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While the mass market appeal of social media might seem at odds with the exclusive nature of high-end fashion, many luxury brands are starting to embrace influencer marketing.
In fact, it has become a core strategy for some of the world's biggest luxury brands.
Skoda UK has launched a new digital out-of-home campaign to promote the new Kodiaq SUV. Combining contextual data with inspirational messaging, it’s a pretty nifty example of digital out-of-home (DOOH) advertising.
Here a run-down of the campaign and a few reasons why it works.
According to research, 72% of young consumers prefer to spend money on experiences rather than possessions. When that experience is in some way transformative – i.e. resulting in the improvement of physical or emotional well-being – it becomes all the more desirable.
This is the idea behind the ‘transformation economy’, where brands sell the promise of personal achievement over and above material possessions.
The average travel consumer is said to carry out 20 searches and look at 38 websites before making an online booking.
So, how does a boutique travel agency ensure it captures attention in an increasingly competitive digital space?
With 80% of all web traffic predicted to come from video by 2019, the demand for video content is greater than ever before. Unsurprisingly, it's become an integral part of many brand marketing strategies.
Due to the rise in video's popularity, however, it’s become all the more difficult for brands to capture user attention – not to mention hold it for longer than five seconds.
People like stuff that makes them laugh, according to a new study of one person (me).
Laughing was found to be conducive to feelings of wellbeing, and the providers of that laughter were likely to be viewed with feelings of positivity and even warmth. Fact.
We don’t need to cite a load of research to know that, in marketing as in life, humour works. It makes us feel good, it makes people more attractive, it lightens our day; hell, sometimes it even gets people to share content by brands.
While the first day of Adobe Summit was all about brand experiences, the second was centred around the emotions that they evoke.
According to John Mellor, the VP of Strategy and Marketing at Adobe, emotion is the currency of experience. Ultimately, this means it helps to create a stronger and more loyal connection with consumers – even inspire personal achievements and goals.
What’s pink and blue and comes with a casual 56 grams of sugar? That'll be the Unicorn Frappucino, which is sadly not a joke, but a legitimate limited edition drink recently created by Starbucks.
It’s also just one example of a brand using hidden menu items as part of a marketing strategy.
Facebook's 2012 purchase of Instagram for $1 billion in cash and stock now looks like one of the best acquisitions in recent tech history.
In fact, the New York Times' Farhad Manjoo recently observed that "Instagram is becoming Facebook's next Facebook."
In today's crowded travel market, promoting a city as the ideal destination can be a hard enough sell. Promoting an entire country takes it to a whole new level.
I recently spoke with Charlie Smith, director of marketing and digital at VisitScotland, to get an insight into the biggest challenges facing a national tourist body.
It’s impossible to ignore the word 'millennial' in relation to marketing these days.
If I had a pound for every time I heard it during Millennial 20/20 – an event focusing on digital innovation and disruption – I’d have been rolling in it by lunchtime.
Proper Tasty is the UK arm of Buzzfeed’s wildly popular food brand.
Since launching 18 months ago, it has become one of the top five fastest-growing Facebook pages, drawing in 26,000 new users every day. Even more impressive – 65% of UK audiences reportedly watch a Buzzfeed Proper Tasty video each month.