Brands and musicians have an uneasy alliance. For every generation defining Michael Jackson and Pepsi coupling, there’s a whincingly regretful pairing of Iggy Pop and Swiftcover.
In the last few years, more and more recording artists are hooking-up with large brands in order to reach a wider audience and make up for dwindling record sales, and it seems brands are much more willing to invest in the music industry lately, especially in terms of live music and event creation.
American Express has recently linked many different media strands together, including live music, online streaming, social video and social media, to create Unstaged, a channel that caters for an online, music hungry audience while offering effective brand promotion.
Let’s take a look at the ways American Express Unstaged brings the offline, online with storytelling.
Paid search marketing has many names, wears many guises and works alongside many other nebulous terms.
Search engine marketing (SEM), search engine optimisation (SEO), pay-per-click (PPC), cost-per-click (CPC), cost-per-impression (CPM) search engine advertising, sponsored listings, paid for placement, and that’s before you get to services provided by the search engines themselves – Google AdWords, Yahoo Bing Network.
It’s a lot to wade through.
As a relative newcomer to the digital marketing world, I've decided to begin a series of 'beginner's guides' to uncover what is meant by certain terms, trends and technological advances in digital; being both a travel guide and a personal investigation.
Last week I covered Native Advertising, this time I’m going to take a look at paid search. If you’re an expert in the field, this article may not be for you, however please feel free to leave any advice or guidance in the comments below.
Watch out, brands are about!
The latest trend in advertising has its roots in the hoary old world of Candid Camera style practical jokes, or to use a UK equivalent, Beadle’s About.
Although the extended televised prank has long fallen out of fashion in the UK (though Dom Joly is inexplicably back on TV) the USA has seen a huge and seemingly never-ending revival of extreme stunts and japes thanks to Jackass and Punk’d.
Although Punk’d just had Ashton Kutcher’s celebrity mates having their Mercedes Benz’s fake-bumped into, the current crop of prankvertisements are aiming for real shock value to achieve notoriety and therefore virality.
Here are six of the most recent examples:
There was an increase of almost 17% in brand spending on digital within the music industry last year, compared to 2011.
Brands including Coca Cola, O2, Blackberry and Volkswagen spent a record breaking £100m in total on music in 2012, a 6% rise on 2011. This is according to the latest research from PRS for Music, the copyright collection society.
The area that’s seen the biggest increase, with a 33% rise in spending, is artist endorsement.
This may come as a surprise to some, depending on where your ideologies lie in terms of artistic integrity, however with increasingly evaporating record sales, artists who once comfortably filled out stadiums night after night are now turning to brand sponsorship to maintain the lifestyles they’ve become accustomed to.
For instance Jay Z recently made a deal with Samsung to release his latest album exclusively via its mobile devices.
The next up and coming trend in terms of spending however is digital. Digital is showing an increased rise in spending, far more than live music sponsorship (-5.6%), TV (+1%) and advertising support (+9.5%).
How are brands spending their money on digital in the music industry? Here are some recent examples:
Companies whose conversion rates have improved carry out 50% more tests on their websites than companies whose conversion didn’t improve. However, 7% are testing nothing at all.
This difference is even more apparent when looking at sales. Companies with a large increase in sales carried out over two times as many tests as the average.
Of the companies that carry out testing, 60% carry out one or two A/B multivariate tests a month and only 6% perform more than 10 tests a month.
These findings come from the fifth annual Conversion Rate Optimisation Report, carried out in partnership with RedEye, and based on a survey of almost 1,000 client-side and agency digital marketers.
Let’s take a look at what areas & elements our respondents are testing and what they find to be the most challenging stages.
For the first time in four years, satisfaction with conversion has increased.
90% of companies now claim that CRO has increased in importance, with 59% claiming it’s crucial to their marketing strategy.
These findings come from our fifth annual Conversion Rate Optimisation Report, produced in association with RedEye.
The aim of this report is to provide data and a framework to help companies invest their time and resources as effectively as possible, by examining which methods and processes are most likely to yield results.
For a brief overview, RedEye has produced this infographic…
The YouTube comments section, I think I can say without hyperbole, shows humanity at its very worst.
This trolling, homophobic, misogynistic, spam-filled netherworld where most ‘conversations’ end with one commenter comparing the other commenter to Hitler, is the most poorly managed outpost of intolerance and ignorance.
However, YouTube has unveiled new changes to clean up this town; changes that will bring prohibition style peace to a violent gangland. The new comments system is Elliot Ness, Mary Whitehouse and The Father from The Road all rolled into one.
So what are these changes, and how have the YouTube community reacted?
I think we all know how this will play out…
A couple of weeks ago I wrote an article entitled Fight Club! Netflix, LOVEFiLM and NOW TV: a UX comparison. For this I had to sign up to their respective VoD services. You know, for the greater good of journalism.
Now the time has come to quit these VoD services because it seems there really is such thing as too much choice... plus I'm not made of money... and there's only so many hours in a day. I do have a job you know!
Based on recent research that suggests 72% of customers expect complaints on Twitter to be answered in one hour, I'll be taking a look at each company's Twitter customer service channel compared to their site's own customer service, then finally I'll see how easy it is to quit and how easily they let me go.
53% of customers who ask a brand a question on Twitter expect a response within one hour.
However, if a customer makes a complaint to a brand using Twitter, that figure goes up to 72%.
These stats come from the latest research by Lithium Technologies and perhaps contradicts the previously held notion that just 11% of people expect to receive customer service via social media.
Firstly, yes, Warner Bros. has made a LEGO Movie. A big budget, Hollywood, CGI motion picture starring (the voices of) Chris Pratt, Will Ferrell, Liam Neeson and Morgan Freeman.
The film isn’t out until February 2014, and yet Warner Bros. began the marketing push earlier this year with a great looking trailer and various teaser posters.
This shouldn’t be a surprise being as LEGO has a great online strategy and has shown previous form in building its own online customer community.
Recently though, the marketing push has begun through closer engagement on social network sites, clearly having learnt lessons from LEGO's own social interaction via its CUUSOO site.
Let’s take a look at how Warner Bros. and their digital agency Substance are marketing LEGO's biggest new construction yet using social media…