tag:econsultancy.com,2008:/topics/content Latest Content content from Econsultancy 2016-07-20T09:55:32+01:00 tag:econsultancy.com,2008:BlogPost/68085 2016-07-20T09:55:32+01:00 2016-07-20T09:55:32+01:00 Four reasons Ghostbusters experiential marketing has been so successful Nikki Gilliland <h3>Element of surprise</h3> <p>Commuting in London can be a dramatic experience, and yet funnily enough, you don’t often expect to see a giant marshmallow casually breaking through the ground. </p> <p>With research finding that <a href="http://www.ccnl.emory.edu/Publicity/MSNBC.HTM" target="_blank">unexpected events can result in more pleasure responses</a> in the brain, brands are increasingly searching for ways to ‘surprise’ and ‘delight’ consumers.</p> <p>By catching travellers off guard, the Ghostbusters campaign had great impact. With no prior knowledge of the installation or how long it would be there for, people couldn’t help but be drawn into the excitement. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">A massive overnight install for the team last night, with just 5 hours the guys did well! <a href="https://twitter.com/hashtag/ghostbusterswaterloo?src=hash">#ghostbusterswaterloo</a> <a href="https://t.co/pvDOQorFYJ">pic.twitter.com/pvDOQorFYJ</a></p> — Wild Creations (@wild_creations) <a href="https://twitter.com/wild_creations/status/752577798309572608">July 11, 2016</a> </blockquote> <h3>Instagram-worthy</h3> <p>Before its release on July 11th, social media was awash with people criticising the film, eventually leading the YouTube trailer to become the <a href="https://www.theguardian.com/film/2016/may/02/ghostbusters-trailer-most-disliked-in-youtube-history" target="_blank">most disliked of all tim</a>e.</p> <p>The response to the actual movie has been a lot more favourable, yet Sony naturally wanted to do something to counteract the condemnation.</p> <p>By creating something inherently shareable, the Ghostbusters installation succeeded in creating a positive buzz online.</p> <p>Using the hashtag #ghostbusterswaterloo, passers-by documented it on a variety of social media platforms, sharing their aforementioned surprise and delight with friends and followers alike.</p> <p><img src="https://assets.econsultancy.com/images/0007/7153/ghostbusters_instagram.PNG" alt="" width="780" height="634"></p> <h3>Emotional resonance </h3> <p>By giving fans an immersive or interactive experience, <a href="https://econsultancy.com/blog/66431-six-inspiring-new-examples-of-experiential-marketing/" target="_blank">experiential marketing</a> has the power to stir up positive emotions, in turn making the consumer feel closer to the brand.</p> <p>One emotion that the Ghostbusters campaign evoked was nostalgia.</p> <p>Instead of promoting new or unfamiliar aspects of the movie, it used the iconic and beloved image of the Marshmallow Man.</p> <p>This meant that despite any assumptions or ill-feelings towards the new movie, even cynical passers-by would be likely to engage.</p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://twitter.com/hashtag/IAintAfraidOfNoGhosts?src=hash">#IAintAfraidOfNoGhosts</a> <a href="https://twitter.com/hashtag/Ghostbusters?src=hash">#Ghostbusters</a> <a href="https://twitter.com/hashtag/ReallySilly?src=hash">#ReallySilly</a> <a href="https://twitter.com/hashtag/ghostbusterswaterloo?src=hash">#ghostbusterswaterloo</a> <a href="https://t.co/HLZ8ZaYP6g">pic.twitter.com/HLZ8ZaYP6g</a></p> — Reda Maher (@Reda_Maher_LDN) <a href="https://twitter.com/Reda_Maher_LDN/status/753917652611969029">July 15, 2016</a> </blockquote> <h3>Buyer opportunity</h3> <p>As well as being a great spectacle, the Ghostbusters installation at Waterloo also included a clever consumer tie-in, with Forbidden Planet running a retail unit nearby.</p> <p>Built to look like a New York subway station, the pop-up shop allowed consumers to buy limited edition Odeon tickets and a whole host of souvenirs.</p> <p>Aiming to capitalise on real-time excitement, it allowed Sony to help drive sales as well as just build excitement. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Our <a href="https://twitter.com/hashtag/ghostbusterswaterloo?src=hash">#ghostbusterswaterloo</a> booth is now open from 8am to 8pm - for all your <a href="https://twitter.com/hashtag/Ghostbusters?src=hash">#Ghostbusters</a> goodies! <a href="https://t.co/ikJdMnxcvH">pic.twitter.com/ikJdMnxcvH</a></p> — Forbidden Planet (@ForbiddenPlanet) <a href="https://twitter.com/ForbiddenPlanet/status/753881966731268096">July 15, 2016</a> </blockquote> <p>With this disruptive campaign, Sony shows that there's no need to be afraid of female leads <em>or</em> experiential marketing.</p> <p>(Oh and ghosts, let's not forget them.)</p> tag:econsultancy.com,2008:BlogPost/68079 2016-07-15T13:15:43+01:00 2016-07-15T13:15:43+01:00 10 notable digital marketing stats of the week Nikki Gilliland <p>Now, let's crack on.</p> <h3>Amazon receives 81.6m visitors on Amazon Prime Day</h3> <p>It’s been criticised for its lacklustre algorithm, but in terms of traffic, Amazon Prime Day has been confirmed as a success for the retailer.</p> <p>Despite visits from mobile and desktop falling 6% from last year, Amazon.com still received 81.6m visits on <a href="https://econsultancy.com/blog/68058-has-amazon-prime-day-2016-made-up-for-2015-s-primedayfail/">Prime Day 2016</a>.</p> <p>According to data from Hitwise, a division of connexity, this means it has been the most successful online shopping event since Cyber Monday, Black Friday and Amazon Prime Day of 2015.</p> <p><img src="https://assets.econsultancy.com/images/0007/7120/amazon_prime.PNG" alt="" width="599" height="287"></p> <h3>Pokemon Go surpasses Candy Crush with highest number of US daily users</h3> <p>With 15m downloads, and currently just under 21m daily active users, <a href="https://econsultancy.com/blog/68060-what-brands-can-learn-from-nintendo-s-digital-transformation-and-pokemon-go/">Pokemon Go</a> is now the biggest mobile game in US history.