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The rise of influencer marketing doesn’t seem to be slowing, and it’s easy to see why.
It is the inevitable result of content and social coming together, and many brands have already seen some impressive results from this channel.
But with it comes a number of challenges that many marketers are struggling to overcome, as outlined in our recent report, The Rise of Influencers, in collaboration with Fashion and Beauty Monitor.
Content comes in so many formats, with so many silly names attached to them, it’s hard to keep up.
But thankfully user-generated content is a fairly self-explanatory one.
With the help of social media, brands are increasingly turning to the general public to come up with creative ideas and share them with the world.
You’d be forgiven for thinking the term ‘dark social’ refers to some kind of demonic get-together during which attendees feast on blood to please their overlords.
While potentially irksome to social media managers, dark social is somewhat less sinister than the above.
It simply refers to social sharing that can’t be accurately tracked, i.e. the stuff that isn’t picked up by web analytics platforms.
Marketing luxury goods is hard. As soon as you charge more than another brand for what is essentially the same product on the surface, you lose the biggest bargaining chip of them all: price.
You have to persuade people to choose your product for reasons other than its price tag, i.e. the quality, its rarity, the way it makes you look socially.
This is the challenge Bacardi faced when trying to come up with a campaign for its Grey Goose vodka last year, and the resulting campaign won it a Masters of Marketing award under the Luxury category.
It’s Valentine’s Day on Sunday, and I’ve got the perfect gift idea for you…
No, it’s not something trashy and predictable like a box of chocolates or a diamond necklace. It’s the Econsultancy digital marketing stats round-up.
The top 10 Super Bowl commercials of 2016 generated almost 2.9m fewer shares than in 2015.
This year the triumphant commercial on social media was shared 893,000 times, a sharp decrease from last year's top figure of 2.5m.
Why? Well, I think advertisers have failed to spot the winning formula of previous years.
Online communication, particularly via social media, is gradually becoming more visual. And with that comes an increasing number of ways to hit people in the eyes with something beautiful.
Not literally, of course. You can get arrested for that sort of thing.
More interesting than a photo and less-annoying than an autoplay video, cinemagraphs are fast making a name for themselves in the world of digital marketing.
Rejoice! Yet another social network! They’re so common these days that if we reviewed all of them we’d do pretty much nothing else and our readers would drift away and the bosses would start getting fidgety and… well it just wouldn’t be pretty.
So what makes Peach so special?
Ah, the monthly branded Instagram video round-up. The point at which I literally get paid to be entertained.
And hopefully to entertain you in return, of course, and to provide some inspiration when it comes to your own Instagram video efforts.
This week we’re covering spaceships, cars that look like spaceships, Matrix barmen, zero-gravity ping pong, chicken-powered pianos, chicken-bothered BB-8s, wrestling, and much more.
More than 80% of fashion and beauty marketers believe influencers mostly look for financial rewards when collaborating with a brand.
This is according to a new Fashion & Beauty Monitor report in partnership with Econsultancy, The Rise of Influencers, which explores the role influencers play in the fashion and beauty industry.
Facebook and Twitter may be experiencing contrasting fortunes when it comes to monetising their user base, but they share many of the same problems.
Chief among which is the need to satisfy personal users and business users.
Both platforms need to maintain an enjoyable social network that helps users communicate, while allowing publishers and brands to prosper.
Facebook and Twitter have recently made changes towards these ends. Let's have a look.