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Taking a page from the consumer marketing playbook, pharma giant Pfizer has launched a new televison ad campaign that encourages viewers to sign up to receive text messages from the company in exchange for a discount of 50% on a year-long supply of the prescription drug Viagra.
Supermarkets constantly shout about low prices, but according to a new survey, it’s not the biggest influence on where consumers shop.
According to a TCC study, price ranks only fourth in the minds of British supermarket shoppers. Instead, location or proximity is cited as the primary factor for driving shoppers.
Ashley Friedlein has recognised the importance of focus for marketers in 2017.
His trends essay for the year predicts the rationalisation of brand portfolios, supplier relationships and media partners. Focus, Ashley determines, can also be found with zero-based budgeting.
He writes that this is a way to "revisit a brand's purpose, promise, positioning and audience. Again, to ensure clarity of focus."
I recently wrote a beginner’s guide to the role of community management.
Following on from this, I’ve been looking at some of the best online brand communities out there.
There are lots of fine stats to enjoy this week.
You’ll find news about online search, consumer behaviour, email, apps and even more.
This week's digital news pales into insignificance against the backdrop of today's inauguration.
However, we've still rounded up the best bites, including a Zuckerberg 'burn', Twitter's ecommerce functionality and that schoolboy dream, the flying car.
With the world's largest social network, it's no surprise that Facebook has built a multi-billion dollar digital advertising empire. But maintaining advertiser confidence appears to be a growing challenge.
According to a survey conducted by Advertiser Perceptions, while many advertisers plan to up their spend with Facebook in 2017, 40% also plan to perform independent audits of the advertising campaigns they're running on the social network.
What is marketing ops?
In Ashley Friedlein's recent 2017 digital trends essay, he identifies marketing transformation as a hot topic.
Ashley says that this could include the (re)integration of digital marketing, the introduction of a CCO (chief customer officer), bringing teams back in house, assessing supplier relationships, zero-based budgeting and marketing ops.
As the old proverb goes, it's difficult to make predictions, especially about the future.
Yet as a new year starts, making predictions is part of our jobs. Priorities have to be set, budgets allocated, and resources diverted according to how things have changed over the past 12 months.
Storytelling is a popular marketing buzzword, and there are numerous examples demonstrating how brands that engage in storytelling derive value from the exercise.
Much of the discussion around the topic focuses on how brands tell stories at a strategic level, but according to a study conducted by Hill Holiday research division Origin, companies can profit from applying storytelling at a much more practical level too.
As more brands turn to social media to reach and engage consumers, many naturally choose to work with influencers to front campaigns.
The process isn’t always easy, of course.
If you work in social media, explaining your job can be a frustrating experience - especially to family members who probably assume that you just use Facebook all day.
For Community Managers, in particular, there tends to be a lot of confusion over exactly what the role entails.