tag:econsultancy.com,2008:/topics/content-marketing-and-strategy Latest Content marketing content from Econsultancy 2017-01-20T17:00:00+00:00 tag:econsultancy.com,2008:Report/3008 2017-01-20T17:00:00+00:00 2017-01-20T17:00:00+00:00 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 a B2B report) 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> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online 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, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where 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/68716 2017-01-19T11:50:18+00:00 2017-01-19T11:50:18+00:00 Four common mistakes brands make with influencer marketing Nikki Gilliland <p>As highlighted in Econsultancy’s <a href="https://econsultancy.com/reports/the-voice-of-the-influencer" target="_blank">Voice of the Influencer</a> report, there appears to be somewhat of a power struggle between brands and influencers, with the main challenges involving strategy and motivation.</p> <p>So, here’s a bit of insight into the biggest mistakes brands can make, and why it’s important to avoid them.</p> <h3>Choosing influence over authenticity</h3> <p>The natural instinct for brands is to choose an influencer with the largest audience. While this makes sense in theory – as in the bigger the influence, the greater the reach – it can also backfire.</p> <p>This is because real influence comes from a sense of authenticity. In other words, a person who is staying true to their own beliefs or values, and in turn, promoting a product that somehow reflects this.</p> <p>It’s recently been proven that micro influencers (those with 500 to 10,000 followers) generate greater engagement that those with a larger audience. So, just like you might be more inclined to trust the opinion of a friend rather than a celebrity, consumers are more likely to trust someone with a smaller reach but who is a respected authority on a particular topic.</p> <p>For brands, it’s important to get this balance right, choosing the person whose identity best fits the campaign rather than chasing who is the most popular. </p> <p><em>Read why Iceland has chosen to work with <a href="https://econsultancy.com/blog/68691-why-iceland-has-replaced-celebrities-with-micro-influencers/" target="_blank">micro influencers instead of celebrities</a>.</em></p> <h3>Over-branding</h3> <p>Despite 93% of influencers believing that they should be in charge the narrative of a campaign – brands often struggle to relinquish control.</p> <p>Historically, brands determine everything from the copy to the look and design of a campaign. However, with many influencers used to creating their own content, complex negotiation is required to determine exactly what will be said or how it will be done.</p> <p>The key appears to be compromise – especially when it comes to brand marketing messages. </p> <p>On a platform such as Instagram, for example, overly branded images can come across as unnatural and disruptive to the style of the feed. So, while it’s important for branded messages to be included, it’s also crucial that influencers incorporate them in a natural and subtle way.</p> <p>The below example strikes me as one that gets the balance right. </p> <p>Watch brand Daniel Wellington worked with a number of lifestyle influencers on Instagram. It chose selectively, however, only teaming up with bloggers whose feed already reflects the brand’s pared down aesthetic.</p> <p><img src="https://assets.econsultancy.com/images/0008/3156/Daniel_Wellington.JPG" alt="" width="760" height="478"></p> <p>While a discount code was included to drive sales, the product itself was barely highlighted, being a small part of the overall image.</p> <h3>Campaign overkill</h3> <p>This leads us nicely onto the next common mistake, which is flooding users with multiple messages or posts relating to a campaign.</p> <p>Influencer marketing is built on the notion that the audience already exists – the brand is simply using the influencer as the vehicle to send the audience a message. </p> <p>Consequently, it is easy to alienate audiences (who are coming to a channel for a certain type of post) by bombarding them with brand slogans.</p> <p>This means that subtle campaigns, such as one-off posts, can be more effective. Alternatively, using multiple influencers in a campaign hosted on the brand's own marketing channels, such as Styld.by from Gap, uses storytelling elements rather than blatant advertising.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Step-by-step style with <a href="https://twitter.com/Judith_Hill">@Judith_Hill</a> in a look that easily transitions from day to night. <a href="https://t.co/ahAHEpC8jw">https://t.co/ahAHEpC8jw</a> <a href="https://t.co/XXjoVQsZQT">pic.twitter.com/XXjoVQsZQT</a></p> — Gap (@Gap) <a href="https://twitter.com/Gap/status/755507510568779778">July 19, 2016</a> </blockquote> <h3>Focusing on the numbers</h3> <p>Lastly, with 75% of influencers citing frustration over reach and follower figures being of primary importance to brands, it again falls to marketers to change the perception of sponsorship deals.</p> <p>Like choosing influence over authenticity, brands can make the mistake of measuring success in terms of reach or sales following a campaign.</p> <p>Rather, factors like positive sentiment, increased awareness and online interaction can be equally important measures of success (for both brands and influencers alike).</p> <p><iframe src="https://www.youtube.com/embed/PPChNyCwMEo?wmode=transparent" width="854" height="480"></iframe></p> <p><em>Dodi Clark, a YouTuber and musician, speaking about her brand-related troubles.</em></p> <p><strong><em>Further reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/68230-two-different-paths-to-influencer-marketing-which-is-best-for-you/">Two different paths to influencer marketing: Which is best for you?</a></em></li> <li><a href="https://econsultancy.com/blog/67555-the-three-biggest-challenges-in-influencer-marketing/"><em>The three biggest challenges in influencer marketing</em></a></li> <li><em><a href="https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands/">Eight influencer marketing stats for fashion &amp; beauty brands</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68695 2017-01-12T14:50:39+00:00 2017-01-12T14:50:39+00:00 How brands are using WhatsApp for marketing Nikki Gilliland <p>Here’s a look at a few examples.</p> <h3>Clarks</h3> <p>Shoe retailer Clarks was one of the first brands to use WhatsApp for marketing purposes.</p> <p>In 2015, it rolled out an interactive storytelling campaign to promote its popular Desert Boot, using WhatsApp to connect customers with ‘key figures from subcultures of the past 65 years’. </p> <p>The campaign involved live-chatting with three characters with links to the Desert Boot and its place in history, taking users on a journey back to 1960s Paris, the Mod era, and the Reggae generation of Jamaica.</p> <p><img src="https://assets.econsultancy.com/images/0008/2965/Clarks.JPG" alt="" width="380" height="675"></p> <p>Aiming to change people’s perception of the brand, the decision to use WhatsApp was related to an increased targeting of millennials, with Clarks using the medium of live chat to better engage with a young demographic. </p> <p>By focusing on the idea that millennials crave rich and engaging ‘experiences’ rather than one-sided marketing, it cleverly brought storytelling into the world of <a href="https://econsultancy.com/blog/67536-three-dark-social-channels-with-a-billion-active-users-how-to-use-them/" target="_blank">dark social</a>.