tag:econsultancy.com,2008:/topics/content-marketing-and-strategy Latest Content marketing content from Econsultancy 2018-06-18T09:12:05+01:00 tag:econsultancy.com,2008:TrainingDate/3544 2018-06-18T09:12:05+01:00 2018-06-18T09:12:05+01:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content.</p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:econsultancy.com,2008:BlogPost/70044 2018-06-07T11:50:00+01:00 2018-06-07T11:50:00+01:00 How can employee advocacy boost brand marketing? Nikki Gilliland <p>Employee advocates are those that actively promote the company they work for. This can be through posts on social media, word of mouth referrals, or by becoming an expert or spokesperson for their organisation. </p> <p>So, how can employee advocates enhance brand marketing – even more so than other customers? Here are just five benefits, along with examples of brands that have successfully used the strategy.</p> <h3>Greater reach</h3> <p>According to <a href="https://business.linkedin.com/marketing-solutions/blog/linkedin-elevate/2017/what-is-employee-advocacy--what-is-it-for--why-does-it-matter-" target="_blank">research from LinkedIn</a>, employees collectively have social networks an average of ten times larger than a single corporate brand. </p> <p>So, by utilising these networks, brands can automatically extend their reach, ensuring that more people become aware of their company (and something positive relating to it).</p> <p>Interestingly, LinkedIn also suggests that, when employees share content, they typically see a click-through rate double that of their company. This is all to do with authenticity, as the majority of people are said to be <a href="http://www.nielsen.com/eu/en/press-room/2015/recommendations-from-friends-remain-most-credible-form-of-advertising.html" target="_blank">more likely to trust</a> recommendations from people they know above all other forms of advertising.</p> <p>Fujitsu is one brand that has capitalised on this notion, using its own employee advocacy program to hugely extend reach. Upon discovering that a large percentage of employees were already posting positively about the brand on their personal social accounts, Fujitsu created a platform to make finding and sharing this kind of content easier (and less time consuming). With 700 employees from eight countries getting it board, it went on to increase <a href="https://www.oktopost.com/blog/3-key-benefits-of-an-employee-advocacy-program-a-fujitsu-success-story/" target="_blank">reach by 70%</a>.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/hashtag/fujitsugrads?src=hash&amp;ref_src=twsrc%5Etfw">#fujitsugrads</a> <a href="https://twitter.com/hashtag/Fujitsu?src=hash&amp;ref_src=twsrc%5Etfw">#Fujitsu</a> Today: internal Speed Networking - Thanks everyone for your time! <a href="https://t.co/Uzori2Vsm3">pic.twitter.com/Uzori2Vsm3</a></p> — Susann Wiessner (@SuWiessner) <a href="https://twitter.com/SuWiessner/status/997069446777884673?ref_src=twsrc%5Etfw">May 17, 2018</a> </blockquote> <h3>Increase sales</h3> <p>As well as marketing material, content created by employees can also be used by sales teams to attract new leads and develop relationships. </p> <p>At the same time, sales people that happen to act as employee advocates themselves can be all the more powerful, using shared content on social to give prospective clients new opportunities to connect. The benefits of doing so are said to be huge, with research suggesting that sales people who use social media in their efforts achieve 78% more sales than those who don’t. </p> <p>It appears the benefits aren’t just for the individual either. Aberdeen Group reports that companies with formal employee advocacy programs have a <a href="https://getbambu.com/blog/employee-advocacy-increase-revenue/" target="_blank">26% increase</a> in year over year revenue.</p> <h3>Reinforcing brand values</h3> <p>Another big benefit of employee advocates is that they can be used to embody and reinforce a brand’s values, which in turn helps to create a much more powerful and authentic message.</p> <p>Lush is a particularly good example of this. The brand has a famously staunch set of brand values, ranging from its commitment to ethically sourced products to diversity in the workplace. </p> <p>Not only does this influence its brand marketing, it also informs its choice of employees, with the retailer typically employing people that align with its values and beliefs. This automatically increases the chances of employees championing the brand, as they already have an affinity and shared purpose.</p> <p><img src="https://assets.econsultancy.com/images/0009/4658/Lush_employee.JPG" alt="" width="760" height="527"></p> <p>Similarly, brands can capitalise on an employee’s ability to champion internal culture.</p> <p>For example, Reebok encourages staff to use the hashtag #fitasscompany when talking about the brand online, specifically when it comes to workplace perks like fitness classes and sporting initiatives. This helps to reinforce values as well as keep conversation about the brand relevant and related to sport. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">No better way to start the day than with some burpees!! Happy <a href="https://twitter.com/hashtag/WorldBurpeeDay?src=hash&amp;ref_src=twsrc%5Etfw">#WorldBurpeeDay</a> <a href="https://twitter.com/ReebokWomen?ref_src=twsrc%5Etfw">@ReebokWomen</a> <a href="https://twitter.com/ReebokCanada?ref_src=twsrc%5Etfw">@ReebokCanada</a> <a href="https://twitter.com/hashtag/FitAssCompany?src=hash&amp;ref_src=twsrc%5Etfw">#FitAssCompany</a> <a href="https://twitter.com/hashtag/FitFam?src=hash&amp;ref_src=twsrc%5Etfw">#FitFam</a> <a href="https://t.co/ocQA0oeazK">pic.twitter.com/ocQA0oeazK</a></p> — Stephanie Lemeza (@StephLemeza17) <a href="https://twitter.com/StephLemeza17/status/786201727896784896?ref_src=twsrc%5Etfw">October 12, 2016</a> </blockquote> <h3>Tapping into expertise</h3> <p>In addition to content distribution, employees can be utilised for the purpose of content creation. There are two big reasons for making use of employee-generated content. First, with content (across all channels) requiring extensive time and resources to produce, it can be a great support for internal marketing teams. Second, it allows employees to utilise their own expertise to provide valuable insight into their brand or role.</p> <p>The National Trust uses this strategy, with Park Rangers (who undertake conservation work in parks) often featuring in online blogs and email communication.</p> <p>Similarly, B2B companies tend to use internal expertise to simplify and help consumers understand complicated topics. One example of this is IBM, which positions its employees as thought-leaders in their respective fields. It does this by highlighting knowledge and expertise in content on YouTube and other social channels. </p> <p><iframe src="https://www.youtube.com/embed/WGsHe8Fx_Dg?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>The Edelman Trust Barometer suggests that this kind of employee advocacy can lead to greater confidence in an organisation, as people tend to place far more trust in technical experts rather than brand leaders.</p> <p>Similarly, it also promotes the sense that the company is willing to invest in the personal and professional development of its employees.</p> <h3>Creates a cycle of happiness</h3> <p>Lastly, it’s been suggested that employee advocacy programs can lead to employees becoming happier and more engaged in their roles. Research by Hinge found that <a href="https://hingemarketing.com/uploads/hinge-research-employee-advocacy.pdf" target="_blank">almost 86% of advocates</a> in some kind of formal program said that that being involved has had a positive impact on their career.</p> <p>This is likely the result of employees feeling more valued, as well as their being in a position to play an important role in the company's growing success.