Posts tagged with Content Marketing

coca-cola logo

The Coca-Cola Super Bowl ad: controversy versus stats

It's a storm in a coke can.

The 2014 Super Bowl achieved a record breaking 111.5m viewers, making it the most watched event in USA history, just scraping past the 111.3m who watched the Super Bowl two years ago.

Of course the Super Bowl isn’t just about the football, it’s about the adverts. In fact much of what we read relating to the big game in the UK is mostly about the marketing: ‘it costs $4m per advertising slot’, ‘Scarlett Johansson and Soda Stream banned’, 'David Beckham and H&M gamble with t-commerce’ and one story involving Coca-Cola that you can’t have failed to notice…

Coca-Cola’s unveiling of the controversial ‘Big Game’ commercial that carries the hashtag #AmericaIsBeautiful, in which the traditional American song ‘America the Beautiful’ is sung in nine different languages: English, Spanish, Tagalog, Mandarin, Hindi, Hebrew, Keres, French and Arabic.

A predictable storm of protest followed from the Conservative quarters of the USA, with many right-wing pundits and politicians choosing to take the ad as a provocative blow to their ideals and all the things they perceive to be ‘American’.

Albeit one from the most famous, American corporation on the planet.

How has this controversy affected the brand? How does the advert itself stack up against the competition in terms of online sharing; a barometer of general opinion away from the political world?

Touchstorm has sent us over some data from its Super Bowl Video Scoreboard that tracks the #AmericaIsBeautiful controversy over YouTube, in terms of post-Super Bowl shares, comments and likes. But first, a little insight into the controversy...

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the lego movie poster

The LEGO Movie: content marketing triumph or 100 minute advert?

You really don’t need me to tell you that there’s a LEGO movie out right now. It’s impossible to ignore.

Heck, even as I write this there’s a Culture Show special on BBC2 right now about how LEGO has influenced architecture. Funnily enough, when constructing our house, the builders ran out of red bricks halfway up and had to finish with yellows and greens.

Warner Bros. began the marketing push seven months ago in June 2013 with a rapturously received teaser trailer and continued with a solid social marketing strategy, which saw very close engagement on social channels that continues through to this week of release.

ITV even turned over an entire advert break during its Sunday night edition of Dancing on Ice to LEGO, during which adverts from BT, Confused.com and Premier Inn were remade with LEGO models.

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London Native advertising

Why London is poised to lead the way with native advertising

With native advertising the buzz phrase among marketers for 2014, London is poised to lead the way in innovation in what is one of the most creative digital ad formats to emerge in recent years. 

In November AirBnB co-founder Nathan Blecharczyk claimed that London was ‘stuck in a Silicon Valley Roundabout’ and held back by its failure to produce a ‘billion dollar’ online business. 

Many in London found the comments annoying. Phil Cooper, a digital veteran who launched the UK’s first video ad network and was until last year European MD of Brightroll, was one of them. 

Cooper, who launched his latest digital venture six months ago, London based accommodation platform Kippsy.com, a competitor of AirBnB in the London market, believes that what London does best is innovation; taking an established model, technology or platform and turning it on its head. 

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Facebook Look Back

Facebook: don’t Look Back in anger

It was on the day I published an article called Dissecting the ‘death of Facebook’, where I pulled together all the negatively spun reports on Facebook of late and tried to add some balance to the argument, that Facebook announced its revenue for 2013 as $7.9bn, an overall increase of 55% year-on-year.

Suddenly my measly defence of Facebook seemed a little bit pathetic.

Then just a few days later, without warning, these little video links started appearing on our news feeds: Facebook a Look Back. 62 second long videos of all of our personal histories as told through the eyes of Facebook. 

Facebook has used its 'bigger than big' data, accrued over ten years of existence, to create something completely unique and personalised for every single one of its user. Not just for the users in the UK either, worldwide.

That’s 757m daily active Facebook users worldwide, each receiving a minute-long, personalised love letter from Facebook. It’s an incredible achievement and a massive PR assualt directed at every single one of us. It seems the rumours of Facebook's demise have been greatly exaggerated.

I talked to some experts today about what they thought of Facebook’s 10th anniversary present to its users, but first a little of my own experience.

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Content Strategy

Is this the age of the content strategist?

Companies' content strategies are becoming ever more mature, according to research conducted for a new best practice guide. 

