As the year draws to a close, I thought it would be fun to look back at my predictions for brand management in 2013.
They are all still relevant to marketing and brand management going into next year but let's see how accurate I was 12 months ago!
To bring karmic balance after yesterday’s bile-dripping 15 worst things to happen to the internet in 2013, here’s a bumper crop of joy.
It’s all very well looking forward to next year and seeing what technological advancements will improve our lives significantly in the future, but if we don’t look back at what came before and collate them in an arbitrary order within the confines of a blog-post, then surely we are doomed to repeat our mistakes because we didn’t spend long enough dwelling over our collective achievements
And if that’s not a specious excuse for a list-based round-up of the year, then call me Alex Zane and give me a job of presenting mediocre YouTube videos on the telly at 2am.
Here are the best things to happen to the internet in 2013, in our award-winning content team’s not-quite-so-humble opinion.
Because it can’t all be sunshine, lollipops, rainbows and Google Hummingbirds.
We at Econsultancy consider ourselves as promoters of best practice. ‘Achieve Digital Excellence’ reads our brand new strapline in the big red dot up there, and with this modus operandi we carry a great responsibility.
The responsibility of wading through the darkest digital waters (confusing and potentially dangerous metaphor alert) and remaining constantly poised to spear the very best of the internet. We do so in order to bring you the most considered insight, through research, practice, good old fashioned investigation and occasionally asking Twitter for help.
Of course for every tasty salmon we catch, we also have a net-full of bottom feeding suction eels too. We don’t really know what to do with them and they’re piling up around the floor of the boat.
So let us unburden our unpleasant haul upon you, with this round-up of the worst things to happen to the internet in 2013:
Here is my 'expert' opinion are the best Vines created by brands in 2013.
Although seeing as Vine has only existed for approximately 11 months, here are the best branded examples from the entire existence of the service. That sounds far more impressive.
What makes a good branded Vine? Well, I'm glad you asked...
As we're fast approaching the end of the year it's time to round up some of the most interesting stats from Econsultancy's Q4 reports.
In the past few months we've published surveys on customer experience, mobile marketing, and conversion rate optimisation, as well as best practice reports on marketing automation and digital transformation.
To find out more tasty insights from our 2013 reports, check out my round ups of stats from Q1, Q2 and Q3.
And to really indulge yourself in a statistical feast, download our Internet Statistics Compendium...
Predictably John Lewis currently retains the highest social engagement for Christmas ads, but for how long?
As of 10 December 2013, the John Lewis ‘The Bear and The Hare’ ad has achieved 10.3m views, and just over 1m engagements (likes, shares or comments).
However, its engagement-per-thousand-views (EPM) has dropped to 101, from 393 in four weeks.
This seems logical. The more popular and ubiquitous a video is, the less likely that people will bother sharing it as they feel they’re just adding to the noise of what we’ve already seen.
Interestingly though, this viral complacency may lead to a pre-Christmas upset.
Beyoncé’s self-titled new album, Beyoncé (I feel like I didn’t really need to say that), has destroyed the internet this weekend in a pre-Christmas gamble which has seen the ex-Child of Destiny installed as the new monarch of pop.
Picking the penultimate weekend before Christmas goes against all traditional new album release logic. Mid-November to Mid-January is a barren wasteland of Susan Boyle, greatest hits compilations and swing albums by nice young men your mum likes. Nobody good releases new music at this time of year. Nobody.
But then the Carter family rarely have been ones to stick with traditional record release logic, just look at Jay-Z who released his last album Magna Carta Holy Grail through a mobile app earlier in the year. (Read more about that in six musicians embracing app technology)
Real-time bidding (RTB) provides a great opportunity for companies to vastly increase their online presence to an interested audience.
However, as this market continues to grow, the options available to brands for management of their RTB increase and choosing the right agency for your company’s needs becomes harder.
One of the main problems faced with anyone researching their options for RTB management is that they have to navigate a minefield of display ecosystems, agencies, DSPs, trading desks etc.
However, in choosing an RTB agency to build and manage successful campaigns the most important first questions to ask are not always the most technical.
Having been involved with a number of RTB pitches and working with our clients we have found they have gained the most from asking questions such as those outlined below:
In 2012, the average person spent £1,175 online in the UK.
This statistic comes from OFCOM’s 2013 International Communications Market Report, revealed today.
Our nearest rival is Australia, where the average per-head spend is £867, approximately one quarter less than us.
It’s no secret that video is quickly becoming an essential part of any content strategy, and the 2013 video marketing trends report only serves to concretise this.
This year has been fantastic for video, with the emergence of new, social video platforms like Vine and Instagram video soaring in popularity amongst consumers, making it easy for anyone to create a video and share it.