tag:econsultancy.com,2008:/topics/content-marketing-and-strategy Latest Content marketing content from Econsultancy 2017-06-15T15:30:00+01:00 tag:econsultancy.com,2008:BlogPost/69165 2017-06-15T15:30:00+01:00 2017-06-15T15:30:00+01:00 Brand as publisher: Is Anheuser-Busch InBev's investment in beer magazines savvy or risky? Patricio Robles <p>For example, Anheuser-Busch InBev, the world's largest brewer, runs a venture arm called ZX Ventures that has quietly funded a number of beer websites, including RateBeer and Pitchfork's October. The latter is owned by Conde Nast.</p> <p>ZX Ventures' investment in RateBeer was apparently made in October of last year, but only became widely publicized last week <a href="http://goodbeerhunting.com/sightlines/2017/6/2/ratebeer-zx-ventures-acquisition-minority-stake-anheuser-busch-inbev">by Good Beer Hunting</a>, an unaffiliated craft beer website, after some LinkedIn sleuthing.</p> <p>RateBeer bills itself as the "most in-depth, accurate, and one of the most-visited source for beer information." With a focus on craft brewing, it offers its users the ability to rate and review beer as well as businesses that serve beer, such as bars and breweries. It also operates community forums and publishes news stories.</p> <p>The revelation that the world's largest brewer now owns a piece of one of the web's most popular craft brewing sites sparked a lot of controversy. Joseph Tucker, RateBeer's executive director, was forced to make <a href="https://www.ratebeer.com/forums/ratebeer-investment-announcement_296260.htm">an announcement</a> about the investment and his rationale for taking it. He attempted to reassure RateBeer's users that "ZX Ventures has the utmost respect for the integrity of the data and the unbiased service we offer to the entire community and industry."</p> <p>But perhaps not surprisingly, this hasn't satisfied many in the RateBeer community. A number of craft brewers whose beers are listed on RateBeer <a href="https://www.pastemagazine.com/articles/2017/06/craft-breweries-want-their-beers-off-ratebeer-afte.html">have even gone so far as to request that their listings be removed</a>. One craft brewer, Sam Calagione, who runs Dogfish Head, <a href="https://www.dogfish.com/blog/message-sam-current-ratebeer-changes">even suggested</a> that the investment has caused a violation of the Society of Professional Journalists (SPJ) Code of Ethics.</p> <p>"It just doesn’t seem right for a brewer of any kind to be in a position to potentially manipulate what consumers are hearing and saying about beers, how they are rated and which ones are receiving extra publicity on what might appear to be a legitimate, 100 percent user-generated platform," he stated. "It is our opinion that this initiative and others are ethically dubious and that the lack of transparency is troubling."</p> <p><img src="https://assets.econsultancy.com/images/0008/6800/october.png" alt="october" width="615" height="316"></p> <p><em>The October website</em></p> <h3>Savvy or risky?</h3> <p>While Anheuser-Busch InBev's interest in RateBeer is easy to understand, the reaction to it demonstrates that the wisdom of such investments is subject to debate and here, it would appear that the brewing giant's investment might prove to have been more risky than it was savvy.</p> <p>For brands considering similar investments and hoping to avoid similar situations, it's worth asking the following questions before investing:</p> <p><strong>Could the investment reasonably create a perceived conflict of interest?</strong></p> <p>If the answer is yes, brands should tread very, very carefully. While not necessarily a deal breaker – it's hard for brands to invest in a content producer without there being some concern over the potential conflict of interest – some perceived conflicts are likely to be more problematic than others and this should be taken into account.</p> <p><strong>Will the investment create concerns about competition?</strong></p> <p>The most problematic perceived conflict of interest relates to competitive concerns because in today's environment, many consumers are upset by few things more than the specter of a huge corporation using its might to unfairly crush smaller competitors.</p> <p>In the beer industry, giants like Anheuser-Busch InBev are trying to grapple with the rise of craft brewers, which has in large part been fueled by consumer demand for high-quality beers that aren't produced by mega brewers. In response to the growing popularity of craft beer, Anheuser-Busch InBev has purchased a number of craft brewers. It has also <a href="http://www.marketwatch.com/story/anheuser-busch-inbev-shuts-out-craft-beer-brewers-by-hoarding-hops-2017-05-11">been accused of hoarding hops</a>, causing some to suggest that it is acting in an anti-competitive fashion to shut out smaller players.</p> <p>Here, the competitive concerns that would be raised by the company's investment in a site catering to the craft brewing community were not hard to predict.</p> <p><strong>Will the investment be disclosed publicly?</strong> </p> <p>In most circumstances, there's a strong argument to be made that brand investments in content producers should be transparent. There are a number of reasons for this. Chief among them is the fact that transparency gives the websites in question the opportunity to explain the investment and lay out in detail how it will affect them. As part of this, sites can detail how editorial independence will be protected and what data could be shared with the investor.</p> <p>In the case of RateBeer, the fact that ZX Ventures's investment wasn't disclosed for eight months and was disclosed only after it was discovered by another beer site make it appear that the investment was kept hidden intentionally, which only exacerbates the concerns above.</p> <p><em><strong>More on brands as publishers:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68974-four-examples-of-brands-using-educational-content-marketing/">Four examples of brands using educational content marketing</a></li> <li> <a href="https://econsultancy.com/blog/67426-why-the-brands-as-publishers-trend-is-utter-nonsense/%20">Why the brands as publishers trend is utter nonsense</a> (a controversial view)</li> </ul> tag:econsultancy.com,2008:BlogPost/69124 2017-05-31T10:15:00+01:00 2017-05-31T10:15:00+01:00 The best social stories and campaigns from May 2017 Nikki Gilliland <p>Subscribers can also download the <a href="https://econsultancy.com/reports/social-quarterly-q2-2017/" target="_blank">Social Quarterly Q2</a> for a more in-depth look at all the social media news from the past few months.