Posts Categorized: Social networking

What makes a social media channel great for brands?

Whether you’re Radiohead or Leicester City, the quickest way to make the largest noise on the web is by putting the news on Instagram.

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For brands, Instagram’s proposition is already game changing.

The rise of video ads and instant buy buttons has seen brands, including Asos, take revolutionary steps towards realising the potential of Instagram as a point of sale in its own right.

Certainly the media-rich social channel suits the visual nature of most consumer facing brands, but given the stiff competition between social platforms, what are the wider contributing factors dictating the popularity of Instagram against another platform?

Read more on What makes a social media channel great for brands?…

What to consider when choosing paid social KPI

socialmediaMany times we’re faced with the eternal question of what defines the success of a paid social campaign. More often than not, we approach paid social with the traditional way of media buying without taking into account the rules of programmatic and real-time bidding.

That said, we fall into the assumption that the success of every campaign is very much dependent on the level of coverage we will achieve at the lowest cost possible. Hence why, for those of us who have clients, we are often asked to run campaigns with ‘Reach’ as the main objective.

Do we, however, really understand what reach means in a real-time bidding environment? Even in traditional media buying, not all impressions cost the same. The only difference in offline media is that inventory pricing is predetermined and you know what you’re getting for the investment you’re making, whereas in real-time bidding, advertising inventory buying is auction-based and automated. Read more on What to consider when choosing paid social KPI…

As social messaging grows, how can businesses best exploit it?

social-messagingThere are big questions looming for digital marketers with the accelerating growth of social messaging apps. Should we advertise on this platform?

Is it too personal for business or is it the best opportunity to engage with customers yet?

Snapchat has over 100 million users, Facebook Messenger has around 800 million monthly users and WhatsApp, under ownership of Facebook has 990 million users and that’s only been around since 2009.

When you understand that WhatsApp sends 30 billion messages daily, it’s clear that we are dealing with a huge, active and powerful social community. Read more on As social messaging grows, how can businesses best exploit it?…

How to connect with your customers through social messaging

Last month, Instagram announced that it will now start counting video views.

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By making it easier for marketers to measure who’s watched their clips, Instagram has shown how easily brands can connect with their customers and measure their response.

With over half of online sales now being made through mobile devices, according to the IMRG Capgemini Quarterly Benchmarking report, brands will need to use this information to their advantage in order to get ahead.

For brands which are already seeing success across social networks, it’s likely that messaging apps will be incorporated into their strategies as a means for supporting and engaging with customers with targeted products and offers more and more. Read more on How to connect with your customers through social messaging…

Convergence is the bottom line for tech

Back in 2006, Henry Jenkins made convergence  the go-to buzzword du jour. The du jour extended pretty much to the decade’s end.

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Cited by futurologists and industry pundits and headlining agency annual conferences, convergence felt like a pretty big deal.

At the time, many considered convergence within the context of devices.

When tech transforms, we invariably first think in tangible terms. The physical, tangible, hardware is easier for us all to get our heads around.

Read more on Convergence is the bottom line for tech…

How middle-England fashion brands could make more of digital marketing

Nowadays it seems that some retail brands are thriving where others are simply disappearing from our lives.

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How is it that brands such as Hackett and Austin Reed, which essentially offer the same products are travelling in such different directions?

Both offer a good quality product, made for middle England, but the two have very different approaches to their customers.

Hackett (pictured) offer a beautifully designed environment, which Austin Reed tried to emulate and failed resulting in its move out of its flagship store.

Read more on How middle-England fashion brands could make more of digital marketing…

The Oscars: A sneak peek of this year’s potential winners

Televised live events now present marketers with the opportunity to engage with audiences, not only during the event but before and after.

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With the Oscars just round the corner, we thought we’d dive into the data and see what the digital habits of fans of the popular Oscar contenders this year might tell us.

What the fans look like
Leonardo DiCaprio (pictured), always nominated for the Oscars but never the winner until late, has the highest appeal with female audiences.

His fans tend to be over 55 years old and are most likely to be interested in books and technology. Read more on The Oscars: A sneak peek of this year’s potential winners…

Questions raised by Facebook Reactions

valentines day heart emojiAfter months and months of testing, Facebook rolled out Reactions worldwide this week and, make no mistake, this is a huge change from the social media giant.

The Like button has been synonymous with Facebook since it was added in 2007 (isn’t it weird to think there was a time when Facebook existed without the Like button?!). It’s a fundamental part of how we all use Facebook, so changes to how that works is a major, major change which is why Facebook have been slowly testing it so extensively.

It’s an addition that I think is a good one. Emoji are taking over as the language of the web and Reactions is Facebook’s way of recognising that and implementing it into the heart of their product. But the addition of Reactions raises several questions. Read more on Questions raised by Facebook Reactions…

Deadpool marketing effort succeeds by being distinctive, not different

Last Wednesday saw the launch of Deadpool, scoring the highest ever opening for an R-rated movie at US box office.

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Ryan Reynolds’s $58m romp earned $260m in its first week and could alter Hollywood’s approach to superhero movie-making.

In a game-changing debut for a comic-book movie, the film more than quadrupled its $58m production budget at the global box office, taking $260m worldwide.

Incredible success for a film that follows the superhero movie formula devotedly. After all, you’ve got the protagonist in a onesie, meeting a girl, getting stitched up by a guy, getting some superpowers and dedicating himself to winning said girl back again.

Not much difference there.

So, what is it about the Deadpool branding and marketing process which has conquered all media to propel this franchise from zero to hero in the awareness stakes? Read more on Deadpool marketing effort succeeds by being distinctive, not different…