tag:econsultancy.com,2008:/topics/content-marketing-and-strategy Latest Content marketing content from Econsultancy 2017-04-21T12:55:00+01:00 tag:econsultancy.com,2008:Report/3008 2017-04-21T12:55:00+01:00 2017-04-21T12:55:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to two sector-specific reports, B2B and Healthcare &amp; Pharma) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are available under the following areas:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a> </strong></li> <li><strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a> </strong></li> <li><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a> </strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68974 2017-04-12T09:21:13+01:00 2017-04-12T09:21:13+01:00 Four examples of brands using educational content marketing Nikki Gilliland <p>With this is mind, here’s a few examples of brands using educational content to target and engage consumers, as well as the reasons why it works.</p> <h4>Colgate</h4> <p>If you think brushing and flossing is all there is to oral hygiene, Colgate’s content hub suggests otherwise.</p> <p>From information on anaesthesia and fillings to advice about changes during pregnancy – the Oral Care Center is packed full of information about all things teeth, conveniently pointing users towards the brand’s range of products.</p> <p><img src="https://assets.econsultancy.com/images/0008/5294/Colgate_2.JPG" alt="" width="760" height="652"></p> <p>Prompting users with three core topics - oral care conditions, cosmetic dentistry and preventative advice – the site is easy to navigate as well as informative.</p> <p>By raising awareness of the pitfalls of poor oral care, the site effectively drives consumers towards products they might not have considered buying before.</p> <p><img src="https://assets.econsultancy.com/images/0008/5293/Colgate_oral_care_center.JPG" alt="" width="780" height="251"></p> <h3>Barclays</h3> <p>It's normal to feel overwhelmed about topics like tax, mortgages and cyber security. Consequently, educational content can help to calm people's fears and ultimately help turn them into loyal consumers. It can also break down barriers, lessening the 'big bad' stereotype of a corporate bank, and reminding them of the brand's values.</p> <p><a href="https://econsultancy.com/blog/66066-how-barclays-generates-interest-with-content-marketing/" target="_blank">Barclays' Code Playground</a>, a site dedicated to teaching kids how to code, does exactly that. With its cute graphics, it’s designed to engage and entertain little ones while teaching them something truly valuable. Conveniently, it also instils trust in parents, with the knowledge that the brand cares about more than its immediate gain.</p> <p><iframe src="https://www.youtube.com/embed/vratkGTLc_M?wmode=transparent" width="854" height="480"></iframe></p> <p>The brand’s Digital Wings hub is similarly helpful, tapping into the digital skills gap to teach people about technology. By recognising the need for this type of information, Barclays demonstrates an understanding of its core consumer.</p> <p><img src="https://assets.econsultancy.com/images/0008/5296/Digital_Wings.JPG" alt="" width="760" height="562"></p> <h3>Casper</h3> <p>A mattress brand might not sound like the most obvious source of educational content, but <a href="https://econsultancy.com/blog/68229-how-casper-uses-clever-marketing-content-to-sell-mattresses/" target="_blank">Casper cleverly uses the subject of sleep</a> to target and engage consumers who might be searching for its product.</p> <p>Van Winkle’s is a blog dedicated to the scientific and cultural foundations of sleep, with articles on everything from how to prevent snoring to the sleeping patterns of famous writers. </p> <p>What is particularly interesting is that Casper’s has created Van Winkle’s as a separate and unbranded hub. There’s no real promotion of the product within the articles, apart from citing Casper as the publisher at the bottom of the site. While this approach could potentially lead consumers to feel duped or secretly marketed to, it is part of Van Winkle’s aim to become the number one authority voice on the subject. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">A sleep-deprived person can't tell you're happy or sad unless you make it really obvious <a href="https://t.co/oZHTwTZI5x">https://t.co/oZHTwTZI5x</a> <a href="https://t.co/L9jZpaQn5x">pic.twitter.com/L9jZpaQn5x</a></p> — Van Winkle's (@vanwinklesmedia) <a href="https://twitter.com/vanwinklesmedia/status/846825688447496194">March 28, 2017</a> </blockquote> <h3>Patagonia</h3> <p>A lot of brands use storytelling or emotion-based content to engage consumers, but Patagonia combines the two in its educational series, ‘Vote our Planet’.</p> <p>While the campaign is designed to raise awareness about the environment, it also has a much more direct aim - to prompt the election of officials that will defend the planet’s air, water and soil, and protect the health and well-being of Americans.</p> <p>As well as creating its own videos, the Vote our Planet hub also collates relevant content and helpful resources, ranging from regional voter guides to environmental news. Not only is Patagonia a good example of how to use education to engage, but it shows how to empower consumers as well as help drive social change. </p> <p><iframe src="https://www.youtube.com/embed/Bc-Ypj7zttU?wmode=transparent" width="854" height="480"></iframe></p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67985-what-is-the-future-of-content-marketing/" target="_blank">What is the future of content marketing?