</p> <p>It’s only just out in the UK, however data from BoomApp has revealed that over 3% of UK android users had already downloaded the game ahead of its release.</p> <p>Which means, you can probably expect more Pokemon related stats next week…</p> <p><img src="https://assets.econsultancy.com/images/0007/7122/pokemon_go.PNG" alt="" width="400" height="335"></p> <h3>Millennials are a key demographic for energy providers </h3> <p>According to research by Accenture, millennials will drive much of the future value for energy providers, with 24% being classed as early adopters.</p> <p>However, despite this, the demographic is also the most demanding.</p> <p>81% of millennials say they would be discouraged from signing up to additional products or services if the company did not offer a seamless digital experience.</p> <h3>APAC overtakes US as world’s biggest digital ad market</h3> <p>Research from Strategy Analytics has found that Asia-Pacific is set to overtake North America for digital ad spend in 2016.</p> <p>While the latter will rise 9.6% to $59.5bn, APAC is predicted to rise 18.2% to $59.7bn.</p> <p>What’s more, APAC’s spend per person is relatively low in comparison to the saturated markets in the west, meaning there is huge potential for growth.</p> <p><img src="https://assets.econsultancy.com/images/0007/7123/Trend_in_Digital_Ad_Spend_by_Region_540.PNG" alt="" width="540" height="316"></p> <h3>UK population saving 51.4m hours per month thanks to disruptive apps </h3> <p>Opinium has discovered that apps and online tools are saving consumers a collective 51.5m hours over the course of each month.</p> <p>With convenience and time saving being cited as the most important advantage of an app (even over saving money), customer loyalty is up for grabs.</p> <p>68% of survey respondents said that would have no qualms about switching from traditional brands when given the option.</p> <h3><strong>Consumer goods firms unprepared for new data regulation</strong></h3> <p>Capgemini Consulting has revealed that companies risk facing fines of up to $151 billion, by failing to comply with the new General Data Protection Regulation.</p> <p>While the legislation has been created by the European Union, anyone that holds data within Europe or offers services to EU citizens will be affected.</p> <p>With 90% of consumer-facing companies experiencing customer data breaches, many are failing to put safeguards in place.</p> <h3>One in four name Amazon their favourite brand</h3> <p>In a survey of 1,000 consumers, the DMA found that one in four people named Amazon as their favourite brand.</p> <p>High street favourites John Lewis and <a href="https://econsultancy.com/blog/67883-marks-spencer-what-does-putting-the-customer-at-the-heart-of-everything-mean/">Marks &amp; Spencer</a> were next in line.</p> <p>With just three out of the top twenty being online brands (ASOS, eBay and Amazon), the physical shopping experience is clearly still in favour.</p> <h3>Live TV viewing drops 6% in two years</h3> <p><a href="http://stakeholders.ofcom.org.uk/binaries/broadcast/reviews-investigations/psb-review/psb2016/PSB-Annual-Report-2016.pdf" target="_blank">Ofcom's Annual Research Report</a> has revealed that fewer young people are watching live television than ever before.</p> <p>From 2014 to 2016, the total viewing time of live TV among young adults dropped from 69% to 63%</p> <p>With one-third of all viewing among 16 to 24 year olds occuring via on-demand services, platforms like Amazon and Netflix have seen a surge.</p> <p><img src="https://assets.econsultancy.com/images/0007/7139/ofcom_report.PNG" alt="" width="633" height="373"></p> <h3>YouTube pays $2bn to content owners</h3> <p>A statement from Google has revealed that YouTube has generated over $2bn for content owners from its Content ID management system.</p> <p>Over 90% of Content ID claims result in monetisation, and the music industry in particular chooses to monetise 95% of claims.</p> <p>With even <a href="https://publicpolicy.googleblog.com/2016/07/continuing-to-create-value-while.html" target="_blank">more efforts to combat copyright infringment</a>, Google has in turn created a whole new revenue stream for companies.</p> <h3>Apple overtaken by local brands in China</h3> <p>Apple's iPhone is no longer one of the top smartphones in China, having been overtaken by local brands like Huawei, Vivo, Oppo and Xiaomi.</p> <p>The iPhone has dropped to the fifth most popular, although it remains the biggest non-Chinese brand.</p> <p>Huawei, a brand with a lower price point, has seen its market share rise to 17%, while Apple's has dropped to 10.8%.</p> tag:econsultancy.com,2008:BlogPost/68073 2016-07-15T10:09:08+01:00 2016-07-15T10:09:08+01:00 How marketers can use new tech to deliver meaningful brand experiences Nikki Gilliland <p>And to truly connect, this experience must be meaningful.</p> <p>That's easier said than done, so here's a look at five ways in which <a href="https://blogs.adobe.com/digitaleurope/files/2016/07/Adobe-Report-The-Future-of-Experience.pdf">the report</a> suggests brands can create meaningful experiences.</p> <h3>Use technology to drive emotion</h3> <p>Most consumers crave experiences that connect on an emotional level. </p> <p>For brands, this means using technology in more creative ways.</p> <p>With their ability to transport users from reality into an entirely different world, <a href="https://econsultancy.com/blog/67713-augmented-reality-vs-virtual-reality-where-should-brands-focus/">virtual and augmented reality (VR and AR)</a> are the most obvious tools to use.</p> <p>However, it can only work if the technology and content work in unison.</p> <p>If it allows the user to connect with an idea or other person (as opposed to isolating them from the world) then it moves from an immersive experience into an empathetic experience – one that’s driven by emotion, regardless of the channel or platform.</p> <p>Another way brands can promote empathy and emotion is through social good.