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We may never be sure what compelled House of Fraser (HoF) to completely abandon its brand identity and tweet a Snapchat-style picture of John Terry wearing a cartoon crown and holding a balloon.
All we know is that it happened. It’s happening. And, despite what many people feared (or perhaps hoped), it’s not the work of hackers.
American author H Jackson Brown Jnr once said, ‘The best preparation for tomorrow is doing your best to read the weekly Econsultancy digital marketing stats round-up.’
That is a fact, which means it’s true.
But let’s not start Googling what Jackson Brown Jnr really said and accusing me of making things up. Just relax and take a look at this fine set of digital marketing stats.
The content marketing gold rush doesn’t seem to be slowing, and articles advising brands they need to jump on the bandwagon continue to plague the internet like timeshare salesmen in 1970s Spain.
But does your brand really need content marketing?
Maybe. Personally I’m pro-content, but I also don’t believe enough thought goes into why and how brands are doing it.
Welcome to another instalment of our fortnightly round-up of the best US digital marketing stats we’ve seen.
This time we’re covering everything from CX to holiday shopping and the increasing number of B2B sales that happen online.
Chinese New Year (abbreviated to CNY) is a very important holiday throughout East Asia.
Ethnic Chinese have a significant footprint in many countries in the region, so this time of year is filled with traditional music, decorations, and, of course, CNY-themed ad campaigns.
But despite the enormous cultural significance of CNY in Asia, the holiday has not caught on as much in the West.
When I attended the Content Marketing Summit last year, one of the key trends highlighted by Facebook's head of agency relations was the move toward more visual content.
Social video is on the rise, but on Facebook those videos autoplay as users scroll through their news feed. Not only that but they play without sound.
As a result, brands have been doing some really creative stuff in the last year or so that caters for silent autoplay.
Tone of voice (ToV) is extremely important when you’re trying to build a distinctive brand. It’s the personality of your business. The thing people will remember you by.
One way to to have a memorable ToV is to be funny, but there aren’t many brands who can consistently pull it off without subsequent cringing on the audience's part.
In this post I’m going to cover four that can.
German ecommerce pure play Zalando is learning from the Chinese market, offering stylist consultations by IM or phone call, unique social interactions and three-hour local delivery.
It's part of rethinking the ecommerce model and blending online and offline to create a viable ecosystem, rather than simply an online shop.
Video is on the rise. In fact, it was one of the key trends highlighted in our 2016 content marketing predictions.
Frankly I’m all for it. The quality of video content has gone through the roof in the last couple of years, and one campaign that deserves a special mention came from St. John Ambulance (SJA) last year.
The campaign, complete with the necessarily bleak title of ‘The Chokeables’ – was so good that it won the video category of the 2015 Masters of Marketing awards.
It has been a while since I dissected the content marketing efforts of a major brand, and what better subject for my first one of the year than the almighty NFL.
The 32 NFL teams generated $11.09bn in revenue between them in 2014. The English Premier League, by comparison, turned over just £3.26bn in the same period.
I thought it would be interesting to delve into the content marketing strategy of this enormous money-making machine to see how the channel supports its success.
As a marketer, when you see that watching a puddle in Newcastle has become the biggest event of the week, it’d be a natural reaction to throw your hands up and question the point of factoring in national days, sports happenings, awards ceremonies and the like when it comes to your brand’s annual content marketing calendar.
But as the 4.4m tweets accompanying the recent Golden Globes shows, events are digital content gold.
Pret-a-Manger created a lot of buzz on social media in 2015 with its mysterious and seemingly-unofficial free coffee giveaways.
If you were a regular at a particular store, or if a barista simply liked your face, you may have received a free coffee.
Many people on Twitter took this pretty seriously, seeing the gesture as affirmation of their good looks or friendly manner (see tweets below).
Well, now Pret is making this official and has added a twist that could turn out to be the most genius piece of marketing strategy of the year.