tag:econsultancy.com,2008:/topics/content-marketing-and-strategy Latest Content marketing content from Econsultancy 2016-09-30T15:00:37+01:00 tag:econsultancy.com,2008:BlogPost/68338 2016-09-30T15:00:37+01:00 2016-09-30T15:00:37+01:00 Goldman Sachs creates in-house content studio Patricio Robles <p><a href="http://www.mediapost.com/publications/article/285489/branded-content-is-king.html">According to</a> Bridges, the studio isn't tasked with creating ads to promote Goldman Sachs aggressively or drum up new business.</p> <p>Instead, its focus is on creating a variety of digital content that helps the firm connect with the public online.</p> <p>That content includes podcasts, like <em><a href="http://www.goldmansachs.com/our-thinking/podcasts/">Exchanges at Goldman Sachs</a>, </em>"in which people from across the firm share their insights on developments shaping industries, markets and the global economy."</p> <p>As well as <a href="http://www.goldmansachs.com/briefings/index.html">BRIEFINGS</a>, a weekly email newsletter through which Goldman Sachs shares insights into global trends affecting markets and economies. </p> <p><iframe src="https://www.youtube.com/embed/RQrwSGWMuXY?wmode=transparent" width="560" height="315"></iframe></p> <p>The firm is also investing heavily in video, some of which is posted to <a href="https://www.youtube.com/user/GoldmanSachs">Goldman Sachs' YouTube channel</a>.</p> <p>These videos cover everything from the rise of craft products to stories of companies that Goldman Sachs has helped grow.</p> <p>The firm also has YouTube channels dedicated to economics and markets, careers, and its impact investing contributions.</p> <p>All told, Goldman Sachs videos have racked up over 7m views on YouTube, and the firm has some 23,000 followers.</p> <h3>Who doesn't like a vampire squid?</h3> <p>In the wake of the 2008 financial crisis, which many saw as highlighting the unfair differences between Wall Street and Main Street, the financial services industry has struggled to defend its reputation.</p> <p>Goldman Sachs, as one of the most prominent financial institutions in the world, was not surpisingly a common target of attacks against Wall Street.</p> <p>One of the sharpest attacks came in the form of a <a href="http://www.rollingstone.com/politics/news/the-great-american-bubble-machine-20100405">Rolling Stone article by Matt Taibbi</a>, in which he famously wrote:</p> <blockquote> <p>The world's most powerful investment bank is a great vampire squid wrapped around the face of humanity, relentlessly jamming its blood funnel into anything that smells like money.</p> </blockquote> <p>Goldman Sachs, obviously, would beg to differ with that description of its company, and content marketing appears to be an effective way of trying to better manage its reputation online.</p> <p>According to Goldman's Bridges, "Our favorability increases [after people view its content rather than see a straight ad]."</p> <p>Boosting favorability is a slow process, but an important one, for a number of reasons.</p> <p>In the case of financial services firms like Goldman Sachs, it's not just about negative public perception, which has driven a push for <a href="https://econsultancy.com/blog/68215-are-regulations-impeding-financial-services-innovation">greater regulation that can hamper firms' ability to innovate</a>. It's also about attracting talent.</p> <p>While Goldman Sachs is still <a href="http://www.cnbc.com/2014/06/17/the-employer-of-choice-for-bankers-guess-who.html">the employer of choice</a> for those in investment banking, in years past, investment banks were also employers of choice for talented young university graduates.</p> <p>That <a href="http://www.bloomberg.com/news/articles/2015-08-06/for-harvard-mbas-congrats-on-a-bank-job-really-means-i-m-sorry-">has changed more recently</a>, as many graduates who would have historically found their first jobs on Wall Street look elsewhere, including tech companies and startups in Silicon Valley.</p> <p>Content marketing alone might not reverse that trend, but by opening itself up the digital world, Goldman Sachs has a better chance of catching the attention of students who are still weighing their options.</p> <h3>A long-term investment</h3> <p>Like most firms engaged in content marketing, Goldman Sachs is working through the issue of metrics. For example, it doesn't look at video views.</p> <p>Instead, it monitors how many users watch at least 25% of a video. And it doesn't have great analytics data for its podcasts because Apple doesn't offer much data.</p> <p>But when it comes to content, Goldman Sachs is a long-term investor that isn't worried about instant returns.</p> <p>Much of its <a href="https://econsultancy.com/blog/66247-14-examples-of-evergreen-content-formats-that-work-wonders/">content is designed to be evergreen</a>, and that means it can pay dividends long after it was produced.</p> <p>Case in point: one of its video series caught the attention of Reddit over a year after it was published, generating more than a million views.</p> tag:econsultancy.com,2008:BlogPost/68333 2016-09-26T14:52:38+01:00 2016-09-26T14:52:38+01:00 What brands need to know about Snapchat Spectacles Patricio Robles <p>These snaps can be uploaded to Memories, Snapchat's recently-launched feature that allows users to store photos and videos for posterity.