</p> <p>One example of this is <a href="https://econsultancy.com/blog/67953-how-lush-cosmetics-uses-word-of-mouth-marketing/">Lush</a>, a cosmetics retailer that runs charitable campaigns and supports grass-roots organisations.</p> <p>By giving the consumer a meaningful reason to buy, it also provides them with a very good reason to come back.</p> <p><img src="https://assets.econsultancy.com/images/0007/7056/meaningful_experience.PNG" alt="" width="600" height="254"></p> <h3>Creating new and unexpected experiences</h3> <p>Is there such a thing as too much personalisation?</p> <p>Some say there is, with tailored recommendations and highly curated feeds taking away the element of surprise (a key factor for a meaningful experience).</p> <p>So what’s the answer?</p> <p>To ensure that human, one-to-one creativity works in conjunction with technology to create a contextual experience for the consumer.</p> <p>A good example of this is when brands <em>only</em> <a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/">work with influencers</a> when there is benefit for all parties involved. </p> <p>If there is a lack of natural affinity, not only will it harm the reputation of those involved, but it will also alienate the audience. </p> <p><img src="https://assets.econsultancy.com/images/0007/7057/discovery.PNG" alt="" width="431" height="267"></p> <h3>Providing a value exchange</h3> <p>When it comes to technology, privacy and data protection is a hot topic.</p> <p>However, a new conversation has recently started in relation to technology actually creating or aiding moments of privacy.</p> <p>As we’ve seen from the growing popularity of ad blockers, consumers are increasingly keen to take control over their own digital worlds.</p> <p>Input from brands is often seen as an intrusion or unwelcome distraction – unless there is an exchange of value.</p> <p>And where does the value lie? Again, the report suggests it's in that meaningful experience.</p> <p>Whether it’s help to get fit or map out a journey, so long as brands provide something of value (as well as complete transparency), consumers are likely to accept their data being taken in exchange. </p> <p><img src="https://assets.econsultancy.com/images/0007/7061/connecting.PNG" alt="" width="529" height="307"></p> <h3>Offer practical and progressive experiences</h3> <p>With 54% of people citing that a good digital experience seamlessly integrates into their own lives, experiences don’t only need to be emotional to be meaningful, but helpful and practical too.</p> <p>If an experience helps a user progress some way, they are automatically going to want to use it again.</p> <p>With machine learning and <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">artificial intelligence</a> constantly evolving, brands need to learn how to interpret and use data for the benefit of the consumer.</p> <p><img src="https://assets.econsultancy.com/images/0007/7059/seamless.PNG" alt="" width="516" height="341"></p> <h3>Provide a connected experience both on and offline</h3> <p>While consumers value technology-enabled interactions, 64% of people said they prefer engaging with a human being. </p> <p>In line with this, we’ve already seen many brands <a href="https://econsultancy.com/blog/68023-think-retail-how-brands-are-targeting-the-phygital-generation/">attempt to blend the physical and digital worlds</a>, using both to deliver inspiration and discovery.</p> <p>While ecommerce companies are most obviously suited to this, other industries can still take heed by focusing on a seamless experience across all touchpoints. </p> <p> <img src="https://assets.econsultancy.com/images/0007/7060/connected.PNG" alt="" width="600" height="509"></p> tag:econsultancy.com,2008:BlogPost/68039 2016-07-12T10:01:00+01:00 2016-07-12T10:01:00+01:00 What is B2B account-based marketing & why should you care? Nikki Gilliland <p>In line with this growing trend, here’s a basic run-down of ABM, as well as a few reasons why B2B marketers could benefit from using it in future.</p> <h3>What is ABM?</h3> <p>In a nutshell, account-based marketing is used to identify and target a key set of accounts, using personalised and highly tailored campaigns to generate leads.</p> <p>It is based on the assumption that B2B buying decisions are usually made by a select group of people rather than a single person.</p> <p>Targeting the core decision-makers (through IP addresses) should bring a greater chance of success.</p> <p>Ultimately, it’s all about delivering a relevant message to the most relevant people within a company, and it utilises new technology in order to do so.</p> <h3>How does it work?</h3> <p>There are many software-as-a-service account-based marketing systems out there, as well as those that are able integrate with existing platforms. </p> <p>Most will be able to identify and manage data and offer the tools to deliver personalised campaigns.</p> <p>For smaller companies, this is one of the biggest limitations, as it means investing in new technology as well as ensuring that employees have the relevant skills to use it.</p> <h3>What does it offer?</h3> <h4>Social data insight</h4> <p>An important part of the accounts-based model, social data allows marketers to get under the skin of potential clients and find out what really matters to them.</p> <p>With insight into company updates and general topics of conversation, marketers can greater personalise messages and tailor offers accordingly.</p> <h4>Direct conversation</h4> <p>As well as providing the platform for personalisation, ABM allows for much more frequent one-to-one communication.</p> <p>Whether it’s an email or follow up phone call, its direct nature means that there is the opportunity for relationships to form rather than just a one-sided sales pitch.</p> <h4>Retargeting</h4> <p>The always-on approach of ABM means that marketers can target companies that have gotten lost along the way.</p> <p>By retargeting at crucial moments – such as when an account is browsing a specific website or displaying buying signals – clients are much more likely to respond.