful. However my favourite app, and I know this is boring, is Twitter. It’s the app I still use most often to get the latest news and sports headlines. I’m not a fan of the new 280 character limit though! I also have to mention Shazam as being a big music fan this app has helped me discover lots of new music over the last few years that otherwise, I may have missed.

Trend 7 UP campaign highlight

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7-up_Logo.svgOur team is running an expansive 7-week “Under the Cap” brand awareness promotion for 7 Up in Haiti.

This campaign encourages consumers to look for a unique code under the cap of 7 UP bottles. The consumer can then text in the code or enter it on a zero-rated portal to win instant prizes of Digicel phone credit, or be entered in the draw to win one of 7 weekly prizes of $70,000 HTG.

The Trend Team created the portal for code retrieval and overall management of the campaign. We also built it to work in both English and French Creole to ensure maximum engagement.  To view the portal click here.

Trend Spotlight – Vindra Dhanraj

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Vindra Dhanraj

We here at Trend Media Group are very excited to proudly highlight each month some of our brightest and most committed staff from our entire pool of superb employees who execute operations in 24 countries.

In this months spotlight blog, we introduce you to Vindra Dhanraj, Country Manager, Trend Media, Trinidad and Tobago. Let us learn more about her.

1.What five (5) words best describe you?

Organized, determined, dependable, diligent and logical

2. What piqued your interest in digital media?

Digital is disruptive and if you’re not for the change you can get left out like big brands like Kodak. In Trinidad and Tobago, it’s still called new media and a number of marketers are not sure how to use digital media and data to drive business growth. I welcomed the opportunity to drive the digital transformation.

3. With a predominant sales background, how has the marketing and digital marketing experience compared?

I’m in the company 11 years now; previously leading the Digicel Business Sales team for the last 8 years. I started the Digicel More brand in Digicel Business selling just SMS advertising and data analytics services and I knew right away this was the future of advertising. My background includes over 17 years of managing teams, project management, strategic decision making and planning skills, stock management, marketing management, customer relationship management, networking, product development, sales management, advertising, pricing, budgeting and corporate communications both in the public and private sectors. I possess a Masters with distinction in Entrepreneurship as well as a Third level Group Diploma with distinctions in Marketing, Selling and Sales Management and Public Relations. These all marry together so wasn’t a different world for me. I’m responsible for the revenue and EBITDA, so sales is still a heavy part of my plate. There is always something new in digital and you have to keep up.

4. What are some of the key advantages of a digital media source over a traditional one?

  • It’s measurable because you have data to work with at the end of the campaign.
  • You can get instant feedback, so you can tweak campaigns along the way with little or no additional cost to drive success.
  • You can go live in seconds to piggyback off some current event traffic. Peak time is all the time.
  • If you are looking for that quick offer to spike sales end of the month, you can get a campaign out the same day.
  • Lower production costs.

5. What do you find most challenging at Trend?

Lack of e-commerce in the market to really track point-of-sale conversions

6. Who or what has had the biggest influence on your personal, and professional life.

 God. I believe in doing the right thing because it is the right thing to do. I value my upbringing, morals and spirituality. I strive to do everything the best I can do it. My personal credo is “Failure will never overtake me once my determination to succeed is strong enough,” taken from the scroll from the Greatest Salesman in the World written by Og Mandino. That’s my approach to personal and professional life.

7. How do you balance life at Trend Media and personal life?

Oh boy. It’s tough. My days start with my alarm clock at 4.15am, I leave home at 5.30am and don’t close off until about 6-7pm while still checking emails throughout the evening. I also have a family, so I get into motherly duties in the kitchen as well as homework and revision with my son in the evening and then prep for the next day. It’s very tiring but I do have the support of my husband and we work both schedules to make it happen. I’m also a member of the Powerful Ladies Association and the American Chamber of Commerce where I Vice Chair the Trade and Investment committee and also a board director of the Digicel Foundation. I use those as my networking space. On weekends, I try to keep to family time. I keep thanking God I’m blessed with the energy to do so much daily.

8. What is your go-to source of relaxation?

I do abstract art when I can. I allow my creative mind to flow and it is so relaxing and rewarding. My son follows me into it as well so I do get some down time with him.

