As influencers increasingly create video content, what does this mean for brands?

If a picture is worth a thousand words, a video must equate to millions. At least, that’s what social media users are banking on. The number of videos being created and shared across social platforms has soared in recent years.

Photo sharing platform Instagram has shifted its focus to video recently, with the Instagram Stories feature - and over on YouTube, 400 hours of video are uploaded to YouTube...

2020 resolutions for influencer marketing: Taking responsibility and control

2019 was a tricky year for influencer marketing. It started with the release of Netflix’s ‘The Greatest Party That Never Happened’ which documented how Fyre Festival’s organisers used influencers to dupe consumers, and then it ended with three well-known UK influencers unknowingly promoting a diet drink laced...

MarketingTech 2019 year in review: Influencer regulations, CMO battles, and social change

2019 in digital marketing, through the reporting eye of MarketingTech, has seen something of a two-pronged approach. While the exploration of emerging technologies and their use cases, from voice search to AI to blockchain, continues, it has been tempered with a more measured and nuanced focus.

While this publication found plenty of column inches to tell the stories those making the most of their technological bets this year, from

2020 needs to see the end of short-termism and clickbait digital marketing tactics

The end of clickbait digital marketing tactics has come. The signs are everywhere, if you know where to look for them.

We’ve spent years chasing short-term performance metrics and battling competitors for the fleeting attention of the world’s huge digital audience. The result? A clickbait race to the bottom. An insatiable thirst for consumer attention has lead brands toward a frightening (and unsustainable) marketing...

How AR has gone from a buzzword to an effective communications tool

Augmented reality is not a new phenomenon, the concept has been bandied about for the past five years as ‘the next big thing in marketing’ with varying degrees of promise. What is now changing, that could be the difference between buzzword and buzzkill, is the advances in technology that are making AR more user friendly, accessible and realistic as a legitimate marketing and communications tool for brands.

2020...

By Adam Cox, 05 December 2019, 0 comments. Categories: Automation, Branding, Customer Experience, Gamification.

For luxury brands, the possibilities of programmatic cannot be ignored

For luxury brands, creating customer relationships, and the revenues they bring, is everything. A $25,000 watch or $150,000 vehicle is rarely an impulse buy, but instead a purchase achieved after many different points of engagement. 

An increasingly higher percentage of all ad budgets is being taken up by programmatic advertising, and luxury brands and their marketing efforts need to hop on board with this trend. Digital...

On Black Friday, try showcasing your values instead of slashing your prices

This Black Friday, French cosmetics startup Typology won’t make a single euro cent in profit. That’s because instead of slashing prices and scrambling for customers, the company is launching a campaign called “#BlackForGood”, donating its profits to environmental charities. “This campaign is intended to be...

By Fred De Gombert, 27 November 2019, 0 comments. Categories: Advertising, Branding, Campaigns, Content Marketing.

Like for like? Why the traditional tool of social media affirmation needed to shift

The ‘like’ was unassuming. Few anticipated that a miniature, good-willed icon of a thumbs-up could dictate corporate and cognitive wellbeing. At its best, the like has been massively generative to individual and industry alike. It’s turned people into brands, spawning influencer culture, and has reshaped global marketing.

But the like isn’t always at its best. People have died chasing them (think selfies on railroad...

By Mira Kopolovic, 26 November 2019, 0 comments. Categories: Attribution, Branding, Content Marketing, S-Commerce, Social Media Marketing.

Safeguarding brand value: Why brands should take a data-first approach to audience integrity

2019 has been another important year for influencer marketing, as more and more brands wake up to the advantages of using influencer marketing to connect with their customers and drive business.

According to a recent study, the spend on influencer marketing is expected to reach $15 billion by 2022. The combination of an increasingly sophisticated consumer pool, massive upsurge in social media consumption and the rise in ad blockers that has made traditional advertising progressively difficult. Step forward...