</p> <p>By using IP addresses instead of cookies, a specific account or group of accounts can be simultaneously targeted.</p> <h3><img src="https://assets.econsultancy.com/images/0007/6798/B2B_account_based.jpg" alt="" width="780" height="520"></h3> <h3>What are the biggest benefits for B2B marketers?</h3> <h4>No more dead-ends</h4> <p>With ABM, marketers are free to prioritise the most important projects.</p> <p>Instead of flogging a dead-horse, they will be able to determine ahead of time who is the worthiest target. This creates a more streamlined strategy and a great targeted approach.</p> <h4>Alignment of sales and marketing</h4> <p>One of the biggest benefits of ABM is its ability to break down the barriers between sales and marketing teams.</p> <p>The process can only work if both teams work together (as well as get on board with each other’s way of thinking). </p> <p>Usually, it is the marketers' job to identify and satisfy customer requirements, and up to sales to persuade customers to close the deal.</p> <p>However, with marketers getting closer to the point-of-purchase commitment, and sales reaching into earlier stages of the process, the traditional rules no longer apply.</p> <p>Even without ABM, the changing customer journey means there is a growing need for integration between the two teams.</p> <p>As highlighted in Econsultancy's new <a href="https://econsultancy.com/reports/the-convergence-of-marketing-and-sales/">Convergence of Marketing and Sales</a> report, with the customer's own online research driving much of the decision-making, there is no need to speak to different teams at different times.</p> <p>Instead of a traditional funnel, a single evolving conversation with the vendor is much more typical of the path to purchase.</p> <h4><strong>Increase in revenue</strong></h4> <p><a href="http://www.forbes.com/sites/danielnewman/2016/04/29/why-b2b-cmos-need-to-know-about-account-based-marketing/#65cd614c4d3e">According the recent stats</a>, 80% of marketers say AMB outperforms all other marketing channels in terms of ROI. </p> <p>What’s more, when ABM has been in use for at least a year, 60% of users reported a revenue increase of at least 10% &amp; 19% reported a revenue impact of 30% or greater.</p> <p>This certainly shows what a valuable tool it can be, and as the technology becomes even smarter, this only looks set to continue.</p> <p><img src="https://assets.econsultancy.com/images/0007/6799/B2B_sales.jpg" alt="" width="780" height="520"></p> <h4>Continual optimisation</h4> <p>One of the best things about ABM is that it can potentially enable marketers to get instant results.</p> <p>This means that as soon as the data is analysed, campaigns can be altered accordingly, and strategy can continously be tweaked and improved.</p> <h3>So…</h3> <p>With personalisation a growing focus for businesses of all kinds, it was only a matter of time before B2B companies realised its potential.</p> <p>Of course, account-based marketing does not spell the end for inbound and outbound marketing, but with greater relevance to the individual client, there’s a reason it is the buzzword on every B2B marketer's lips.</p> tag:econsultancy.com,2008:BlogPost/68038 2016-07-07T10:46:21+01:00 2016-07-07T10:46:21+01:00 Coca Cola UK launches YouTube channel to connect with young adults Nikki Gilliland <p>Instead of glossy ad campaigns and global celebrities, it is aiming to target a younger generation via their favourite social media platform: YouTube.</p> <p>Fronted by two up-and-coming YouTubers, Dodie and Manny, each episode will be based around the themes of gaming, sport and music.</p> <h3>The power of the platform</h3> <p>When it comes to advertising, there’s no denying that social media personalities are closing the gap on ‘regular’ celebrities.</p> <p>With an in-built audience and incredible amount of influence over a younger generation, <a href="https://econsultancy.com/blog/67400-three-youtube-influencers-give-their-views-on-brand-partnerships">more brands are partnering with YouTubers</a> to promote their products and services.</p> <p>On the back of the success of CokeTV in Germany (which garnered 268,000 subscribers and 29m views since it was launched in 2014), a UK channel seemed inevitable. </p> <p>From a brand's perspective, YouTube certainly has the power to reach audiences like no other.</p> <p>With people shunning traditional television in favour of online streaming services, it enables creators of all kinds to directly speak to youngsters in engaging and relevant ways. </p> <p><iframe src="https://www.youtube.com/embed/qIyU2aRdTQU?wmode=transparent" width="520" height="293"></iframe></p> <h3>Does it work?</h3> <p>The danger of <a href="https://econsultancy.com/reports/the-rise-of-influencers/">influencer advertising</a> is that is has to be authentic and relevant, both for the audience and the influencers themselves.</p> <p>Now, I don’t know much (i.e. anything) about Dodie or Manny, so it’s hard for me to judge whether the pair are best suited to the brand or the type of content they’re fronting. </p> <p>On first impressions, they do seem like chipper young people... certainly aligned to the Coca-Cola-esque theme of happiness.</p> <p>But is that enough to convince audiences that the content itself is of any real value?</p> <p>Having read some of the comments, it appears that most viewers have come from either Manny or Dodie’s main channels – which just goes to show how audiences can be enticed to follow their favourite stars regardless. </p> <p>In terms of the videos themselves, many are fun and engaging, including exciting events and activities like stunt driving and freestyle football. </p> <p>However, the one thing that stands out the most is that there is a hell of a lot of branding... And I mean a lot. </p> <p>From the open bottle of Coke in front of the presenters to awkward ‘cheers’ moments – a lot of the Coca-Cola branding does appear to be terribly shoehorned in. </p> <p>With quite a few comments about the videos' 'cheesy' and 'commercial' nature, even the biggest fans seem to be slightly put-off by the intense advertising.