9. What is your current favourite mobile app?

Amazon…(J) I love to shop but in a busy world, you don’t have the time and patience to go through the racks. So I drop in the cart and ship out when I’m ready. It’s about convenience, value and quality for me.

10. What do you predict will be one of the main digital trends in digital advertising/consumption of digital media for 2017/18?

I think video in the digital space for both content and advertising. Consumers want information in the shortest time. They want it in a shareable format that can be viewed on the latest computers called smartphones. Video production costs will be more affordable for advertisers through this medium. Advertisers will be able to receive guaranteed video views and consumers will also get rewards for engaging them, so it is a win-win situation for all.



The Atrium at Piarco International Airport.

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The Atrium

The Airports Authority of Trinidad & Tobago has partnered with Trend Media Group to transform the islands’ airport network to attract a higher number of international passengers and achieve the dream of becoming a logistical hub at the Piarco International Airport, The Atrium.

Client Challenges:

  • AATT needed an innovative solution to engage an under-served audience at airport terminal in Trinidad

Amplify Solution:

  • We built a multimedia lounge outfitted with comfortable seating, charging areas, and WIFI media displays
  • We produced local stories and documentaries to promote the island
  • Created revenue opportunity for client with new and bespoke ad formats featured at the lounge

Next Phase:

  • Maintain monthly content cycles with more local video stories
  • Develop games and interactive digital tools to be used exclusively in the lounge

Read more about this partnership here.


Job Vacancy- Commercial Content Executive

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Company: Trend Media Group

Job Title: Commercial Content Executive 

Location: Trinidad & Tobago 

Trend Media Group is the Caribbean’s leading digital media sales house. We connect advertisers with the audience they want to speak to in creative and impactful ways, leveraging data to help them assign value to customers.

Now, we are looking for a young and vibrant personality to join our commercial content team. The prospect candidate will have a passion for telling stories along with an unprecedented appreciation for data and analytics. The candidate will also hold an appreciation for editorial writing, social media management: content curation, and multimedia content creation e.g. video, GIFs, memes, blogs etc.

If successful, the candidate will report into the Commercial Content Manager and form part of a regional Caribbean team focused on delivering strong campaigns that add value to a business’s bottom line. Trend Media’s business portfolio is extensive and includes clients from various industries and business sectors. In consideration of this, a willing attitude towards continued learning and a resilient personality are desired.


  • Work with commercial content manager and sales team to conceive new native content products and to provide solutions to client briefs.
  • Write, assign, manage and edit several custom editorial projects throughout the year.
  • Work with the design team to ensure that the projects are compelling and are delivered on time.
  • Ensure that all content produced is of the highest quality, accurate, and meets the highest ethical standards for client business.
  • Use social media and SEO to extend the audience of the content and the audience’s engagement with the content.


  • Bachelor’s degree or equivalent experience in the fields of Communication, Marketing, or Project Management
  • A strong editorial background that includes digital experience.
  • Excellent writing skills, with the capability to produce compelling, original copy in a variety of styles.
  • Impeccable editing skills with a sharp eye for evaluating accuracy and legal issues.
  • Excellent communication and leadership skills.
  • Strong collaborative and interpersonal skills.
  • Keen insights into online consumer behavior.
  • Interest in popular culture, trends, topical issues.
  • Ability to meet tight deadlines; work under pressure without sacrificing accuracy.
  • Independent thinker.

To apply, send resume and cover letter to Bekim@trend.media 

Barbados Wrap: Digital Brochure

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Wrap is  a HTML page with app-like functionality. Through bite sized pieces, you can wrap any content, function, or web service into a complete mobile user experience. To view a wrap, you click a banner ad on a site or a link in a SMS on your phone and Up comes a Wrap with the details of a brand’s newest promotion, product information, or even a monthly newsletter!

Client problem:

The Barbados Tourism Authority needed to provide easy and accessible information via mobile about things to do in Barbados when visiting the island.

Mobile Wrap technology


  • The Brochure was delivered to visitors, disembarking cruise ships, who connect to ‘Barbados Free Wi-Fi’ network in Bridgetown Port.
  • The Barbados Visitor Wrap was a first to market initiative using Trend Media’s Mobile Wrap technology. The Visitor Wrap was delivered via Free Wi-Fi to cruise ship passengers disembarking in Barbados Port. The Mobile Wrap enabled passengers to swipe through exciting and engaging content by each of our partners about places to go and things to do in Barbados.
  • Over 14,000 people engaged with the Barbados Visitor wrap with each partner receiving detailed reporting on views, dwell time, click through rate, and coupon redemptions
  • There was an average click through rate of 0.8% or more.