</p> <h3>Instagram launches face filters</h3> <p>First up is the introduction of augmented reality face filters into Instagram’s Stories platform. </p> <p>Hot on the heels of other Snapchat-style features like slideshows and disappearing messages, the eight face filters allow users to jazz up standard selfies with koala ears, nerdy glasses, and butterfly crowns.</p> <p>Despite the almost-identical nature, early reviews suggest that Instagram’s effort isn’t quite as slick as Snapchat’s, with the filters failing to track user movements quite so well.</p> <p><img src="https://assets.econsultancy.com/images/0008/6424/Instagram_face_filters.JPG" alt="" width="760" height="398"></p> <h3>#Nuggsforcarter sets Twitter record</h3> <p>Early in May, a chap named Carter stole Ellen DeGeneres’ crown for the most-retweeted Twitter post of all time – all in aid of his one-man crusade for chicken nuggets. </p> <p>Carter asked Wendy’s how many retweets he would need to win a year’s supply of nuggs, and while he failed to hit the fast food chain’s target of 18m, he still managed to beat DeGeneres’ former record with a total of 3,632,995 retweets to date. </p> <p>Wendy’s has also given into his request for nuggets every day for a year (probably much to the dismay of his doctor).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">HELP ME PLEASE. A MAN NEEDS HIS NUGGS <a href="https://t.co/4SrfHmEMo3">pic.twitter.com/4SrfHmEMo3</a></p> — Carter Wilkerson (@carterjwm) <a href="https://twitter.com/carterjwm/status/849813577770778624">April 6, 2017</a> </blockquote> <h3>Snapchat’s growth rate disappoints</h3> <p>May saw Snapchat announce its first earnings report since its public IPO. The results were rather disappointing, as the platform reported 166m daily active users in the latest quarter, with a growth rate of just 5%. Its year-on-year growth rate also fell to 36% – down from 48% in Q4. </p> <p>Despite a slump in its growth, Snapchat did report positive earnings of $4.5m from its Spectacles and ‘other revenues’ in Q4 2016. </p> <h3>Dove’s personalised bottles</h3> <p>Dove is usually known for its <a href="https://econsultancy.com/blog/68127-a-closer-look-at-dove-s-anti-sexism-mybeautymysay-campaign/" target="_blank">positive and empowering</a> campaigns, but its latest ‘Real Beauty’ initiative turned out to be disappointingly patronising.</p> <p>The Unilever brand decided it would be a good idea to create limited edition bottles of its body wash, using six different shapes to represent the diversity of women’s bodies. We say no more.</p> <p>On the plus side, the campaign resulted in some genius tweets.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">thanks dove but i already found a bottle for my shape <a href="https://t.co/asuo1vci0O">pic.twitter.com/asuo1vci0O</a></p> — Carina Hsieh (@carinahsieh) <a href="https://twitter.com/carinahsieh/status/861652635727908864">May 8, 2017</a> </blockquote> <h3>Sweden lists its whole country on Airbnb</h3> <p>It’s not often a country invites you to stay in it for free, but that’s exactly what Sweden has done with its recent collaboration with Airbnb.</p> <p>In celebration of the ‘Allemansrätten' principle – a law that allows people to roam freely in nature – VisitSweden listed itself on the accommodation site in order to raise awareness of the country’s rugged natural beauty and freedom.</p> <p>You can read more about why the <a href="https://econsultancy.com/blog/69109-why-visit-sweden-and-other-tourism-boards-are-teaming-up-with-airbnb/" target="_blank">tourism board partnered with Airbnb here</a>.</p> <h3>Evian babies take over Snapchat</h3> <p>The end of the month saw the return of the Evian babies, with the ‘Live Young’ campaign this time transferring from television screens to digital, out-of-home, and social media channels.</p> <p>The campaign shows the babies wearing oversized grown-up clothes, encouraging adults to remain young at heart. It also includes a Snapchat filter which is set to launch in the next few weeks, but that is already available via a Snapcode on millions of Evian bottles.</p> <p><img src="https://assets.econsultancy.com/images/0008/6422/Evian_babies.JPG" alt="" width="630" height="561"></p> <h3>#StatusOfMind report reveals best and worst platforms for mental health</h3> <p>Also this month, The Royal Society for Public Health published a survey on the impact social media channels has on young people's mental health.</p> <p>The results suggest that Instagram has the worst impact, with respondents reporting a negative influence on body image, loneliness, and fear-of-missing-out. In contrast, YouTube was rated the best, ranking highly for its sense of community and access to emotional support.</p> <p><img src="https://assets.econsultancy.com/images/0008/6421/Mental_health_report.JPG" alt="" width="770" height="135"></p> <h3>Walkers Crisps campaign backfires</h3> <p>Finally, a spectacular Twitter fail to end the month, as Walkers Crisps inadvertently featured the faces of notorious criminals in its latest campaign.</p> <p>For the chance to win Champions League Final tickets, users were asked to tweet selfies to be shown in an animated video featuring ex-footballer Gary Lineker. </p> <p>As well as blindly trusting football fans, the brand also made the rookie mistake of automating the competition, meaning that the faces of criminals including Fred West and Rolf Harris appeared in public tweets. </p> <p>Cue a hell of a lot of guffawing on social media.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">There's Gary Lineker with Joseph Stalin. Well done, Walkers. Well done. <a href="https://twitter.com/hashtag/WalkersWave?src=hash">#WalkersWave</a> <a href="https://t.co/7jwMogLOdh">pic.twitter.com/7jwMogLOdh</a></p> — Ben (@Jamin2g) <a href="https://twitter.com/Jamin2g/status/867766729937735680">May 25, 2017</a> </blockquote> <p><strong><em>To learn more on this topic, book yourself on to one of our <a href="https://econsultancy.com/training/courses/topics/social/">social media training courses</a>.