Social media can seem inherently unfair, especially when some companies get to market fun, sexy, carefree things like exotic holidays and designer shoes while you’re stuck trying to get IT managers to sign up for another year of management software.
So combine social and video, two of the most trending, trendy trends of the past few years, and as a B2B marketer you might feel it’s pointless to even get involved.
The travel industry fascinates me; not just because like everyone else I love a good holiday and some time in the sun, but it’s also one of the most competitive industries when it comes to the SERPs.
Influencer marketing is hardly something new.
From Mark Twain’s name and image being featured on two different brands of cigars in the nineteenth century to Kellogg’s partnering with Michael Jordan throughout the nineties, we’ve all got examples in mind of brands using celebrities to promote their products.
Although most brands confine their analysis of social sharing to share buttons and email newsletter tracking, our latest experiment shows that 87% of all shares are made through copy-and-paste direct from the address bar.
Unfortunately, there hasn’t been an easy way to track this data, until now.
Ad fraud is a multi-billion dollar a year problem and according to one estimate, by 2025, the digital ad market could be the second largest revenue source for organized crime behind drug trafficking.
Ad fraud comes in numerous forms. There’s click fraud, for example, which for years has been a thorn in the side of marketers using pay-per-click advertising channels.
What makes customers buy into a brand?
In the past, we might have said heritage or prestige, and perhaps more recently, instant gratification or entertainment. Now, ‘empathy’ seems to be the buzzword of the moment, with many brands aiming to create meaningful content that truly resonates with consumers.
Some people like to follow food brands on Instagram, others are interested in fashion. For some reason, I seem to have a slightly unhealthy obsession with stationery.
Niche, I know. But it seems I’m not the only one. The hashtag #stationery has over 2 million posts on Instagram, with big brands including Primark and ASOS also jumping on the ‘stationery porn’ bandwagon.
The travel industry can be guilty of using a cliché or two. From ‘hidden gem’ to ‘melting pot’, it’s understandably difficult to stay away from bog-standard vernacular when writing about the same places as every other travel brand out there. So, how exactly do you sell a destination without reverting to clichés? What’s more, how […]
A new study from Barclays Corporate Banking has found that 37% of British holidaymakers plan to book their stays directly through hotel websites or self-accomodation providers this year compared to 17% in 2007 and 30% five years ago.
This contrasts with international travellers who apparently prefer to use travel agents, with just 17% booking direct with their accommodation provider.
While marketing was once about making a big impression, the focus is now more towards creating value.
Instead of flashy ad campaigns, brands are intent on creating functional, useful, and relevant tools to meet the needs of consumers.
If one topic has dominated the digital advertising market in 2017, it’s brand safety.
A backlash over advertising displayed alongside offensive content led major ad agencies like Havas and a diverse group of major brand advertisers including Toyota, GlaxoSmithKline and Verizon, to boycott Google.
From email subject lines to custom keyboards, we’ve seen brands use emojis in a variety of different ways.
With 92% of all internet users said to use them in everyday communication, it’s not hard to see why brands are trying to get in on the act.