Partners involved were:

  • Atlantis Submarines
  • Harbour Lights
  • Limegrove Mall
  • Courtesy Car Rental
  • The Boatyard

To see the video, please click below:

Video: How to Craft A Winning Digital Strategy to Improve ROI

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Our Head of Programmatic Media, Julian Lynch, recently delivered a presentation to small business and start up owners in Kingston, Jamaica, on how to design their digital strategy to improve the return on their investment. The presentation focused on the key areas of:

* Bought, Earned, and Owned media;

* Changes in the communication space;

* Maximizing media efficiency;

* Real-time bidding; and

* A real case study of digital media at work.

Click the link below to watch the full presentation. If you have any questions, you may leave a comment or send us a message. Watch video here: http://bit.ly/TrendMedia

5 reasons you should use Programmatic Advertising

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programmaticIn our last blog post we looked at what programmatic advertising entails and how it works. With all the information given, you may now be wondering about the benefits of using this method of advertising. Here are five advantages of using programmatic advertising to reach your target audience:

  1. Shows a specific ad to one single consumer in a single context- Programmatic advertising has extensive targeting which allows advertisers to eliminate waste. Through this targeting process, brands are able to precisely determine who gets to see which ad and when they see it. By programmatically picking the audience the ads are shown to, advertisers have a better chance of engaging prospects, thus increasing their return on investment.
  1. Only pay for the consumers you want and find them wherever they are- As advertisers/marketers you want to promote your brand while spending as efficiently as possible. With programmatic, advertisers you spend only when your ad is shown, and ads are only shown to the consumers that your brand wants, i.e. those whose online behavior suggests they are most likely to make a purchase. Additionally, the ability of programmatic to target consumers on an individual basis, allows the right ads to be shown to consumers wherever they are on the web.
  1. Utilizes powerful data to reach prospects- Programmatic advertising uses many data points and algorithms to find the right audience and show them the specific, highly targeted digital ad or content. Programmatic systems evaluate millions of real time data features, including demographic, and behavioural data, and then decide if a given consumer is likely to purchase the product/service.
  1. Reach lots of digital properties across screens- Through programmatic advertising, ads are placed on a variety of digital platforms, including websites, and in gaming apps, thus enabling ads to target a wider audience pool. Additionally, with programmatic, a brand’s ad can reach their target audience across multiple digital devices, so the ad can be shown to the consumer both while using their laptop and when they switch to their mobile device.
  1. Real time measurement and optimization- With programmatic ads, the performance of each ad is measured in real time, which allows advertisers to quickly adapt and optimize their ads based on their consumers’ online behaviours. Advertisers can easily assess which ads are performing well and allocate more budget to them, and reduce their spend on, or tweak, ads that are not performing well.

BONUS: Watch- Programmatic advertising by Trend Media 

To get started on your programmatic advertising campaign, or to learn more, contact us!

Programmatic Advertising: What it is and How it works

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Watch: Programmatic Advertising from Trend Media

The methods of digital advertising are constantly evolving. With the increase in penetration of mobile usage, consumer behavior along the purchasing journey has changed drastically. Your potential customers are no longer seeing an ad on the TV or in a magazine and making a purchase; instead they are seeing your product, doing research, consulting with friends, reading reviews, and then making a purchasing decision. Additionally, the length of time between the decision making process and making a purchase now differs significantly from say 5 years ago, this process can take days, even months. With these changes in consumer behavior, marketers have to find a way to break through the noise, and drive brand recollection, thereby increasing the chance of purchase. With this need, programmatic advertising is one of the digital solutions.

What is Programmatic Advertising?

Programmatic advertising refers to an automated digital ad buying platform that allows advertisers to connect directly with customers that are looking for that product or service.  Programmatic advertising relies on artificial intelligence to target ads to the right customers. This artificial intelligence uses algorithms to analyze a customer’s online/ digital behavior (such as Google searches, apps downloaded, etc.) to find out what their interests are, so that ads can be shown to the customers whose online behavior suggests they are most likely to act on them.