</p> <h3>Hellman’s</h3> <p>Tapping into common cooking dilemmas, mayonnaise brand Hellman’s used WhatsApp to give Brazilian consumers a customized experience. </p> <p>Once they signed up for the WhatsCook campaign online, users were asked to take photos of the contents of their refrigerator so that chefs could offer tips and advice on what to make with the ingredients. </p> <p>While users could also access the service via social media platforms, using WhatsApp enabled a much more direct and personal element, with questions being answered in the moment of need. </p> <p><iframe src="https://www.youtube.com/embed/xYN9A09iy5Y?wmode=transparent" width="854" height="480"></iframe></p> <p>With 13,000 signing up for the service and <a href="http://www.digitaltrainingacademy.com/casestudies/2016/03/social_messaging_case_study_hellmanns_successfully_taps_into_whatsapp.php" target="_blank">99.5% of users reporting approval</a>, the campaign proved to be a success in Brazil. As a result, it was then launched in Uruguay, Chile and Argentina.</p> <p>An early adopter of WhatsApp, Hellman’s proves that mobile messaging can be an ideal platform to solve specific needs of consumers. </p> <p>It also shows how brands can use WhatsApp as a place for educational content, similar to the vein of cookery videos or beauty tutorials on YouTube. </p> <h3>Agent Provocateur</h3> <p>As part of its 2016 Christmas campaign, British lingerie brand Agent Provocateur rolled out ‘Ménage à Trois’ – a personal shopping service on WhatsApp.</p> <p>Designed to increase levels of personalisation, the service involved couples partaking in a three-way conversation with an Agent Provocateur agent, who would then offer lingerie suggestions based on personality and preferences.</p> <p>As you might expect from the brand, it’s a rather a risqué example, but by asking people to actively seek out the service, it ensured only those who were keen would get involved.</p> <p><img src="https://assets.econsultancy.com/images/0008/2964/Agent_Provocateur.JPG" alt="" width="340" height="703"></p> <p>It's also a good example of how WhatsApp can be used for shopping inspiration as well as direct customer service. </p> <p>With mobile traffic reportedly <a href="http://www.startupdonut.co.uk/news/startup/christmas-2016-sees-surge-mobile-shopping" target="_blank">rising 26% last Christmas</a>, Agent Provocateur cleverly capitalised on consumers searching for gifts via their smartphone.</p> <h3>Buyagift</h3> <p>Last year, online gift retailer Buyagift began experimenting with WhatsApp to inform customers about deals and discounts on the site.</p> <p>By sending alerts direct to WhatsApp, the service was a way of prompting immediate action from customers, building on the idea that receiving a personal message on mobile feels more exclusive than an email.</p> <p>Despite the sales-driven nature of the service, it’s an interesting case of a brand using the app to promote consumer perks like deals and competitions. </p> <p><img src="https://assets.econsultancy.com/images/0008/2963/Buyagift.JPG" alt="" width="760" height="473"></p> <h3>BBC</h3> <p>The BBC first used WhatsApp during the 2014 Ebola crisis to update people about the virus in West Africa.</p> <p>More recently, BBC Africa launched an innovative WhatsApp series titled ‘Young, Angry and Connected’, telling the story of marginalized young Africans who are using social media and messaging apps to get their voices heard.</p> <p>Sending a short daily clip to anyone subscribed to the service, ‘Young, Angry and Connected’ is a powerful illustration of how news sites and publishers can instantly reach users.</p> <p>While it is reliant on getting people to subscribe, the opt-in element is also part of its appeal, with the assurance that users will already be invested and engaged.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Young, angry and connected</p> <p>Did you miss our <a href="https://twitter.com/hashtag/WhatsApp?src=hash">#WhatsApp</a> series from <a href="https://twitter.com/hashtag/DRCongo?src=hash">#DRCongo</a>?</p> <p>Watch:</p> <p><a href="https://t.co/Lm9JrFzz0Q">https://t.co/Lm9JrFzz0Q</a></p> — BBC Africa (@BBCAfrica) <a href="https://twitter.com/BBCAfrica/status/711512932572667904">March 20, 2016</a> </blockquote> <h3>In conclusion...</h3> <p>It’s clear that consumers are now more willing than ever to interact with brands on messaging apps. Since <a href="https://econsultancy.com/blog/68046-five-pioneering-examples-of-how-brands-are-using-chatbots/">chatbot technology</a> launched on Facebook Messenger, 30,000 bots have been built for the platform, with many brands concentrating <a href="https://econsultancy.com/blog/68636-pizza-express-channel-4-and-tfl-three-examples-of-brand-chatbots/" target="_blank">efforts in this area</a>.</p> <p>That doesn’t mean that WhatsApp should be ignored, with the previous examples showing its potential for engaging consumers in a more intimate way.</p> <p>While WhatsApp remains a bot-free zone for the time being, it’s worth keeping an eye on how brands make use of the service in future.</p> tag:econsultancy.com,2008:BlogPost/68697 2017-01-12T14:10:00+00:00 2017-01-12T14:10:00+00:00 Four food brands with delicious copywriting Nikki Gilliland <p>Due to the trend for an <a href="https://econsultancy.com/blog/67874-the-rise-of-the-artisanal-tone-of-voice-among-brand-marketers/" target="_blank">artisanal tone of voice</a>, many brands stray into dangerous territory – using cheeky and cheerful copy that comes off as annoying at best, patronising at worst. </p> <p>However, there are some that manage to steer clear of this, delivering spot-on copy that brings food to life.</p> <p>Here are just a few of my favourite examples.</p> <h3>Lurpak</h3> <p>Lurpak is well-known for its drool-inducing visuals, but it’s also worth a mention for using copy that convinces customers it’s the only butter brand worth buying. </p> <p>In fact, with its slogan of ‘good food deserves Lurpak’ – it aims to persuade you that you’ll be doing yourself a disservice by using any other kind.</p> <p><img src="https://assets.econsultancy.com/images/0008/2986/Lurpak_Story.JPG" alt="" width="700" height="404"></p> <p>Its brand voice is distinctive, using short sentences and an almost boastful tone to sell itself.</p> <p>However, by simultaneously empowering consumers with the idea that anyone can achieve great cooking, it manages to avoid sounding off-putting.</p> <p>I think this style of copy works particularly well on social media, where one-liners (often paired with imagery) are engaging and effective.</p> <p>Examples like “stop scrolling and start kneading” and “good food deserves Lurpak” gets straight to the point, aligning well with the brand’s aim of being the facilitator of a delicious food experience.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Filo like making your own pastry? Screens off, ovens on! Just be sure to Choux-se us <a href="https://twitter.com/hashtag/GameOnCooks?src=hash">#GameOnCooks</a> <a href="https://twitter.com/hashtag/GBBO?src=hash">#GBBO</a> <a href="https://t.co/vM47UNOO18">pic.twitter.com/vM47UNOO18</a></p> — Lurpak (@Lurpak) <a href="https://twitter.com/Lurpak/status/778684508132421632">September 21, 2016</a> </blockquote> <h3>Gail's Bakery</h3> <p>It's pretty hard to describe bread, resulting in many brands resorting to the words 'freshly baked' far too often.