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Let’s face it, it’s not too unusual to run into corporate communications that feel impersonal and distant from a customer’s point of view.
So, it's no coincidence that agencies use the word ‘humanising’ over and over again when providing advice on brand messaging.
Putting aside any possible scepticism towards the seemingly volatile concept, humanising customer interactions must be the ultimate mission of any modern brand, which should empower its brave employees to shake off any robotic feel customers may perceive in their interactions with the company.
“Those who fail to learn from history are doomed to repeat it.”
That is the saying that springs to mind when I see marketers dismissing Snapchat as a significant channel. Presumably they’re the same people who realised social media was a good idea five years later than their competitors.
Although many love the work they do, not all employees are passionate about their jobs.
How do you get even the most unengaged employee to become a company advocate? After all it’s becoming increasingly clear that employees can be your most valuable marketing asset.
To make the most of Wimbledon’s drama, this year brands applied new rules to their tennis inspired marketing efforts.
Here some examples from brands like Jaguar, Robinsons, Stella Artois, Evian and Paddy Power.
This is Simon Sinek during one of his inspiring TEDtalks, back in 2009:
It’s well established that most consumers spend a huge amount of time considering an online purchase before parting with their money.
Many will consult up to 10 different sources, across a variety of devices over a period of between 20 and 30 days.
In fact, according to Google, more than 65% of its revenue comes from purchases that involve multiple touch points and 47% of revenue comes from purchases that span across several days.
Here are March's very best branded Vines, including efforts celebrating the month's biggest events: the rise of the selfie, St Patrick’s Day and, uh, Flappy Bird.
Alright, March isn’t too event-heavy, but still there’s some great Vining going on.
This month I’ll try and highlight brands that we haven’t covered as of yet. Sure Samsung, Oreo and Disney routinely knock them out of the park, but these do tend to overshadow other brand’s efforts.
With a total running time of one minute and 20 seconds, welcome to the smallest show on Earth:
If you take the time to churn through the various brand updates that pop up in your Facebok feed, you’ll quickly notice that some look more professional than others. This isn’t necessarily down to the content. On Facebook, formatting counts for quite a bit.
Facebook is all about design. The feed is structured to encourage users to click on items in the newsfeed, so it stands to reason that by increasing the opportunities to click, you’ll also be able to increase traffic to your page.
Here’s a quick guide to adding embedded buttons to your posts to give them that professional sheen...
Back in October we spoke with Nokia at the Festival of Marketing. The topic up for discussion was referral sales marketing and how it gives brands a new way of taking part in eccommerce without selling direct to consumers.
In this article I put forward the case for referral sales and why it could take over from brand ecommerce.
Last week Facebook announced on the Developer blog that it would be rolling out new designs for the infamous Like and Share buttons.
According to Facebook, these buttons are “viewed over 22bn times daily across more than 7.5m websites”.
Having active social sharing buttons on your website is most definitely a simple, yet effective way of allowing users to share your content, which in turn can result in sometimes significant amounts of traffic returning to those pages from people within their networks.
And it’s highly likely for most website owners that it will be the Like or Share button that is getting the most shares and driving the most traffic back. A recent study by Shareaholic of 200,000 publishers revealed that referral traffic from Facebook has grown by 58.81% from September 2012 to 2013.
So it’s not much of a surprise that Facebook has looked to change them, but what are the differences and how can they used?
What have Ford Retail, Maersk and Boden all got in common? (Clue: it's got nothing to do with cars, shipping or clothes).
You might have seen that Ford Retail UK has just launched a range of nail varnishes based on the colours of their latest Ford Fiesta.
The colours themselves, which include Hot Magenta and Candy Blue, might not be to your taste, but if you work in social media, you’re probably already wondering why you didn't think of the idea first.
On the other hand, if you don’t work in social media, chances are you’re screwing up your eyes and mumbling: “why in heavenly tarnations would Ford Retail do such a thing?” And that’s before you’ve even seen the colours.
I imagine quite a few of Ford Retail's senior executives have also questioned exactly how green nail-varnish is supposed to convince people to buy a new car.
With countless consumers around the world using social media, it's no surprise that companies have flocked to services like Facebook and Twitter.
In many cases, companies are using these services to market to consumers, but in the past couple of years, a growing number of them have started using social as a customer service channel too.