How it works

An ad is developed by an advertiser and sent to a programmatic ad agency for placement. The ad formats include display (statics, HTML 5 and rich media), video and native formats. Programmatic ad agencies then utilize Demand Side Platforms (DSP) to buy ad spaces through the allocation of bids for the ads to be shown. A bid is the amount of money an advertiser is willing to pay for persons to see their ad. These DSPs also include Data Management Platforms that collect and analyze data from customers’ devices cookie to provide information that informs what ads is shown to each customer. After the customer is identified to be served a type of ad, for example a car ad, a decision needs to be made about which advertiser’s car ad should be shown.

To make this publishing decision, ad spaces on each web page or within an app, are allocated through a Supply Side Platform (SSP). This SSP selects the ad that is shown to the customer by using data collected, such as how long the customer has been on the site, or the number of pages visited on the site. Using this information, an auction is done, based on the bids set by each advertiser, and the advertiser with the winning bid gets their ad shown to the customer. This process of collecting the customer’s data, completing the auction, and publishing an ad takes place in real-time, which means it’s completed in milli seconds.


Diagram showing the process an ad goes through before it is shown in programmatic advertising.

To summarize, programmatic advertising offers phenomenal efficiency as it is targeted directly to users based on their interests, behaviors and the context. For advertisers, programmatic provides an avenue for ads to be shown to customers who are most likely to act on it. The gathering of information about customers’ behaviours can be thought of as a digital referral. The information collected from the customer tells what their interests are; such as buying a new car, life insurance, or shoes. This information from the customer recommends which ad is shown and gives the brand an opportunity to offer their solution to the customer, which is what each brand aims to do through advertising.

To discuss a programmatic advertising option for your brand, contact us today!

In our next blog we will take a look at the advantages of Programmatic Advertising and brands that are currently using it.


#TrendChat recap- Crafting your brand’s 2017 digital strategy

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The Twitter Chat #TrendChat by  Trend Media Group hosted on January 31, 2017, discussed the topic “Crafting your brand’s 2017 digital strategy.” Below are the questions and some responses from our chat:


Q1: What’s one aspect of a marketing plan that you think marketers often overlook?

Ans: @sandalsresorts A1: Many fail to leave room for new campaigns in their plan, restricting themselves from adapting new trends. #TrendChat

@trendmediagroup A1: The most overlooked part is the measurement. Not just how well the plan worked or didn’t but a plan to analyze the numbers #TrendChat

@1barnesam Marketers sometimes overlook that the plan may have to be changed, especially in digital media! #TrendChat


Q2: What is the first thing to do when outlining a digital strategy? #TrendChat

Ans: @sandalsresorts A2: Decide who your audience is! Conduct research on your target audience so you know who you are marketing to #TrendChat

@1barnesam A2: First thing to keep in mind when outlining a digital are the measurable objectives. #TrendChat Also the target. Who are you talking to? And some key insights into person you are talking to. #TrendChat

@trendmediagroup A2: The first thing to do is set your objectives. Asking what is your brand, where’s the brand now, and where do you want to be. #TrendChat


Q3: What’s your most important tip for creating a synergy between the digital and non digital aspects of a marketing plan? #TrendChat

Ans: @1barnesam A3 Make sure that the key messages are the same throughout. Visuals also important. #TrendChat

@trendmediagroup A3: One way is to use the non digital to initiate relationships with the audience and use the digital to deepen and sustain it. #TrendChat

@sandalsresorts A3 Creating synergy between digital & non-digital aspects comes from all teams being involved in the process. #TrendChat Also budget plays a factor in which digital marketing tools can be utilized. #TrendChat


Q4: How do you decide which digital marketing tools to include in your digital strategy?

Ans: @trendmediagroup A4: The tools you use will be dictated by your objectives; i.e. what you are trying to do, and who you’re trying to reach #TrendChat

@sandalsresorts A4: By defining your brand goals and which tools are needed. Ex: Social media marketing increases awareness. #TrendChat

@camjayfen A4 setting clear objectives first, then identifying the tool that can deliver within budget #TrendChat


Q5: How would you respond to claims that having a digital strategy is costly? #TrendChat

Ans:  @sandalsresorts A5 A CRM system to track opportunity & promote collaboration and a analytics system to report conversions. #TrendChat

@1barnesam Thats interesting. I think it depends on what value you put on being social or digitally inclined. #TrendChat But having a digital strategy is the easy part, its the execution that is hard!

