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Posts in Content

Four examples of brands using educational content marketing

Education can be a powerful marketing tool for brands. Knowledge is power, after all.

Interestingly, research has shown two thirds of consumers prefer content marketing that educates and informs them about a subject or product, meaning it could be even more effective than pure entertainment.

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SME case study: How an auction house added Facebook Live to its digital strategy

A regional auction house might not sound like the most obvious example of digital transformation. However, Simon Charles Auctioneers has demonstrated how being digital-first can generate big results - even for the smallest of companies.

In the past year, the auction house has transferred its offline marketing activity online, using a combination of video content, social media and email marketing to target consumers. 

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Digital advertising is totally out of control

In the drive to maximize reach and efficiency, advertisers have embraced an increasingly complex digital ad ecosystem that is more and more automated and opaque.

Now, at a time when consumers are demonstrating heightened concern about hate speech, offensive content, and social and political issues, advertisers are learning the hard way that they have helped create a monster they aren't in control of.

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Want to do content marketing in FMCG? Here's four things you need to know

I’ve heard it all before....“My product is bought seasonally.” “It’s an impulse decision.” “Reach is the most important metric.”

These are the cries of CPG (Consumer Packaged Goods) companies. Whilst there is an element of truth, it doesn’t mean that these brands can simply ignore digital.

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Comedy Central creates branded content to replace ads: Could other networks follow suit?

Whether you make a cup of tea or have a little scroll through Twitter, chances are you rarely make it through a TV ad break without finding something better to do.

Now of course, with catch-up and on-demand services, there’s no need to wait at all. 86% of people are said to always fast-forward through adverts while watching time-shifted shows.

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Marriott uses Snapchat influencer campaign to target millennials

In 2016, almost half of Airbnb consumers were reported to be between the ages of 18 and 34. In contrast, only 28% of hotel guests who booked with Marriott online were millennials.

So, with younger generations embracing the sharing economy, Marriott has decided to do something about it by turning to every millennial’s sort-of-favourite app – Snapchat.

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Can pharma companies effectively use influencer marketing?

Influencer marketing has become a staple of many social marketing campaigns, but can it work for companies in the highly-regulated pharma market?

A growing number of pharma marketers clearly think there's a chance.

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facebook second feed

Is a second Facebook News Feed in the works? What you need to know

Facebook is reportedly experimenting with a second News Feed that would display content from sources users have't Liked or followed.

As detailed by TechCrunch, users of the social network's iOS and Android apps have reported seeing a rocket ship icon under which content that Facebook thinks might be of interest is displayed.

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What makes Premier Inn the world’s strongest hotel chain?

Premier Inn is currently the world’s strongest hotel chain, according to a new ranking by Brand Finance.

Based on the analysis of marketing investment, equity, and the impact of these on business performance, Premier Inn was given a BSI (Brand Strength Index) of 88.7 out of 100, beating rivals such as Holiday Inn and Hilton.

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Hollywood's response to digital disruption looks like a flop

Digital disruption has been felt in Hollywood, and even if it's not all doom and gloom as some old media skeptics suggest, there's no doubt that Hollywood firms have been forced to rethink how they create and sell their content.

But some of the latest moves Hollywood players are reportedly considering as they address the changing media landscape beg the question: is Hollywood totally missing the plot?

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What the commodification of (Snapchat) Stories means for marketers

You can’t go anywhere on social media without seeing the Stories format being used.

If that statement was said a year ago, when it was exclusively being used by Snap in its flagship app, it would have been followed by statements proclaiming that the company has crossed the chasm and will undoubtedly be the third digital marketing megapower behind Facebook and Google.

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Five things to know about the possible Twitter subscription service

It only took eight some-odd years, but faced with stiff competition that has dented user growth and monetization, Twitter is finally considering a paid subscription offering.

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