</em></strong></p> tag:econsultancy.com,2008:Report/3008 2017-05-30T12:55:00+01:00 2017-05-30T12:55:00+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 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/69113 2017-05-25T14:42:14+01:00 2017-05-25T14:42:14+01:00 Delivering data-driven content marketing for the travel industry Ray Jenkin <p dir="ltr">Paid media opportunities for content marketing are now truly scalable with programmatic delivery of content through existing ad formats and native placements. As marketers shift from talking at customers to speaking with them, the time is ripe to use data and content to add value to the consumer's purchase journey by finding them at the most relevant time and tailoring the content to them so it is informative and engaging.</p> <p dir="ltr">It is exciting to see the likes of <a href="http://www.thomson.co.uk/blog/">Thomson</a> and <a href="https://contently.com/strategist/2015/11/05/were-a-media-company-now-inside-marriotts-incredible-money-making-content-studio/">Marriott</a> who are executing this across paid, owned and earned channels. This article will focus specifically on how brands can better activate their content utilising data across paid media channels. </p> <h3 dir="ltr">Understand your audience, then shape your content and targeting</h3> <p dir="ltr">With the abundance of data available from social and paid media channels, the opportunity to uncover strong insights about your audience, in near real time, has never been greater. By understanding the primary travel-led concerns and motivations of your audiences you can quickly develop and adjust content to address these concerns.</p> <p dir="ltr">In addition to tackling your audience's questions effectively, you should also use this information to shape audience targeting strategies and paid media activation of that content, finding defining moments in the consumer journey and matching the most relevant content to these audience behaviours.</p> <h3 dir="ltr">Data allows you to listen and act: don’t just broadcast</h3> <p dir="ltr">Balance the message you would like to share with the needs and wants of your audience. Travel brands run the risk of using the content channel as another broadcast tactic, pushing use of their app or overly touting their offers. Be cautious not to alienate your audience.</p> <p dir="ltr">Utilise the data-driven insights you uncover to create a balanced editorial strategy that weaves your key commercial messages with useful and valuable content that addresses consumer needs.</p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0008/6375/thomson_blog.png" alt="" width="700" height="487"></p> <p dir="ltr"><em>Thomson's blog</em></p> <h3 dir="ltr">Be relevant at all the stages of the consumer’s journey</h3> <p dir="ltr">Using data enables you to really match content with the consumer at pivotal touch points. Much like over-broadcasting, mismatching content at the wrong times will lead to consumers ignoring you.</p> <p dir="ltr">For example, if you are building out content that elevates travel inspiration be sure you can activate those audiences at that stage of their journey, by looking at some of the behavioural triggers such as browsing travel photos, writing travel blogs or search terms around broader travel-related terms.    </p> <p dir="ltr">Also, make sure the shape, structure and features of your content reflect the relevant point in the consumer’s journey. For example, consider travel inspiration as a period where consumers are looking for validation and affirmation of the travel desires. With that in mind is your content shareable? Is it rich in visual elements to capture the imagination? Paid media activation now allows for far more variety in content than in recent previous years so leverage these opportunities to make the content more relevant.</p> <h3 dir="ltr">Go beyond where your audiences are to find what your audiences are doing</h3> <p dir="ltr">Naturally, context is a valuable part of your content strategy. Make sure you are aligning your paid content with relevant contextual environments such as travel comparison, OTA’s, and travel magazines.</p> <p dir="ltr">Granular data access for audience targeting can help you reach those relevant consumers at other pivotal touch points. For example those sharing content with friends and family on social channels, those searching with specific search terms or consumers browsing hard to reach travel inspiration environments can be identified through more sophisticated audience targeting solutions and also found programmatically in other non-travel environments where the opportunity to deliver them paid content is available.   </p> <h3 dir="ltr">Harness the power of the crowd</h3> <p dir="ltr">According to research undertaken by Edelman, 70% of global consumers say <a href="https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them/">online consumer reviews</a> are the second-most trusted form of advertising, and Trip Barometer uncovered that 93% of travellers said their booking decisions are impacted by online reviews.</p> <p dir="ltr"><a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns/">User-generated content</a> can be powerful. Consider how this impacts both content production and also existing traditional paid media strategies. Look at how you can marry this content with audiences engaging with review-led content to create stronger resonance with your brand.</p> <h3 dir="ltr">Go further than the written word - 66% of all travellers watch videos online when researching </h3> <p dir="ltr">The plethora of paid media options available programmatically has increased significantly in the last few months. Leverage these to get a range of content in front of relevant audiences.</p> <p dir="ltr">From video placements of various lengths and <a href="https://vimeo.com/155542137">f</a><a href="https://vimeo.com/155542137">ormats</a>, to <a href="https://flixel.com/cinemagraph/51r5jmmylwommtwzwt12/">cinemagraph native formats</a> to get engaging imagery in front of audiences, the possibilities to make the right content fit at the right stage have never been greater. With programmatic access to these formats now reaching meaningful scale, you can combine data and placement to truly get the most relevant content in front of the most relevant audiences.</p> <p dir="ltr"><strong><em>For more on this topic see:</em></strong></p> <ul> <li><a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/"><em>10 examples of great travel marketing campaigns</em></a></li> <li><a href="https://econsultancy.com/blog/68871-how-travel-brands-are-capitalising-on-youtube-adventure-search-trend/"><em>How travel brands are capitalising on YouTube adventure search trend</em></a></li> <li><a href="https://econsultancy.com/blog/68678-the-impact-of-artificial-intelligence-on-the-travel-industry/"><em>The impact of artificial intelligence on the travel industry</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/69109 2017-05-24T14:10:53+01:00 2017-05-24T14:10:53+01:00 Why Visit Sweden and other tourism boards are teaming up with Airbnb Nikki Gilliland <p>So, why are tourism boards showing increased interest in the sharing economy? Here’s a bit of elaboration on the topic.