@trendmediagroup A5 Digital marketing is proven to work. If planned and executed well it will be money well spent and the ROI will be seen #TrendChat


Q6: Which brand’s digital strategy impresses you? Why? #TrendChat

Ans: @sandalsresorts A6: @Starbucks uses the power of imagery and design to connect coffee to millions of people around the world. #TrendChat

@trendmediagroup A6 Locally we like Hi-Pro and @redstripe‘s digital strategy. They are always trying new digital tools and engaging the audience #TrendChat


Q7: What digital trend do you predict will be a big boost to digital marketing this year? #TrendChat

Ans: @sandalsresorts A7: Story capability on more social channels. Brands create a real-time bond while also integrating short ads #TrendChat

@trendmediagroup A7: Programmatic ads will be a dominant trend this year,the desire to target ads based on users’ online behaviours is increasing #TrendChat

@camjayfen A7: I’m excited to see more brands use chat bots to deliver their content, product or services ex: FB Messenger #TrendChat

@1barnesam A7: Brands will be using influencer marketing to engage with consumers. #TrendChat


Join us on Twitter for the next #TrendChat on February 28, 2017! Follow us @trendmediagroup

Join us for #TrendChat on January 31,2017

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TrendChat-SocialFlier-1024x512#TrendChat topic- “Crafting your brand’s 2017 digital strategy”

Let’s face it, as marketers in 2017, we are all using digital marketing in one way or another. Whether it is email marketing, mobile advertising or social media, there is some value that digital brings to our overall marketing efforts. With the arrival of a new calendar year, and the planning for a new financial one, we know you are in the process of evaluating what strategies worked best last year, and looking for new ones that will drive your objectives for this year. This month’s#TrendChat is all about creating an opportunity for you to learn form other marketers as we all outline our digital strategies for the new year, and with the fast changing world of digital you are sure to learn something new.

#TrendChat Questions

1.What is one aspect of a marketing plan that you think most marketers overlook?

2.What is the first thing to do when outlining a digital strategy?

3.What is your most important tip for creating a synergy between the digital and non-digital aspects of a marketing plan?

4.How do you decide which digital marketing tools to include in your digital strategy?

5.What two tools would you recommend using to help define a brand’s digital strategy?

6.How would you respond to the claims that having a digital strategy is costly?

7.Which brand’s digital strategy impresses you? Why?

Bonus question: What digital trend do you predict will be a big boost to digital marketing in 2017?

How to join the #TrendChat

  • #TrendChat takes place on Tuesday, January 31, 2017 at 2:00pm for an hour.
  • Join the Twitter chat by tweeting from your company’s Twitter account.  
  • Follow the Trend Media Group Twitter page @trendmediagroup, to see the questions, designated by Q1, Q2… etc.
  • Stay in the conversation by including the hashtag #TrendChat in all your tweets related to the chat.
  • When responding to the each question, include A1, A2… etc so that others can know which question you are responding to.
  • You can search the hashtag #Trendchat during the chat to engage with other participants.
  • After the chat all the questions and responses will be published on the Trend Media blog on our website Trend.media.

Top 10 apps of 2016

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Below is an article our team wrote for Panache Jamaica Magazine on our picks for the top 10 apps of 2016. 

As incredible as it feels in the hands, I'm eager to get a case for it.

2016 was quite an app-filled year. From the introduction of new apps to the vast improvement of existing ones, mobiles app have truly taken form. Of all the apps we used this past year, the digitally led team at Trend Media Group managed to compile a list of the 10 most impressive applications – whether it be solely for the purposes of socializing, news/ information sources, utility or relevant to education.


1.Loop News– Loop is the Caribbean’s #1 news app with well over 900,000 downloads. This year, the Loop app instituted some updates, which included: customized notifications for each reader, a more stable version of the app that crashes less, and access to the app’s content directly from Facebook, which made the user experience much easier. A complete bonus to the app is that we can access it free, i.e. without using our mobile data or needing to access Wi-Fi!