</p> <p>The concept behind Spectacles is simple – "Specs make memories, from your perspective" – but the implications could be significant, especially for marketers active on Snapchat, which now has more daily users than Twitter.</p> <p>Here's what brands need to know.</p> <h3>Nobody knows if Spectacles will take off, but don't underestimate them</h3> <p>Snapchat isn't the first tech company to set its sight on eyewear. For instance, many are comparing Spectacles to <a href="https://econsultancy.com/blog/63292-what-we-learned-from-trying-google-glass/">Google Glass</a>, which didn't exactly take over the world.</p> <p>But that doesn't mean that Spectacles won't be a success.</p> <p>At $130, Spectacles will be a lot cheaper than Google Glass, and they serve a much simpler purpose.</p> <p>Their appearance, which some are criticising, might not appeal to those in the tech media or above the age of 30, but that's the point: Spectacles haven't been designed for them.</p> <p>They have been designed for Snapchat's users, over half of whom are 24 years-old or younger.</p> <p>For these reasons, brands shouldn't assume that Spectacles will go the way of past connected eyewear.</p> <h3>They could change the nature of content on Snapchat</h3> <p>Snapchat CEO Evan Spiegel <a href="http://www.wsj.com/articles/snapchat-releases-first-hardware-product-spectacles-1474682719">says</a> he tested one of the prototypes for Spectacles in early 2015 when he went hiking with his fiancée...</p> <blockquote> <p>It was our first vacation, and we went to Big Sur for a day or two. We were walking through the woods, stepping over logs, looking up at the beautiful trees. And when I got the footage back and watched it, I could see my own memory, through my own eyes—it was unbelievable.</p> <p>It’s one thing to see images of an experience you had, but it’s another thing to have an experience of the experience. It was the closest I’d ever come to feeling like I was there again.</p> </blockquote> <p>While video recorded by Spectacles will ostensibly be similar to that taken by helmet-mounted GoPro cameras as opposed to smartphones, if Spectacles catches on, first-person video could come to be a prominent part of the Snapchat content experience.</p> <p>Brands active on the service will need to monitor this, as it could impact the type of creative they need to produce to ensure that their Snapchat efforts meet user expectations and are successful.</p> <h3>The future possibilities are endless, but...</h3> <p>The Wall Street Journal notes that devices like Spectacles could pave the way for numerous commercial possibilities...</p> <blockquote> <p>Beyond the images it produces, a wearable camera also knows a lot about what you’re doing in any given moment: which person you’re looking at, which product you’re browsing in a store window, whether the sky is blue or gray.</p> <p>It might guess what you need before you ask for it. In a tech scrum where fighting for a share of people’s daily video consumption is a zero-sum game, using the camera like this opens up fresh commercial possibilities.</p> </blockquote> <p>For those possibilities to materialize, Spectacles or its successors would need to become a lot more like Google Glass.</p> <p>That seems unlikely to happen any time soon, but it's worth considering that a product like Spectacles could be the trojan horse that allows individuals to become comfortable with connected eyewear before all of the functionality connected eyewear makes possible is seen as acceptable.</p> <h3>They could be a source of controversy</h3> <p>Perhaps the biggest threat to Spectacles' success is how society will react to it.</p> <p>Despite the fact that consumers are using smartphones to capture photos and videos in public places, a pair of glasses with a camera is different than a smartphone and Google Glass sparked a lot of privacy concerns.</p> <p>In fact, Google Glass wearers found themselves being labeled "glassholes" and were banned from businesses that feared their patrons would object to the possibility of being recorded so easily without their knowledge.</p> <p>For brands and local businesses, Spectacles could be a double-edged sword.</p> <p>On one hand, they will offer a new way to connect with young consumers and encourage them to produce content around their brands and businesses.</p> <p>But they could also potentially alienate and even drive away more privacy-conscious customers, so brands and business owners will want to tread carefully.</p> tag:econsultancy.com,2008:Report/3008 2016-09-22T14:30:00+01:00 2016-09-22T14:30:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:ConferenceEvent/833 2016-09-22T12:17:52+01:00 2016-09-22T12:17:52+01:00 Festival of Marketing <p>The Festival of Marketing is a unique experience where ambitious marketers can discover, learn, celebrate and shape the future together. As the largest global event dedicated to brand marketers, the Festival reflects the very nature of marketing – seamlessly blending inspiration and practical application.</p> <p>This is a place for professionals to experience everything they need to find success – the ideas, the connections and the practical skills. It is both inspiring and hands on learning. Marketing is creative, strategic and tactical and the Festival is built in this spirit.