</p> <h3>Increasing awareness rather than bookings</h3> <p>It’s unusual for tourism boards to endorse the sharing economy, with most being government-backed and therefore aligned to <a href="http://www.europarl.europa.eu/thinktank/en/document.html?reference=EPRS_BRI(2017)595897" target="_blank">criticism that it can negatively affect</a> local communities and businesses. </p> <p>However, Visit Sweden’s partnership is based on building awareness rather than driving actual bookings. In fact, there are no additional listings for Swedish accommodation since the campaign launched. It is merely a marketing campaign that involves Airbnb posting fictional listings from nine areas of Sweden, including locations like the mountains of Sarek and Skuleskogen National Park.</p> <p>It is based on the 'Allemansrätten' principle, which is a protected law that says people are free to roam in nature. Essentially, it means anyone has the right to walk, cycle, ride, ski and camp on any land, apart from private gardens, near a private residence or on land under cultivation.</p> <p>The content is located on a separate microsite, which is mainly promoted on Visit Sweden's homepage and social media, also meaning there is little endorsement of the Airbnb product itself.</p> <p><iframe src="https://www.youtube.com/embed/C6671CL5fFg?wmode=transparent" width="854" height="480"></iframe></p> <h3>I’ll scratch your back…</h3> <p>So what’s <em>actually</em> in it for Airbnb?</p> <p>Since the brand expanded into the <a href="https://econsultancy.com/blog/68749-why-online-travel-sites-are-focusing-on-tours-and-activities/" target="_blank">tours and activities</a> sector with last year's launch of Trips, it appears to be another way for the brand to market itself as a destination resource rather than a straightforward booking site. </p> <p>As the campaign is fundamentally based on travel ‘experiences’ rather than accommodation, it nicely aligns with this new area of focus.</p> <p>In a more general sense, Visit Sweden’s ethos also matches Airbnb’s branding, with the tagline of ‘belong anywhere’ echoing the ‘free to roam’ principle. Of course, while it's mostly designed to offer inspiration, the campaign does promote real accommodation (in the rest of Sweden) too, allowing users to click through, search, and book if they like.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Sweden's <a href="https://twitter.com/hashtag/freedomtoroam?src=hash">#freedomtoroam</a> lets you sleep under the stars, indulge in the fish from the lakes or camp on the beach - <a href="https://t.co/LI2GXZmgeI">https://t.co/LI2GXZmgeI</a> <a href="https://t.co/VZiqgbTQ1L">pic.twitter.com/VZiqgbTQ1L</a></p> — Visit Sweden US (@VisitSwedenUS) <a href="https://twitter.com/VisitSwedenUS/status/867002269233033216">May 23, 2017</a> </blockquote> <h3>Attracting open-minded travellers</h3> <p>For Visit Sweden, which perhaps doesn't have a huge budget, the partnership is an opportunity to make use of Airbnb’s influence and indeed its large customer base. </p> <p>The country has a reputation for progressive and creative marketing campaigns. Its ‘Swedish Number’ campaign, which involved setting up a national phone number so that anyone could call up and talk to a random Swede, reportedly generated the equivalent of $147m in international media coverage.</p> <p>By promoting its country as free to stay in, Visit Sweden is clearly banking on creating on yet another PR splash, using Airbnb to increase reach and general visibility of the campaign.</p> <p><img src="https://assets.econsultancy.com/images/0008/6301/Swedish_number.JPG" alt="" width="780" height="489"></p> <h3>Educating local communities</h3> <p>The campaign is being described as a ‘first of its kind collaboration’ – and while it is in marketing terms - it’s not the first time a tourism board has partnered with Airbnb.</p> <p>The Anguilla Tourist Board recently partnered with the company to promote the Caribbean destination on a global level. It was described as a way for Airbnb to work with the Anguilla government to attract a greater number of visitors, as well as increase levels of employment on the island.</p> <p>Meanwhile, the brand has also partnered with city-based tourism boards, such as the San Francisco Travel Association. The main reason being the opportunity to expand tourism in lesser-known areas, shining a light on small businesses as well as promoting the experience of ‘living like a local’.</p> <p>As well as increasing its positive impact, these partnerships also reflect a desire to educate communities about the sharing economy, reducing any negative perception about brands like Airbnb and instead to capitalise on their growth. </p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/69052-how-visitscotland-is-transforming-the-traditional-tourist-body/" target="_blank">How VisitScotland is transforming the traditional tourist body</a></em></li> <li><em><a href="https://econsultancy.com/blog/68971-does-airbnb-stand-a-chance-in-china/" target="_blank">Does Airbnb stand a chance in China?</a></em></li> <li><em><a href="https://econsultancy.com/blog/68225-10-examples-of-great-airbnb-marketing-creative/" target="_blank">10 examples of great Airbnb marketing creative</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69091 2017-05-17T14:19:02+01:00 2017-05-17T14:19:02+01:00 How Mr & Mrs Smith differentiates itself from digital competitors Nikki Gilliland <p>I recently heard Tamara Lohan, the CTO and co-founder of Mr &amp; Mrs Smith, speak at Abode Summit on the subject. Here are a few key points from her session.</p> <h3>Carefully curated hotels</h3> <p>Mr &amp; Mrs Smith originally began after a disastrous hotel stay, whereby Tamara and her then-boyfriend (now husband and business partner) were met with a decidedly different experience than the one they’d imagined. </p> <p>Realising that most travel agencies skip over what actually makes a holiday special - i.e. the little but memorable details – they set out to create a company which has the customer’s needs and desires in mind.