</a></em></li> <li><em><a href="https://econsultancy.com/blog/66620-10-inspiring-content-marketing-examples-from-charities/" target="_blank">10 inspiring content marketing examples from charities</a></em></li> <li><em><a href="https://econsultancy.com/blog/66739-how-user-generated-content-is-changing-content-marketing/" target="_blank">How user generated content is changing content marketing</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68972 2017-04-10T13:00:00+01:00 2017-04-10T13:00:00+01:00 Want to do content marketing in FMCG? Here's four things you need to know Nicholas Villani <p>Keeping consumers engaged with your brand ensures that it remains front of mind when those consumers are in a store, about to make an 'impulse' purchase. But how can we do this? It’s no longer good enough to tell people your product is better than the others, instead, you need to demonstrate how it adds value to their lives. One of the best ways to do that is by creating relatable and engaging content.</p> <p>To say <a href="https://econsultancy.com/reports/content-marketing-digital-marketing-template-files/">content marketing</a> is important for <strong>all</strong> brands right now is a massive understatement. To put this into perspective, in a single day there are 3.5 billion searches on Google and 5 billion videos streamed on YouTube. It is estimated that more than 380 million people using adblockers worldwide, so reaching consumers with engaging content is more important than ever before.</p> <p>The obvious leader in this space is Red Bull, but to compare yourself to a brand who has spent more than a decade positioning themselves as a media provider more than a producer of energy drinks is to ignore the opportunity. What I’m suggesting here is careful consideration about how to use social listening, meticulous planning and clever curation opportunities to engage with your consumers in new, trustworthy and relevant ways.</p> <p>Here are four fundamental principles for an FMCG brands wanting to move to a content-led strategy</p> <p><strong>1. Give them what they want</strong></p> <p>Let’s not create content for the sake of creating content. Consider the 300+ hours of video being uploaded to YouTube every minute. How do you ensure your content is well thought-out and based on what your consumers care about? The answer to his question is Data!</p> <p>A brilliant FMCG example is Unilever with All Things Hair. By tracking, in real-time, what consumers are searching for in regards to haircare, Unilever have immediate insights to the types of content they know will resonate with their audience. With the average video receiving upwards of a quarter of a million views, it’s a great example of developing content that is tailored to the audience, and it’s far less complicated than you might imagine.</p> <p><img src="https://assets.econsultancy.com/images/0008/5346/all_things_hair.jpg" alt="all things hair" width="615"></p> <p><em>All Things Hair YouTube channel </em></p> <p>Free tools such as Google Trends, Facebook Audience Insights and Social Mention are super useful and let you explore what consumers are saying about your brand or your category. </p> <p>If it’s your first time using tools like this for insights, then a good place to start is by asking the following questions:</p> <ul> <li>What are my consumers searching for?</li> <li>What platform are they searching on?</li> <li>What are they talking about?</li> <li>Is the sentiment positive or negative?</li> <li>Which platform is the conversation happening on?</li> <li>Are there clear spikes in search volume around specific times of the year?</li> </ul> <p>Another brilliant example is Nestle Toll House, who specialise in baking products. Realising that bakers were slowly being aged out of the category, they needed to find a new way to engage them whilst retaining their core values. By partnering with Ashley Adams, an established food blogger, they created the ‘<a href="https://www.youtube.com/playlist?list=PLag5-QrcetjoHvTfLo9oi29B_FZ5q6bm2">Bake My Day</a>’ series, sharing tips and tricks for the modern cook.</p> <p>By carefully using paid media to promote the channel, they amassed over 17 million views in less than a year. Pretty sweet results!</p> <p><strong>2. Get the role of the platform right</strong></p> <p>It goes without saying but understanding how each platform works is fundamental to success. Remember that advertising on social is considered much more of an intrusion than other digital channels. The first step here is to understand whether your primary reason for using social is for content distribution, CRM, PR or something else altogether.</p> <p>Furthermore, if you are using more than one platform, adapt your creative appropriately. Don’t repurpose content needlessly from Pinterest to Facebook without any consideration of whether it matches the environment. Remember why people are visiting the platform in the first place, then ensure your content is complementary to the experience. </p> <p>Every day in this digital age seems to bring about a new suite of innovative, yet arguably risky channels for marketers to experiment with. For example, Cadbury has recently been a trailblazer by commissioning Snapchat filters. This has allowed them to achieve an otherwise unimaginable 30+ second engagement with their consumers, and in an age where we have a shorter attention span than a goldfish, that must be worth something, right?