A Marketer’s Guide to Chatbots
1. Introduction 1.1. Executive summary Chatbots have seen a rise in popularity over the last few years, with the cost of implementing the technology going down and the curiosity around AI taking off. Nevertheless, the definitions around what a chatbot is and what a chatbot can do are still blurred. For the purpose of this […]
Social Media: Webinar Resources
Webinar Recording Reports Referenced Social Quarterly Social Media Best Practice Guide
Social Media Webinar
Bringing to life data from the Econsultancy Social Quarterly and recently updated Social Media Best Practice Guide, this webinar provides an overview of the latest trends in social media, as well as the latest key updates across multiple platforms.
How Birds Eye brought fish fingers back into style with reactive marketing
Frozen fish fingers: not the sexiest of foods.
Facebook’s video ad revelations prove that marketers must think like consumers
“Pivot to video” was the buzz-phrase of the mid-2010s: the shorthand for a series of sweeping changes made by digital publishers to shift their content strategy away from text towards the shiny, attractive medium of video.
How KLM uses social media as “R&D lab” for customer-centric innovation
Dutch airline KLM is internationally renowned for its outstanding social media presence, and in particular, its excellent social customer care.
Hello Kitty: Why the iconic brand partners with micro-influencers
On day one of the Festival of Marketing 2018, Martina Longueira, EMEA and Australia Marketing Lead for Hello Kitty, spoke about how one of the world’s most iconic and recognisable characters does digital marketing.
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Transparency in influencer marketing: Where are we now?
The 2008 UK consumer protection law states that editorial content that has been created for the purpose of promoting a product should be clearly labelled and identifiable to consumers as such.
How to measure the ROI of influencer marketing by placing it within the context of paid media
Influencer marketing exists in a fuzzy space as a creative and media asset, but also a public relations activity. If you were to draw a Venn Diagram of the three marketing sectors, influencer marketing would sit neatly in the overlapping middle.
This ambiguity is the biggest roadblock to the maturation of influencer marketing. How do you make clear decisions about who’s responsible — let alone budget allocation and strategic value — when you’re not even sure where influencer marketing fits in?
Are influencers being paid to badmouth companies for a fee?
2018 is proving to be the year that influencer marketing is forced to go through a necessary but somewhat painful maturation phase.
Regulators are eyeing action to enforce rules that require influencers to disclose when they are being compensated by brands to promote their wares. And brands themselves are grappling with fake followers and brand safety concerns.
How retailers can deal with the rise of “Snap and send back”
Social media is proving to be a double-edged sword for fashion retailers.
While content posted by consumers and influencers to popular social platforms like Instagram, Snapchat and YouTube has been proven to drive sales, a “snap and send back” trend driven by social media could be costing retailers in the UK billions of pounds in sales annually.
Influencers face crisis of confidence in light of CMA investigation
Last week, the Competition and Markets Authority (CMA) announced that it has launched an investigation into influencers who fail to disclose that they were compensated to post content on behalf of brands.
“Social media stars can have a big influence on what their followers do and buy. If people see clothes, cosmetics, a car, or a holiday being plugged by someone they admire, they might be swayed into buying it,” George Lusty, the CMA’s Senior Director for Consumer Protection, stated. “So, it’s really important they are clearly told whether a celebrity is promoting a product because they have bought it themselves, or because they have been paid or thanked in some way by the brand.”
Behind Kylie Jenner’s success in a saturated cosmetics industry
Twenty one year-old Kylie Jenner made the news again last month after being ranked number 27 in the Forbes list of America’s 60 Richest Self-Made Women.
Her company Kylie Cosmetics has accrued an estimated $900 million since it was founded in November 2015, setting her on course to be the youngest self-made billionaire after a mere three years of business.
Influencers shun existing brands to launch their own
Have we reached peak influencer marketing?
With major brands like Unilever increasingly scrutinizing influencers over fake followers, and platforms like Twitter getting more aggressive about removing bot accounts, the answer to that question just might be yes. But that doesn’t necessarily mean that we have reached peak influencer.
The best digital marketing stats we’ve seen this week
Here’s the week’s best stats from the world of digital marketing, including news about VR, influencer marketing, flexible payment and much more.
Get them while they’re hot…
CYBG achieves 9% conversion rate with millennial-focused banking campaign
Independent banking group CYBG finds a brand new audience following a display and social campaign that resonated strongly with millennials.
Inspiring campaign drives 4.76% increase in university applications for UWE Bristol
In an increasingly competitive sector, Six develops and delivers a campaign aimed at convincing prospective students to make Bristol their home.
How startup SOMNOS drove a six-figure funding campaign through influencer marketing
Takumi extends the reach of SOMNOS Kickstarter campaign with an influencer-led strategy, raising more than $170,000 and boosting Instagram followers by 430%.