</p> <p><img src="https://assets.econsultancy.com/images/0007/6780/Coke_moments.jpg" alt="" width="512" height="259"></p> <p>And I don’t know whether it’s my own cynicism, but it’s hard not to feel slightly alienated by the relentlessly upbeat - ‘let’s have the best day ever!’ - style of content. </p> <p>It's been a while since I was a teenager, but I'm inclined to think CokeTV might have been better off taking heed from the recent <a href="https://econsultancy.com/blog/67977-four-examples-of-brands-using-an-episodic-content-marketing-strategy">success of its episodic series</a> targeting teens in Latin America. </p> <p>Of course the platform and the market is entirely different, but with its important subject matter and heartfelt tone, 'Crossroads' is a far more memorable example of brand content. </p> <p><img src="https://assets.econsultancy.com/images/0007/6783/CokeTV.jpg" alt="" width="511" height="336"></p> <h3>In conclusion…</h3> <p>There’s nothing unusual about global brands trying to make their mark on YouTube.</p> <p>From Barbie to Playstation, there are <a href="https://econsultancy.com/blog/63832-youtube-strategy-for-brands-10-of-the-best/">many who do it rather well</a> - and it can undoutedly be a way of increasing consumer awareness and loyalty.</p> <p>With just 5,704 subscribers since its recent launch, it remains to be seen whether CokeTV will be a success in the UK. Despite its over-the-top branding, it could still resonate.</p> <p>If there’s one thing CokeTV <em>does</em> prove, it's that the potential success for influencers is greater than ever before.</p> tag:econsultancy.com,2008:BlogPost/68012 2016-07-05T15:20:24+01:00 2016-07-05T15:20:24+01:00 Five key changes within the world of celebrity marketing Nikki Gilliland <p>With insight from our new <a href="https://econsultancy.com/reports/the-future-of-celebrity-marketing">Future of Celebrity Marketing report</a>, published in association with <a href="http://www.celebrityintelligence.com/">Celebrity Intelligence</a>, here are five ways the world of celebrity marketing is changing.</p> <h3>The definition of ‘celebrity’ </h3> <p>Since the early days of reality television, we have seen a massive shift in celebrity culture.</p> <p>No longer reserved for actors, musicians and models, people now find fame in increasingly diverse ways.</p> <p>In the past five years, thanks to the explosion of YouTube and other social media channels, the definition of celebrity has become even more debatable. </p> <p>With social media personalities garnering millions of followers, brands and agencies are naturally looking to online channels to find faces to front campaigns and advertise products.</p> <p>While some might still see a clear distinction between celebrities and social media stars, as Nick Ede, CEO of East of Eden explains, it's more about the separation between traditional and non-traditional media. </p> <blockquote> <p>If a brand wants its campaign to reach Hello or Grazia etc, social talent will still very rarely penetrate that space. But a traditional celebrity will always make the headlines or a dent in newsprint or in a magazine.</p> </blockquote> <p>However, with the likes of Zoella appearing on the Great British Bake Off and Jim Chapman fronting his own line for John Lewis, we are certainly starting to see the two worlds blur. </p> <h3>How agencies are managing celebrities</h3> <p>With such a huge reach, it’s no surprise that more <a href="https://econsultancy.com/blog/67756-influencer-marketing-it-s-all-about-the-audience/">agencies are working with influencers</a> (from all industries).</p> <p>In our survey, 74% of agency respondents said that they are now working with celebrities, with a further 12% aiming to embark on a celebrity endorsement within the next year.</p> <p>In conjunction with this trend, it seems agencies are more likely to manage celebrities in-house as opposed to outsourcing expertise.</p> <p>With 70% of companies taking on celebrity contacts internally, it is now becoming common practice for digital agencies. </p> <p><img src="https://assets.econsultancy.com/images/0007/6589/Managing_celebrities.PNG" alt="" width="767" height="465"></p> <h3>Social media stars in demand</h3> <p>While singers and musicians are the most popular celebrities for brands to work with, social media stars are closing the gap. </p> <p>By being able to see who their audience is, when they are watching and what kind of content they want – social media personalities are able to offer the kind of audience insight that brands crave.</p> <p>As a result, they can offer greater brand relevance.</p> <p>With an in-built audience on social, they can automatically guarantee promotion and engagement with a core demographic. </p> <p><img src="https://assets.econsultancy.com/images/0007/6591/Brand_relevance.PNG" alt="" width="780" height="608"></p> <h3>Popularity of one-off campaigns</h3> <p>With a plethora of social media stars appearing in the past year alone, more brands are beginning to work with personalities on one-off campaigns rather than long-term collaborations.</p> <p>According to survey respondents, this is due to the ‘Tiger Woods effect’ – where sponsors are wary of losing out due to personal scandals or a sudden loss in popularity. </p> <p>As retweets and Instagram Likes become the goal, 40% of agencies support this one-off approach to get consumers engaged with brands in the short-term.</p> <p>That being said, long-term collaborations are not out of the question.</p> <p>On the contrary, they can provide greater value for both the brand and personality – as long as both parties have a natural and authentic affinity.</p> <p><img src="https://assets.econsultancy.com/images/0007/6592/Working_with_influencers.PNG" alt="" width="773" height="475"></p> <h3>Budget is biggest barrier for agencies</h3> <p>Despite an increasing desire to work with celebrities, a lack of budget is preventing many agencies from making it happen.