</p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://twitter.com/CadburyUK">@CadburyUK</a> <a href="https://twitter.com/hashtag/snapchat?src=hash">#snapchat</a> <a href="https://t.co/0jasPMxlIm">pic.twitter.com/0jasPMxlIm</a></p> — Daniel Clayton (@8omb3r) <a href="https://twitter.com/8omb3r/status/774489637133877248">September 10, 2016</a> </blockquote> <p>These new platforms are brilliant fun for creatives, but demonstrable ROI is difficult to ascertain. At the end of the day, it’s like having a high-risk product portfolio. If you have the budget and creative capability, then experiment away. Otherwise, I’d strongly advise keeping to the path well-travelled.</p> <p>(Related read: <a href="https://econsultancy.com/blog/68955-marriott-uses-snapchat-influencer-campaign-to-target-millennials/">Marriott uses Snapchat influencer campaign to target millennials</a>)</p> <p><strong>3. Order, not chaos</strong></p> <p>Once you have gathered these insights, and you know the type of content that you should produce, it’s important to employ a framework to underpin your publishing plan. Content should only be created with a clear roadmap and measurable KPI’s. Whilst there are several highly valid approaches to this, the 'Hero, Help and Hub' framework developed by YouTube is my preference, even for content that is not specifically video. </p> <ul> <li>Hero – This is the content that should inspire and catch people’s attention. </li> <li>Help – This is content that helps provide answers. It could be cooking tips, life hacks or advice on how to get the most out of the product</li> <li>Hub – This is often the most overlooked, but this is the content you want your customers to subscribe to. This encourages repeat engagement with your brand</li> </ul> <p>Let’s look at an FMCG brand, Ben &amp; Jerry’s. Recently launching their new ‘Cherry Chocolate Garcia’ flavour, this approach is evident. </p> <p>Firstly, they did what any self-respecting FMCG brand would do, they created a 20-second advert, with drool-worthy creative. Designed for digital, it does little more than to introduce the product and make you want it now. This is their Hero content.</p> <p>Secondly, they set out to create several food-porn video recipes that involve the new product. One of which even suggests you need three tubs of the ice cream to achieve! They call it Ice Cream Hacks. I call it Help content.</p> <p><iframe src="https://www.youtube.com/embed/4RRhRaTdYIo?ecver=2&amp;wmode=transparent" width="640" height="360"></iframe></p> <p>Lastly, and what is effectively a content play for the 'long tail', their Climate Justice series is an episodic, well produced, socially responsible series of videos that correlates climate change with melting ice cream. It’s a stretch creatively, but effective none the less. This is their Hub content that keeps their audience coming back.</p> <p>There are plenty of other examples of FMCG brands using the Hero, Help, Hub framework, as it is a simple yet highly effective way to segment and organise your content strategy.  </p> <p><strong>4. Always-on isn’t always on</strong></p> <p>Let’s get some hard facts straight, always-on marketing is not necessarily going to be the miracle solution for every brand. As much as I champion digital, content marketing, with the odd viral exception, is rarely useful in the awareness phase. By its very nature, content is about creating meaningful moments with your customers when they are the most receptive to your message.</p> <p>Let’s look at the confectionary sector, or more specifically, luxury chocolates. The product cycle is largely seasonal and there are clear seasonal peaks e.g. Christmas, Easter and Valentine’s day. It makes sense for marketers to capitalise on these events, and invest heavily in big, glorious, top of the funnel campaigns that saturate every consumer touchpoint, from TV to shopfront. The desire is to capitalise on the trend and saturate the market with your message.</p> <p>But, this is not about re-allocating your entire TV budget to start a YouTube channel. It’s more important to consider where your consumers are, what they are doing, and fundamentally, your metrics for success.</p> <p>It’s true to say that traditional mediums can be more effective than digital if your KPIs are purely reach-oriented. Arguably, digital is about moving your consumers down the funnel and engaging them in the moments that matter. Let the two work hand-in-hand. Allocate your budget appropriately and understand the role of each channel. It’s also highly unlikely your content is going to go viral, so make sure you are investing properly to promote it through paid media.</p> <p>Most importantly, in the world of social, likes, shares and comments may attribute to positive brand sentiment, but they are not necessarily a proxy for sales.</p> <p>To quote Tamara Schenk <em>"content may be king, but context is queen".</em> </p> tag:econsultancy.com,2008:BlogPost/68955 2017-04-05T11:00:00+01:00 2017-04-05T11:00:00+01:00 Marriott uses Snapchat influencer campaign to target millennials Nikki Gilliland <p>What’s it all about? Here’s a run-down of the campaign.</p> <h3>Using the power of influencers</h3> <p>Instead of a standard Snapchat ad, which is often just a 10 second clip, Marriott has created three-minute long ‘Snapisodes’ as they’re (annoyingly) calling them, exclusively for the platform.