</p> <p>This can have a knock-on effect on employees' advocacy, leading employees to not only champion their brand in terms of its consumer-facing offering, but also as a place to work. </p> <p>Many brands are cottoning on to the benefits of using employees for talent acquisition. Mastercard is just one example, launching a dedicated ambassador program to allow staff to share content on social media relating to life at the company. Sky does something similar, encouraging employees to share content using the hashtag LifeAtSky on social networks like Twitter and Instagram.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Had fun working on some promotional screens on campus for the Royal Wedding. <a href="https://twitter.com/hashtag/RoyalWedding2018?src=hash&amp;ref_src=twsrc%5Etfw">#RoyalWedding2018</a> <a href="https://twitter.com/hashtag/lifeatsky?src=hash&amp;ref_src=twsrc%5Etfw">#lifeatsky</a> <a href="https://t.co/x6flYzBxmC">pic.twitter.com/x6flYzBxmC</a></p> — Nathan Griffiths (@nathangdesign) <a href="https://twitter.com/nathangdesign/status/997100960097894400?ref_src=twsrc%5Etfw">May 17, 2018</a> </blockquote> <p>By doing so, brands are able to continue the cycle of advocacy, promoting both their brand and its company culture.</p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69503-five-brands-putting-employees-at-the-heart-of-their-influencer-strategy" target="_blank">Five brands putting employees at the heart of their influencer strategy</a></li> <li><a href="https://www.econsultancy.com/blog/69161-micro-influencers-how-to-find-the-right-fit-for-your-brand" target="_blank">Micro-influencers: How to find the right fit for your brand</a></li> </ul> tag:econsultancy.com,2008:Report/3008 2018-05-29T11:30:00+01:00 2018-05-29T11:30:00+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 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 also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><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></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><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</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/70028 2018-05-18T08:44:54+01:00 2018-05-18T08:44:54+01:00 Why retailers should create product landing pages for their shoppable social posts Patricio Robles <p>The goal: make it possible for users to more easily obtain information about and purchase products they discover on Instagram.</p> <p>Formats like shoppable posts are obviously attractive for retailers trying to turn their activity on platforms like Instagram into sales, but wise retailers will give thought to the new kind of customer journey these formats create.</p> <p><em>(A quick note that Econsultancy has just refreshed its <a href="https://www.econsultancy.com/reports/paid-social-media-advertising-2018">Paid Social Media Advertising Best Practice Guide</a> and subscribers can download it now)</em></p> <h3>Product landing pages versus product pages</h3> <p>For retailers hoping to convert referrals from shoppable formats into sales, it might be worth considering the creating of product landing pages.</p> <p>What is a product landing page? Put simply, it's a product page that, <a href="https://econsultancy.com/blog/69612-eight-steps-to-landing-page-success">like a good landing page</a>, is created with the goal of encouraging a user to take a very specific action. In this case, that action is a purchase. </p> <p>To that end, unlike a product page, which uses a standard format and functions within the context of a retailer's broader site, a product landing page can:</p> <ul> <li>Employ a unique design that is intended to wow the shopper and highlight the unique attributes of a single product.</li> <li>Contain content, <a href="https://econsultancy.com/blog/66625-shoppable-video-the-missing-piece-of-your-marketing-strategy">such as video</a>, above and beyond what is typically contained on a product page.</li> <li>Offer shoppers the ability to complete the purchase directly on the page through an embedded checkout form.</li> </ul> <p>The rationale for a product landing page versus a product page is that shoppers who are referred through a shoppable format have through their actions expressed a high enough level of interest in a single product to interrupt their social activity to learn more. Therefore it behooves a retailer to do whatever it can, within reason, to convert those shoppers' immediate interest into an impulse purchase.</p> <p>Obviously, for retailers that sell a large number of products, it will not be feasible to create a product landing page for every product. Retailers employing this strategy would need to be strategic about which products make sense to promote via product landing pages tied to shoppable posts.</p> <p><img src="https://assets.econsultancy.com/images/0009/4549/shoppable_formats.png" alt="shoppable formats image" width="615"></p> <h3>Won't product landing pages decrease average order values?</h3> <p>In every retailer's ideal world, shoppers referred through shoppable formats would not only have an interest in the product that caught their eye, but after adding said product to cart would also window shop and purchase other products. </p> <p>The product landing page concept is based on the notion that retailers don't live in an ideal world and that, at least in some cases, it would be better to optimize conversions for a single product even if the experience provides less opportunity for shoppers to explore other products.</p> <p>This, however, doesn't mean that retailers adopting this approach wouldn't be able to promote other products. Product landing pages could feature a number of related products and even make it possible for them to be added to an order with a single click (eg. through a checkbox).</p> <p>For retailers to be successful with this, they would need to have identified ideal cross-sells for each product. While many retailers have product pages containing algorithmically-generated related products, some are more accurate and refined than others. For product landing pages, a hands-on curation model might be more appropriate.</p> <h3>The importance of post-purchase experience</h3> <p>In today's highly competitive retail environment, post-purchase experience is increasingly important in establishing some level of loyalty and driving repeat purchases. Post-purchase experience would arguably be even more important with the product landing page approach because the pre-purchase experience would again be optimized for the conversion of a single product.</p> <p>To encourage repeat business from new customers who complete a purchase through a product landing page, retailers would want to be strategic about post-purchase communications. These communications should highlight the retailer's brand and other offerings. Where appropriate, retailers could also use coupon codes and discounts to encourage customers to check out what else they have.</p> <h3>The evolution of shoppable experiences</h3> <p>The way shoppers discover new products and make purchasing decisions is changing. Given the prominence of visual social platforms like Instagram, Snapchat and Pinterest, particularly in certain product categories, retailers will need to start thinking about how they take full advantage of shoppable experiences and experimenting with creating new types of customer journeys that are optimized for these experiences.</p> tag:econsultancy.com,2008:BlogPost/70023 2018-05-16T11:00:00+01:00 2018-05-16T11:00:00+01:00 How do tourism boards entice different travellers with one marketing campaign? Nikki Gilliland <p>So, how do tourism boards entice travellers with just a single marketing campaign? Here are six marketing campaigns with differing approaches, and the reasons why they work. </p> <p><em>(P.S. Check out our <a href="https://econsultancy.com/reports/digital-trends-in-the-travel-and-hospitality-sectors/">Digital Trends in Travel and Leisure</a> report for more insight)</em></p> <h3>Reacting to political events – Discover Los Angeles<br> </h3> <p>On the back of Trump’s travel ban last year, Discover Los Angeles launched #EveryoneIsWelcome - a campaign to encourage all visitors to visit the city. </p> <p>While the campaign did not reference Trump outright, the timing was pertinent, as was its overtly open and friendly tone.