</p> <p>83% of agency respondents cited the high cost of talent as the biggest challenge, so it appears that the influx of social media personalities in the market does not appear to be having an impact.</p> <p>The good news is that budgets are predicted to increase.</p> <p>With 38% of agencies saying that investment will ‘increase moderately’ in the next year, we can see that content creation, and video in particular, is becoming more of a priority for brands.</p> <p><img src="https://assets.econsultancy.com/images/0007/6593/Budget_challenges.PNG" alt="" width="780" height="498"></p> <p><strong>For more on this topic, download the full <a href="https://econsultancy.com/reports/the-future-of-celebrity-marketing">Future of Celebrity Marketing Report</a>.</strong></p> tag:econsultancy.com,2008:Report/4182 2016-07-05T15:01:00+01:00 2016-07-05T15:01:00+01:00 The Future of Celebrity Marketing <p>The Future of Celebrity Marketing, a <strong>Celebrity Intelligence</strong> report produced in association with Econsultancy, considers how the rules of celebrity engagement are shifting. Thanks to the advent of social media and the subsequent rise of online influencers, a new generation of talent has emerged for traditional celebrities to compete with.</p> <p>The report looks at how the definition of celebrity is evolving, the challenges this creates, and the new ways in which brands and agencies are selecting and engaging celebrities to work with. Backed by independent online research, the findings demonstrate the impact social media is having on celebrity engagement and assess how the future market is shaping up.</p> <h2>Read to discover:</h2> <ul> <li>Global celebrity engagement practices.</li> <li>Expert opinions and findings from leading voices in the industry.</li> <li>Budgets and predicted growth.</li> <li>The impact of social media.</li> <li>Priorities and tactics.</li> <li>Current and future trends.</li> </ul> <h2>About Celebrity Intelligence</h2> <p><a href="https://www.celebrityintelligence.com/#/">Celebrity Intelligence</a> is the ultimate celebrity engagement tool. We are the industry's only tool providing celebrity contacts, in-depth celebrity profiles and intelligence, celebrity events information and a live Buzz Index of 'who's hot and who's not' all in one place.</p> <p>Covering film, TV, music, fashion, sport and more, we provide everything you need to know to make intelligent decisions about which celebrities to work with, when and why.</p> <p>To find out more about Celebrity Intelligence, or for more information about the report, please contact Centaur Marketing's Content Marketing Manager, Priyanka Mehra Dayal, at priyanka.mehra-dayal@centaurmedia.com. <br></p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:BlogPost/68004 2016-06-28T10:39:00+01:00 2016-06-28T10:39:00+01:00 The Top 100 Digital Agencies in 2016: Key movers & shakers Nikki Gilliland <p>In the meantime, here’s a run-down of the top 10, as well as some key takeaways from the report.</p> <h3>Top 10 agencies (ranked by fee income)</h3> <ol> <li>IBM iX - £191,673,395</li> <li>Accenture Interactive - £176,527,487</li> <li>SapientNitro - £165,433349</li> <li>BAE Systems - £77,741,561</li> <li>Deloitte Digital UK - £75,000,000</li> <li>EPAM Systems - £74,035,110</li> <li>DigitasLBi - £71,689,000</li> <li>AKQA - £69,615,520</li> <li>Tribal Worldwide London - £60,826,475</li> <li>Engine - £58,868,000</li> </ol> <h3>Top five agencies drive growth</h3> <p>Following an increase of 20% in the past year, the total fee income billed by the top 100 agencies has now surpassed £2bn.</p> <p>With the five biggest-earning agencies accounting for 34% of the entire income, this figure is driven by those at the very top of the table.</p> <p><img src="https://assets.econsultancy.com/images/0007/6543/Avg_fee_income.PNG" alt="" width="780" height="351"></p> <h3>Agencies adapt to the need for digital transformation</h3> <p>With IBMx, Accenture Interactive and Deloitte Digital in the top five, we can see a continued rise in success for consultancies. </p> <p>By combining technology consulting and traditional digital agency work with <a href="https://econsultancy.com/training/digital-transformation/">digital transformation</a>, these firms are dominating the field.</p> <h3>Technology changing the marketer’s role</h3> <p>Wearable technology, <a href="https://econsultancy.com/blog/67078-three-examples-of-brands-experimenting-with-virtual-reality/">virtual reality</a> and <a href="https://econsultancy.com/blog/67745-15-examples-of-artificial-intelligence-in-marketing/">artificial intelligence</a> are just three trends impacting how consumers interact with brands.</p> <p>As a result, it is the marketer’s job to find ways of integrating this technology into the customer journey in order to create better and more memorable experiences.</p> <h3>Interactive agency site</h3> <p>To access more information or view charted trend data from 2002 to 2016, check out <a href="http://bit.ly/1Tu9ZJD">our interactive minisite</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/6675/top_100.png" alt="" width="800" height="380"></p> <p>For even more insight into the trends affecting the industry, check out our interviews with <a href="https://www.youtube.com/playlist?list=PL1-kPkZBw50FzKaMfNqFJ2q3UcCaznMsJ">five different agencies</a>.</p> tag:econsultancy.com,2008:BlogPost/67997 2016-06-24T12:31:00+01:00 2016-06-24T12:31:00+01:00 10 mind-boggling digital marketing stats from this week Nikki Gilliland <p>Oh and don’t forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium</a> for lots more insight.</p> <h3>Leave campaign generates the most tweets in run up to vote</h3> <p>The #EU ref data hub – a dashboard that measures Twitter discussions about Brexit – has shown how Leave was the most-talked about campaign in the week before the referendum.</p> <p>Despite Remain garnering the most mentions on the 23rd June, Leave was referenced more times overall.</p> <p>David Cameron was the most talked-about campaigner, with 37.8% of tweets mentioning the (soon-to-be former) Prime Minister.  </p> <p><img src="https://assets.econsultancy.com/images/0007/6447/Eu_Ref_Data.PNG" alt="" width="780" height="265"></p> <h3>Instagram reaches 500m users</h3> <p>Since being bought by Facebook back in 2012, Instagram has gone on to become one of the most popular social media platforms out there.</p> <p>Now with 500m users and 300m people using the app on a daily basis, it has more than doubled its user-base in a period of two years.</p> <p>As well as your average selfie-fan, brands are now utilising Instagram for its advertising potential, along with an increasing number of <a href="https://econsultancy.com/blog/67474-what-motivates-influencers-money-of-course">influencers who are making money</a> from the platform.</p> <h3>Car companies are most searched-for sponsors during the Euros </h3> <p>Bing Ads has revealed that Kia Motors and Vauxhall are the most popular Euro 2016 brand sponsors.</p> <p>As the top global brand, Kia Motors has so far secured 26% of all online searches.</p> <p>With 36% search volume, Vauxhall is the most popular UK sponsor, just ahead of Marks and Spencer who also garnered 26%.</p> <p><img src="https://assets.econsultancy.com/images/0007/6452/Kia_motors.PNG" alt="" width="780" height="361"></p> <h3>Brits increasingly looking to acquire new skills online</h3> <p>Hitwise, a division of Connexity, has revealed that more and more Brits are turning to the internet to educate themselves.</p> <p>It’s been found that 4.1m of us searched for ‘how to’ queries in the first quarter of 2016, and 1.3m visited an online learning site like FutureLearn.</p> <p>With coding and web development two of the most popular searches, internet users are aiming to ‘up skill’ in order to keep up with the country’s increasing digitalisation.</p> <h3>Digital brands can’t keep up with customer expectations</h3> <p>A new survey by Accenture Interactive has revealed that digital brands are becoming less worried about competitors and more focused on keeping up with customer demands.</p> <p>While 52% of respondents stated that they were ahead of the competition in terms of digital experiences, just 7% said their company exceeded their customer’s expectations.</p> <p>Due to the ‘lightning pace’ of changing expectations, developing and improving digital channels is the most prioritised course of action.</p> <p><img src="https://assets.econsultancy.com/images/0007/6448/Accenture_stats.PNG" alt="" width="571" height="509"></p> <h3>Facebook surpasses LinkedIn as a business network</h3> <p>A new report by Tata Consultancy has revealed how social media is changing the way young people seek out business opportunities.</p> <p>Now, more people than ever are using Facebook to search for job opportunities.</p> <p>Out of young people who use social media to search for new roles, 46% use Facebook compared with just 28% using LinkedIn.</p> <p>The report also highlights the extent to which youngsters are bypassing traditional channels, with 7 out of 10 entrepreneurs choosing to look for investors online.</p> <h3>Marketers are failing to fight email fraud</h3> <p>According to a survery by Return Path, when it comes to email fraud, marketers are playing with fire.</p> <p>Despite 81% saying that they’d be concerned if a customer received a malicious email that appeared to be from their brand, just 32% say that securing email channels are a top priority.</p> <p>With 76% of respondents also saying they are unable to monitor email attacks, marketers risk losing customers who have been the target of online attacks.</p> <h3>SBM owners increase investment in video marketing</h3> <p>A new survey by Animoto has revealed how marketers and small-to-medium-sized business owners are increasingly looking to video as a marketing tool.</p> <p>With 76.5% saying that video has already had a direct impact on their business, more than 60% plan to increase investment in the next year.</p> <p>Despite this, one in four SBM owners and marketers feel left behind the competition, with a lack of video skills being cited as the main reason.</p> <p><img src="https://assets.econsultancy.com/images/0007/6449/Animoto_stats.PNG" alt="" width="780" height="482"></p> <h3>One third of online shoppers switch retailers due to minimum order thresholds</h3> <p>New YouGov stats from <a href="http://now.jda.com/Customer-Pulse-Report-2016-UK-Registration.html?srcid=jda-pr-uk">Centiro &amp; JDA</a> has revealed how minimum order charges are impacting customer loyalty.</p> <p>According to research, one third of online shoppers have chosen to go elsewhere when faced with a minimum order charge.</p> <p>Similarly, 33% have chosen an alternative delivery method even if it was less convenient.</p> <p>On the back of this, click and collect is growing in popularity, with 54% of people saying that they have used the service in the past 12 months.</p> <h3>Half of millennials don’t trust their high street banks</h3> <p>A report by Neopay has highlighted how younger generations are less likely to trust traditional banks.</p> <p>In a survey of 2,000 UK adults, 41% of 25-34 year olds said they would not trust their bank with an online transaction. However, 32% of the same demographic said that they would be more inclined to trust a technology company such as Google or Apple.</p> <p>With just 47% of customers meeting someone from their bank in person last year, it is no longer seen as the only option.</p> tag:econsultancy.com,2008:BlogPost/67968 2016-06-24T01:00:00+01:00 2016-06-24T01:00:00+01:00 Marketing in China: Where mobile and content marketing are driving change Steven Chang <p>However, the market in China is evolving incredibly rapidly, taking on its own dimensions and creating its own rules.</p> <p>This evolution is taking place as more people come online and the potential of mobile, social and data come together.