</p> <p>With the core aim of inspiring people to travel to extraordinary places, it researches the best and most overlooked boutique hotels, which are often unique in terms of design and architecture. The company also values hotels that are environmentally-friendly or dedicated to local issues. Its selection of hotels in the Maldives is a clear example of this. With waste management becoming an increasing issue on the island, Mr &amp; Mrs Smith only chooses eco-friendly and sustainable hotels that aim to counteract the problem. </p> <p>Alongside this, one aspect that also sets Mr &amp; Mrs Smith apart is the fact that its hotels go through a rigorous testing and review process, with employees visiting each one to ensure it delivers a truly memorable experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/6074/MR___MRS_Smith_Insta.JPG" alt="" width="780" height="568"></p> <h3>Creating loyalty</h3> <p>So, while its value proposition is clear, how does Mr &amp; Mrs Smith capture clicks – crucially even before customers turn to search? Instead of serving intent, the brand aims to create it by fostering loyalty.</p> <p>It differentiates itself from competitors like <a href="https://econsultancy.com/blog/68505-a-closer-look-at-booking-com-s-customer-focused-strategy/" target="_blank">Booking.com</a> and On The Beach by being a ‘travel club’ rather than an online booking platform. This idea builds on customer’s long-term interest in travel as well as their desire to forge relationships with like-minded people.</p> <p>While membership to Mr &amp; Mrs Smith only means booking through the website (there is no cost or fee to become a ‘member’), this idea aligns with the brand’s promise of offering something extra special. Booking with the brand means customers can enjoy perks such as being met with champagne on arrival, as well as exclusive offers and experiences throughout the year. </p> <p>Not only does this evoke a sense of exclusivity – making members feel recognised and inspired – but the included benefits mean consumers are much more likely to return again in future.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Bye <a href="https://twitter.com/FoxhillManor">@FoxhillManor</a>, it's been epic! <a href="https://twitter.com/smithhotels">@smithhotels</a> <a href="https://t.co/tp1GTjGuwt">pic.twitter.com/tp1GTjGuwt</a></p> — Olivia von Halle (@OliviavonHalle) <a href="https://twitter.com/OliviavonHalle/status/819945671620968449">January 13, 2017</a> </blockquote> <h3>Delivering unique content</h3> <p>‘Does everything have to be digital?’ was the title of Tamara’s talk. The answer is pretty obvious, of course, with Mr &amp; Mrs Smith typically partaking in both online and offline marketing activity to ensure it reaches customers in multiple ways.</p> <p>But while not everything has to be digital, it <em>does</em> have to be unique – which is a philosophy reflected in branded events like the ‘Smith Boutique Hotel Awards’. </p> <p>The annual awards ceremony honours the best hotels in the industry, with voters being made up of tastemakers, specialists and industry insiders. Unlike typically stuffy or corporate award ceremonies, it is consumer-facing, inviting customers and influencers to also attend. </p> <p>As well as forging one-to-one relationships with consumers, the awards are also a great way to create valuable content. Two weeks before this year's event, the company sent photographer Polly Brown on a whistle-stop tour of the winning hotels, documenting the results on both Instagram and a printed newspaper that was sent to a few select and loyal customers. </p> <p>Just like the travel experiences found in its hotels, it is special and meaningful touches like this that truly sets Mr &amp; Mrs Smith apart. </p> <p><img src="https://assets.econsultancy.com/images/0008/6075/Punch_Room.JPG" alt="" width="780" height="369"></p> <p><em><strong>Recent travel articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/69052-how-visitscotland-is-transforming-the-traditional-tourist-body/" target="_blank">How VisitScotland is transforming the traditional tourist body</a></em></li> <li><em><a href="https://econsultancy.com/blog/69018-how-airline-brands-are-improving-customer-experience-in-flight/" target="_blank">How airline brands are improving customer experience in-flight</a></em></li> <li><em><a href="https://econsultancy.com/blog/68989-three-ways-language-can-affect-conversion-rates-on-travel-sites/" target="_blank">Three ways language can affect conversion rates on travel sites</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69094 2017-05-17T10:36:26+01:00 2017-05-17T10:36:26+01:00 Five examples of brands using interactive video Nikki Gilliland <p>This is where interactive video comes in. Instead of a passive user experience, interactive video requires the person watching to take action – e.g. answer a question or make a decision – usually to inform how the rest of the video unfolds.</p> <p>There are many benefits, including longer viewing times, greater engagement, and even data capture.</p> <p>While the technology is certainly nothing new, there appears to have been a surge in brands experimenting with it lately. Here are a few examples and the reasons why it works.</p> <h3>Mended Little Hearts</h3> <p>Mended Little Hearts is a charity for children with congenital heart disease. Its recent campaign, ‘Give a Fuller Life’, uses interactive video to show how donating money can transform the lives of those affected.</p> <p>The animated video depicts a day in the life of 11-year-old Max, who we first see wandering along the street looking lost and lonely. Viewers are prompted to pledge a donation, which results in Max’s life becoming a little brighter each time. Gradually, the street becomes sunnier, and family, animals, and toys also start to appear. </p> <p>The video is simple but surprisingly emotive, effectively highlighting how a small act (which often involves just a few clicks online) can dramatically transform a child’s life.</p> <p><iframe src="https://www.youtube.com/embed/T88vbtCsuEw?wmode=transparent" width="854" height="480"></iframe></p> <h3>Warner Bros.</h3> <p>Focus is a 2015 movie starring Will Smith as a veteran conman. Alongside the standard trailer Warner Bros. released an interactive video to promote the movie before it hit cinemas.</p> <p>It allows viewers to test their own skills as a con artist by making a series of decisions as they go. The potential 'marks' include an internet mogul, an investment banker, and an art dealer, with each one presenting a different challenge for participating viewers.