</p> <p>As well as combatting any resulting negative sentiment, the campaign was also designed to prevent real monetary losses due to less tourism. On the back of ‘anti-welcome’ sentiment in the US, <a href="http://www.latimes.com/business/la-fi-travel-briefcase-trump-ban-20170204-story.html" target="_blank">Tourism Economics predicted</a> that LA could lose 800,000 international visitors in three years, and a total of $736 million in tourism-related spending.</p> <p>Coupled with Los Angeles’s ‘Hollywood’ image – one that typically attracts the affluent and fame-seeking – the campaign also aims to highlight the diversity of the city, where 200 different languages are spoken by people from a varied array of backgrounds.</p> <p>The 90 second video, which was shared on Discover LA’s digital channels, is not necessarily memorable in its own right. However, taken in the context of wider social and political events, it was a clever and timely statement to remind tourists that Los Angeles should still be on their to-do list.</p> <p><iframe src="https://www.youtube.com/embed/yIp4ih0t5RU?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Targeting different demographics – Tour Spain<br> </h3> <p>Last year, Tour Spain launched 'Spain is a Part of You' - an international campaign to promote the country as a holiday destination for all types of travellers. </p> <p>Four different ads targeted a specific demographic – older travellers, cosmopolitans, families, and people travelling from distant markets. Each ad hones in on various interests within a target audience, such as gastronomy, art and culture, shopping, sport and nature, and even Spain as a destination for halal tourism.</p> <p>While there’s nothing all <em>that</em> memorable about the campaign - apart from some admittedly stunning imagery - it’s worth a mention for its highly targeted nature. By recognising the fact that travellers look for different things in a destination, it cleverly taps into individual needs and interests. </p> <p>Similarly, the campaign is also likely to resonate because specific demographics are prominently represented. For example, it’s not often that a large tourism board (like Spain) would only feature people over the age of 45 in an ad.</p> <p><iframe src="https://www.youtube.com/embed/nlKtm56YCiQ?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Highlighting a city’s comeback – Pure Michigan<br> </h3> <p>From the 1960’s riots to the decline of its auto industry – people tend to think of Detroit in relation to the problems that have plagued the city throughout its history. </p> <p>However, this is exactly what Pure Michigan aimed to combat with its 2016 Detroit campaign. Positioning the city as one that is alive and thriving (far removed from the perceived dwindling population and high crime rate), it focuses on young people living and working in a modern, hip, and vibrant community.</p> <p>The 60-second ad, ‘Soul’, shows off thriving nightlife, the music scene, and community-run initiatives.</p> <p><iframe src="https://www.youtube.com/embed/xGS2Yt_59pg?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>While the ad certainly has the aim of enticing new visitors, it is largely designed to shift common perceptions, instilling the idea that Detroit is on the cusp of a comeback. </p> <p>Indeed, two years on from the campaign, Pure Michigan has moved away from this hopeful positioning to a much more actionable and self-assured tone. Now telling visitors that ‘It’s Go Time’ – there’s the sense that Detroit is done defending itself, and is ready to move on for good.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Today we celebrate all of the things we love about the Motor City, from its rich history &amp; iconic landmarks, to its soulful beats &amp; delicious eats! Happy <a href="https://twitter.com/hashtag/313Day?src=hash&amp;ref_src=twsrc%5Etfw">#313Day</a> Detroit! <a href="https://twitter.com/hashtag/PureMichigan?src=hash&amp;ref_src=twsrc%5Etfw">#PureMichigan</a> <a href="https://twitter.com/hashtag/VisitDetroit?src=hash&amp;ref_src=twsrc%5Etfw">#VisitDetroit</a> <a href="https://twitter.com/VisitDetroit?ref_src=twsrc%5Etfw">@VisitDetroit</a> <a href="https://t.co/vxD157Wq0o">pic.twitter.com/vxD157Wq0o</a></p> — Pure Michigan (@PureMichigan) <a href="https://twitter.com/PureMichigan/status/973599182056456198?ref_src=twsrc%5Etfw">March 13, 2018</a> </blockquote> <h3>Promoting domestic travel – VisitBritain<br> </h3> <p style="font-weight: 400;">While part of VisitBritain’s overarching aim is to entice international visitors to the UK, it also heavily invests in promoting the country as a great home-based holiday destination. In 2016, VisitBritain launched ‘Home of Amazing Moments’ – its largest domestic campaign to date. </p> <p style="font-weight: 400;">The campaign draws on themes of British culture and heritage, and aims to promote the memorable experiences that can only be had in the UK.</p> <p style="font-weight: 400;">In doing so, the campaign shines a light on the country’s historical beauty - well covered ground within British tourism marketing - but also positions it in the context of fun and adventure, aiming to encourage modern travellers to forgo international holidays for staycations.</p> <p style="font-weight: 400;">With <a href="https://www.visitbritain.org/guide-social-media-channels">89% of respondents</a> to Visit Britain research having used social media at some stage in their holiday cycle (both before, during, and after) – social was intrinsic to VisitBritain’s campaign. It encouraged people to share their own amazing moments online, using the hashtag ‘#OMGB’ (Oh My GREAT Britain).</p> <p style="font-weight: 400;">The campaign is effective because it focuses more on the ‘experience’ of Britain rather than the place or its cultural position. This means that, while beautiful countryside is certainly highlighted, it is shown as secondary to exhilarating adventure and the positive emotions that come from it.</p> <p style="font-weight: 400;"><iframe src="https://www.youtube.com/embed/NJE564E-G6Y?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Offering quirky insight – The Swedish Tourist Association<br> </h3> <p>Who better to promote a country than the people who were born and raised there? This is the premise behind the Swedish Number – the Swedish Tourist Association’s hugely successful marketing campaign.</p> <p>The idea is that when people call the number they are connected to a random Swedish person (who has agreed to be part of the campaign) who would then chat about any topic (ideally connected to life and culture in the country).</p> <p>According to reports, over 170,000 people from 186 countries called the number, generating more than nine billion impressions and $146m of media value. Not bad for a campaign with zero media spend.</p> <p>So why did it catch on? An original and creative idea underpins what is also a highly interactive and interesting concept. With many people focused on technology as a means to research and discover travel inspiration, the ability to call and speak directly to a Swedish citizen involves human interaction as well as allows for real insight into the place.</p> <p><iframe src="https://www.youtube.com/embed/mtb3f_NAmK0?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Showing a hidden side – Hong Kong Tourism Board<br> </h3> <p>Hong Kong is best known for being a bustling city, one that’s characterised by huge sky scrapers and crowded streets. However, unbeknown to some, it’s also home to a different kind of landscape. Just a few miles outside of the city, visitors can enjoy nature trails, empty beaches, and hiking routes, all located within its country parks.</p> <p>This is the message behind Hong Kong Tourism Board’s ‘Great Outdoors’ campaign – one that’s designed to showcase a very different side to the stereotype. The corresponding 'Guide to Hiking &amp; Cycling in Hong Kong' features stunning imagery of the locations natural landscapes, along with detailed information on adventurous activities. </p> <p>One of the campaign’s most effective elements is its ‘share-worthy’ nature, with photography perfectly suited to Instagram. Indeed, Samantha Markham, who is Digital Marketing Manager for the company’s UK &amp; Northern Europe division, <a href="https://www.econsultancy.com/blog/69794-the-hong-kong-tourism-board-on-chatbots-content-strategy-and-ai" target="_blank">comments how</a> “an exceptional photograph or video of a destination often has universal appeal”, meaning that it can be a strong base for tourism marketing (with contextual content, e.g. food or nightlife, then used for greater targeting).