</p> <p>This confluence of trends is called “Internet Plus” in China, and refers to how traditional industries are being affected by new business models, new ways of using data and new ways of interacting with each other. </p> <h3>The impact of mobile on content consumption </h3> <p>Part of this evolution is down to how people access the internet in China.</p> <p>According to last year’s CNNIC research, China had around 668m internet users compared to around 279m in the US; yet this represents a penetration rate of around 49% of the whole population, compared to 87% of the population of the US.</p> <p>However, the biggest difference is around smartphone usage: around 90% of Chinese netizens are on smartphones compared to around 57% in the US. </p> <p>Audience behaviour here is different too when it comes to marketing via mobile.</p> <p>US internet users would respond to mobile adverts around 56% of the time, and only 59% of those users were more likely to shop on mobile.</p> <p>In comparison, around 79% of Chinese internet users will respond to mobile ads, while 78% would shop via their phones.</p> <p>At the same time, it’s also important to understand how interaction with phones is different in China too.</p> <p>For example, iPhones have a ‘shake’ function that can be used to undo the last action.</p> <p>However, shake is much more commonly used in China as part of applications – one of the first uses in social was <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat/">WeChat</a>, which has a tool to find other users that are local and shaking their phones at the same time.</p> <p>This has progressed into other apps and social services.</p> <p><em>Burberry's WeChat presence</em></p> <p>             <img src="https://assets.econsultancy.com/images/resized/0005/1201/burberry_wechat-blog-third.png" alt="" width="200" height="356">     <img src="https://assets.econsultancy.com/images/resized/0005/1202/burberry_wechat1-blog-third.png" alt="" width="200" height="356"></p> <p>Why is this important for marketers to know? Well, research shows that shake response is much higher than services that use “click to respond” buttons for interaction.</p> <p>Estee Lauder ran an advert campaign on social with “shake to respond” in place alongside target-driven incentives.</p> <p>The response rate for this campaign was 13% with shake – 85 times higher than the “click to respond” version.</p> <p>This was also around 50 times higher than the industry standard rate for banner ad click-throughs, which stands at 0.23%. This understanding of local social channel design can help international marketers tailor their campaigns.</p> <p>Within China, mobile is becoming the dominant platform for internet use by younger generations – internet users born after 1990 spend an average of 234 minutes a day on the internet via mobile.</p> <p>This compares to the overall population where 110 minutes is spent online per day via PCs. Alongside this, 47% of Chinese internet users will spend more than two hours per day using social apps to run their social lives.</p> <p>This increase in Chinese people living their lives through their mobile devices has gone alongside an increase in demand for content to fill that window.</p> <p>In turn this has provided more opportunities to gather data on user interests. This data can be used for <a href="https://econsultancy.com/admin/blog_posts/67968-marketing-in-china-where-mobile-and-content-marketing-are-driving-change/edit/n">greater personalisation</a> and targeting.</p> <h3>How marketing on mobile links up social, data and creativity</h3> <p>This availability of data can help both brands and agencies work on campaigns to make the most of their budget.</p> <p>The first step here is to consolidate all potential data sources to build a picture of the total audience, as well as looking at those members of the audience that have more than one relationship with the brand.</p> <p>For Mead Johnson, a manufacturing company involved in baby food and other nutritional products, this involved looking at its social media presences, its online fans and those who had purchased products online through <a href="https://econsultancy.com/blog/67771-a-beginners-guide-to-alibaba-s-tmall/">Tmall</a>. </p> <p>Based on these sets of data, the firm found 7.84m individual contacts in total; using data mapping and matching, users with more than one account on each of these platforms made up 54% of the total.</p> <p>The second step here is to create a consumer portrait based on the data acquired via mobile, social and ecommerce.</p> <p><em>Mead Johnson's Tmall store</em></p> <p><img src="https://assets.econsultancy.com/images/0007/6256/Mead_Johnson.png" alt="" width="800" height="579"></p> <p>This can include quantitative data like demographics, location and preferences for access to channels; however, this can also be more qualitative too.</p> <p>Rather than looking at potential audiences in theory, it’s possible to build up a better picture of actual preferences around key opinion leaders, content preferences and celebrities followed. </p> <p>In total, around 20 data dimensions were created and used for planning campaigns.</p> <p>This data was then used to design a new campaign based on co-creation of content alongside key opinion leaders in China that could be delivered via online video and social channels. </p> <p>From these steps, Mead Johnson saw its potential consumer audience grow by a factor of four.</p> <p>On the campaigns designed with data, the company saw brand preference increase by 115.2% and purchase intention go up by 84.2%.</p> <p>This integrated approach is important for success in China today.</p> <p>The increasing competition for attention around mobile means that targeting specific audience groups is becoming much more important for campaigns to be successful.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/reports/the-china-digital-report-q1-2016/"><em>The China Digital Report, Q1 2016</em></a></li> <li><a href="https://econsultancy.com/blog/67928-building-the-business-case-for-customer-experience-cx-in-china/"><em>Building the business case for customer experience (CX) in China</em></a></li> </ul>