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Okay, it's probably disingenuous to pretend that social media is still something nascent and unproven for brands.
Even with a tricky attribution problem to solve, most brand marketers and advertisers agree it just makes sense to target these large, active and known audiences.
Having said that, some brands 'got' social media a lot quicker than others.
It’s a company better known for controversy rather than lingerie, but now, Victoria’s Secret is aiming to capture a new market – sports.
Since announcing that it will stop selling swimwear after 2016, it has also divided its website into the three separate categories of Victoria’s Secret, Pink and Sport.
A couple of weeks before the tournament began, I took a rather sceptical look at some of the brand campaigns airing during Euro 2016.
With the honourable exceptions of Adidas, Hyundai and Carlsberg, the marketing action was slightly disappointing.
In this post, I look at some more of the current campaigns and see who has hit the mark.
Sports marketers don't always get it right.
However, more often, such great subject matter lends itself to great campaigns.
Here are 10 of my favourites.
Advances in technology and manufacturing mean that consumers are more empowered than ever.
As a result, more and more retailers are finding ways to allow customers to customize products in ways never before possible.
Sticky or fixed ecommerce elements are the features that appear to follow you down the page as you scroll.
They're an established tactic to improve ecommerce UX.
Here's a bunch of examples...
Dynamic creative in video is not yet commonplace, particularly in display advertising.
The best creative minds in agency land are concentrating on other areas traditionally seen as more profitable.
So, I thought I'd trawl around and find some examples of dynamic video creative.
As it seeks to find new ways to make its service more useful to brands, Twitter is taking a play out of Pinterest's playbook with the launch of new features around products and places.
Here at Econsultancy we’re all about encouraging the quickest, easiest journey from product page to checkout as possible. Not just from a conversion point of view but also from a customer experience one.
This is certainly true of customers who know exactly what they want and don’t have to do any research about the product itself. ”I want a Julio Iglesias Greatest Hits CD and I want it now damn it!”
It is my intention to write a few posts focusing on brands doing great work on Instagram, but first I feel it’s worth rounding up a few stats to show why it's such an important social network.
There are a huge number of stats out there on Instagram usage, most of which are now inaccurate as the app’s audience is growing so quickly.
Most people enter the retailing business because of their love and knowledge of a particular product, or their notice of a gap in the value chain for that project.
A love of sports and fitness led to the creation of one of the largest companies in the world: Nike. But the climb to the top wasn't easy, for Nike's unique sneaker offerings was once a niche market.
Luckily, its merchandising abilities allowed it to become what it is today.