</p> <p>While Focus turned out to be fairly predictable as a film, its interactive video is far more innovative. Combining gamification and movie marketing – it’s a great example of how to pique interest and engage consumers in the run up to a release.</p> <p><a href="http://www.raptmedia.com/customers/warner-bros-focus/" target="_blank"><img src="https://assets.econsultancy.com/images/0008/6108/Focus.JPG" alt="" width="780" height="444"></a></p> <h3>Deloitte</h3> <p>Most recruitment videos tend to be quite dry, however Deloitte chose a more light-hearted tack for its New Zealand graduate recruitment program.</p> <p>Filmed as a ‘day in the life’ of a Deloitte employee, the gamified video allows users to choose how they’d react to a number of different work-based scenarios. From telling a co-worker about spilt coffee on their jacket, to what to do if a printer breaks – each one highlights the various skills and attributes valued by the company.</p> <p>The result is a highly engaging and immersive video experience, which effectively educates viewers about Deloitte while simultaneously prompting them to think about whether they’d be a good fit. </p> <p><iframe src="https://www.youtube.com/embed/EUw0vzyN9ZM?wmode=transparent" width="854" height="480"></iframe></p> <h3>Honda</h3> <p>To promote its Civic Type R, Honda wanted to create a video that showcased another side of the typically reliable automotive brand.</p> <p>The result was an interactive, dual-narrative video that allowed viewers to switch between two storylines. The first involved a father picking up his daughter from school and taking her to a party. However, when viewers pressed the ‘R’ key on their keyboard or tablet, the other side of the story was revealed, with the father becoming an undercover cop by night. </p> <p>By controlling exactly how the video can be watched, the user experience immedately changes from a passive to an active one, becoming far more engaging as a result.</p> <p>What’s more, the video is also an example of how to engage a wider audience, with all kinds of people likely to enjoy it, regardless of whether they have an interest in the brand or product itself.</p> <p><iframe src="https://www.youtube.com/embed/FU5CLg2LAmg?wmode=transparent" width="780" height="439"></iframe></p> <h3>Maybelline New York</h3> <p>While a lot of <a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">beauty-related videos</a> are more interactive than other industries (in that they offer tutorials or advice), Maybelline takes this one step further with its interactive tutorial video for Big Eyes Mascara.</p> <p>For the video, Maybelline teamed up with Kelly Framel, a popular fashion blogger, to create a tutorial of four different looks based around a single core product.  </p> <p>The video allows viewers to navigate different beauty tutorials, choosing the style and context of each one, such as ‘day’ or ‘night’ and ‘club tropicana’ and ‘rebel chic’. While the video isn’t exactly ground-breaking, it shows how interactive video can potentially be used to increase conversion. </p> <p>Unlike buying a car, for example, the nature of shopping for beauty products is much more instinctive and spontaneous, meaning that interactive video can prompt an immediate response from viewers. </p> <p><a href="https://www.raptmedia.com/customers/maybelline-new-york-engagement-conversions/" target="_blank"><img src="https://assets.econsultancy.com/images/0008/6109/Maybelline_video.JPG" alt="" width="780" height="434"></a></p> <p><em><strong>Further reading: </strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67932-the-future-of-video-is-vertical-texted-emotional/" target="_blank">The future of video is vertical, texted &amp; emotional</a></em></li> <li><em><a href="https://econsultancy.com/blog/68640-why-live-video-was-the-biggest-social-trend-of-2016/" target="_blank">Why live video was the biggest social trend of 2016</a></em></li> </ul> <p><em><strong>For more, you can also check out Econsultancy's <a href="https://econsultancy.com/training/courses/video-marketing-strategies" target="_blank">Video Marketing Strategy Training</a> course.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69086 2017-05-16T11:20:00+01:00 2017-05-16T11:20:00+01:00 How Adidas uses digital to enable powerful experiences Nikki Gilliland <p>This might sound like a rather lofty notion, but when it comes to a brand like Adidas – whose core belief is to inspire individuals to harness the power of sport – it’s slightly more believable. </p> <p>At Summit I also heard Adidas’s VP of digital strategy &amp; delivery, Joseph Godsey, speak about how the brand uses digital to enable powerful experiences. Here are a few key points from what he said.</p> <h3>Building relationships</h3> <p>For Adidas, digital is the best way to build direct relationships with consumers. To be successful, it must create an experience that is premium, connected, and personalised.</p> <p>So, what does this mean exactly? Premium is about inspiring love for the brand and a desire for the products. In other words, to create excitement and enthusiasm about sports, whether it’s on a small personal level – such as fitting in a spin class before work – or on a highly competitive or team-oriented basis, like professional football.</p> <p>Connected means taking all the touchpoints that a consumer can interact with and making it consistent. So much so that it does not matter where they started or where they finish, but that they always have a seamless experience. </p> <p>Lastly, personalised means connecting the consumer – taking into account their individual love of sports - with content that they want to hear about. By using data and customer insight, Adidas is able to deliver on its promise of this unified, multichannel and unique experience. </p> <h3>Engaging the ‘creator consumer’</h3> <p>According to Joseph, Adidas considers the customer as the starting point for everything it creates. Whether this involves focus groups or online reviews, customer feedback helps to inform and shape the entire brand.