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GE obviously has some money behind it, but its marketing is not just about big above-the-line campaigns.
The brand has jumped on new platforms relatively early, and uses video and educational content to great effect.
Here are 10 examples of great GE marketing creative.
There’s even less Christmas cheer in this collection of Instagram videos from December than there was in our monthly Vine round-up.
In fact there’s only one festive themed example here, with New Year’s Eve providing much more inspiration.
Against all expectations, not all of these branded Vines from December are actually Christmas related.
In fact five of them are stoically unfestive, however they are also too good not to highlight, so I’ll present them first before hurling the remaining 12 Vines of Christmas down your chimney.
This article will only have one use of the term ‘millennial’ and I’ve just used it up already.
The majority of Tumblr users are under 34 years old, which basically means I only have approximately eight months left to legitimately write about the micro-blogging platform before the core demographic cast me out towards the shores of an increasingly older person populated Facebook.
“Hi mum. They finally kicked me out of their stupid club. Yes I’ll look at the photos of your embroidery. Yes I’ll leave a comment. Sigh.”
So what’s the appeal of Tumblr? What are the benefits? Are there any brands currently excelling on the platform?
Let’s first take a look at some stats to grab your attention.
Responsive design is still one of the most popular topics on the Econsultancy blog, though among all our roundups one industry that we’ve neglected to cover is B2B.
It’s easy to see why publishers and B2C ecommerce stores might benefit from having a responsive site, as they need to cater for an ever-growing proportion of mobile traffic.
However if we’re happy to make sweeping generalisations, then it can be said that B2B companies are more likely to get a majority of their traffic during working hours when people are in front of a desktop, and also have a longer sales cycle so don’t need to worry about occasional impulse purchases from mobile users.
Video sharing app Vine turned 100 days old last week and according to new research it has proved to be quite the success.
Data from Unruly shows that five Vine clips are shared every second on Twitter and branded Vines are four times more likely to be shared than branded online videos.
It’s also interesting to note that weekends are the most popular time to share Vines and in most cases they are more popular than all the previous weekdays combined.
B2B companies can often struggle to make social work as people don’t tend to use Facebook and Pinterest for professional reasons.
There’s always Linkedin of course, but that presents an entirely different challenge from the four main consumer networks.
General Electric has managed to buck the trend and achieve a strong social presence, though it’s true that the company blurs the lines between B2B and B2C.
In an interview with Digiday last year, GE’s executive director of global digital marketing Linda Boff said that social platforms have allowed the company to get closer to its customers and tell stories about the human impact of what it does.
Twitter's Vine launched to much fanfare at the beginning of the year and brands have been quick to experiment with the video sharing tool to both promote their products and generally have a bit of fun.
Unfortunately too many brands seem to think that just because it’s a throwaway six-second clip they don’t have to put much effort into it, so the clips often end up looking quite messy and of poor quality.
Similarly the temptation is often to try and cram as much as you can into the short time frame, which can make it difficult to work out what's going on in the clip.
In my opinion, the best examples use a single continuous clip or motion capture so the viewer doesn't have to try and take in several different camera angles in just six seconds. I would suggest that unless there's a particuarly pressing need, Vines should be limited to around three of four different shots otherwise it can dilute the impact.
Furthermore, it's a good idea to mount the phone on something so that the video doesn't look too shaky.
3-D technology is seeing a resurgance in theaters, with new films trying to improve the technology and bring more viewers into theaters, and online marketers are starting to experiment as well. A new technology called augmented reality (or AR) lets consumers play with hologram-like images through their web cameras. Brands are beginning to integrate the technology into their online marketing campaigns.
And the companies are not all cutting edge new media brands. Those testing out AR include Papa John's, General Electric, and The Postal Service.