</p> <p>London-based Gail's Bakery, however, uses contextual-based copy to engage consumers.</p> <p>In its bakeries, instead of using the aforementioned slogan, it describes 'wooden spoons' and 'floury fingers' to highlight the fact that everything is fresh from the oven.</p> <p><img src="https://assets.econsultancy.com/images/0008/2987/Gails.JPG" alt="" width="400" height="497"></p> <p>Meanwhile, it uses unashamedly descriptive copy in menus and throughout its website, designed to conjure up that familiar taste and smell.</p> <p><img src="https://assets.econsultancy.com/images/0008/2985/Gails2.JPG" alt="" width="527" height="549"></p> <h3>Yeo Valley</h3> <p>Most yoghurt brands would have us believe that men are allergic to their products – how else would you explain the female-centric, feminine style of advertising that most use?</p> <p>Yeo Valley, on the other hand, is a breath of fresh air in this department.</p> <p>While it arguably strays into ‘wackaging’ – using quirky and overly-friendly copy - I think it manages to stay on the right side of upbeat and endearing most of the time.</p> <p><img src="https://assets.econsultancy.com/images/0008/2978/Yeo_Valley_copy.JPG" alt="" width="700" height="680"></p> <p>I particularly like how it replaces ‘yo’ with ‘yeo’ wherever possible on its website.</p> <p>It’s a simple (and slightly childish) touch, but it gives the brand consistent personality.</p> <p><img src="https://assets.econsultancy.com/images/0008/2977/Yeo_Valley.JPG" alt="" width="760" height="486"></p> <h3>Ben and Jerry’s</h3> <p>Food can be subjective, which makes taste rather difficult to describe. </p> <p>Over-emphasising flavours and ingredients can also leave consumers feeling overwhelmed, which is why I particularly like Ben &amp; Jerry’s creative approach.</p> <p><img src="https://assets.econsultancy.com/images/0008/2980/Ben___Jerrys_Frozen.JPG" alt="" width="760" height="538"></p> <p>Think about mint choc chip ice cream and how you might describe it for just a moment, and then read the below product description.</p> <blockquote> <p>This cool concoction packs quite the peppermint punch…but what you’ve really gotta watch out for are those gooey, chocolatey, fudgey brownies nestled in the tub.</p> </blockquote> <p>Everyone knows what mint choc chip ice cream tastes like, so by using a personal tone to evoke the experience of actually eating it, Ben &amp; Jerry’s makes its product sound all the more enticing.</p> <p><img src="https://assets.econsultancy.com/images/0008/2979/Ben___Jerrys.JPG" alt="" width="760" height="371"></p> <p><em><strong>To improve your copywriting skills, check out Econsultancy's <a href="https://econsultancy.com/training/courses/online-copywriting/" target="_blank">online copywriting</a> training course.</strong></em></p> <p><em>Related reading:</em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68177-eight-drool-worthy-restaurant-websites/" target="_blank">Eight drool-worthy restaurant websites</a></em></li> <li><em><a href="https://econsultancy.com/blog/67856-four-delicious-examples-of-food-drink-brands-on-instagram/" target="_blank">Four delicious examples of food &amp; drink brands on Instagram</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/68679 2017-01-12T11:22:00+00:00 2017-01-12T11:22:00+00:00 Seven ways Google helps you unlock the secrets to creating killer content Marcus Tober <p>But Google has spent close to 20 years learning how to serve up the best, most relevant content in its search results – now averaging over 3.5bn search queries a day.</p> <p>If content marketers could tap into some of that vast knowledge, wouldn’t that provide some important clues on how to create killer content? </p> <p>Below I’ve listed six areas in which insights from Google can help you develop better, more relevant content that chimes with your target audience.  If you’re a content marketer or content creator, you can get a sense of some of these insights by simply running searches on topics that you’re interested in - and studying what Google throws up in its results. </p> <p>However your SEO or search marketing teams are very likely using specialist tools to track and manage their programmes that can provide more detailed data and insights:</p> <h4><strong>1. What sub-topics should your content include?</strong></h4> <p>Correlation studies suggest content that ranks highly on Google tends to be holistic and comprehensive and generally has a bigger word count - because it covers topics in greater depth.</p> <p>These studies also indicate that the main topic is usually paired with certain other topics. For the overall topic that’s being covered there are usually a number of mentions of some important ‘proof terms’ (which are very closely connected to the main topic) and ‘relevant terms’ (slightly more distant but still relevant). </p> <p>If, for example, you were to analyse the top articles on the topic “Mexico Holidays”, you might see that proof terms such as “Mexico hotels” or “Mexico flights” are common, as well as relevant terms such as “Riviera Maya” or “Cancun sights”. </p> <p>So analysing Google searches can tell you that if you are going to write about A, you should also cover B and C, because those are the things your audience will be interested in. </p> <h4><strong>2. Who is your real competition when it comes to content? </strong></h4> <p>The people and businesses you are competing with when it comes to content marketing, may not be those you compete with directly for sales. When you’re writing about specific topics, Google searches can highlight competitors with similar content that can give you inspiration. </p> <p>For example a UK search for “buying a car” surfaces results (on the first two pages) from the AA breakdown service (providing useful advice on the pitfalls to avoid and a wide range of buying tips), a Gov.co.uk web page (with advice and links to help you avoid buying a stolen vehicle), a couple of banks (including articles that discuss car loans, financing, saving for a car and running costs) as well as pages from the Citizens Advice Bureau, the consumer section of the BBC website, money saving advice sites and several car buying magazine sites which include listings of new and used cars for sale.   </p> <p>Studying high ranking competitive content – even if it’s not from your direct competitors - can provide ideas and also help you spot gaps about areas that are not being covered adequately or can be developed further.</p> <p>Some search tools analyse the content on your website and give you a list of your top content competitors on Google – giving you a sense of who’s writing content similar to yours.  </p> <h4><strong>3. How should content be presented on your site?</strong></h4> <p>Google tracks user signals, such as bounce rates and time on site and uses this data to evaluate the relevance of your content to the search query.</p> <p>These metrics also allow the search engine to get a measure of the user experience of individual pages and websites. </p> <p>An important aspect of this is how information is presented - which means reviewing high ranking content that covers similar topics to you can provide important clues in areas such as the number and quality of images on a page, the presence of video, the readability of text and the use of bullet points, numbers, charts and tables to organise information.  </p> <h4><strong>4. When should you launch fresh content and promote it?