</p> <p>We do this through an expert conference programme boasting more leading marketing minds than anywhere else on the planet, along with workshops, training, awards and networking opportunities.</p> <p>Whether you’re attending the conference at the Festival, celebrating your successes at the Masters of Marketing awards or joining our partners at the Official Festival Fringe, you’re part of an experience like no other.</p> tag:econsultancy.com,2008:BlogPost/68290 2016-09-14T15:15:00+01:00 2016-09-14T15:15:00+01:00 Brands too dependent on Facebook organic reach: study Patricio Robles <p>That's according to <a href="http://www.campaignlive.com/article/facebook-97-brands-rely-organic-reach-says-bbdo-study/1408492">a study</a> published by BBDO Worldwide, which found that of the 100 brands with the most engagement on Facebook, only 3% were engaging in paid promotion of 80% or more of their Facebook posts.</p> <p>This is problematic according to Julian Cole, BBDO's head of communications planning, because "organic reach on Facebook is dead."</p> <p>Indeed, clients of social media publishing platform provider SocialFlow <a href="https://econsultancy.com/blog/68164-publishers-turn-to-video-to-offset-organic-reach-drop-on-facebook">saw their reach per post on Facebook drop by a whopping 42%</a> between January and May of this year alone.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7850/socialflowmediafbreachperpost-blog-flyer.jpg" alt="" width="470" height="257"></p> <p>Of the brands BBDO looked at, a full 15%, including brands like Pizza Hut, Dove and Pringles, didn't use paid promotion for any of their Facebook posts.</p> <p>The top 3% of brands, on the other hand, made extensive use of paid promotion.</p> <p>For example, Starbucks put money behind 97% of its Facebook posts during the period between May and July, while Cadbury Dairy Milk promoted every one of its four Facebook posts during the same period.</p> <h3>Looking at the wrong metrics</h3> <p>Why are the majority of brands still relying so heavily on organic reach on Facebook?</p> <p>According to BBDO's Cole, many are probably focusing on the wrong metrics, specifically those related to engagement, such as comments and likes.</p> <p>But "the people who like posts, who like brand posts, like lots of things on Facebook," Cole stated.</p> <p>Frequently, BBDO found, those who engage at a higher clip aren't even those the brands are targeting.</p> <p><img src="https://assets.econsultancy.com/images/0007/9124/bbdo.png" alt="" width="634" height="360"></p> <p>In many cases, the consumers brands are targeting haven't liked their Facebook Pages, and thus are unlikely to be reached organically.</p> <p>Cole refers to these as "light buyers" and points out that they can be critical to moving the needle...</p> <blockquote> <p>When you look at where you actually grow, it’s actually the light buyers, people who buy your product once or twice a year.</p> <p>So you think of Pepsi, it’s not the person who drinks like, three glasses a day. It’s the person who drinks it once or twice a year is where you see your volume growth.</p> </blockquote> <p>Unfortunately, because brands have been conditioned to focus on engagement metrics, many are just now learning that their campaigns on Facebook might not be reaching who they need to reach in the first place.</p> <p>BBDO says that it's working with clients to help them understand this, and as this knowledge becomes more widespread, it could help Facebook grow its ad business even further.</p> <p><em>Further reading:</em></p> <ul> <li> <a href="https://econsultancy.com/blog/68164-publishers-turn-to-video-to-offset-organic-reach-drop-on-facebook/">Publishers turn to video to offset organic reach drop on Facebook</a> </li> </ul> tag:econsultancy.com,2008:BlogPost/68236 2016-09-14T11:00:00+01:00 2016-09-14T11:00:00+01:00 Three big problems with marketing automation rules (and how to solve them) Andrew Davies <h3>Is marketing automation delivering?</h3> <p>As marketers, we live in a world where the number of choices that we have to make to deliver the right message to the right person at the right time is increasing exponentially.</p> <p>Marketing has moved from mass advertising where you sent one message to everyone, to segments where messages are sent to a limited number of people, to now having to understand individual <a href="https://econsultancy.com/reports/understanding-the-customer-journey/">customer journeys</a>.</p> <p>Marketing automation has emerged as a supposed panacea to this problem, yet despite years of propaganda from vendors promising the world, many B2B enterprises that have bought <a href="https://econsultancy.com/reports/marketing-automation-best-practices">marketing automation</a> are finding that it is not quite the silver bullet they expected. </p> <p>The Annuitas 2015 B2B Enterprise survey of over 100 B2B enterprise marketers from organizations with annual revenues that exceed $250m revealed that only 2.8% of respondents believed demand generation campaigns achieve their goals.