</p> <p>Fundamentally, with the common belief that Hong Kong ‘isn’t for everyone’, the Great Outdoors campaign succeeds in showing that it has more to offer than meets the eye.</p> <p><iframe src="https://www.youtube.com/embed/Vz8O57gBafI?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/67952-five-tourism-websites-guaranteed-to-give-you-wanderlust" target="_blank">Five tourism websites guaranteed to give you wanderlust</a></li> <li><a href="https://www.econsultancy.com/blog/69414-four-big-digital-trends-impacting-travel-tourism-marketing" target="_blank">Four big digital trends impacting travel &amp; tourism marketing</a></li> <li><a href="https://www.econsultancy.com/blog/69052-how-visitscotland-is-transforming-the-traditional-tourist-body" target="_blank">How VisitScotland is transforming the traditional tourist body</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69984 2018-04-30T11:16:00+01:00 2018-04-30T11:16:00+01:00 Seven examples of hotel content marketing campaigns Nikki Gilliland <p>Content marketing remains a key way for hotels to do this, typically being used to grab attention and engage users throughout their online journey. </p> <p>Here are some good examples and the reasons why they work.</p> <h3>InterContinental Hotels – podcasting</h3> <p><a href="https://www.econsultancy.com/blog/69745-creating-a-podcast-strategy-five-tips-for-brands" target="_blank">Podcasts have become hugely popular</a> in the past couple of years, with a number of brands using the medium to connect to consumers and drive consideration. </p> <p>With its ‘<a href="https://itunes.apple.com/us/podcast/stories-of-the-intercontinental-life/id1170087042?mt=2">Stories of the InterContinental Life</a>’ podcast series – set in three different locations around the world - InterContinental Hotels explores different emotions in relation to travel, including fascination, worldliness and empathy. The aim is to encourage listeners to go on their own travels, all the while driving consideration to its hotels. The podcasts are supported by a microsite, which also includes additional videos and written content.  </p> <p>The reason this particular podcast deserves a mention (as opposed to Marriott’s Behind the Design, as another sector example) is that it focuses far more on a natural narrative rather than brand promotion. The hotel is only mentioned in passing, with no unnecessary or shoehorned references. In turn, this helps to build authority for the brand, with listeners more likely to invest in this type of high quality content.</p> <p><iframe src="https://www.youtube.com/embed/GTbqZzkU59c?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Four Seasons – online magazine</h3> <p>Online blogs are a classic content marketing strategy for brands of all kinds, used to capture interest from consumers looking for relevant information around a core topic. The Four Seasons Magazine is one of the best hotel blogs out there, mimicking the style of a luxury travel mag. </p> <p>With compelling headlines and well-researched, high quality writing – it offers consumers a slice of inspiration as well as valuable information for people staying at its international hotels. </p> <p>Another point to note is how the magazine effectively (but subtly) prompts further action. Users can search for room availability direct from the blog homepage without having to click through to the main website. There’s also the option to click through to specific hotels from articles. This is particularly effective for increasing dwell time, especially when it comes to people arriving from search or social. </p> <p><a href="https://www.fourseasons.com/magazine/"><img src="https://assets.econsultancy.com/images/0009/3972/Four_Seasons_Article.JPG" alt="Four Seasons Magazine" width="615"></a></p> <h3>SBE &amp; Morgan’s Hotel Group – niche content</h3> <p style="font-weight: 400;">Morgan’s Hotel Group (which was acquired by SBE in 2016) takes a similar approach to content marketing as Four Seasons, using an online blog to build authority and awareness of the brand. </p> <p style="font-weight: 400;">However, it takes a much more niche approach to the content it produces, creating articles specifically targeted to ‘creatives’. This often involves interviews with people in the arts or creative industries, as well as dedicated content about fashion, food, music, and art. </p> <p style="font-weight: 400;">As a result, ‘Back of House’ feels like more of a general lifestyle publication than a brand blog, effectively drawing in an audience that might also appreciate the attributes of its hotels. </p> <p style="font-weight: 400;"><a href="https://thecollection.sbe.com/"><img src="https://assets.econsultancy.com/images/0009/3974/SBE.JPG" alt="" width="760" height="395"></a></p> <h3>Best Western – virtual reality</h3> <p>While <a href="https://www.econsultancy.com/blog/69818-six-of-the-latest-brands-using-vr-technology" target="_blank">virtual reality</a> has been touted as a gimmicky marketing ploy by some, the technology can provide real value for consumers – particularly when it comes to researching travel. This is because it allows people to visualise places in a much more immersive (and therefore realistic and compelling) way.</p> <p>This was the thinking behind Best Western Hotels’ VR tours, which allows potential visitors to have a nosey round its hotel suites. The videos are available to view in 360-degrees, with the added element of virtual reality for those watching with headsets. Users get a sense of the size and scale of the room, even the texture of furniture and other design features. With consumers often spending lots of time finding out this information on hotel websites, the VR videos provide it in a way that’s instantaneous and easier to digest. </p> <p>Of course, the content relies on people owning headsets in the first place (or viewing it in a context where they’re accessible). However, while the market is small for now, research suggests that interest in VR from a consumer perspective is growing. In a survey, <a href="https://greenlightinsights.com/industry-analysis/2018-virtual-reality-consumer-report/">Greenlight VR</a> found that travel, tourism, and adventure is number one category of interest, cited by over 70% of respondents.</p> <p><iframe src="https://www.youtube.com/embed/2M-oB3q8n-w?list=PLkP9d1Z2ibqTGlvjIzuPOHlau6C1OW0dL&amp;ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <h3>Loews – user-generated campaign</h3> <p>User generated content is a great way to showcase advocacy for a brand. </p> <p>In 2015, Loews Hotels and Resorts used it as the basis of a social-first advertising campaign (and an accompanying microsite). Instead of using professionally-shot photos in its ads, Loews selected a number of Instagram photos taken by hotel guests.</p> <p>The ads themselves further encouraged user generated content, asking people to tag their own photos with the hashtag #travelforreal. All photos were then curated on a microsite under the tagline: “Because nobody tells our story better than you”.</p> <p>With research suggesting that up to <a href="http://www.adweek.com/digital/why-consumers-share-user-generated-content-infographic/" target="_blank">93% of consumers</a> find user-generated content helpful when making a purchase decision, the campaign aimed to offer visual reassurance for consumers (alongside general online reviews). </p> <p>Meanwhile, by sharing user-generated content, Loews is able to make customers feel valued and recognised, which in turn helps to continue the cycle of advocacy.