</p> <p>Created to promote Marriott Rewards, the four ads feature different <a href="https://econsultancy.com/blog/68409-four-key-trends-within-the-world-of-influencer-marketing/" target="_blank">social media influencers</a> exploring various locations around the world. </p> <p>The first, which has just been released, sees Jen Levinson explore Berlin - specifically the city’s food scene. Others will focus on locations like New York and Seoul.</p> <p><iframe src="https://www.youtube.com/embed/ZdVgc2v11o0?wmode=transparent" width="854" height="480"></iframe></p> <p>Designed to be both authentic and relatable, the ads involve influencers speaking directly to camera, much like an elongated Snapchat story. With Marriott banking on the appeal of influencers, the question is - will young users be drawn in or put off by the brand-heavy content? </p> <p>Despite being peppered with nods to how great the Marriott Rewards scheme is, including references to perks like rooms upgrades and late checkout, the content is interesting enough to balance out any overriding sense of brand promotion. The documentary or 'vlogging' style means it's easy to get caught up in the influencer's experience of the wider location instead of just the hotel.</p> <p>What's more, with a personal insight into what it’s like to experience a place, the ads are bound to appeal to travel enthusiasts – if not more so than users watching simply because of influencer involvement.  </p> <p>For Marriott, this is a win-win, as it means Snapchat users of all ages are likely to engage with the ads – not just teens.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We challenged <a href="https://twitter.com/JenHearts247">@JenHearts247</a> to try crazy food in <a href="https://twitter.com/hashtag/Berlin?src=hash">#Berlin</a> — even frog legs. It didn't go as planned: <a href="https://t.co/guTrafnawg">https://t.co/guTrafnawg</a> <a href="https://twitter.com/hashtag/6Days7Nights?src=hash">#6Days7Nights</a> <a href="https://t.co/5ojuE3K1DA">pic.twitter.com/5ojuE3K1DA</a></p> — Marriott Rewards (@MarriottRewards) <a href="https://twitter.com/MarriottRewards/status/847448426073571328">March 30, 2017</a> </blockquote> <h3>The benefits for Snapchat</h3> <p>While large media companies like NBC and Disney have created <a href="https://econsultancy.com/blog/67977-four-examples-of-brands-using-an-episodic-content-marketing-strategy">episodic content</a> for Snapchat, Marriott is one of the most high-profile brands to create exclusive episodic ads, and of course pay for the privilege – which is undeniably great news for the platform.</p> <p>Another victory for Snapchat is Marriott’s promotion of <a href="https://econsultancy.com/blog/68333-what-brands-need-to-know-about-snapchat-spectacles/" target="_blank">Snapchat spectacles</a>, with part of the ads themselves being filmed with the video-camera sunglasses. </p> <h3>Marriott’s focus on millennials</h3> <p>This is not the first example of Marriott <a href="https://econsultancy.com/blog/68778-four-ways-travel-hospitality-brands-are-targeting-younger-consumers/" target="_blank">focusing on millennial consumers</a>, but certainly signals a much more laser-focused approach to targeting them.</p> <p>Previously, Marriott has aimed to target a younger demographic through storytelling, realising that this demographic values authentic travel experiences as well as a connection to the local community. </p> <p>With the launch of Moxy, a boutique hotel ‘with the heart of a hostel’ – Marriott aimed to offer the opposite of the large corporate hotel. To promote the brand, it created a web series (also featuring social influencers) to introduce its features.</p> <p>With the decision to launch its new campaign solely on Snapchat, it certainly seems like Marriott is banking on the platform’s popularity to help engage with young consumers. Reportedly reaching 41% of all 18 to 34 year olds in the US daily (according to a 2016 Nielsen study) – plus the addition of influencers – it’s a bold move to win back a younger demographic from the likes of Airbnb. </p> <p><iframe src="https://www.youtube.com/embed/WnXInUMxI9E?wmode=transparent" width="854" height="480"></iframe></p> <p><em><strong>For more on influencer marketing, check out Econsultancy's <a href="https://econsultancy.com/reports/the-rise-of-influencers/" target="_blank">Rise of Influencers</a> report.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68953 2017-04-04T15:30:00+01:00 2017-04-04T15:30:00+01:00 Can pharma companies effectively use influencer marketing? Patricio Robles <p>As Digiday's Yuyu Chen <a href="http://digiday.com/marketing/inside-influencer-marketing-weigh-loss-supplements/">recently detailed</a>, a weight-loss supplement company turned to <a href="https://econsultancy.com/reports/the-voice-of-the-influencer/">influencer marketing</a> to help it "restore its image" as it battled legal issues related to product recalls.</p> <p>Unlike most influencer campaigns, Collective Bias, the firm it worked with, needed extra time to find influencers in the supplement company's target market – overweight female adults over the age of 40. And because the content the influencers created needed to be compliant with Food and Drug Administration (FDA) rules, legal reviews were required before content could be published.</p> <p>All told, the campaign, which involved a relatively small number of influencers – less than two dozen – took two months to execute. Normally, Collective Bias says campaigns take three to four weeks.</p> <p>Another firm, Talent Resources, which has created influencer marketing campaigns for weight loss companies SlimFast and Hydroxycut, confirmed that pharma campaigns are a different beast. According to the firm's CEO, Michael Heller, with pharma campaigns it normally takes two months to find the right influencers.