</strong></h4> <p>The volume of searches and questions people ask Google and when they do it, can help you plan when to create fresh content pieces and when you should put effort and promotional budget into distributing it (i.e. what time of year, month).</p> <p>Google provides free tools such as the AdWords <a href="https://support.google.com/adwords/answer/6325025?hl=en">keyword planner</a> and <a href="https://www.google.co.uk/trends/">Google Trends</a> which can provide some guidance in this area.</p> <p>However your SEO and search marketing teams may be using other, more sophisticated search tools that provide in-depth analysis of how search volumes on specific topics vary over time.  </p> <h4> <strong>5. What format or media should you choose for your content in the search results?</strong>  </h4> <p>The most appropriate content on a specific topic – or for a specific intention - isn’t always text on a standard web page.</p> <p>Over the years Google has embraced this and is now integrating more and more box-outs (such as video, apps, shopping, direct answers, knowledge graphs etc.) within its organic search results. </p> <p>Analysing these universal and extended search integrations can give you insights about the different media and formats your content strategy should incorporate to address your target's individual requirements. </p> <p>So a UK Google search on “tying a bow tie” throws up a Direct Answer box at the top of the page with numbered instructions. Underneath this are some video integrations followed by a variety of instructional diagrams that appear in image box-outs.</p> <p><img src="https://assets.econsultancy.com/images/0008/3004/tying.png" alt="" width="800" height="524"></p> <p>Obviously you can get an idea of the integrations/box-outs Google selects by simply performing keyword searches related to the topics you want to cover.</p> <p>If you can manage to get your content appearing in these, then you can potentially boost your traffic. And there are search tools available to help you track the appearance of Google’s universal and extended search integrations for your site to see how your content is performing.</p> <h4><strong>6. How effectively does your content meet the needs of your audience</strong></h4> <p>We’ve already said that Google’s experience of successfully serving up relevant content day in day out, means it has a wealth of experience. </p> <p>So one way of assessing if you’re online content is working, is to track and measure how it performs in search. After all, if Google positions your content highly in searches – then it’s likely doing a good job of answering searchers’ questions.</p> <p>You could even put a monetary value on the ‘power’ of each piece of content by getting your SEO or search marketing team to help you estimate how much you’d have to pay in AdWords advertising to generate the same level of search visibility.</p> <h4><strong>7. When should you repurpose, consolidate or even delete content?</strong></h4> <p>If your content is simply not performing in Google searches (i.e. not ranking well, not getting much traffic with visitors bouncing away quickly when they land on the page), and your SEO team has told you that all the technical and user experience aspects of your page/site (site speed, file size, page structure etc) are fine, it could mean your content is just not right.</p> <p>You may need to rework it completely or consolidate several content pieces into one (maybe it doesn’t cover all the aspects of the topic that people want to learn about) or even delete it. </p> <p>At least: do something. Because if Google doesn’t think it should perform well in searches, maybe it won’t chime with people either.</p> <p>Content marketing and SEO have been coming closer together for many years, and in 2017 we’ll see them getting closer still. </p> <p>Because much of the data and insights that SEOs have been using to optimise web pages for Google can support the creation of better, more compelling content.</p> <p><em>For more on this topic, check out these Econsultancy resources:</em></p> <ul> <li><a href="https://econsultancy.com/reports/the-future-of-content-marketing/"><em>The Future of Content Marketing</em></a></li> <li><a href="https://econsultancy.com/reports/implementing-content-strategy-digital-best-practice/"><em>Implementing Content Strategy: Digital Best Practice Guide</em></a></li> <li><a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy"><em>Content Marketing training courses</em></a></li> <li><a href="https://econsultancy.com/training/courses/topics/seo"><em>SEO training courses</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68691 2017-01-11T11:37:38+00:00 2017-01-11T11:37:38+00:00 Why Iceland has replaced celebrities with micro-influencers Nikki Gilliland <p>In place of Andre and other (arguably) recognisable faces like Michael Buble and Stacy Solomon, the brand has introduced a campaign featuring real-life mums.</p> <p>Teaming up with YouTube community, Channel Mum, it now works with a number of vloggers to promote its products in a more ‘authentic’ fashion.</p> <p>So, why the move? Here’s a few reasons behind Iceland’s shift in marketing strategy.</p> <p><iframe src="https://www.youtube.com/embed/iQlZcEh4u4c?wmode=transparent" width="854" height="480"></iframe></p> <h3>Value of micro-influencers</h3> <p>Last year, Iceland’s boss, Malcolm Walker, reportedly labelled the supermarket’s association with celebrities as ‘brand damaging’ – a hint at the troubles of Iceland’s front-woman, Kerry Katona.</p> <p>While it's hard to say whether this has had a truly negative impact, what we <em>do</em> know for sure is that social media influencers have simultaneously risen in popularity.</p> <p>More specifically, we've begun to see a greater demand for micro-influencers.</p> <p>If you’re not familiar with the term, a <a href="https://econsultancy.com/blog/67807-is-micro-influencer-marketing-viable/" target="_blank">micro-influencer</a> is someone with anywhere between 500 to 10,000 followers on social media. With a smaller but more in-tune audience, many brands are recognising the power of working with them instead of top-tier influencers or celebrities.</p> <p>In fact, a recent <a href="http://markerly.com/blog/instagram-marketing-does-influencer-size-matter/" target="_blank">study by Markerly</a> proved that bigger doesn’t always mean better.</p> <p>From analysis of 800,000 Instagram users, with the majority having at least 1,000 followers, it found that the rate of engagement (in the form of likes and comments) decreases as the number of followers rises.</p> <p><img src="https://assets.econsultancy.com/images/0008/2930/Markerly.JPG" alt="" width="638" height="323"></p> <p>For brands like Iceland, it’s clear that micro-influencers offer a unique opportunity to tap into an existing and highly engaged audience.</p> <h3>Changing brand perceptions</h3> <p>Influencer marketing is based on honesty and authenticity. Instead of spinning brand-designed messages, the idea is that micro-influencers are natural advocates - either loyal customers in their own right or recently converted fans. </p> <p>Iceland has chosen to capitalise on this with Channel Mum, a medium-sized community, and an existing demographic that aligns with the supermarket’s own target audience.</p> <p>For its most recent Christmas campaign, it focused on changing brand perception, asking vloggers who had previously avoided the supermarket to re-consider their opinion.