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Following Brexit and the US presidential election, many brands have responded to the polarized times by choosing to weigh in on political and social issues.
But brands face numerous challenges in trying to do this successfully. Chief among them: how do brands connect with consumers at a time when so many of them don't see eye-to-eye on some of the most important issues of our time?
Our research team at Good Growth Ltd has spent the last 18 months reviewing all the evidence on the commercial effectiveness of investing in social media marketing.
On March 31st this year, 2.4m people across the globe took action against climate change.
Some turned off their mobile phones, while others organised community events. But whether large or small, each action was in support of Earth Hour – WWF’s annual event to raise awareness of environmental issues.
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.
If you’ve ever experienced London in the midst of a Tube strike, you’ll know that it can be a lot trickier to get around the city.
London Underground handles almost 5m passenger journeys per day and when there’s a strike all those people have to find alternative means of transport. Inevitably commuters become frustrated and turn to social media for information or to vent their anger.
It’s time for a new Day in the Life, which this week comes from Assistant PR Manager for VisitScotland, Juliane Frank. Here’s a run-down of her typical working day.
If you are looking for new opportunities yourself, you can also check out the Econsultancy jobs board.
In 2016, Instagram scrapped its chronological news feed for an algorithmic timeline. Naturally, many users bemoaned the change, complaining that it’d make it even harder for posts to reach audiences.
Now, it appears Instagram communities are attempting to fight the algorithm by forming Instagram pods.
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.
Adam Johnstone is digital marketing manager at Good Energy, a UK-based renewable energy supplier. Here he explains what a typical working day looks like for him.
If you are looking for a role within the realm of digital marketing, or are looking for a new challenge in this area, be sure to check out our digital jobs board.
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.