</p> <p>One of the big challenges is finding influencers who will commit to campaigns that are longer than usual because pharma companies frequently need influencers to publish content about their progress using a product over an extended period of time.</p> <p>Campaign execution brings its own challenges. Because of the amount of disclosure required by the FDA, the content published by influencers often looks more "heavily branded."</p> <p>Of course, not complying with the rules is a no-no. Last year, one of social media's highest paid influencers, Kim Kardashian, published a sponsored Instagram post for Diclegis, a morning sickness drug marketed by pharma company Duchesnay.</p> <p>The post racked up nearly half a million likes and boosted social media conversation about the drug by 500% according to one social media analytics firm, but because the post didn't abide by the FDA's rules, the regulator sent Duchesnay a warning letter and demanded corrective action. That <a href="https://consumerist.com/2015/08/31/after-fda-warning-kim-kardashian-posts-corrected-endorsement-of-morning-sickness-pill/">resulted in</a> a follow-up post by Kardashian in which she was forced to tell her followers that her post didn't meet FDA requirements.</p> <p><img src="https://assets.econsultancy.com/images/0008/5145/kimk.png" alt="" width="680" height="346"></p> <h3>A subtler way to use influencer marketing?</h3> <p>While there's no direct evidence that the FDA's action had a chilling effect on other pharma companies, the unique rules that pharma companies have to deal with will likely limit their use of influencer marketing and encourage them to think differently about how they can take advantage of it.</p> <p>One approach pharma companies seem to be embracing as an alternative to traditional campaigns in which an influencer directly pitches a product or service is to enlist influencers to drive awareness of a medical condition the pharma companies' drugs treat.</p> <p>Last year, pharma giant <a href="https://econsultancy.com/blog/68403-pharma-company-novartis-taps-facebook-live-event-to-promote-heart-failure-drugs">Novartis partnered with actress/singer Queen Latifah</a> as part of a <em>Rise Above Heart Failure</em> initiative designed to call attention to heart failure, a condition that the company's drug Entresto treats. Novartis involved Queen Latifah because her mother, Rita Owens, had previously experienced heart failure, so the campaign was something that she was ostensibly eager to be involved with.</p> <p>As part of its initiative, Queen Latifah participated in a Facebook Live event.</p> <p><img src="https://assets.econsultancy.com/images/0008/0425/Screen_Shot_2016-10-17_at_17.13.28.png" alt="" width="500" height="453"></p> <p>Other pharma companies appear to be mirroring Novartis's approach. For example, <a href="http://www.mmm-online.com/campaigns/agn-eye-care-campaign-diabetes-marketing-pharma/article/636563/">Allergan is participating in a <em>See America</em> campaign</a> that aims to put an end to preventable blindness. The awareness-building portion of the campaign will have Allergan "working with influencers in various areas, including art, fashion, sports, and music, to reach people across the country."</p> <p>Obviously, tapping influencers to promote a condition or cause might not seem as desirable as tapping them to promote a product directly, but for pharma companies already hampered by reputational woes, it's not only likely to be the best way to minimize the regulatory red tape associated with their campaigns, it's probably the best way to ensure that the goodwill of the influencers they work with doesn't go to waste or worse, is put in jeopardy. </p> tag:econsultancy.com,2008:RoundtableEvent/865 2017-04-04T11:40:00+01:00 2017-04-04T11:40:00+01:00 Creating Compelling Content <p>Brands recognise that content is a vital way to reach and engage with consumers, whether they’re selling biscuits or bank accounts. But it’s becoming increasingly difficult to gain any cut through among all the low quality content cluttering up the internet.</p> <p>This roundtable discussion will give attendees the chance to share their key challenges, headaches, and success stories around content creation. It provides an opportunity to learn from industry peers, with the aim of providing inspiration for your own content marketing efforts.</p> <p>Talking points will largely be decided by attendees on the day, but could include:</p> <ul> <li>Effective techniques for creating content ideas.</li> <li>Quick wins to take the pressure off the ideation process.</li> <li>Making the most of existing content assets.</li> <li>How to optimise your content distribution strategy.</li> </ul> tag:econsultancy.com,2008:BlogPost/68966 2017-04-04T11:00:00+01:00 2017-04-04T11:00:00+01:00 Is a second Facebook News Feed in the works? What you need to know Patricio Robles <p>Here's what you need to know.</p> <h3>Facebook has acknowleged that it's testing a new feature</h3> <p>According to Facebook, "We are testing a complementary feed of popular articles, videos, and photos, customized for each person based on content that might be interesting to them. We've heard from people that they want an easy way to explore new content they haven't connected with yet."