</p> <p>Similarly, Econsultancy’s <a href="https://econsultancy.com/reports/email-census-2016/">Email Marketing Industry census</a> surfaced that only 7% of respondents deemed their in-house automated campaigns to be “very successful”. </p> <p>The truth is that even if you avoid marketing automation mistakes (<a href="https://econsultancy.com/blog/67250-seven-avoidable-marketing-automation-mistakes/">such as these</a>), you are still lumbered with the task of using marketing automation rules and decision logic to select and deliver campaign messages.</p> <p><img src="https://assets.econsultancy.com/images/0007/9143/Screen_Shot_2016-09-14_at_09.19.22.png" alt="marketing automation success" width="615" height="518"></p> <h3>Three big problems with marketing automation rules</h3> <p>At the heart of all marketing automation technology and outputs are the rules used to tell the marketing automation platform which content or message to select and send to which particular contacts in your database.</p> <p>This structure necessarily leads to three big problems for B2B organisations:</p> <p><strong>1) Marketing automation rules cannot cope with complex buyer journeys</strong></p> <p>All marketing automation relies on preset logic (“If this X happens then do Y”, “if X does not happen, then do Z”) and traditional purchase-funnel theory to architect marketing campaigns and trigger communications.</p> <p>The problem is that the <a href="https://econsultancy.com/blog/66322-do-companies-understand-the-customer-journey/">B2B buyer journey is much more complex</a> than marketing automation vendors would have you believe. </p> <p><strong>2) Rules cannot adapt to changing contexts</strong></p> <p>The nature of marketing automation rules is that once they have been activated they remain active until you manually deactivate them.</p> <p>This mean that they are not adaptive and they cannot learn from a campaign’s results, only repeat them.</p> <p>Sure, you can create a rule that says: IF [Marketing Automation score] [increases] [+5] THEN [remove from] [LISTNAME] AND [add to] [NEW LISTNAME], but rules cannot cope with the reality that prospects are continually evolving in their <a href="https://econsultancy.com/blog/67121-the-lead-data-hierarchy-for-busy-sales-people-savvy-b2b-marketers/">interests and needs</a>, not just their sales stage or marketing automation score. </p> <p><strong>3) Marketing automation rules mean more - not less - staff</strong> </p> <p>As counterintuitive as it sounds, marketing automation often means having to bring on more – not less – staff.</p> <p>As well as a marketing manager, a database manager, a demand gen exec, a content strategist, you will most likely need a marketing technologist who is able to help you get the most out of your new system.</p> <p>All of these people have input into creating the rules that are used and the cost of hiring will ultimately prolong the time it takes to see positive ROI on your marketing automation purchase.</p> <p><img src="https://assets.econsultancy.com/images/0007/9141/marketing_automation_complexity.jpg" alt="complexity of marketing automation" width="615"></p> <p>As soon as you begin to understand the three big problems with marketing automation rules, it all becomes clear why <a href="https://econsultancy.com/blog/66882-how-to-fix-the-50bn-problem-in-b2b-content-marketing/">60% of content in B2B organisations is wasted </a>and why one of the biggest issues in demand generation is <a href="https://econsultancy.com/blog/63400-interest-abandonment-coming-to-a-purchase-funnel-near-you/">interest abandonment.</a></p> <h3>What are the solutions to the marketing automation rules problem? </h3> <p>As the co-founder of a B2B technology company, and having spent the past few years refining our demand generation process, I know just how powerful a good marketing automation system and practice can be - but I am also cognisant of the above problems.</p> <p>This has led us to try the following solutions:</p> <p><strong>Create more rules

</strong></p> <p>It’s true - one way to address the problem of imperfect marketing automation rules is to create more marketing automation rules to try and meet every kind of conceivable customer journey, context or need. </p> <p>However, you can only create so many rules. It is perhaps feasible when an organisation has a limited product portfolio or few content assets, but when you are a high-volume publisher with a wide variety of products and customer types (such as a <a href="https://econsultancy.com/blog/67419-how-to-make-content-marketing-easy-for-wealth-asset-managers/">wealth and asset management firm</a>) this is impossible.</p> <p>The problem is that although the number of choices is increasing, the number of rules that we can make (to make the decisions to govern those choices that we can create) is very limited. </p> <p><strong>Hire more people

</strong></p> <p>We can only create so many rules whilst retaining the same number of marketers before the Law of Diminishing Returns kicks in.</p> <p>The next option then is to increase the number of rules and increase the number of marketing staff to create and manage these rules.</p> <p>The problem here is that number of available marketers is finite and the number of marketers that one can afford is even more finite, so CMOs that are on a hiring spree will still ultimately be faced with this fundamental gap between the number of choices they need to make and the number of marketing automation rules that their team can can create to make those choices. 