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Amazing dinner to end the night. <a href="https://twitter.com/Loews_Hotels?ref_src=twsrc%5Etfw">@Loews_Hotels</a> <a href="https://twitter.com/hashtag/TravelForReal?src=hash&amp;ref_src=twsrc%5Etfw">#TravelForReal</a> <a href="https://twitter.com/hashtag/loewsatlanta?src=hash&amp;ref_src=twsrc%5Etfw">#loewsatlanta</a> Awesome hospitality!!!! <a href="https://t.co/NNlVkwjzrl">pic.twitter.com/NNlVkwjzrl</a></p> — Christa Thompson (@FairytaleTVLR) <a href="https://twitter.com/FairytaleTVLR/status/746884868034953217?ref_src=twsrc%5Etfw">26 June 2016</a> </blockquote> <h3>Gleneagles – Timely storytelling</h3> <p>Gleneagles hotel in Perthshire is famous for its three championship golf courses. This naturally informs the hotel’s branding and USP, meaning it already has a hard-won opportunity to target golf enthusiasts.</p> <p>When the hotel was the host of the 2014 Ryder Cup, it grabbed this opportunity with both hands, creating a whole host of video content before, during, and after the event.</p> <p>From ‘Preparing the Course’ to ‘Gleneagles Guests’ – it produced an array of short videos designed to capture interest from fans and visitors. It certainly succeeded in generating a spike in engagement - Ryder Cup-related videos are the most-watched on the brand's YouTube channel.</p> <p><iframe src="https://www.youtube.com/embed/IfA9skvM1to?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <p>Another piece of content worth mentioning is the ‘Gleneagles Hotel’ short film, directed by acclaimed director James Bell. Capturing the hotel’s stunning surroundings and proud heritage, it uses evocative and <a href="https://www.econsultancy.com/blog/69474-the-myth-of-storytelling-in-marketing-and-why-brands-should-encourage-story-sharing" target="_blank">emotional storytelling</a> to great effect.</p> <h3>Marriott – short films</h3> <p>Marriot Hotels is serious about content marketing. So much so that in 2014, it opened a dedicated studio where it creates and produces a myriad of content for its global brands.</p> <p>As a result, this list could be jam-packed with examples from Marriott, but if we’re limiting it to just one - the ‘Two Bellmen’ series is a clear stand-out.</p> <p>There have been three original and scripted short films in the series so far, each one depicting Marriott employees going to great lengths to perform their duties as hotel bellmen. With duration increasing with each film (the third is 35 minutes long), they are designed to appeal to viewers in the same way as on-demand television content.</p> <p>There is the danger that it could feel like one big long advert, however, Marriott’s high production value and focus on quirky, engaging storylines ensures that this is not the case.</p> <p>With the third instalment generating nine million views on YouTube to date, users have certainly invested in the story, and as a result are likely to be more engaged in the Marriott brand.</p> <p><iframe src="https://www.youtube.com/embed/oUIeA1i6V5I?ecver=1&amp;wmode=transparent" width="854" height="480"></iframe></p> <p><strong>Related reading:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69354-10-brilliant-examples-of-content-marketing-from-beauty-brands" target="_blank">10 brilliant examples of content marketing from beauty brands</a></li> <li><a href="https://www.econsultancy.com/blog/69505-eight-effective-examples-of-quizzes-in-content-marketing" target="_blank">Eight effective examples of quizzes in content marketing</a></li> <li><a href="https://econsultancy.com/blog/68974-four-examples-of-brands-using-educational-content-marketing" target="_blank">Four examples of brands using educational content marketing</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69946 2018-04-13T15:58:16+01:00 2018-04-13T15:58:16+01:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <h3>Facebook ad spend grows despite recent controversy</h3> <p><a href="http://www.4cinsights.com/StateofMedia/" target="_blank">New data</a> from 4C has revealed that Facebook saw a marked increase in ad spend this Q1, despite the recent Cambridge Analytics scandal. </p> <p>Following the news in March, Facebook ad spend increased 62% year-on-year.</p> <p>The travel and legal/financial verticals saw the greatest quarter-over-quarter increases of 129% and 32%, respectively. Meanwhile, Facebook continues to deliver ROI for advertisers, with an 18% quarterly decrease in cost per thousand impressions (CPM).</p> <p>Elsewhere, Snapchat saw a whopping 234% year-on-year increase in ad spend in the first quarter of 2018, largely due to its re-designed Discover page presenting even more opportunities for sponsored content.</p> <p><strong>More on Facebook:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69902-facebook-is-in-real-trouble-what-it-could-mean-for-marketers">Facebook is in real trouble: What it could mean for marketers</a></li> <li><a href="https://www.econsultancy.com/blog/69840-facebook-quietly-rolls-out-new-ad-placements-as-power-editor-merges-with-ads-manager">Facebook quietly rolls out new ad placements as Power Editor merges with Ads Manager</a></li> <li><a href="https://www.econsultancy.com/blog/69787-five-tips-for-a-successful-facebook-advertising-strategy">Five tips for a successful Facebook advertising strategy</a></li> <li><a href="https://econsultancy.com/reports/paid-social-media-advertising">Paid Social Media Advertising Best Practice Guide</a></li> </ul> <p><img src="https://assets.econsultancy.com/images/0009/3556/facebook.jpg" alt="" width="600" height="400"></p> <h3>71% of people think ads are becoming more intrusive</h3> <p>A recent survey by Kantar Millward Brown, <a href="https://www.emarketer.com/content/people-believe-ads-are-becoming-more-intrusive?ecid=NL1002">reported by eMarketer</a>, has found that the majority of people think ads are far more intrusive than they were three years ago. 71% of survey respondents uphold this opinion, with 74% also suggesting that they’re seeing more ads overall.</p> <p>Meanwhile, 79% of people say that adverts appear in more places, making it impossible to avoid advertising while online. </p> <p>Despite this, opinion towards ads isn’t <em>all</em> bad – 41% say that ads tell better stories than they used to, while 47% agree that ads fit together better across different formats. </p> <p>Naturally, this type of survey is not good news for advertisers, especially alongside the prediction (according to eMarketer) that three in 10 US internet users will use an an ad blocker this year.</p> <p><img src="https://assets.econsultancy.com/images/0009/3576/Intrusive_ads_blog___twitter_size__1_.png" alt="intrusive ads 71% consumers think so" width="615" height="308"></p> <p><strong>Now read:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69326-google-to-start-warning-sites-about-bad-ad-experiences" target="_blank">Google to start warning sites about bad ad experiences</a></li> <li><a href="https://www.econsultancy.com/blog/69750-in-a-blow-to-marketers-google-will-let-users-opt-out-of-remarketing-ads" target="_blank">In a blow to marketers, Google will let users opt-out of remarketing ads</a></li> </ul> <h3>Text messaging declines YoY in the UK as chat apps take precedent</h3> <p><a href="https://www.reportlinker.com/data/series/H-u9khxCiJs" target="_blank">New data</a> from ReportLinker has revealed the changing habits of global mobile users. Overall, it suggests that people are paying less as we move towards free chat apps rather than traditional text messaging.</p> <p>In the UK, the average monthly household expenditure on mobile smartphone service has decreased nearly 3% this year, and is predicted to keep on getting lower to 2020. Meanwhile, text messaging has also declined as users make greater use of chat apps like WhatsApp.</p> <p>ReportLinker also suggests that traditional landlines could soon be extinct. In Australia in particular, this prediction could come true in just a couple of years. The number of people who will have a smartphone but no fixed telephone line is estimated to be well over 8.5 million by 2021. By that time, the number of smartphone owners in Australia is anticipated to be over 20 million, up from over 15 million in 2017. </p> <p><img src="https://assets.econsultancy.com/images/0009/3555/reportlinker.JPG" alt="" width="543" height="395"></p> <h3>Trustworthiness is the most impactful characteristic of celebrity endorsers</h3> <p>A recent study <a href="https://www.warc.com/content/article/jar/enhancing_brand_credibility_through_celebrity_endorsement_trustworthiness_trumps_attractiveness_and_expertise/117436" target="_blank">published by</a> JAR suggests that trustworthiness is the most important trait of celebrity endorsers, ranked more effective for boosting brand credibility over other factors like expertise or attractiveness.