</p> <p><iframe src="https://www.youtube.com/embed/gaLG-sUO4RY?wmode=transparent" width="854" height="480"></iframe></p> <p>By inviting viewers into real-life homes, the vloggers are able to build a sense of authenticity and trust that is often missing from celebrity-driven marketing. </p> <p>With recent research showing that 35% of young mums are more likely to <a href="https://www.warc.com/LatestNews/News/Mums_turn_to_online_video.news?ID=36220" target="_blank">trust online videos</a> rather than traditional mediums, Iceland aims to win back former customers as well as lure in new ones with this upfront approach.</p> <p>While previous TV advertising was merely focused on ‘showing’ products, YouTube enables the 'tell' aspect - using honest opinions and relatable storytelling.</p> <h3>Cost effective campaign</h3> <p>For Iceland, the benefits of using micro-influencers does not just lie in immediate levels of engagement. With a direct and laser-focused approach to targeting, it can be a more cost-effective solution in the long run.</p> <p>Instead of using the medium of television to speak to a large audience – the majority of which may not be part of Iceland’s target demographic or even that interested in the food sector – the brand is able to tap into a smaller but far more attentive audience online.</p> <p>By creating an entire series for a single campaign, it's also able to reach customers on a regular basis.</p> <p><iframe src="https://www.youtube.com/embed/S-AFcg_4rl0?wmode=transparent" width="854" height="480"></iframe></p> <p>Lastly, with platform algorithms now favouring other factors <a href="http://blog.instagram.com/post/141107034797/160315-news" target="_blank">over chronological ordering,</a> micro-influencer content is more likely to be visible online.</p> <p>In turn, it’s also more likely to be shared, building on word-of-mouth recommendations from family and friends. </p> <h3>In conclusion...</h3> <p>Following on from its success with Channel Mum, Iceland has recently introduced dads into its online marketing campaign, planning 36 new videos from a male perspective.</p> <p>Proving the continued value of micro-influencers, Iceland is a great example of how to tap into and engage (and re-engage) a target market.</p> <p><em>For more on this topic, download these Econsultancy reports:</em></p> <ul> <li><a href="https://econsultancy.com/reports/the-rise-of-influencers/"><em>The Rise of Influencers</em></a></li> <li><a href="https://econsultancy.com/reports/the-voice-of-the-influencer/"><em>The Voice of the Influencer</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68686 2017-01-06T14:40:18+00:00 2017-01-06T14:40:18+00:00 10 stirring digital marketing stats from this week Nikki Gilliland <p>This week’s dose includes news about the internet of things, TV ads, and entertainment sales.</p> <p>Don’t forget – you can download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for lots more.</p> <h3>Holiday shopping generates $91.7bn in online sales </h3> <p>Adobe has revealed the total number of online sales from the Christmas period.</p> <p>November 1st to December 31st generated $91.7bn in online sales - an 11% increase year-on-year.</p> <p>Mobile brought in $28.43bn in revenue, which is a 23% increase from 2015. Figures also show that mobile drove 50% of visits and 31% of purchases.</p> <p>While there was an increase in sales, shipping costs were down, going from an average of $2.60 in 2015 to $2.50 in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0008/2866/Holiday_spend.jpg" alt="" width="760" height="411"></p> <h3>Older consumers prefer rational marketing</h3> <p>A new study by the Journal of Advertising Research has found that older consumers have a clear preference for rational rather than emotional ads.</p> <p>While 49.7% of audiences under 50 preferred a rational advertisement compared to 50.3% favouring an emotional ad, this was significantly increased among those over 50, with 63% preferring the rational example.</p> <p>Insight suggests that this should inform marketing activity, with logical and knowledge-based appeals being much more effective for prompting older consumers into action.</p> <h3>One in five digital leaders consider their organization digitally mature</h3> <p>Clearhead recently undertook a survey of 150 ecommerce executives, aiming to find out the state of digital maturity with organizations.</p> <p>The results showed that there is still a significant gap between the desire for personalization and the processes and capabilities necessary to execute it, with just one in five leaders considering their companies as ‘digitally mature’.</p> <p>What’s more, despite the obvious desire to be data-driven – with 81% of retailers having purchased or built the technology required for testing programs – just 17% of online retailers have a path to develop personalized experiences for customers.</p> <h3>36% of consumers unfamiliar with IoT</h3> <p>According to a new study by Yahoo, consumer understanding of the Internet of Things (IoT) is below par, with many in the dark as to what the term actually means.</p> <p>Despite 70% of consumers currently owning a connected device, 36% still don’t know what IoT is. </p> <p>However, it appears many are keen to learn, with 41% of survey respondents interested in expanding their knowledge of the subject. </p> <p>The group with the highest level of understanding is teens and millennials, with video games and consoles the most popular connected device.</p> <p><img src="https://assets.econsultancy.com/images/0008/2867/IoT.JPG" alt="" width="493" height="407"></p> <h3>Increasing importance of customer service</h3> <p>Salesforce has released its latest <a href="http://salesforce.com/stateofservice" target="_blank">State of Service report</a>, delving into how service teams are responding to increasing customer demands.</p> <p>The most interesting stats from the research revolve around how collaboration within companies is key to delivering the best customer service. </p> <p>In fact, in a survey of more than 2,600 customer service professionals, 78% of respondents agreed that every employee is an agent of customer service. </p> <p>However, despite this level of recognition, there’s still room for improvement, with just 63% of service teams having a formal process in place to collaborate with sales.</p> <p>Alongside collaboration, service teams also recognise that a single 360-degree view of the customer can lead to greater productivity, with 79% agreeing that this helps to provide consistency and continuity in every customer interaction.</p> <p><img src="https://assets.econsultancy.com/images/0008/2870/Customer_Service.JPG" alt="" width="596" height="474"></p> <h3>One third of consumers actively choose to buy sustainable goods</h3> <p>A new study by Unilever has discovered how sustainability affects the purchases of 20,000 adults across five different countries.</p> <p>The results found that 33% now actively choose to buy from brands considered to be sustainable, while 21% would be more likely to choose brands that clearly promote sustainability credentials on packaging and in marketing.</p> <p>Consequently, Unilever predicts that the sustainable goods market is worth an average of £817bn in untapped sales.</p> <h3>'Personal assistants' is the top marketing search of 2016</h3> <p>Microsoft’s Bing Ads has released the top marketing-related searches of 2016.