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Posts tagged with Shareability

Celebrities add nothing to online shares: report

Just in case you’re tempted to spend your entire advertising budget on hiring the biggest star names possible for your campaign – Timberlake, Tatum, Titchmarsh – think again. It’s probably a waste of money.

According to Unruly’s latest study, celebrities alone do not drive online ad sharing. 

Went it comes to major televised events, such as the Super Bowl where advertising space is hotly contested, the indication of success is no longer viewing figures. It’s online shares.

Shares prove that a viewer has responded positively with an advert rather than passively catching it in the corner of their eye as they reach for more nacho cheese.

This year in particular saw very few viewers citing celebrities as a key driver of why they would share an ad, despite celebrities being out in force during Super Bowl 2014.


The three steps to 'shareability,' sharing customer information within the firm

Multichannel marketing means being able to deploy not only campaigns but content across channels in an integrated fashion.

It is recognized that to communicate effectively across channels, customer information must be also shared effectively within the organization.  

Data sharing was the a topic at Econsultancy.com's recent Big Data Roundtable in London in February. What is less well-known and understood is how to get to a shared data repository as an organization.  

This blog post discusses my research results on data sharing. For more on the topic, Econsultancy has a great report on how to achieve shared data in a corporation.


Word-of-mouth: focus on the steak, not the sizzle

Is social media, and the data it produces, overvalued? As companies continue to struggle the ROI from their social initiatives, some are starting to suggest that social's impact might have been overestimated.

But social media proponents say not so fast: social media is the digital channel for word-of-mouth, and although word-of-mouth has historically been hard to quantify, its importance is rarely questioned. Which raises an interesting question: instead of talking about social media, should we be talking about word-of-mouth?