</p> <p><strong>No More Rules - use predictive machine-learning

</strong></p> <p>This leaves us with a third option - eschewing marketing automation rules altogether by turning to predictive, machine-learning technologies that use algorithms to make decisions, rather than rules.</p> <p>Although some marketers may baulk at the idea of turning over marketing decisions to artificial intelligence, it is becoming an<a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/"> increasingly common and accepted practice</a>.</p> <p>The benefit of using predictive machine-learning is that it can learn from new information and quickly decide what the next best action is for an optimal outcome.</p> <p>Machine learning is well-suited to environments where CMOs face complex buyer journeys, constantly evolving user profiles and myriad pieces of content that need to be categorised and structured before being served across multiple channels.</p> <p>Better yet, these technologies can be integrated <em>with</em> your marketing automation platform. </p> <p>Rather than relying on restrictive rules-based logic, a ‘no more rules’ approach adapts to the unique signals and interactions of each buyer and automatically decides the best message, content or product to send to them.</p> <p>It’s an approach that saves both the prohibitive operational costs of hiring more staff and time-intensive stress of having to create rules that can govern every scenario in the ever-complex B2B buyer journey.</p> tag:econsultancy.com,2008:BlogPost/68224 2016-09-09T13:17:24+01:00 2016-09-09T13:17:24+01:00 How should brands plan their content distribution strategy? Nikki Gilliland <p>When it comes to creating <a href="https://econsultancy.com/training/courses/digital-content-strategy/">a successful content strategy</a>, clever distribution plays an increasingly important part.</p> <p>We recently sat down with Jack Swayne, Chief Strategy and Analytics Officer at iProspect, to get his thoughts on how brands should plan content distribution strategies. </p> <p>You can watch the video in full, or read my three key takeaways below.</p> <p><iframe src="https://www.youtube.com/embed/V8IfPHyyNFQ?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3><strong>1. Determine how the target audience typically engages</strong></h3> <p>Not everyone accesses content in the same way.</p> <p>When it comes to social media for example, there are two distinct groups. </p> <p>First, there are <strong>the spectators</strong> - people who use social networks to passively view content but not contribute.</p> <p>Perhaps they use it to keep up with friend’s photos, but wouldn’t ever comment on a brand post.</p> <p>Then there are <strong>the commentators</strong> – those who actively engage by commenting and participating in discussions.</p> <p>These people are more likely to use multiple platforms, such as Twitter and Instagram, and have a heavier social media presence overall.</p> <h3><strong>2. Shape strategy according to audience behaviour</strong></h3> <p>By using data to find out who an audience segment is as well as how they behave online, brands can directly shape a more successful strategy. </p> <p>From the type of content used, whether it be video or a text-based article, to when and where the content is published – brands should always consider the target consumer first.</p> <p>This type of strategy is far more effective than blindly hoping content stays at the top of news feeds.</p> <h3><strong>3. Use the right KPIs</strong></h3> <p>Another way for brands to effectively plan content distribution is to ensure the right KPIs are being used to measure success.</p> <p>Take social for example, where Facebook shares and Likes are typically the scale on which success is measured.</p> <p>However, if a brand’s target audience happens to be those in the spectator category, it’s highly unlikely that they will engage with it in this way. </p> <p>As a result, this would be the wrong type of measurement to use.</p> <p>Of course, that’s not to say that Facebook shares are not valuable, but this would not be indicative of how a particular segment is engaging. </p> <p>Instead, measuring it against a different KPI, such as click-throughs to a brand website, could prove far more insightful.</p> <p><strong>You'll find more interviews like this one <a href="https://www.youtube.com/playlist?list=PL1-kPkZBw50G5af50RWyZQktGWjOkGxLI" target="_blank">here</a>.</strong></p> tag:econsultancy.com,2008:BlogPost/68219 2016-09-08T13:36:00+01:00 2016-09-08T13:36:00+01:00 Four things brands can learn about content marketing from Net-A-Porter Nikki Gilliland <p><a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">Content marketing</a> has been at the core of Net-A-Porter’s strategy from the get-go, and it’s one of the reasons it has become such a big name in the world of luxury retail.</p> <p>Here are four things brands of all kind can learn from it. </p> <h3>Merging content and commerce</h3> <p>Many consumers enjoy both the physical and personal aspect of shopping for luxury goods, including everything from in-store customer service to high-end packaging.