</p> <p>Due to greater advances in <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/" target="_blank">chatbots</a> and virtual assistants like Alexa, Cortana and Amazon Echo, personal assistants and AI saw the biggest interest.</p> <p>The top five include:</p> <ol> <li>Personal Assistants/ Intelligent Agents</li> <li>Virtual Reality/Augmented Reality</li> <li>Search Marketing</li> <li>Artificial Intelligence </li> <li>Content Marketing</li> </ol> <p><img src="https://assets.econsultancy.com/images/0008/2868/Bing_top_searches.jpg" alt="" width="537" height="268"></p> <h3>54% of consumers plan to buy a new smartphone this year</h3> <p>After a three-year low, an Accenture survey of 26,000 consumers has found that smartphone purchases are set to rise again this year.</p> <p>54% of the consumers surveyed said they plan to buy a smartphone in the next year - a figure up from 48% last year. </p> <p>Insight suggests that this demand is largely fuelled by better security, new functions and improved performance, with 51% of consumers planning to buy a new phone to access the newest and most innovative features and functions.</p> <p>Similarly, 45% of consumers cite inadequacy of their current device as motivation.</p> <p>While there is growing demand for smartphones, purchases of connected devices like smartwatches and fitness monitors are predicted to remain sluggish, mainly due to high prices and concerns about the privacy of personal data.</p> <h3>DFS dominates TV advertising over New Year</h3> <p>TVTY has analysed more than 80,000 TV spots from the Christmas and New Year period, revealing the brands that invested the most in the medium.</p> <p>Furniture company DFS came out on top with more than 1,200 spots over Christmas Eve and Christmas Day. </p> <p>With a further 900 messages on New Year’s Eve and Day, the brand totalled 2,159 TV broadcasts.</p> <p>Other dominant brands over New Year included Confused.com and Thomas Cook, which both aimed to capitalise on consumer interest in holidays and finance. </p> <p><img src="https://assets.econsultancy.com/images/0008/2869/TV_spots.jpg" alt="" width="226" height="467"></p> <h3>Digital entertainment overtaking physical sales</h3> <p>According to new figures from the Entertainment Retailers Association, digital sales of games, music and video are now overtaking physical sales in the UK.</p> <p>74% of game sales are digital, and 57% of music revenues are derived from digital services like downloads or streaming.</p> <p>In total, digital revenues jumped 23% to £1,309.3m in 2016.</p> tag:econsultancy.com,2008:BlogPost/68684 2017-01-06T11:34:00+00:00 2017-01-06T11:34:00+00:00 The best social media campaigns and stories from December 2016 Nikki Gilliland <h3>Paddy Power trolls Southern Rail</h3> <p>It’s been a miserable winter for Southern Rail commuters so far, but just before Christmas, those ol’ jokers at Paddy Power offered up a lifeline.</p> <p>It launched a ‘cancellation insurance’ bet – offering long-suffering passengers the chance to win money should Southern Rail mess up their journeys on Christmas Eve.</p> <p>Paddy Power took bets on Southern Rail’s 32 routes, with odds of five to one per line.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Stakes on a train! Read how we’re offering ‘cancellation insurance’ on Southern Rail trains tomorrow here <a href="https://t.co/rD9atVGXZO">https://t.co/rD9atVGXZO</a> <a href="https://twitter.com/hashtag/YouBeauty?src=hash">#YouBeauty</a></p> — Paddy Power (@paddypower) <a href="https://twitter.com/paddypower/status/812244395089129472">December 23, 2016</a> </blockquote> <h3>Budweiser gives revellers a free Uber</h3> <p>In a similarly travel-themed campaign, Budweiser teamed up with Uber to discourage drink driving on Christmas Eve.</p> <p>Throughout December, Uber had been giving free rides worth £15 to new customers. However, on the 24th, it opened up the offer to all users in order to prevent revellers from driving under the influence.</p> <p><img src="https://assets.econsultancy.com/images/0008/2841/Budweiser_Uber.JPG" alt="" width="760" height="379"></p> <h3>Spotify says good riddance to 2016</h3> <p>Spotify launched a data-driven campaign to say “Thanks 2016. It’s been weird”. I wrote about how the campaign cleverly makes use of listener data <a href="https://econsultancy.com/blog/68626-three-reasons-to-appreciate-spotify-s-latest-data-driven-ad-campaign" target="_blank">in this article</a>. </p> <p>Meanwhile, it seems not everyone appreciated the brand’s attempt at humour. </p> <p>A photoshopped version of a billboard ad recently went viral, with the perpetrator evidently disgruntled at how the streaming service compensates musicians. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fwearespectres%2Fposts%2F10154205420427844%3A0&amp;width=500" width="500" height="630"></iframe></p> <h3>Instagram Stories introduces stickers</h3> <p>Instagram has introduced yet another new feature to Stories, this time in the form of stickers that display locations, time, weather conditions and emojis. </p> <p>Much like Snapchat geofilters, it is an attempt to make the feature much more fun and creative. As of yet, there’s been no word whether Instagram will introduce sponsored or branded stickers.</p> <p><img src="https://assets.econsultancy.com/images/0008/2842/Instragram_Stickers.JPG" alt="" width="246" height="441"></p> <h3>Twitter launches 360-degree live video</h3> <p>In late December, Twitter launched a new live video feature, allowing users to stream live in full 360-degrees using Periscope technology. </p> <p>While only ‘select partners’ can currently broadcast live in 360-degrees, all users are able to watch, gaining greater insight into surroundings and exclusive views of behind-the-scenes.</p> <p>The first-ever 360-degree live video was from broadcaster Alex Pettitt, showcasing a Florida sunset.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">360 Sunset in Florida. First ever <a href="https://twitter.com/hashtag/Periscope360?src=hash">#Periscope360</a> with <a href="https://twitter.com/brandee_anthony">@Brandee_Anthony</a> <a href="https://t.co/AZWbnnT15S">https://t.co/AZWbnnT15S</a></p> — Alex Pettitt (@Alexpettitt) <a href="https://twitter.com/Alexpettitt/status/814229532576124928">December 28, 2016</a> </blockquote> <h3>H&amp;M wins favour with Christmas ad</h3> <p>From John Lewis’s underwhelming attempt to Pret’s impressive effort – there were many festive ads to relish throughout December.</p> <p>Though rather late to the party, H&amp;M’s ‘Come Together’ ad was met with lots of approval online.</p> <p>Directed by Wes Anderson and starring Adrian Brody, the short film told the story of train passengers travelling home for the holiday period. </p> <p>Capturing storytelling elements – and a slice of Wes Anderson’s artistic magic – it was a December highlight. </p> <p><iframe src="https://www.youtube.com/embed/VDinoNRC49c?wmode=transparent" width="854" height="480"></iframe></p> <h3>Burberry celebrates 160th anniversary with cinematic short</h3> <p>Burberry marked its 160th anniversary with an ad deliberately designed to feel like a movie trailer.</p> <p>Featuring clothes from the brand’s winter collection, the three-minute short is inspired by the brand’s founder, Thomas Burberry, and stars the likes of Sienna Miller and Domhnall Gleeson.</p> <p>Social media conversation was largely positive, with many calling for a sequel to the video or for the brand to release a full-length feature.