</p> <p>The rationale behind a second News Feed isn't hard to grasp: despite its continued popularity and growth, Facebook is reportedly trying to keep user engagement up. <a href="https://www.theinformation.com/facebook-struggles-to-stop-decline-in-original-sharing">According to</a> internal documents that were leaked last year, the company is apparently concerned that its users are sharing fewer personal updates.</p> <p>In what might have been a response to this trend, <a href="https://econsultancy.com/blog/68022-what-marketers-need-to-know-about-facebook-s-latest-news-feed-update/">Facebook announced algorithm updates</a> to prioritize updates from friends and family. The addition of a second News Feed could also conceivably help increase engagement. </p> <h3>It could be a boon to brand and marketers</h3> <p>Over the years, organic reach for posts by Facebook Pages has declined significantly. By one count, <a href="http://marketingland.com/facebook-organic-reach-drop-steepens-52-publishers-pages-187253">it dropped a whopping 52%</a> for some 300 media companies in the first six months of 2016 alone.</p> <p>While Facebook could of course tweak its algorithm to boost organic reach, that almost certainly would come at a cost to its ad business. A second News Feed, on the other hand, seems to offer Facebook a way to give brands with popular content greater reach without having to mess with its primary News Feed.</p> <p>An added benefit of a second News Feed is that it would offer brands the ability to reach new Facebook users.</p> <h3>At the same time, it could help Facebook deal with its ad load challenge</h3> <p>In addition to the possibility that a second News Feed would allow Facebook to give brands greater reach without increasing News Feed organic reach, the second feed could also help Facebook deal with the fact that it has been <a href="https://www.recode.net/2016/7/27/12305002/facebook-ad-load-q2-earnings">warning about peak ad load</a> for the past year.</p> <p>While Facebook has not revealed any plans for ads in the experimental New Feed, there's no reason to believe that Facebook couldn't monetize the new feed if it is rolled out globally.</p> <h3>But it could also make "fake news" even more problematic</h3> <p>After coming under fire for its platform's role in spreading "fake news" during the 2016 U.S. presidential election, Facebook has announced numerous initatives to fight "fake news" that is spread through its network. It's a big challenge for a number of technical and political reasons, and a second News Feed could complicate matters.</p> <p>After all, Facebook's second News Feed is designed, in part, to promote popular content, it's conceivable that parties attempting to game the system could succeed, resulting in even more "fake news" being distributed.</p> <p>Additionally, if a second News Feed introduces users to content that they don't find relevant or that is orthogonal to their social values or political beliefs, it could prompt complaints that Facebook is acting in a biased manner intended to influence users.</p> <p>Given the <a href="http://www.reuters.com/article/us-socialmedia-facebook-idUSKCN0Y02EY">past claims regarding the curation of content for Facebook's Trending section</a> and <a href="https://www.theguardian.com/technology/2014/jul/02/facebook-apologises-psychological-experiments-on-users">psychological experiments the company ran without user knowledge</a>, any attempt to add an element of human curation to a second News Feed could expose the social network to even greater scrutiny and criticism.</p> <h3>And users just might not like it</h3> <p>Even if a second News Feed doesn't create a "fake news" crisis, it's possible that users simply won't like it and thus, won't use it.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">What has Facebook done now? I already really dislike that marketplace crap. Now what's this rocket icon thing??? <a href="https://t.co/l0obKojCJH">pic.twitter.com/l0obKojCJH</a></p> — Amanda Clinton (@Amanda_Clinton) <a href="https://twitter.com/Amanda_Clinton/status/837874666811314177">March 4, 2017</a> </blockquote> <p>Obviously, the user above doesn't speak for <em>all</em> users, but there likely are many Facebook users who primarily use the service to keep in touch with friends and family, and to follow people and organizations they care about. If Facebook gets too aggressive in its efforts to introduce them to content from sources they aren't familiar with, it might not have the intended effect.</p> tag:econsultancy.com,2008:BlogPost/68951 2017-04-03T11:44:55+01:00 2017-04-03T11:44:55+01:00 What makes Premier Inn the world’s strongest hotel chain? Nikki Gilliland <p>With total sales up 12.9% and like-for-like sales up 4.2% in 2015 and 2016, it marks a successful period for the hotel chain.</p> <p>So, what exactly makes Premier Inn so strong? Here’s a breakdown of its <a href="http://brandfinance.com/knowledge-centre/reports/brand-finance-hotels-50-2017/" target="_blank">BSI score</a> along with some further insight into what it’s been doing right.</p> <p><img src="https://assets.econsultancy.com/images/0008/5139/BSI.JPG" alt="" width="368" height="400"></p> <h3>Familiarity and consumer confidence</h3> <p>As one of the first mass market UK hotel chains to be advertised on prime time television, Premier Inn has infiltrated the consumer mind-set as a go-to brand. By using high-profile celebrities in its TV ads, most notably with comedian Lenny Henry, it has further cemented itself into the consumer consciousness.</p> <p>Alongside this sense of familiarity, Premier Inn has worked hard to instil a sense of confidence in consumers – and this has mainly been achieved by differentiating itself from the competition.