Posts in Consumer Goods

decoupled cms

Six examples of brands using a decoupled CMS

Content is an integral part of digital experiences that drive conversion, from video tutorials that help clinch ecommerce sales, to long-form, high-quality articles that inspire readers to purchase media subscriptions.

But content has never had to work harder to reach audiences how, when, and where they want to experience it.

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Advent calendars: Why beauty brands are so keen

Advent calendars used to be the hallmark of confectionary companies like Cadbury and Nestle. Nowadays, brands from a whole manner of industries are muscling in on the trend, releasing calendars filled with everything from gin to cheese.

Brands within the cosmetics and skincare industries are chiefly reaping the rewards, turning the once humble ritual of the advent calendar into a ‘must-have’ for modern-day beauty consumers.

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A close up look at Maybelline’s brow-raising success with visual content on social media

According to a recent study by ShareIQ, Maybelline has seen the highest levels of engagement for a cosmetics brand across visual social media platforms so far this year. 

It has generated nearly 60m likes on Instagram, which is 49x the amount of rival brand Revlon. Meanwhile, Maybelline now has over 100,000 followers on Pinterest, while brands like Estee Lauder and CoverGirl are trailing behind with an average of 60,000.

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handshake

Direct ad buys are back in fashion as programmatic declines

Have brand safety concerns taken some of the shine off of programmatic and made direct ad buys more fashionable again?

According to data from MediaRadar, the answer looks to be “yes” as the number of brands engaging in programmatic ad buys dropped by 2% between January and July.

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Why digital out-of-home advertising is not really digital (yet)

Digital out-of-home advertising (DOOH) is predicted to hit 50% of all outdoor revenue by the end of 2017, while the number of digital screens in the UK has increased from 2,056 in 2009 to over 17,000 in 2017 thanks to investment of around £100m.

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The myth of storytelling in marketing and why brands should encourage 'story sharing'

The word ‘story’ is so compelling (and so heavily employed) in marketing, because it evokes emotional reactions rooted in our childhood. Many of the stories told us by our parents were in turn heard from their parents before that and so on.

It is this transferred passion and heritage that makes the word, and associations we have with it, so powerful. 

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whole foods juice

On day one, Amazon starts to transform Whole Foods

Amazon's $13.7bn acquisition of Whole Foods, which was announced in June, just closed and on the first day under Amazon ownership, the ecommerce giant began putting its imprint on the upscale grocer.

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Is WPP the canary in the coal mine for the global ad business?

On Wednesday, the world's largest ad agency holding company, WPP, spooked investors by warning about a slowdown that it projects will result in dismal sales growth of 1% or less.

Shares of the firm plummeted the most in a single day since 2000 and are now down by more than 20% this year.

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10 brilliant examples of content marketing from beauty brands

New data suggests that the UK health and beauty industry is now worth £4bn, with sales of cosmetics increasing £55m in the past 12 months alone.

In the US, the demand for beauty is (naturally) even bigger, with the sector expected to rise from $80bn to a whopping $90bn by 2020.

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As companies embrace Amazon advertising, some SMBs struggle

For years, while it attracted headlines for its retail and cloud businesses, Amazon has quietly been building an ad business that could make it a big force in digital advertising as early as this year.

Behind Amazon's potential to become a digital ad giant is a powerful trend: more and more consumers are using Amazon as a product search engine.

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How to position your brand to convince consumers to trade up or trade down

Your customer's perceived position of where your brand is in the market can have a major impact on your sales.

Whether your brand is catering to the higher or lower end of your product category, people tend to gravitate to the much broader middle ground. 

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naomi neo

Six inconvenient truths about influencer marketing

Influencer marketing continues to grow like a weed, but that doesn't mean that brands employing it don't face big challenges.

Here are six inconvenient truths that brands using this increasingly popular digital marketing technique should be aware of.

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