2.Stay Alert– The Ministry of National Security debuted a useful app earlier this year and should be recognized for their efforts in not only keeping citizens safe, but informed. The Android app comes with Jamaica’s full database of laws for users to peruse for quick fact-checking. In addition, the app’s iReport feature allows users to anonymously upload suspicious activity via phone, video or text message. Finally, the app comes with a panic button which uses GPS to contact the nearest police station in the case of an emergency.


3.Facebook– Can we talk about the constantly innovative team at Facebook? The app underwent so many changes this year alone, to talk about them all we would need an entire article solely dedicated to that! However, to give the summary- the app updates included: Facebook reactions, changes to the News feed algorithm allowing users to see more of what interests them, rather than what brands want them to see, and the most noteworthy (in our humble opinion) Live streaming. Facebook Live was introduced to general Facebook users back in April and has been a great tool for marketers so far and will be interesting to see its growth in 2017.

4.Instagram– While we are on the topic of Facebook, let’s just talk about Instagram- as it seems Facebook gave all its owned-apps a facelift in 2016. With all the updates to Instagram this year, we believe it has positioned itself as much more than a photo/ video sharing platform. Here’s a timeline of its most noteworthy updates: In February, the app started allowing users to log in with multiple accounts; in April the new app icon and design were released…admittedly this took some getting used to but we vaguely remember what the old app icon and design looked like. In August the platform released “Stories”, a feature with some very blatant Snapchat-like qualities, which quickly caught on and has become very popular. In November the app announced Instagram LIVE! Instagram will definitely be one to watch in 2017.

5.Snapchat-Facebook and Instagram really gave Snapchat some competition this year, with many thinking that Snapchat would be dead by December upon the introduction of Instagram Stories in August.  But alas, Snapchat refuses to go down without a fight. The app has had its fair share of updates this year and we think Snapchat has matured quite nicely this year into a post- pubescence powerhouse. The new additions to the app allow it to be more ad-friendly with sponsored geo-filters, new discovery features, and snap ads. In case these improved features did not prove themselves in the early parts of 2016- the US elections in November gave them credibility with reports of both presidential candidates using Snap ads on Election Day.

6.Facebook Messenger– Yes, Facebook has emancipated its messenger…in some ways. The Facebook messenger app is still very much tied to the main Facebook platform, but we love that you can easily chat without getting distracted by your news feed (don’t you just hate that?). From a business standpoint, one thing we really loved about messenger this year was the introduction of messenger bots- our little virtual assistant that responds to messages on our behalf. How convenient!

7.WhatsApp – Now a staple on most phones, Whatsapp also underwent updates this year that makes our communications that much easier. In addition to the already popular voice note feature, WhatsApp started allowing users to voice call, and later this year they added video calling capabilities.


8.My Digicel– When it comes to utility apps, convenience is of utmost importance and that is not lost on the My Digicel app. The app allows you to check your account balance, activate data plans, send credit to friends and family. Postpaid customers now have the convenience of paying their phone bills directly from the app. Best of all, you aren’t charged credit, or data to access the app! Did we already state how convenient this is?

9. My JPS Mobile– Electricity…we all use it, and we all know how essential it is to our daily lives, but somehow some of us just can’t remember to pay those bills, or find it very inconvenient to stand in long lines making bill payments. JPS realized this frustration and moved to texting and emailing bills to their customers, while also facilitating online bill payments. This year the energy company took it further and introduced a mobile app (thank you!). The convenience that this app offers is why we love it so much- we can view our electricity bill, pay our bills, and even see where a power outage is. Nicely done JPS!


10.Duo lingo– Apps have been helping us to do a lot this year- connect with friends, pay bills, and keep up on current affairs- so it was only natural that we would turn to an app to learn a new language. Duo lingo is a language learning app that has the capability of teaching over 10 languages including, French, Spanish, and Russian, all while playing a game. In addition to the theoretic concepts of grasping a language, the app allows you to listen to and also practice speaking the language.



11.Scotiabank– The newly redesigned app stands out from the other local banking apps with a one-click design making banking even easier. Customers can complete common tasks like bill payments and transferring funds in less steps, complete with easy onboarding instructions. The app also offers a new calendar of transactions for financial planning right in the palm of your hands. The app gets you in an out of the ‘bank’ quickly so you can get on with what matters most.