</p> <p>The study in question examined the impact of celebrity endorsers’ source characteristics - including trustworthiness, expertise, and attractiveness - on consumers’ brand attitude, brand credibility, and purchase intention. Overall, it found that trustworthiness was related to consumers’ positive associations with a brand (an airline, in the case of this study).</p> <p>This means marketers must demonstrate greater caution when partnering with celebrities, as the research also suggests that a lack of trustworthiness can be hugely detrimental to a brand’s reputation.</p> <p><strong>More on celebrity campaigns:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69846-celebrity-chefs-and-their-instagram-strategies-more-than-just-food-porn/" target="_blank">Celebrity chefs and their Instagram strategies – More than just food porn?</a></li> <li><a href="https://econsultancy.com/blog/68691-why-iceland-has-replaced-celebrities-with-micro-influencers/" target="_blank">Why Iceland has replaced celebrities with micro-influencers</a></li> </ul> <h3>Travel industry sees 13% increase in search interest</h3> <p><a href="http://www.hitwise.com/gb/white-papers/peak-travel-report-2018/?bis_prd=1" target="_blank">New research</a> from Hitwise suggests UK holidaymakers are showing renewed enthusiasm when it comes to travel. </p> <p>From the analysis of the online behaviour of three million Brits, Hitwise found a 13% increase in searches related to the travel industry in the first two months of this year. In terms of specific brands, Travelodge saw a 36% increase in searches year-on-year, perhaps highlighting the positive impact of its new initiatives like SuperRoom.</p> <p>Elsewhere, the research also suggests an increased interest in luxury travel. There was a 16% rise in traffic to luxury operators and cruise operators in the first two months of 2018, while luxury travel provider Kuoni also reports that store appointments were up 171% during this time.</p> <p><strong>More on travel:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69384-seo-david-vs-goliath-how-travel-sector-minnows-can-overcome-their-big-brand-competitors">SEO David vs. Goliath: How travel sector minnows can overcome their big brand competitors</a></li> <li><a href="https://www.econsultancy.com/blog/69652-four-key-digital-trends-impacting-travel-and-hospitality-brands">Four key digital trends impacting travel and hospitality brands</a></li> <li><a href="https://econsultancy.com/blog/68871-how-travel-brands-are-capitalising-on-youtube-adventure-search-trend">How travel brands are capitalising on YouTube adventure search trend</a></li> </ul> <p><img src="https://assets.econsultancy.com/images/0009/3557/Hitwise.JPG" alt="" width="600" height="459"></p> <h3>Parents are the biggest adopters of voice-assisted devices</h3> <p>Publicis Media has <a href="http://www.adweek.com/agencies/parents-and-families-are-the-biggest-supporters-of-voice/" target="_blank">undertaken research</a> on smart speaker usage, involving the study of 70 voice assistant users in the US and UK.</p> <p>Overall, it found that parents and families are the keenest early adopters of smart speakers, largely due to the technology’s ability to streamline and enhance daily routines. </p> <p>Smart speakers also enable parents to help children learn, with the tech allowing users to easily search for queries (without disrupting their current activity).</p> <p>Despite this uptake, however, the research also revealed that parents aren’t too keen on changing how they use voice technology. The majority say they’re uninterested in discovering capabilities that they don’t already use, while they’re also reluctant to share personal information in exchange for deeper personalisation. </p> <p><strong>More on voice tech:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69724-how-will-voice-technology-change-consumer-behaviour">How will voice technology change consumer behaviour?</a></li> <li><a href="https://www.econsultancy.com/blog/69610-what-do-voice-user-interfaces-mean-for-marketers-brands">What do voice user interfaces mean for marketers &amp; brands?</a></li> <li><a href="https://econsultancy.com/blog/69473-what-paddy-power-learned-about-voice-interfaces-by-creating-an-alexa-skill" target="_blank">What Paddy Power learned about voice interfaces by creating an Alexa skill</a></li> </ul> <h3>Paralympics reaches 251 million people on social media</h3> <p>According to new data from IPC, the PyeongChang 2018 Winter Paralympic Games reached more people than Sochi 2014 and London 2012 Paralympics combined.</p> <p>During a 10 day period, IPC’s digital media channels reached 251 million people across multiple platforms including YouTube, Facebook, Twitter and Weibo - more than Sochi 2014 (which reached 66m) and London 2012 (which reached 94m). It also generated 17.4m video views - three times Sochi and London combined - and 650k engagements, up 67% on Sochi 2014.</p> <p>This looks to be due to IPC’s innovative use of technology and video, with social media teams posting real-time highlights of every race, match, and ceremony on YouTube.</p> <p><strong>For more on Social Media, subscribers can check out our <a href="https://econsultancy.com/reports/social-media-best-practice-guide" target="_blank">Best Practice Guide</a>.</strong></p> <p><iframe src="https://www.youtube.com/embed/aCICoyzPnbk?list=PL6CBAXPeBajm6gtohfO5-mapvjW00isMX&amp;wmode=transparent" width="854" height="480"></iframe></p> tag:econsultancy.com,2008:BlogPost/69922 2018-04-04T10:14:12+01:00 2018-04-04T10:14:12+01:00 10 examples of Cadbury's sweetest marketing campaigns & creative Nikki Gilliland <p>While Cadbury’s strategy has continually evolved over the years – with <a href="https://www.youtube.com/watch?v=l0eEqeizNCA">its recent ad taking on a more heart-warming tone</a> – it has stayed at the forefront of consumer minds thanks to a constant stream of memorable marketing efforts. </p> <p>Here’s a run-down of 10 of the best.</p> <h3>1. Mum’s birthday</h3> <p>One of Cadbury’s biggest challenges has been staying relevant in recent years, especially as consumers are presented with greater choice (and a desire to sample less-sugary options). </p> <p>It appears sales have been declining as a result. Reports suggest Dairy Milk sales were <a href="https://www.campaignlive.co.uk/article/behind-scenes-vccps-new-cadbury-campaign/1454324" target="_blank">down 3.1%</a> last year, while YouGov’s BrandIndex shows that Cadbury’s ranking fell from 43.8 in February 2012 to 25.6 in January 2018.</p> <p>In a bid to stay top-of-mind for consumers, Cadbury has decided to ditch its ‘Free the Joy’ tagline in favour of a focus on kindness. This is reflected in its latest TV campaign, which tells the story of a little girl attempting to buy a Dairy Milk for her mum’s birthday.  </p> <p>The question is – will the campaign help to reconnect Cadbury with consumers? With the public increasingly said to desire brands that <a href="https://www.econsultancy.com/blog/69643-four-key-traits-of-human-brands" target="_blank">display human traits</a> (i.e. emotional intelligence), it’s more sentimental theme of generosity could certainly strike a chord. </p> <p><iframe src="https://www.youtube.com/embed/l0eEqeizNCA?wmode=transparent" width="854" height="480"></iframe></p> <h3>2. A glass and a half pop-up shop</h3> <p>Alongside its television advert, Cadbury has also been focusing on experiential marketing to ramp up its reinvention efforts. Earlier this year, it opened its ‘Glass and a Half’ pop up shop in London’s Soho, where customers could trade in their own knick-knacks in exchange for bars of Dairy Milk.</p> <p>The shop (which is now continuing its pop-up tour across the country) mimics the layout of the store depicted in the advert, and also sells Cadbury-themed newspapers and postcards to visitors.