Econsultancy's new report into Digital Content Strategy highlights the growing importance of Content Strategy, not only as a capability within marketing organisations, but as an emerging discipline with its own associated specialist expertise.

So have we really reached the age of the Content Strategist? 

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Content marketing is a revolution, all the way back to (native) advertising

Content marketing costs less than advertising, and more people engage with it.

It sounds like a revolution but actually there are some rather unkind hidden truths in all of this.

Much like the pigs at the end of Animal Farm, with the evil predecessor gone, what’s replaced it looks… very similar indeed.

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Pinterest logo

10 interesting digital marketing stats we've seen this week

It's Friday, so it's time to roundup some of the most interesting digital marketing statistics we saw last week. And good God, what a week it's been...

Statistics include content marketing, online privacy, Pinterest and several studies that pour scorn on the idea that Facebook is dying.

For more digital marketing stats, check out our Internet Statistics Compendium.

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state of search marketing

45% of companies say content marketing is 'highly integrated' with their SEO strategy

Organisations are more likely to integrate content marketing with their SEO strategy than they are with any other digital marketing discipline. 

Nearly half (45%) of all companies say this area is ‘highly integrated’ with their SEO efforts, compared to just 24% for paid search marketing and 16% for mobile marketing. 

These findings come from Econsultancy’s State of Search Marketing Report 2013, in association with SEMPO.

It’s easy to see why content marketing is so appealing, as it essentially gives your company something to talk about. 

Instead of firing off the same boring press release to whichever journalists will listen to and parrot its dry copy, providing an audience with quality content means providing them with something they can engage with, share and ultimately do your own marketing for you.

Although your audience is only going to do that if your content is entertaining, useful or innovative.

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H&M logo

H&M's big gamble with t-commerce at the Super Bowl

H&M is set to launch its entry into the nascent world of ‘television commerce’ during this Sunday’s Super Bowl.

The interactive, 30 second-long ad starring David Beckham will be screened during the second quarter of Super Bowl XLVIII and will allow viewers the chance to purchase the featured products via a Samsung Smart TV. It’s the first of its kind.

It’s an intriguing gambit and one that all marketers, advertisers and anyone with a keen interest in David Beckham running around in his underwear will be paying particular attention to.

If anything it’s certainly raising H&M’s profile ahead of the big game, where the biggest brands in the world fight for the attention of 108m viewers (2013 viewing figures) and can pay up to $4m for the privilege. In fact sneak previews of Super Bowl ads began to appear a couple weeks ago, such is the feverish building-up of anticipation.

H&M's experiment with t-commerce raises a few questions: Is H&M really the first to do this? What are the restrictions of t-commerce? Will t-commerce have a future?

Let's see if we can answer those questions here.

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How Cadbury took Google+ by storm

Cadbury UK certainly made a splash when it showed up as one of the early adopters of Google Plus.

Despite its near immediate success on the platform (the brand gained 1.2m followers in a matter of months) many others have been slow to get on board with the not-so-new social network.

I wanted to share with you how Cadbury has used the platform to take its content marketing strategy to the next level.

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Short and Long

What type of content should be served to potential customers?

In February 2011, Google Panda was released and the nature of the content seen by individuals searching on Google began changing.

Google Panda was an algorithm that was meant to serve higher quality content to users in Google search results. With dozens of updates to Google Panda since then, the SEO industry changed and SEO professionals now needed to become content marketers as well. 

Even since, we’ve seen Penguin hit links and a potential update strike this past week on lower quality guest posting.

Any good content marketer knows that different types of content work for different types of consumers. On top of the type of consumer, where they are in the sales funnel also plays a part in what sort of content will most likely lead to a conversion.

With these factors in mind, what type of content should be served to your potential customers?

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What Anchorman 2 taught us about content marketing

Unless you’ve been living under a rock, you’d be hard-pressed to have avoided the promotional carpet-bombing that surrounded the release of Anchorman 2 last month. 

In the four months that preceded the Anchorman sequel’s December release, Ron Burgundy and his ridiculous Channel 4 News Team friends were everywhere.

Ron Burgundy appeared on various local news stations, opined on the Australian elections and sold cars in a cross-promotional campaign that lead to a 40% increase in Dodge sales.

Not only that but Ron ‘released’ an autobiography, exhorted viewers to contribute filmed auditions for his news team and even had his own mobile app.

With content marketing being so hot right now – you’d think that we’d know everything there is about how to do it properly.

Turns out Anchorman 2 still has some things to teach us...

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