</p> <p>With its ‘great night’s sleep guaranteed’ pledge, it goes above and beyond the promise of convenience or value to offer something that all consumers crave from a night in a hotel – real comfort and a sense that it is a home away from home. </p> <p>By using its partnership with Hypnos beds in this way, and even going as far as offering a money-back guarantee, it has been able to beat out similar chains that solely rely on factors like low cost.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fpremierinn%2Fposts%2F1469295463100686%3A0&amp;width=500" width="500" height="662"></iframe></p> <h3>Emotionally-led campaigns</h3> <p>Having established itself as a well-known and familiar brand, Premier Inn has widened its marketing approach to focus on more emotionally-led campaigns – recently using director Ben Wheatley for a new series of adverts. </p> <p>‘Great Aunt Mabel’s Birthday’ – a decidedly Wes Anderson-inspired ad – portrays the experience of getting ready for a special birthday party, building on relatable family-driven elements to engage viewers. </p> <p>Similarly, its ‘Working Girl’ ad depicts a different but similarly emotionally-driven experience of giving an important work presentation, which is conveniently made easier thanks to Premier Inn’s free Wi-Fi, unlimited breakfast and king-size Hypnos beds.</p> <p>With an emotional response reported to have a far greater influence on a consumer’s intent to purchase than the ad’s content – by a factor of 3-to-1 for television commercials – Premier Inn’s decision to veer into this territory is likely to resonate with consumers. </p> <p>What’s more, it aims to show the brand in a fresh and multi-faceted light, removing the perception that it's <em>only</em> about a good night’s sleep.</p> <p><iframe src="https://www.youtube.com/embed/dbpH2F-kn8Y?wmode=transparent" width="854" height="480"></iframe></p> <h3>Value-for-money and employee focus</h3> <p>With value-for-money having a direct influence on consumer satisfaction, Premier Inn’s commitment to offering a quality service for less appears to be at the heart of its success. But more than this, it is its ability to strike a balance between value and quality which sets it apart – and a reason why it has also ranked consistently highly on YouGov’s BrandIndex.</p> <p>Lastly, with staff satisfaction and corporate reputation contributing to brand strength, Premier Inn’s commitment to equality is also worth a mention.</p> <p>As well as a student placement scheme, the brand runs the Premier Inn Hospitality Apprenticeship programme to recruit people from diverse class backgrounds, regardless of academic achievement. The chain employs around 700 apprentices in the UK at any one time, offering the opportunity for apprentices to rise up the ranks and even run hotels or large teams at corporate level.  </p> <p>In doing so, it has demonstrated its position as a fair and socially-aware employer, undoubtedly contributing to its status as a powerful brand. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fpremierinn%2Fposts%2F1349966288366938&amp;width=500" width="500" height="488"></iframe></p> <p><strong><em>Related reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/65315-which-hotel-sites-offer-the-best-user-experience/" target="_blank">Which hotel sites offer the best user experience?</a></em></li> <li><em><a href="https://econsultancy.com/blog/67658-how-hotels-can-personalize-the-customer-experience-to-compete-with-airbnb/" target="_blank">How hotels can personalize the customer experience to compete with Airbnb</a></em></li> <li><em><a href="https://econsultancy.com/blog/68025-how-hotels-can-create-a-more-convenient-customer-experience/" target="_blank">How hotels can create a more convenient customer experience</a></em></li> </ul> tag:econsultancy.com,2008:ConferenceEvent/864 2017-03-28T16:45:16+01:00 2017-03-28T16:45:16+01:00 Supercharged: Marketers and Machines <p>Ready to help you uncover all you need to know about AI and how it can transform the way your business works, we bring you… Supercharged: Marketers and Machines. A one day, one-stop-shop, giving you the ultimate snapshot of AI integration within the marketing industry. Hear from brands already implementing it, experts in the field and best of all try out some of the tech!</p> tag:econsultancy.com,2008:BlogPost/68901 2017-03-24T12:10:34+00:00 2017-03-24T12:10:34+00:00 Top tips to drive more engagement with data-driven native ads Ray Jenkin <p>This quote nicely sums up the reason for this forecast: “Native advertising looks like a rare win-win for the industry: more effective for advertisers, more valuable for publishers, and more acceptable for users”, says Joseph Evans, digital media analyst at Enders Analysis.</p> <p><img src="https://assets.econsultancy.com/images/0008/5022/native_spend.png" alt="" width="470" height="470"></p> <p>To deliver this sort of scale and growth over the years, the programmatic buying protocol will be key; and with this in play, a whole plethora of opportunities emerge; from the use of data to dynamically adjusting the creative elements in native.</p> <h4><strong>Why native ads? </strong></h4> <p>Consumer consumption is changing and so is our attitude to “traditional” digital advertising. Display click-through rates are decreasing year on year, while engagement with native ads is up to six times higher than traditional display.  </p> <p>The native ad experience is personalised to the specific site and context where the ads appears, providing a more integrated experience for the ads and content. Furthermore, the format extends meaningfully across all major devices.