12.Netflix– The newly redesigned app stands out from the other local banking apps with a one-click design making banking even easier. Customers can complete common tasks like bill payments and transferring funds in less steps, complete with easy onboarding instructions. The app also offers a new calendar of transactions for financial planning right in the palm of your hands. The app gets you in an out of the ‘bank’ quickly so you can get on with what matters most.
2016 was a great year for apps, which is tied to the increase in demand and usage of mobile phones. We are excited to see the updates to these apps on our list as well as the new ones that will come in 2017. Merry Christmas and a very ‘Appy’ New Year from Trend Media!

Trend Spotlight on Aileen Corrigan

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Picture of AileenHere at Trend Media we have an amazing team of hardworking professionals that execute our operations in 24 countries. In our monthly Trend Spotlight blog series, we share a behind the scenes look at our team members.

To start off 2017, we are introducing our CEO, Aileen Corrigan, who has been a part of the Trend Media team for approximately eight months. Though relatively new to our team, Aileen is no stranger to marketing and digital media.  Keep reading to find out more about the woman behind the title.

  • What 5 words best describe you?

Passionate, caring, dedicated, fun, and challenging.

  1. What piqued your interest to lead a digital media company?

What I love about it [digital media] is that it’s the audience driving the marketing space, rather than the historical way of companies and agencies driving it. I think the pace of digital media is very exciting because it is fast moving, it’s constantly reinventing itself, and so what was relevant a few months ago has completely changed. This is a complete flip, a whole new way of looking at media and that’s what makes me really intrigued.

  1. You have a marketing-based background, what comparison can you make between traditional marketing and digital marketing?

I remember a Professor once saying that for every company that spends money on marketing, 50% of it is working and 50% isn’t working, but they can’t tell which 50% isn’t working. With traditional media you would run your campaigns but you never really knew what was working, with which audience, and at what time. With digital marketing you can completely track all this and that is what makes brands so attracted to digital at this time. Digital makes marketing very relevant, very effective, and makes senior managers and the financial teams see that marketing is not just pretty pictures but it’s also integral in driving revenue.

  1. Let’s fast forward to the end of your first year as our CEO, and the Trend media team is celebrating a successful year, what top three achievements do you see us celebrating?

The first thing is from an internal engagement point of view, our people are key and I want to ensure we attract and retain the best. Second is having our customers as our advocates, and lastly, being the leading Digital publisher in the regions we operate in.

  1. You’ve had leadership roles before, how do you balance your work, being a mother, and being a wife?

It’s all about team work, if it’s being a leader at work or being a leader at home, it’s about the people around you and having the right support mechanism. At work it is about building teams that understand where we’re going and we all buy-in to, and work towards that to make it effective. On the home front, my husband and I support each other and make sure that we are both on the same page. It is always about the teamwork that no matter what we’re supporting each other to make it work.

  1. Who/ what has had the biggest influence on your personal, and professional life?

I think my husband has been my biggest influence. He and I have worked together for over 15 years so he has been a great person to bounce ideas off of. I also find out what best practice I can use from his field in mine.  He also has been my mentor in different roles that I’ve had. On a personal side obviously he’s been my support. There are times when I have really had to put in the time with work and he’s been there 100% to support.

  1. What is your go-to source of relaxation?

Fitness. When you’re working long days and you’re under pressure, having a strong fitness base helps to relieve that strain. I do a lot of running, cross fit and things like that. There is absolutely no doubt when I roll out of bed at 5 in the morning to go work out I go ‘oh my gosh why am I doing this”, but ultimately after I work out I go ‘why did I question if this was a good idea?’ so that for me is a definite go to place.

  1. What is your current favourite mobile app?

I have a few, but there is on called Simple Print and the reason I love it is because my photos are very valuable to me. I post on social media and I have WhatsApps that I get from family and friends, but one of my bigger challenges is that we’ve got pictures everywhere but nobody ever pulls them up to look at them. Simple Print enables me to pull all my pictures from my social media, WhatsApp, and personal galleries and print them straight from my phone. I send the file, it gets printed and it gets sent back to me. The app also gives me a digital version that I can share. I keep albums of every year and special events so I have something that my kids can look through, and we can go through it together and reminisce.

  1. What do you predict will be one of the main digital trends in digital advertising/consumption of digital media for 2017?

I think content is such a base for everything, we talk about digital channels, but it is relevant content for audience that will drive engagement within the channel.  Creating really relevant content will be a big trend in 2017.


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