</p> <p>Joseph also went so far as to say that it views this person as the ‘creator consumer’. Essentially, this is someone who wants to be given the tools to co-create <em>with</em> the brand – to be able to tell their own stories and connect with others – rather than simply be sold to. </p> <p>So, who is this target consumer? Adidas considers digital natives – or <a href="https://econsultancy.com/blog/68554-how-retailers-are-targeting-generation-z/" target="_blank">Generation Z</a> – to be its embodiment. After all, by 2020, this demographic will make up 40% of the world’s population and have the buying power of two trillion dollars.</p> <p>With this generation typically viewing sport as intrinsic to culture – or as a mindset rather than an activity – a brand like Adidas has a real opportunity to connect with them in new and meaningful ways.</p> <p><img src="https://assets.econsultancy.com/images/0008/6036/IMG_0112.JPG" alt="" width="780" height="585"></p> <h3>Using technology to fuse online and offline</h3> <p>This aim is all well and good, of course. But how exactly does Adidas reach customers? Taking into account the fact there is no longer a linear customer journey, the brand aims to interact with people on a one-to-one level across all touchpoints – including mobile, social, and physical retail.</p> <p>It created Adidas Confirmed with this in mind – an app that allows customers to reserve products for pick-up in store. It also alerts them about new product launches and asks for feedback on purchases, allowing Adidas to create an experience that bridges the online and offline worlds. </p> <p>Another example is Glitch – a football boot with a changeable inner and outer shoe. It’s also the first product built with an entirely digital business model, only being available to buy through a dedicated app. As well as facilitating the mobile experience, it also offers a premium one – allowing consumers to talk to others, arrange a customised fitting session, or get same day shipping. </p> <p><img src="https://assets.econsultancy.com/images/0008/6037/Adidas_glitch.JPG" alt="" width="760" height="646"></p> <p>By creating memorable experiences such as this – while Adidas might not be able to make consumers actually participate in sport – it’s hard not to feel inspired enough to want to.</p> <p><em><strong>Related articles:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68785-how-adidas-originals-uses-social-media-to-drive-sales/">How Adidas Originals uses social media to drive sales</a></em></li> <li><em><a href="https://econsultancy.com/blog/67859-adidas-creates-b2b-content-to-help-with-recruitment/">Adidas creates B2B content to help with recruitment</a></em></li> <li><em><a href="https://econsultancy.com/blog/68467-nike-vs-adidas-vs-under-armour-email-signup-welcome/">Nike vs. adidas vs. Under Armour: Email signup &amp; welcome</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69074 2017-05-10T12:30:00+01:00 2017-05-10T12:30:00+01:00 Will Instagram's mobile web app help Facebook slay Snapchat? Patricio Robles <p>And the rapid growth that makes Instagram look like Facebook circa 2009 to 2013 could accelerate even more now that Instagram has updated its mobile website, giving it a number of features that were previously only available in its iOS and Android mobile apps. The most important new feature added, photo sharing, will let users of the mobile web app post photos to Instagram.</p> <p>As TechCrunch's Josh Constine <a href="https://techcrunch.com/2017/05/08/instagram-mobile-web/">explained</a>, "Until now, users could could only browse, Like, follow, search, and see notifications on the stripped-down mobile web site and desktop site." But now they'll be able to post photos and browse a lightweight version of the Instagram Explore tab.</p> <p>The new functionality could be especially important in international markets where high-speed mobile internet is not widely available, making it more difficult for users to download and use the full Instagram app. Roughly 80% of Instagram's users are based outside of the U.S. and the company is clearly making an effort to better serve its international user base.</p> <h3>The latest shot at Snapchat?</h3> <p>Facebook's embrace of Instagram's international users, including those in developing markets, stands in stark contrast to the stance of Instagram's chief competitor, Snapchat.</p> <p>Snapchat recently came under fire after <a href="http://variety.com/2017/biz/news/snapchat-evan-spiegel-only-for-rich-people-anthony-pompliano-1202028526/">it was reported</a> that the company's twenty-something CEO, Evan Spiegel, had stated in 2015 that "This app is only for rich people...I don't want to expand into poor countries like India and Spain." The claim was made in a lawsuit involving a former Snapchat executive, who had apparently offered suggestions to improve the company's performance outside countries like the U.S.</p> <p>Snapchat has denied the report, but it's worth noting that while Instagram has a web app that is now growing its functional footprint, Snapchat still doesn't have a mobile website, so even if Snapchat CEO Spiegel isn't anti-"poor countries" as claimed, it doesn't appear that Snapchat is willing to go to the same lengths as Instagram is to court new users in places where a mobile web app would help its adoption.</p> <p><img src="https://assets.econsultancy.com/images/0007/7738/Screen_Shot_2016-08-04_at_14.42.36.png" alt="insta stories" width="591" height="347"></p> <p>Meanwhile, even though Facebook has been criticised by some observers for copying features from Snapchat, the tactic doesn't seem to be bothering users. For example, since launching its Snapchat Stories clone, <a href="https://econsultancy.com/blog/68142-instagram-stories-what-do-marketers-need-to-know/">Instagram Stories</a> has now surpassed 200m daily users, well above the 160m daily users Snapchat Stories reported in Q4 2016.</p> <p>For brands active on Instagram and Snapchat, the divergent strategies are worth noting for a couple of reasons.</p> <p>First, Instagram's willingness to offer a mobile web app and bring it closer to parity with the features of its native mobile apps could increasingly have an impact on the companies' respective growth rates. In the past year, Snapchat <a href="https://www.recode.net/2017/2/2/14492182/snapchat-user-growth-slowing-ipo">appears to have hit a growth plateau</a> and if it doesn't find a way to get its growth engine fired up again in a big way, it could find that it has permanently lost ground to Instagram, which has gained 100m users in the past four months alone.