</p> <p>Net-A-Porter proves that online luxury retailers can mimic this by delivering value in other areas, making the transaction process a small and sometimes even arbitrary part of the customer experience.</p> <p>Combining content and commerce, its weekly online magazine, <a href="https://www.net-a-porter.com/magazine/364/contents" target="_blank">The Edit</a>, offers unique and fresh insight from the industry alongside promoted products.</p> <p>This ensures that customers are likely to return, regardless of how often they might make a purchase.</p> <p><img src="https://assets.econsultancy.com/images/0007/8364/The_Edit.PNG" alt="" width="750" height="556"></p> <p>Likewise, by recognising the fact that customers buy into a lifestyle as well as a specific product, it uses high-quality and in-depth editorial to naturally drive sales. </p> <p><img src="https://assets.econsultancy.com/images/0007/8365/The_Edit_3.PNG" alt="" width="750" height="486"></p> <h3>A customer-centric approach</h3> <p>Net-A-Porter is a great example of a brand that cares about its customer. </p> <p>Surveying 10,000 of its most valued shoppers to find out how they consumed fashion and lifestyle content, it found that 80% viewed print fashion magazines as their preferred medium.</p> <p>So, though it might sound like a backwards step for a digital-only brand to delve into print, on the back of its research that’s exactly what Net-A-Porter did.</p> <p>It <a href="https://econsultancy.com/blog/64295-net-a-porter-s-new-shoppable-magazine-is-it-any-good/">created and launched Porter in 2014</a> – the brand’s very own print magazine.</p> <p><img src="https://assets.econsultancy.com/images/0007/8366/Porter_magazine.PNG" alt="" width="750" height="528"></p> <p>While it retails at £5, EIP’s, or ‘extremely important people’, receive the magazine for free.</p> <p>As well as rewarding the most loyal, Porter manages to draw consumers back to print with its unique selling point – the fact that it is shoppable.</p> <p>Using its scannable app, customers can directly buy products as they read. </p> <p><img src="https://assets.econsultancy.com/images/0007/8367/Porter_2.PNG" alt="" width="514" height="463"></p> <p>This is a great example of how to merge a physical experience like reading a print magazine with the digital world.</p> <h3>Innovation and experimentation</h3> <p>Alongside making its online and print magazines shoppable, last year Net-A-Porter decided to release its very own shoppable <a href="https://econsultancy.com/blog/66405-net-a-porter-launches-its-own-shoppable-social-network-review/" target="_blank">social media network called The Net Set</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/8368/The_Net_Set.PNG" alt="" width="750" height="492"></p> <p>Building on the idea of Net-A-Porter customers (and the fashion industry in general) as a community, it allows users to ‘share and shop’ with like-minded people.</p> <p>Using image recognition, it also offers tips and suggestions to help users complement or add to existing outfits.</p> <p>In utilising new technology, Net-A-Porter shows that brands should always strive to innovate rather than resting on their laurels.</p> <p><iframe src="https://www.youtube.com/embed/iANZxnsUPAc?wmode=transparent" width="432" height="243"></iframe></p> <h3>A seamless (and non-intrusive) customer experience</h3> <p>Finally, Net-A-Porter’s content marketing strategy means that customers can access fashion and luxury lifestyle content wherever and whenever they like.</p> <p>By utilising desktop, mobile and print, shopping with Net-A-Porter is a truly multichannel experience. </p> <p>What’s more, it reinforces the notion that direct advertising is far from the most effective approach.</p> <p>Instead, by delivering valuable and meaningful content (that can be consumed in the customer's own time), long-term loyalty is far more likely to occur.</p> <p>When it comes to luxury retail, this strategy is key. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Everything you need for a chic city break. <a href="https://twitter.com/hashtag/THEEDIT?src=hash">#THEEDIT</a> <a href="https://t.co/8STEZlECKB">https://t.co/8STEZlECKB</a> <a href="https://t.co/r7uFV6ZccR">pic.twitter.com/r7uFV6ZccR</a></p> — NET-A-PORTER (@NETAPORTER) <a href="https://twitter.com/NETAPORTER/status/766423940369616896">August 18, 2016</a> </blockquote> tag:econsultancy.com,2008:BlogPost/68229 2016-09-08T10:52:00+01:00 2016-09-08T10:52:00+01:00 How Casper uses clever marketing & content to sell mattresses Nikki Gilliland <p><a href="http://www.huffingtonpost.co.uk/2016/01/26/half-of-women-in-uk-sleep-deprived_n_9076030.html" target="_blank">46% of women</a> and 36% of men suffer from lack of sleep, so it’s a huge problem for many.</p> <p>Tapping into the selling power of a solid eight hours, mattress startup Casper has built a reputation for capturing consumer interest through its quirky <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a> and unique business model.</p> <p>Having recently launched its ecommerce site in the UK, here’s a look at why it’s one company worth keeping an eye on.</p> <h3>The Goldilocks of mattress brands</h3> <p>Do you want a bed that’s soft, firm or somewhere in between?