Opinion: Have marketers learned anything since Cambridge Analytica?

When the Cambridge Analytica story broke last year, it represented a real turning point. All across the country, Facebook users downloaded their data files and expressed shock at the information collected - especially considering these details could have been used by the consultancy firm to influence their voting behaviour.

However, I – and many other marketers – were not surprised by the contents of our

By Tom Chapman, 05 August 2019, 0 comments. Categories: Best Practice, Big Data, Data-driven marketing, Social Media Marketing.

Zero likes given: Kahlua’s latest campaign was true to its roots – but portrayed a serious message

Last month, a curious exhibition took place in New York. The photographs showcased would have, by conventional standards, led to the exhibition being a complete dud.

Yet this pop-up showcase, put together by liqueur brand Kahlua and actress Jackie Cruz, proffered to showcase a different form of creativity. The pictures (below) had been uploaded to the ether of Instagram but had not received a single like between them.

By James Bourne, 02 August 2019, 0 comments. Categories: Branding, Influencer Marketing, Social Media Marketing, Web Analytics.

Older demographics are great for social media companies - so why aren't they being catered for?

Facebook, Instagram, Snapchat, TikTok: generally speaking, younger generations are more likely to recognise and engage with the platforms at the latter of this list.

Social media platforms all started out as the domains of teenagers and young adults. Facebook was only for college kids back when it began in 2004. In 2012, Facebook bought Instagram for the famous $1 billion price tag – partly because it was young and hip. In 2013, Snapchat’s core audience was 13-25-year olds – and its CEO was...

By Emily Knox, 23 July 2019, 1 comment. Categories: Advertising, Content Marketing, Social Media Marketing.

How Gen Z is changing the rules of social: Moving from demographics to true communities

Social media usage continues to evolve at a rapid rate – and as Generation Z continues to flood into the working world, its applications for both users and brands who wish to take advantage of it come into much sharper focus.

That is the idea behind the first in a new series of reports from ZAK, a London-based creative agency which purports to ‘create big brand ideas that engage under 30s’, in its own words....

By James Bourne, 03 July 2019, 0 comments. Categories: Case Studies, Content Marketing, Social Media Marketing.

LinkedIn modifies its algorithm to create a better news feed for users

Are you fed up of scrolling through your LinkedIn feed and finding cat videos, motivational quotes, or apocryphal odes to business excellence that make you want to vomit?

Don’t worry – the social network has got you covered. LinkedIn has announced changes to its algorithm to prioritise better conversations in users’ feeds.

The company uses the maxim of ‘people...

By James Bourne, 28 June 2019, 0 comments. Categories: Content Marketing, Social Media Marketing.

Consumers are understanding the risks of social media addiction – but taking the next step is hard

Another week, and another example of how consumers are trying to fight for their privacy rights in a world of social snooping and data overload.

According to recent research from Kaspersky, which polled almost 12,000 consumers across 21 countries, one in three (32.3%) admitted they did not know how to fully protect their privacy online. More than half (56%) agreed that total privacy was not possible in the ‘modern digital...

By James Bourne, 27 June 2019, 0 comments. Categories: Customer Experience, Gamification, Social Media Marketing.

Learning social best practices from industry experts: Find your voice and make ‘clever’ use of data

If you manage your company’s social media accounts today, it is no longer sufficient to send a fun tweet here or a cheeky Facebook post there. Social has become a key benchmark of customer experience; a treasure trove of data ready to be mined. Yet it can also be a living nightmare if you get on the wrong side of Random Internet Strangers.

So what’s a marketing manager to do in the spare time they have from juggling a zillion...