</p> <p><iframe src="https://www.youtube.com/embed/6D5IZtDCS5c?wmode=transparent" width="854" height="480"></iframe></p> <h3>Trump tweets his enemies</h3> <p>While Obama saw in the new year with a series of reflective tweets, Donald Trump took to the medium to offer up a less inspiring message.</p> <p>He wrote: “Happy New Year to all, including to my many enemies and those who have fought me and lost so badly they just don’t know what to do. Love!”</p> <p>With Trump continuously taking to Twitter to post his latest musings, it’s been suggested that the new President could be the platform’s <a href="https://www.theguardian.com/technology/2017/jan/05/can-donald-trump-save-twitter" target="_blank">biggest marketing card</a> to date. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Happy New Year to all, including to my many enemies and those who have fought me and lost so badly they just don't know what to do. Love!</p> — Donald J. Trump (@realDonaldTrump) <a href="https://twitter.com/realDonaldTrump/status/815185071317676033">December 31, 2016</a> </blockquote> tag:econsultancy.com,2008:BlogPost/68618 2016-12-15T14:46:02+00:00 2016-12-15T14:46:02+00:00 10 brands with a brilliant 'About Us' page Nikki Gilliland <p>This shouldn’t be the case. It presents a great opportunity to inject some personality while promoting brand values.</p> <p>So, what does a decent 'About Us' page look like? I’ve had a quick scout about to find the brands doing it well.</p> <p>Here are 10 brilliant examples to inspire you.</p> <h3>Cambridge Satchel Company</h3> <p>Cambridge Satchel Company might sound like the name of a business with real heritage, but having started in 2008 from the kitchen of founder Julie Deane, much of the brand's appeal comes from its humble beginnings.</p> <p>Its 'About Us' page highlights this to great effect.</p> <p><img src="https://assets.econsultancy.com/images/0008/2223/CSC_1.JPG" alt="" width="650" height="767"></p> <p>It uses large photography and short and snappy copy to explain the company's rapid path the success.</p> <p>Despite being in the third-person, the tone is personal, and the references to 'Julie' sound like they are from a friend or loved one rather than a stranger.</p> <p>It's not too in-depth either - users can choose to scan the timeline or click 'Read More' if they want.</p> <p><img src="https://assets.econsultancy.com/images/0008/2224/CSC_2.JPG" alt="" width="650" height="629"></p> <p>It's a great example of storytelling.</p> <p>Instead of explaining the company's values or product, it focuses on its successes, with the aim of inspiring others. Sort of like, 'if Julie can do it, so can you'.</p> <p><img src="https://assets.econsultancy.com/images/0008/2225/CSC_3.JPG" alt="" width="650" height="827"></p> <h3>Pret</h3> <p>Pret proves why even the most well-known brands should have an 'About Us' page.</p> <p>Sure, you can read the menu or read lots of information elsewhere, but this concise and conversational page tells you all you need to know.</p> <p><img src="https://assets.econsultancy.com/images/0008/2230/About_Pret.JPG" alt="" width="760" height="609"></p> <p>The copy is friendly and warm, using 'we' and 'you' to perfectly outline the brand's dedication to fresh food.</p> <p>Likewise, it effectively explains its charitable endeavours without sounding preachy or like it's bigging itself up.</p> <p>It's simple, but like <a href="https://econsultancy.com/blog/67960-eight-ways-veggie-pret-innovated-pop-up-retail-strategy" target="_blank">Pret's wider strategy</a> - it's also very effective.</p> <p><img src="https://assets.econsultancy.com/images/0008/2231/About_Pret_2.JPG" alt="" width="760" height="601"></p> <h3>Pact Coffee</h3> <p>One of the main objectives of an 'About Us' page is to make a brand seem human.</p> <p>Pact Coffee does this by including a video of its founder explaining the company's core values.</p> <p>Not only does this give you insight into the man behind the brand, but the medium itself is quick and very easy to digest.</p> <p><img src="https://assets.econsultancy.com/images/0008/2227/Pact_Coffee.JPG" alt="" width="740" height="544"></p> <p>As well as conveying what the brand stands for, Pact also takes the opportunity to target customers.</p> <p>By using copy like 'we're here to help' - it highights its customer-centric values <em>and</em> prompts people to get in touch.</p> <p><img src="https://assets.econsultancy.com/images/0008/2229/Pact_coffee_3.JPG" alt="" width="750" height="579"></p> <h3>Dropbox</h3> <p>Dropbox explains its product in simple and easy-to-understand language throughout the entirety of its website.</p> <p>In fact, it does this so effectively that it wouldn't matter too much if it didn't have an 'About Us' page.</p> <p>However, it takes the opportunity to reassure users with visual stats.</p> <p><img src="https://assets.econsultancy.com/images/0008/2232/Dropbox.JPG" alt="" width="760" height="850"></p> <p><img src="https://assets.econsultancy.com/images/0008/2233/Dropbox_2.JPG" alt="" width="760" height="416"></p> <p>This helps to build credibility - drawing on <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce/">social proof</a> to instil trust in consumers.</p> <p>Of course, facts and figures can appear dull or characterless, but by including snapshots of employees and key people in the team, it reassures users that there are in fact humans behind the technology brand.</p> <p><img src="https://assets.econsultancy.com/images/0008/2234/Dropbox_3.JPG" alt="" width="610" height="658"></p> <h3>WeWork</h3> <p>Instead of an 'About Us' page, workspace community WeWork has a dedicated 'Mission' tab on its website.</p> <p>Here it succinctly explains the brand's core motivation.</p> <p><img src="https://assets.econsultancy.com/images/0008/2235/WeWork.JPG" alt="" width="760" height="463"></p> <p>Unlike other examples I've mentioned, it focuses a lot more on the goals it still wants to achieve, rather than celebrating its previous successes.</p> <p><img src="https://assets.econsultancy.com/images/0008/2236/WeWork_2.JPG" alt="" width="760" height="489"></p> <p>Building on the motivational aspect, it also directly lists the brand's values.</p> <p>There is an argument for this being a case of too much 'tell' and not enough 'show', however, it is still an effective way of weaving in information about the company's personal commitments, such as working in a tight-knit team and being grateful for success.</p> <p><img src="https://assets.econsultancy.com/images/0008/2237/WeWork_3.JPG" alt="" width="760" height="520"></p> <h3>Notonthehighstreet.com</h3> <p>Notonthehighstreet is another brand that uses video to illustrate its story, in the form of a two-minute advert specifically created for its 'About' page.</p> <p>Unlike a regular advert, it focuses on how the idea for the brand came about, bringing to life the story of its founders.</p> <p><iframe src="https://www.youtube.com/embed/BQ0c_-tn4c4?wmode=transparent" width="1280" height="720"></iframe></p> <p>It cleverly builds on the brand's reputation for being 'unique', even extending this to how it describes its emails.</p> <p>With the promise that 'our emails aren't like other emails' - it does a great job of selling itself.</p> <h3>Movember</h3> <p>Movember's page is a little childish - it overlays outlandish moustaches onto famous artwork - but it perfectly evokes the spirit and personality of the charity.</p> <p><img src="https://assets.econsultancy.com/images/0008/2249/Movember.JPG" alt="" width="760" height="582"></p> <p>I particularly like the fact that it is functional, too, including a handy menu so you can instantly get to a specific year.