</p> <p>Buying a mattress is traditionally a try-it-and-see shopping experience, but Casper disrupts this by selling just a single ‘universally comfortable’ model. </p> <p>With studies showing that <a href="https://www.theguardian.com/lifeandstyle/2015/oct/21/choice-stressing-us-out-dating-partners-monopolies" target="_blank">too much choice leads to more stress</a> and less satisfaction, this might prove to be preferable for consumers.</p> <p>Casper also draws in its audience with a focus on convenience and value for money.</p> <p>As well as shipping and delivering its mattress in a special vacuum-packed box, it offers a tempting 100-day trial and free returns. </p> <p><img src="https://assets.econsultancy.com/images/0007/8450/Caspar_dream_team.JPG" alt="" width="750" height="709"></p> <p>By recognising the fact that purchasing a bed is a rare and drawn-out experience, and deliberately disrupting it, Casper’s business model could prove to be a game-changer.</p> <p>Of course, the question is - will consumers be willing to take a leap of faith over the boring but fail-safe in-store experience?</p> <h3>Dedicated to the subject of sleep</h3> <p>Both the copy and design on Casper's website is beautifully engaging.  </p> <p><img src="https://assets.econsultancy.com/images/0007/8445/Caspar_customers.JPG" alt="" width="750" height="728"></p> <p>It attracts consumers with a friendly, conversational and reassuring <a href="https://econsultancy.com/blog/67434-four-brands-with-a-brilliantly-funny-tone-of-voice/" target="_blank">tone of voice</a> – but it’s not the only way Casper utilises copy. </p> <p>It has two blogs – both designed to entertain and retain customers.</p> <p>The first, <a href="http://blog.casper.com/" target="_blank">Pillow Talk</a>, is a tongue-in-cheek take on everything bed-related.</p> <p>From ‘The cutest Casper sleepers’ to ‘Eight reasons why this blog post is trying to sell you a mattress’, it is a reflection of the brand’s fun and offbeat personality.</p> <p><img src="https://assets.econsultancy.com/images/0007/8451/Casper_blog.JPG" alt="" width="750" height="691"></p> <p>The second, <a href="http://vanwinkles.com/" target="_blank">Van Winkle’s</a>, is an independent publication that’s dedicated to all things sleep-related.</p> <p>Using sleep as a vertical much like health or lifestyle, Casper's content team writes about the subject in a more informative and authoritative fashion. </p> <p><img src="https://assets.econsultancy.com/images/0007/8447/van_winkles.JPG" alt="" width="780" height="554"></p> <p>The aim of Van Winkle does not appear to directly promote or sell Casper mattresses (the brand is absent apart from a couple of links at the bottom of the homepage) - instead, it looks to be an extension of the brand as a lifestyle.</p> <p>With syndication on the likes of Huffington Post, articles have previously garnered huge traffic.</p> <p>By adding to the conversation about sleep and getting consumers interested in the topic in general, it could still be a way to increase awareness.</p> <h3>Your mate on social media</h3> <p>Alongside its editorial offering, Casper also wins the hearts of its millennial audience on social. </p> <p>Often tweeting customers using GIFs and emojis, it is unafraid to take the informal style of its main ecommerce site and ramp it up a notch.  </p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://twitter.com/yohugogo">@yohugogo</a> <a href="https://t.co/l5IXivIbep">pic.twitter.com/l5IXivIbep</a></p> — Casper (@Casper) <a href="https://twitter.com/Casper/status/768458011048312833">August 24, 2016</a> </blockquote> <p>Its subject matter is often samey – with jokes about breakfast, naps and the daily struggle of first world problems.</p> <p>Yet, it is chatty and consistent, which also gives the impression that it’s actually there to help.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Everyone should be asking the important questions.</p> <p>Why isn't today Friday?</p> — Casper (@Casper) <a href="https://twitter.com/Casper/status/768825307860180992">August 25, 2016</a> </blockquote> <h3>Taps into trends</h3> <p>Unboxing videos are a <a href="https://econsultancy.com/blog/66678-how-the-top-five-uk-ecommerce-brands-use-youtube/" target="_blank">YouTube genre</a> usually reserved for high-tech gadgets and luxury beauty items.</p> <p>Thanks to Casper, there’s been a new trend of people filming themselves opening their packaged mattresses.</p> <p>There are countless videos online, and yes, it is as baffling as it sounds. While it’s probably quite satisfying to see a mattress spring into shape in real life, watching others do it is less thrilling.</p> <p>For Casper however, each video serves as brilliant advertising, and reinforced the vacuum-packed convenience of its USP.</p> <p><iframe src="https://www.youtube.com/embed/AD9lg11Yyv8?wmode=transparent" width="854" height="480"></iframe></p> <h3>Innovative but consistent</h3> <p><a href="http://www.forbes.com/sites/stevenbertoni/2016/04/04/how-start-up-casper-plans-to-wake-up-the-sleepy-mattress-market/#751a2cb12892" target="_blank">Describing its aim to be Nike of the sleep world,</a> Casper is unashamed in its desire to ramp up its product offering.</p> <p>With its ranges for pillows and sheets, it’s already selling more than just mattresses.