</p> <p>While the pop-up is a nice bit of marketing in its own right, there’s also a philanthropic element which elevates the appeal for consumers. Cadbury is standing by its dedication to generosity by delivering all unwanted items to charity. And with visitors free to donate items as small (or large) as they like, it’s designed to encourage a cycle of giving.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The glass &amp; a half shop open until Sunday! Come down to 57 Greek Street, W1D 3DX to swap a knick-knack for a chocolate bar <a href="https://twitter.com/hashtag/CadburyShop?src=hash&amp;ref_src=twsrc%5Etfw">#CadburyShop</a> <a href="https://t.co/IIv5P86sGv">pic.twitter.com/IIv5P86sGv</a></p> — Cadbury UK (@CadburyUK) <a href="https://twitter.com/CadburyUK/status/956539206217629696?ref_src=twsrc%5Etfw">January 25, 2018</a> </blockquote> <h3>3. The famous gorilla</h3> <p>Back in 2007, the sight of a gorilla playing the drums to Phil Collins’s 1981 hit ‘In the Air Tonight’ became something of a viral sensation. In fact, Cadbury’s famous gorilla gained such popularity that it eventually went on to be named as the UK's favourite ever ad.</p> <p>So, why did it capture the nation’s imagination quite so much?</p> <p>At the time, consumers weren’t so used to the quirky, humour-driven advertising that is so prevalent today. What’s more, the advert was specifically designed to go against standard industry practice. There was no mention of Cadbury or even chocolate for that matter. Instead of telling consumers that the product would elicit happiness, the advert itself was designed to make viewers feel good. </p> <p>It has to be said, the success of the ad has arguably been a double-edged sword for Cadbury. While it created huge buzz (and swathes of spoofs) – the brand has failed to deliver anything as memorable since. But then again, that gorilla was always going to be a hard act to follow.</p> <p><iframe src="https://player.vimeo.com/video/62839747" width="640" height="363"></iframe></p> <h3>4. Snapchat singles sensations</h3> <p>Dairy Milk and Crème Egg are often the focus of Cadbury marketing campaigns, but in 2016, the brand decided it was time to shine a light on its less-exposed products. Its ‘Singles Sensations’ campaign focused on Crunchie, Wispa, Boost, Double Decker, and Twirl – and was specifically created to appeal to a younger audience.</p> <p>So, instead of television or social media in general, it turned to Snapchat (which is largely made up of an audience of 16 to 24 year olds.) Cadbury created a number of bespoke brand lenses, including a pair of giant golden lips eating a Crunchie.</p> <p>According to reports, Cadbury spent nearly half its yearly ad budget on the Snapchat campaign. But was it worth it? With its golden disco ball filter attracting <a href="https://www.smartinsights.com/social-media-marketing/social-media-platforms/cadburys-case-study-highlights-effectiveness-snapchat-filters/" target="_blank">nine million</a> views, Cadbury generated a decent amount of engagement on the platform, making it a great example of how to use fun and ephemeral content to capture the interest of a core demographic.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">On Snapchat? Check out our Crunchie <a href="https://twitter.com/hashtag/FridayFeeling?src=hash&amp;ref_src=twsrc%5Etfw">#FridayFeeling</a> filter… Share your Snaps for a chance to win a Cadbury hamper! <a href="https://t.co/zRJDHJFWW6">pic.twitter.com/zRJDHJFWW6</a></p> — Cadbury Ireland (@CadburyIreland) <a href="https://twitter.com/CadburyIreland/status/735969058621788160?ref_src=twsrc%5Etfw">May 26, 2016</a> </blockquote> <h3>5. How do you eat yours?</h3> <p>It’s been suggested that Cadbury is missing a trick by only selling its Crème Egg for four months of the year. However, I think that is part of the magic, with the brand’s marketing serving to ramp up excitement and interest from egg devotees during this time. </p> <p>There have been many cracking crème egg-related examples over the years, but the original 1997 advert featuring a young Matt Lucas is arguably one of the most memorable. </p> <p>Celebrating the childlike nature of the product, it’s an infectious advert which perfectly encapsulates the brand’s ‘joyful’ reputation. It also kicked off the famous ‘how do you eat yours’ tagline, which succeeded in starting a conversation about the product.</p> <p><iframe src="https://www.youtube.com/embed/JdMw8guIVRE?wmode=transparent" width="854" height="480"></iframe></p> <h3>6. Crème egg café</h3> <p>One of the first forays into <a href="https://econsultancy.com/blog/68364-how-cadbury-is-using-experiential-marketing-to-delight-consumers" target="_blank">experiential marketing</a> from Cadbury - it’s Crème Egg pop up café has been packed full of eager fans since it first appeared in 2015. As well as serving a range of egg-inspired treats including a Crème Egg toastie and Crème Egg and soldiers, it also gives visitors a chance to partake in a special egg hunt. </p> <p>This year, it has continued the theme with its Crème Egg Camp, elevating excitement with a limited edition white chocolate version.</p> <p>It might seem a bit gimmicky – and some have even labelled it as a stunt to distract from the controversial decision to change the famous recipe. However, by giving die-hard fans a fun and unique experience (as well as the sense that they’re being let in on something exclusive), it has proved critics wrong, and appears to be in consistent demand.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Liam Charles from <a href="https://twitter.com/hashtag/GBBO?src=hash&amp;ref_src=twsrc%5Etfw">#GBBO</a> has been cooking up a storm in Creme Egg Camp. Check out his pancake recipe for a cracking treat this <a href="https://twitter.com/hashtag/PancakeDay2018?src=hash&amp;ref_src=twsrc%5Etfw">#PancakeDay2018</a>! <a href="https://t.co/UXPeP0qBPO">https://t.co/UXPeP0qBPO</a> <a href="https://twitter.com/hashtag/CremeEggHuntingSeason?src=hash&amp;ref_src=twsrc%5Etfw">#CremeEggHuntingSeason</a> <a href="https://t.co/y91ZdA7ljB">pic.twitter.com/y91ZdA7ljB</a></p> — Cadbury UK (@CadburyUK) <a href="https://twitter.com/CadburyUK/status/963348815981039616?ref_src=twsrc%5Etfw">February 13, 2018</a> </blockquote> <h3>7. Flavourism</h3> <p>While the majority of campaigns in this list are UK-based, ‘Flavourism’ from Australia deserves a mention due to the high level of success it achieved. After recognising that TV ads were failing to engage consumers, the brand partnered with Idomoo to create a mobile-driven campaign based on personalised video.</p> <p>It developed the ‘Flavour Matcher’ app, which allowed users to find out their personality type by picking their favourite flavour. Participants then received a personalised video (based on photos and information gathered from their Facebook profiles) which they could tag and share on social media. </p> <p>According to reports, Cadbury generated <a href="https://www.retailtouchpoints.com/features/retail-success-stories/mondelez-sweetens-marketing-campaigns-with-idomoo-personalized-video" target="_blank">huge engagement</a> from it - 90% of people who received a video watched it until the very end, 65% clicked through, and 33.6% offered up their data to enter a competition. </p> <p>By utilising both mobile and Facebook, Cadbury managed to tap into its digital audience and create a highly shareable campaign.</p> <p><iframe src="https://www.youtube.com/embed/RZYMlSn99e0?wmode=transparent" width="854" height="480"></iframe></p> <h3>8. AR advent calendar</h3> <p>Christmas and Easter are an understandably big focus for Cadbury, with other chocolate brands vying for sales of eggs and advent calendars each year.</p> <p>In 2017, Cadbury integrated augmented reality into its Heroes advent calendar, giving consumers an extra way to countdown to the big day. Alongside standard chocolate, a unique selfie filter was also hidden behind each window, including reindeer antlers and snow angel wings. Users could access the AR element by scanning their advent calendar with the corresponding app, as well as share their selfies on social with the hashtag #cadvent.