</p> <p>Likewise, it also uses lots of links to research and other helpful information - thereby providing greater value for users.</p> <p><img src="https://assets.econsultancy.com/images/0008/2251/Movember_3.JPG" alt="" width="760" height="525"></p> <h3>Airbnb</h3> <p>Airbnb is another brand that uses stats to create a visual representation of its success.</p> <p>For new customers who might feel concerned about staying in or hosting an Airbnb, it's hard to ignore the 2m+ people who already do.</p> <p><img src="https://assets.econsultancy.com/images/0008/2241/AirBnB.JPG" alt="" width="760" height="717"></p> <p>Striking a good balance between statistics and personal elements, it also lists comprehensive detail about the co-founders of the company.</p> <p>The design here is a little lacklustre, but the credentials of the people behind the company are surely impressive.</p> <p><img src="https://assets.econsultancy.com/images/0008/2242/AirBnB_2.JPG" alt="" width="760" height="715"></p> <h3>SourcedBox</h3> <p>SourcedBox is a <a href="https://econsultancy.com/blog/68545-five-ways-subscription-box-services-can-increase-customer-retention" target="_blank">subscription box service</a> that delivers healthy snacks and guilt-free treats.</p> <p>Founded by <a href="https://econsultancy.com/blog/68566-what-are-the-most-effective-channels-for-influencer-marketing" target="_blank">social influencers</a> Marcus Butler and Niomi Smart, it cleverly uses a YouTube video to illustrate the brand's origins.</p> <p><iframe src="https://www.youtube.com/embed/3RhBqNzCMG8?wmode=transparent" width="760" height="452"></iframe></p> <p><img src="https://assets.econsultancy.com/images/0008/2244/SourcedBox.JPG" alt="" width="780" height="431"></p> <p>One thing that stands out is that the 'Our Story' section is not separate or hidden elsewhere on the site.</p> <p>Rather, it is embedded into the main homepage, with a nice section of <a href="https://econsultancy.com/blog/66739-how-user-generated-content-is-changing-content-marketing/">user-generated content</a> below it to help prompt consumers to sign up.</p> <p><img src="https://assets.econsultancy.com/images/0008/2245/SourcedBox_2.JPG" alt="" width="780" height="346"></p> <h3>Yellow Leaf Hammocks</h3> <p>Lastly, Yellow Leaf Hammocks is one of the most comprehensive 'About Us' pages out there.</p> <p>It's another example of great storytelling, but instead of focusing on the founder or consumer, it hones in on the people who directly benefit from the charity.</p> <p>With integrated video and social media buttons, it is also one of the best in terms of design.</p> <p><img src="https://assets.econsultancy.com/images/0008/2246/Yellow_Leaf.JPG" alt="" width="760" height="636"></p> <p>What's more, it takes the opportunity to prompt readers to take action rather than just passively consume the information.</p> <p>It cleverly recognises that if people are invested enough to read to the bottom of the page, it's highly likely they will be keen to get involved.</p> <p><img src="https://assets.econsultancy.com/images/0008/2248/Yellow_Leaf_3.JPG" alt="" width="760" height="721"></p> tag:econsultancy.com,2008:BlogPost/68626 2016-12-13T14:09:30+00:00 2016-12-13T14:09:30+00:00 Three reasons to appreciate Spotify’s latest data-driven ad campaign Nikki Gilliland <p>Here’s three reasons why it works.</p> <h3>Real-time and relatable elements</h3> <p>Due to roll out in 14 different markets, Spotify’s campaign is designed to draw a line under the strange beast that was 2016, and it does so by showcasing the listening activity of its users on outdoor billboards.</p> <p>Naturally, it also takes the opportunity to draw on the various events that dumbfounded us all throughout the year.</p> <p>For example, one billboard in the UK says: “Dear 3,749 people who streamed ‘It's The End Of The World As We Know It’ the day of the Brexit Vote. Hang in There”.</p> <p><img src="https://assets.econsultancy.com/images/0008/2312/Spotify_1.JPG" alt="" width="750" height="487"></p> <p>As well as using humour to poke fun at its own audience, it’s also a rather wry take on what was an extremely eventful year. </p> <p>By talking about large topics, like global events, as well as the personal and every day, such as the music we listen to, the campaign comes off as both relevant and relatable.</p> <p>The timing is pretty smart, too. Unlike most Christmas campaigns, which tend to use sentimental and syrupy themes, Spotify is going against the grain with its light-hearted and sarcastic tone here.</p> <p>With HotelTonight also creating a similarly funny holiday campaign – there’s obviously a trend for going against tradition this year.</p> <h3>Hyper-localised</h3> <p>As well as talking about global and political events, the campaign is also super personal. </p> <p>It draws on data to pick out the (often questionable) music listening habits of its users, with tongue-in-cheek commentary for added humour.</p> <p>A personal favourite is the Justin Bieber-inspired billboard that says: “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?”</p> <p>Other billboards are incredibly localised, mentioning the listening behaviour of local residents, such as: "Dear person in the Theater District who listened to the Hamilton soundtrack 5,376 times this year. Can you get us tickets?"</p> <p>By referencing the surrounding area, it is also effective for targeting and creating a deeper connection with a key demographic.</p> <h3>Creates a memorable moment</h3> <p>The CMO of Spotify, Seth Farban, recently spoke about the debate over big data and how it could potentially be muting creativity in marketing.</p> <p>In contrast to this suggestion, he says: “For us, data inspires and gives an insight into the emotion that people are expressing.”</p> <p>I think this is why the campaign works so well.</p> <p>Spotify is a company that relies on data to give its users a better experience. Let’s say a fashion brand or ecommerce company advertised what customers bought and when – it could come across as creepy or even off-putting.</p> <p>So why is it different for Spotify? Like Farban says, it’s because the brand is wrapped up in the emotion of music.</p> <p>Likewise, it is also expected. Users understand Spotify has access to listener data, using it to dictate the platform’s algorithm and personalisation features. This makes it feel less intrusive. </p> <p>Finally, going back to the relatable element – advertising our ‘guilty pleasures’ or songs we might feel embarrassed listening to makes the intent appear jovial and harmless in nature.</p> <p><img src="https://assets.econsultancy.com/images/0008/2313/Spotify_3.JPG" alt="" width="750" height="498"></p> <h3>In conclusion…</h3> <p>Spotify’s campaign is clever in how it uses its own customer-base as a marketing asset.</p> <p>Building on the platform’s reputation for giving users a curated and personal experience, it uses humour to shine a light on the ‘weird’ but wonderful ways we related to the brand in 2016.</p> <p><strong><em>Related articles:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/66344-spotify-unveils-new-playlist-based-ad-targeting/" target="_blank">Spotify unveils new playlist-based ad targeting</a></em></li> <li><em><a href="https://econsultancy.com/blog/68522-the-impact-of-technology-and-social-media-on-the-music-industry/" target="_blank">The impact of technology and social media on the music industry</a></em></li> </ul>