</p> <p>In hopes of targeting an entirely new market, it’s also just released a dog-bed in the US.</p> <p><img src="https://assets.econsultancy.com/images/0007/8448/casper_dog.JPG" alt="" width="615" height="691"></p> <p>It remains to be seen whether these extra lines will be as successful as its main product, however it shows that Casper isn’t afraid to experiment.</p> <p>What's more, it also reflects the brand’s consistent dedication to sleep – regardless of the species.</p> <p><img src="https://assets.econsultancy.com/images/0007/8449/casper_insta.JPG" alt="" width="750" height="509"></p> <p>Across the board, consistency is one thing that Casper does really well.</p> <p>From Twitter to email, it manages to convey a consistent identity across all consumer touchpoints.</p> <p>Whether you’re in the market for a new mattress or not – there’s a lot to appreciate here.</p> tag:econsultancy.com,2008:BlogPost/68238 2016-09-01T14:27:00+01:00 2016-09-01T14:27:00+01:00 GSK launches digital campaign to drive meningitis vaccinations Patricio Robles <p>The campaign, dubbed <em>Take 5 for Meningitis</em>, aims to educate young adults and their parents about meningitis B, a potentially deadly bacterial infection for which GSK offers a vaccine.</p> <p>As <a href="http://www.fiercepharma.com/marketing/gsk-urges-teens-to-take-5-for-menb-new-awareness-push">detailed by</a> FiercePharma's Carly Helfand, GSK and competitor Pfizer have had Food and Drug Administration (FDA) approval for meningitis B vaccines since 2015 and 2014, but "sales haven’t taken off the way the companies had hoped they would."</p> <p>The Centers for Disease Control (CDC) has yet to grant either vaccine a "universal use" recommendation, so right now it's up to doctors and patients to make a decision about vaccination.</p> <p>While Helfand says Pfizer is promoting its vaccine through a television campaign, GSK's <em>Take 5</em> campaign incorporates content marketing through <a href="http://www.helppreventdisease.com/adult_vaccines/meningococcal-meningitis/index.html?cc=04bf0fd640e9">meningitis.com</a>, social channels and offline events featuring Jamie Schanbaum and Nick Springer, US Paralympians who survived meningitis.</p> <p>Given the digital-heavy nature of the campaign and its target audience, it's not surprising that it was launched at the annual BlogHer social media conference in Los Angeles. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/8509/menb-blog-flyer.png" alt="" width="470" height="246"></p> <h3>Storytelling in action</h3> <p>The bad news for companies like GSK is that the industry's reputation is not good, and the hits just keep on coming.</p> <p>Case in point: Mylan, the company that makes the EpiPen used to treat severe, life-threatening allergic reactions, has reinvigorated the debate over drug pricing after hiking EpiPen pricing significantly.</p> <p>The American Medical Association (AMA) <a href="https://econsultancy.com/blog/67227-ban-on-consumer-ads-could-make-pharma-s-digital-shortcomings-more-costly">has called for a ban on direct-to-consumer ads</a> that pitch prescription drugs and medical devices, and the Mylan headlines only bolster arguments that greater regulation is needed.</p> <p>While the drug pricing issue is a complicated one, it has served as an opportunity for pharma marketers to reflect on their relationship with consumers.</p> <p>Instead of running "dumb ads," pharma marketers have a real opportunity <a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation">to tell compelling, emotional stories</a> that are of benefit not only to pharma companies' reputations, but the consumers who receive them as well.</p> <p>At its heart, GSK's efforts to boost meningitis B vaccinations rely heavily on the power of storytelling. </p> <p>"Meningitis changed my entire life when I was just a kid. I lost most of my legs and arms and later learned that there was a vaccine that might have protected me against the disease," Nick Springer stated in a press release.</p> <p>"No one should have to go through what I’ve gone through and that’s why I’m working with GSK to tell my story."</p> <p>It's not the only example of GSK's growing use of multi-channel storytelling.</p> <p>The company, which markets the Excedrin Migraine medication, recently <a href="https://econsultancy.com/blog/68024-gsk-migraine-simulator-demonstrates-ar-vr-potential-for-healthcare-marketing">developed a campaign that took advantage of augmented reality</a> and generated millions of video views and hundreds of thousands of social engagements.</p> <p>The campaign took home three awards at the Cannes Lions Health show.</p> <p><iframe src="https://www.youtube.com/embed/SmJW8gYIN4E?wmode=transparent" width="560" height="315"></iframe></p> <p>The good news for companies like GSK, particularly as it relates to the <em>Take 5</em> campaign targeting young adults, is that despite the pharma industry's reputational woes, <a href="https://econsultancy.com/blog/67653-millennials-open-to-pharma-ads-but-pharma-not-delivering-on-ux">millennials are "by far the most receptive to pharmaceutical marketing</a>." </p> <p>This suggests that as pharma marketers hone their storytelling skills, their efforts will have the potential to produce results.</p>