</p> <p>Second, for brands looking for a platform through which they can reach a global audience, it increasingly appears that Instagram is eating Snapchat's lunch. While Snapchat could argue that its smaller, first-world-dominated userbase is more valuable, as Facebook brings Facebook-like self-serve advertising to Instagram, Instagram's massive reach coupled with granular targeting could make it a much more versatile and attractive ad platform.</p> tag:econsultancy.com,2008:BlogPost/69058 2017-05-08T11:15:00+01:00 2017-05-08T11:15:00+01:00 How millennial entrepreneurs are disrupting retail and ecommerce Nikki Gilliland <p>Surprisingly, one time the term wasn’t bandied about was during a talk solely featuring this all-important demographic.</p> <p>With insight from three entrepreneurs in the Forbes 30 Under 30 list, the discussion focused on how young people are effectively driving change in retail and ecommerce – as both consumers <em>and</em> entrepreneurs.</p> <p>So, how exactly are they changing the game? The panel included Tommy Williams, co-founder and CEO of All Shades Covered, Vivien Laszloffy, CEO of Áeron, and Freddy Macnamara, CEO of Cuvva. Here are a few key takeaways from the talk.</p> <h3>Innovation borne out of necessity</h3> <p>The panel began on the subject of motivation. When asked about the drive behind starting a new business, each speaker highlighted some form of frustration rather than any influence or inspiration from the existing market. And while the three companies are vastly different, this appeared to be a common theme.</p> <p>Cuvva is a pay-as-you-go insurance app aimed at infrequent drivers. Freddy, its CEO, explained how the company stemmed from the desire to drive his friend’s car – and the sheer annoyance at the lack of options out there for quick and easy cover.</p> <p>Similarly, All Shades Covered – co-founded by Tommy Williams – was borne out of the recognition that women of colour are incredibly underserved when it comes to hair and beauty products on the high street. Consequently, Tommy saw an opportunity to fill this gap, using ecommerce to fulfil the needs of consumers quickly and efficiently. </p> <p>As well as choosing to improve or bridge a gap on behalf of consumers, this drive perhaps also demonstrates their growing expectations, with a younger demographic demanding a <a href="https://econsultancy.com/blog/67322-not-offering-same-day-delivery-you-could-be-losing-customers/" target="_blank">superior customer experience</a> across the board.</p> <h3>It’s about more than influence</h3> <p>Alongside an avoidance of the term millennial, one thing that really stood out from the talk was a distinct lack of interest <a href="https://econsultancy.com/reports/measuring-roi-on-influencer-marketing/">in influencer marketing</a>. While it's not a strategy that's been sidelined completely, it appears to be less of a priority for the young entrepeneurs. Interestingly, during the session before, I’d heard Boohoo’s Chairman mention how it has been an integral part of the <a href="https://econsultancy.com/blog/69044-five-reasons-behind-boohoo-s-97-increase-in-profits/" target="_blank">brand’s recent success</a>.</p> <p>So, why are millennials choosing another route?</p> <p>Perhaps it's a case of <a href="https://econsultancy.com/blog/68716-four-common-mistakes-brands-make-with-influencer-marketing" target="_blank">influencer overload</a>, but from an entrepreneurial perspective, it appears to be a simple case of other strategies generating better results.</p> <p>Vivien, the CEO of Budapest-based fashion retailer Áeron, spoke about the importance of working with women within the creative industry – but not just the standard blogger or model. Instead, people who fundamentally understand and appreciate the heritage of the brand are far more desirable, outweighing an influencer who might have a massive audience or even a reputation in the fashion industry. </p> <p><img src="https://assets.econsultancy.com/images/0008/5883/aeron.JPG" alt="" width="760" height="528"></p> <p>Meanwhile, Tommy says that his brand has seen far more success with offline and community-based marketing. He explained how tools like online video do not typically resonate with his core consumer in the same way as speaking and communicating directly, in the places where they live and work. While this strategy might be costly and much more time-consuming, it has resulted in much higher conversion rates for the company.</p> <p>This demonstrates the importance of understanding how both the brand and consumer can align to build a longer-term relationship, rather than jumping on digital trends merely to attract the masses.</p> <p><img src="https://assets.econsultancy.com/images/0008/5884/Hair.JPG" alt="" width="621" height="714"></p> <h3>A point of difference</h3> <p>The final topic revolved around how new companies are able to compete with giants in the industry. Instead of striving to match them, however, the general consensus was that viewing big brands as competition can largely be a fruitless exercise.</p> <p>Instead, it was suggested that brands in their infancy should remember the importance of establishing a unique and valuable point of difference when it comes to the product itself. Freddy highlighted Cuvva’s recognition of the supply chain, i.e. the underwriters who offer the insurance cover to drivers. In contrast to larger comparison sites that tend to focus solely on raising awareness to general consumers - Cuvva is able to offer greater value all-round.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Big updates to <a href="https://twitter.com/cuvva">@cuvva</a> for sharing today:<br>✅ min age now 19 (17 for learners)<br>✅ business use included<br>✅ lower pricing<br>✅ insurance groups 1-50</p> — James Billingham (@billinghamj) <a href="https://twitter.com/billinghamj/status/825157088343121922">January 28, 2017</a> </blockquote> <p>The biggest takeaway from listening to millennials talk? If you've got enough common sense, age doesn't come into it.</p> <p><em><strong>Related articles: </strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/67822-four-great-examples-of-marketing-to-millennials" target="_blank">Four great examples of marketing to millennials</a></em></li> <li><em><a href="https://econsultancy.com/blog/66805-millennials-and-mobile-what-marketers-need-to-know" target="_blank">Millennials and mobile: what marketers need to know</a></em></li> <li><em><a href="https://econsultancy.com/blog/68203-six-millennial-ux-lessons-from-insurance-brand-back-me-up" target="_blank">Six 'millennial UX' lessons from insurance brand Back Me Up</a></em></li> </ul>