</p> <p>Not only is native preferable for the users; the creative execution of native ads is quick and easy to deploy with most native supply being very similar to the specs of Facebook’s native ads, so little additional work is required and creative approvals should be significantly faster.</p> <h4><strong>Strengthening native: a data-driven tactic</strong></h4> <p>TripleLift, a programmatic native vendor, saw the number of ad impressions traded through its platform grow more than sevenfold in <a href="https://www.wsj.com/articles/programmatic-native-ads-are-growingbut-banner-habit-is-hard-to-break-1484737200">2016 to 23bn</a>. This increase in supply in the programmatic environment means marketers can start to focus on a user centric approach to native. Applying both contextual and behavioural data to native buys means there can be even more relevance and value applied to the native experience. </p> <p>It is an exciting time to match this trusted ad format with the blend of data, but you should be aware of several key considerations to really take full advantage of data driven native:</p> <h4><strong>1. Not all native supply is created equal </strong></h4> <p>Consider what native supply you are tapping into for your campaigns. Look for supply partners that give a meaningful or exclusive share of voice within website content; sharing your space with other native placement only dilutes the potency of your content.</p> <p>Alignment alongside questionable ads and click bait news stories also does not engender trust in your brand. Understand how the supplier’s ads typically render on sites. Also make sure they comply with best practice on ad disclosure, failure to do so means a great opportunity to engage consumers turns into perceived trickery.  </p> <h4><strong>2. Native supply and audience reach: a balancing act</strong></h4> <p>Balance inventory access with audience reach. If you want to use behavioural or contextual data to help further enhance your segmentation and improve engagement, make sure you tap into native supply that provides the audience reach you need to benefit from data based targeting.</p> <p>If you are only interested in cherry picking a few properties for your native ads then you are better off not mixing data tactics into the buy as your audience and inventory overlaps will be too small. However, some promising programmatic native integrations with large portals and popular vertical publishers over the last few months mean there is increasingly good scale to blend audience and inventory tactics. </p> <h4><strong>3. What data and when?</strong></h4> <p>In using data-driven native, data recency is key to engagement. If you are not serving ads to consumers based on recent behavioural actions, all the benefit of native placement is lost on those consumers.</p> <p>Behaviourally targeting a consumer with automotive ad content will seem misplaced if the data of that user browsing auto-related content is two-weeks-old. Work with data partners who can demonstrate the ability to build and refresh audiences quickly or ideally in real-time.  </p> <p>Consider the use of both contextual and behavioural data to provide both scale and improve relevance. Site buys may be good for a demographic segmentation but drilling down into the content of that page or URL can be a great way to enhance your data-driven native campaign. </p> <h4><strong>4. Creative Relevance</strong></h4> <p>If you utilise audience data for your native ads, headlines, images and copy need to be more relevant than ever before. Make sure you are matching your audiences and relevant data points with the most compelling creative. Being native and therefore in content means you need to be truly relevant to be noticed. You can’t fall back on the standard ad slot and call to action to gain attention.</p> <p>Dynamically served native ads: this is still in its infancy but as this becomes more prevalent, it will provide exciting opportunities for brands to have a more scaled approach to matching out the context of the page and/or the behaviours of the consumer with the most relevant content or product in real time.</p> <p>Native ads are much more than headline, copy and static image, with video and <a href="https://econsultancy.com/blog/67507-30-stunning-cinemagraphs-that-will-blow-your-mind/">cinemagraph formats</a> now becoming more prevalent in native placements. Improve relevancy and engagement by learning about and experimenting with these formats and how they might interplay with data-driven native opportunities.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/4705/data_driven_native_ops-blog-flyer.png" alt="" width="470" height="271"></p> <h4><strong>In conclusion...</strong></h4> <p>Those that move quickly and begin to experiment and learn more about combining data to drive their native activity stand to benefit; not just from short term gains in engagement but also by preparing themselves for the long term changes in the digital ad market.   </p> <h4><em>Related resources:</em></h4> <ul> <li><em><a href="https://econsultancy.com/training/courses/programmatic/">Programmatic Training</a></em></li> <li><em><a href="https://econsultancy.com/reports/the-cmo-s-guide-to-programmatic/">The CMO's Guide to Programmatic</a></em></li> <li><em><a href="https://econsultancy.com/blog/65677-a-super-accessible-beginner-s-guide-to-programmatic-buying-and-rtb/">A super accessible beginner’s guide to programmatic buying and RTB</a></em></li> </ul>