</p> <p>With most advent calendar’s following a fairly standard formula, Cadbury’s use of technology differentiated its Heroes product from the rest. What’s more, it also allowed the brand to capture highly valuable consumer data, which is likely to be used for marketing or retargeting purposes in future.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Happy 1st December! Let the countdown begin… Scan your <a href="https://twitter.com/CadburyUK?ref_src=twsrc%5Etfw">@CadburyUK</a> Heroes <a href="https://twitter.com/hashtag/AdventCalendar?src=hash&amp;ref_src=twsrc%5Etfw">#AdventCalendar</a> using the Blippar app and get into the festive spirit with an exclusive augmented reality experience! <a href="https://twitter.com/hashtag/Cadvent?src=hash&amp;ref_src=twsrc%5Etfw">#Cadvent</a> <a href="https://t.co/F4uNwhWVYz">pic.twitter.com/F4uNwhWVYz</a></p> — Blippar (@blippar) <a href="https://twitter.com/blippar/status/936586324458516481?ref_src=twsrc%5Etfw">December 1, 2017</a> </blockquote> <h3>9. Chocolate charmer</h3> <p>Moving on from the gorilla (and its dancing eyebrows follow-up), Cadbury continued its series of high-concept ads with the ‘Chocolate Charmer’. </p> <p>Interestingly, the ad – which sees the charmer ‘conducting’ towers of spinning chocolate into magical bars of Dairy Milk – ended up generating the most success online. </p> <p>Though it was run cross-channel, reports suggest that the online campaign provided ROI almost <a href="http://www.digitaltrainingacademy.com/casestudies/2012/03/digital_vs_tv_spend_cadburys_o.php" target="_blank">four times higher</a> than the TV campaign. This means that while online accounted for just 7% of the budget, it generated 20% of sales. YouTube was also a particular success, with Promoted Videos delivering three times the ROI.</p> <p>So why did it create so much success online instead of TV? According the Cadbury, additional reach was always the main goal, with the brand able to target online users that might not have seen the advert on television. Meanwhile, it was successful in reaching younger audience and driving sales among this demographic as a result.</p> <p>Proving that planning and strategy can be just as important as the creative itself - it’s a great example of what a <a href="https://www.econsultancy.com/blog/69690-what-is-cross-channel-marketing-and-why-do-you-need-it" target="_blank">cross-channel approach</a> can achieve.</p> <p><iframe src="https://www.youtube.com/embed/kIwIdzTedts?wmode=transparent" width="854" height="480"></iframe></p> <h3>10. Joyville taster</h3> <p>Despite being one of the oldest brands around, Cadbury isn’t one to lag behind when it comes to social media. On the contrary, it’s executed some highly unique and engaging social campaigns <a href="https://econsultancy.com/blog/62382-how-cadbury-uses-facebook-twitter-pinterest-and-google" target="_blank">over the years</a>. </p> <p>The ‘Joyville Taster’ is one stand-out – a Facebook-centric campaign that focused on finding the first-ever ‘Honorary Taster’. To enter, users were required to describe Dairy Milk in one word, doing so either on a dedicated mini-site or within the Facebook app. </p> <p>The winning prize was a trip to the Cadbury factory, a year’s supply of Dairy Milk, and the chance to be the first to sample new products.</p> <p>Although the ‘taster’ aspect was purely a marketing ploy - hammed up to sound like the world’s greatest job – the reason it worked is because it did actually offer consumers a tangible reward.</p> <p>Who wouldn’t want to be the first to get their hands on new chocolate bars? Cadbury cleverly tapped into this unique proposition, simultaneously capitalising on Facebook’s large and highly valuable user base.</p> <p><iframe src="https://www.youtube.com/embed/Fm31FHx505o?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/69597-10-deliciously-creative-domino-s-pizza-marketing-campaigns" target="_blank">10 deliciously creative Domino's Pizza marketing campaigns</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative" target="_blank">10 examples of great IKEA marketing creative</a></em></li> <li><em><a href="https://econsultancy.com/admin/blog_posts/69922-10-delicious-marketing-examples-from-cadbury/edit/10%20examples%20of%20great%20Disney%20marketing%20campaigns" target="_blank">10 examples of great Disney marketing campaigns</a></em></li> </ul> tag:econsultancy.com,2008:TrainingDate/3531 2018-03-15T07:27:07+00:00 2018-03-15T07:27:07+00:00 Advanced Content Marketing Masterclass - Singapore <p>People have learnt to avoid the massive amount of content launched into their digital orbit – screening out a nonstop barrage of sales messages. How can Content Marketing effectively engage and build trust with people online?</p> <p>This two-day Content Marketing Masterclass will enable attendees to build deeper customer relationships, loyalty, and commercial success through content marketing.</p> tag:econsultancy.com,2008:BlogPost/69857 2018-03-09T09:40:16+00:00 2018-03-09T09:40:16+00:00 The GDPR may be good for inbound marketers, but it's no excuse for crap content Maximilian Tatton-Brown <p>Basically, in each case, marketers hear of gold in the hills. Then they come to exploit it, then everyone has to move on, because the well is now poisoned.</p> <p>The problem is this: especially with “content”, if you approach it because you think you have to, you’re going to do a bad job.</p> <p>The people who didn’t care about the importance of inbound, of creating material people actually want, won’t be any more suited to provide it now than they were then. So they’ll try to find shortcuts, they will not be able to identify the real talent to help them. They’ll be as bad at it now as they ever were — only we’ll receive twice as much content slurry from them.</p> <h3>It begins</h3> <p>This is already starting to happen — how many of you have suddenly received emails from companies clearly trying to get your implicit “opt in” before GDPR pops up?</p> <p>Hopefully, the very nature of creating good, useful, interesting material is different enough that actually the cream will still rise to the top — if people can find it.</p> <p>But I can’t help but worry that abuse and overuse of creating material is only going to numb readers and make them even less likely to pay attention. Arguably, we’re already well on our way there, with endless repetitive links on social networks to the same old stories with very little insight, but shared because “#MARKETING #CONTENT #IS #USEFUL”.</p> <h3>A better way</h3> <p>As ever, the real focus should be to to optimise the things that don’t change.</p> <p>Identify what information people want, that they don’t already have. Help produce it. Help the right people find it. Start small, and see how your community and readership grows, then optimise toward that.</p> <p>And if in doubt, find a genuinely great writer/ podcaster/ director and be their patron to help them create brilliant stuff related to your area. They probably know better than you anyway.</p> <p>God knows the world needs fewer marketers pretending to be artists.</p> <h3>Here’s what I’d do:</h3> <p>1. Go talk to your customers and partners, ask them about their concerns and upcoming challenges. Publish these as interviews regardless, and encourage them to share. (Are you really not doing this yet anyway?)</p> <p>2. Work out what patterns come through, what events are on the horizon — and find the ones you can talk about that nobody else will, or that you have the angle on that most people won’t. DO NOT, I repeat, DO NOT just do what everyone else is going to produce. And don’t do fake research either.</p> <p>3. Identify your unfair advantage to produce what those people need. Do you have office space you can make available for events? Do you have experts who can contribute to open source projects in the community? Do you have an interesting portfolio of partners you can connect? Do you have cash? Just cold raw cash to put behind community efforts? It’s actually fine to admit that’s all you can offer sometimes — as long as you do it with dignity.</p> <p>4. Measure properly, create both a growing audience for the future with email addresses and measure organic ongoing performance.</p> <p>Step 5: profit.</p>