tag:econsultancy.com,2008:/topics/social Latest Social content from Econsultancy 2018-01-12T15:36:38+00:00 tag:econsultancy.com,2008:BlogPost/69722 2018-01-12T15:36:38+00:00 2018-01-12T15:36:38+00:00 The best digital marketing stats we’ve seen this week Nikki Gilliland <h3>Mobile payments continue to rise</h3> <p>Fresh data from Global Web Index <a href="http://insight.globalwebindex.net/mobile-payments?utm_campaign=Mobile%20Payments&amp;utm_source=hs_email&amp;utm_medium=email&amp;utm_content=59916829&amp;_hsenc=p2ANqtz-_faJUDXluJY8tk003JcJHqw5tavH9kcLCw0DW98JC7eK7IejDHbZPJ2M1tiyn0QXp1PrspQKqN97mn6L5JrM_kCSktS-4UNhF4StyBRki9uNCKoB8&amp;_hsmi=59917916" target="_blank">suggests</a> that mobile payment usage is steadily rising. </p> <p>From analysis of 89,029 internet users aged 16 to 64 in 40 countries, it found that 33% had used a mobile payment service in the last month – up from 29% the previous year. </p> <p>Asia is the global leader, with 46% of Chinese consumers using a mobile payment service in the past month. While legacy payment methods might be holding other countries back, growth is still promising, as uptake in the UK has almost doubled since Q4 2015.</p> <p><img src="https://assets.econsultancy.com/images/0009/1630/Mobile_Payments.JPG" alt="" width="841" height="449"></p> <p><em>(Percentage of internet users who used a mobile payment service in the last month)</em></p> <p>While WeChat Pay is one of the top mobile payment services in China, it is far outweighed in the US and UK by the likes of Apple Pay and PayPal mobile. Could its recent expansion to Malaysia spur on adoption elsewhere? Subscribers can read more on what’s next for WeChat in Econsultancy’s <a href="https://econsultancy.com/reports/understanding-wechat-an-overview-of-china-s-social-payment-and-messaging-giant/" target="_blank">new report.</a></p> <h3>FMCG has highest average marketing salaries</h3> <p>Marketing Week’s 2018 Salary Survey has produced some interesting results.</p> <p>FMCG, consumer electronics, and gaming and gambling are the top three industries when ranked by average pay.</p> <p><img src="https://assets.econsultancy.com/images/0009/1645/av_wage.jpg" alt="average marketing wage" width="615"></p> <p><em>Average marketing wage by sector</em></p> <p>The happiest sector is gaming and gambling, where more than 60% of marketers are quite happy or very happy with their role. At the other end of the scale, more than 35% working in beauty are quite unhappy or not happy at all, making it the most unhappy sectors for marketers.</p> <p>It’s no coincidence, therefore, that when asked if they receive fair financial reward for their work, marketers in gaming and gambling were fairly positive, with 65% agreeing. Only utilities saw a greater percentage of marketers who agreed they receive fair financial rewards for their work.</p> <p><em><a href="https://www.marketingweek.com/tag/career-and-salary-survey-2018/">More at Marketing Week.</a></em></p> <h3>Promotional emails typically generate poor read rates</h3> <p>Return Path’s <a href="https://returnpath.com/downloads/2018-email-marketing-lookbook/?sfdc=701370000006RpG" target="_blank">latest report</a>, which comes from the analysis of 600,000 commercial emails, suggests that email marketers could be wrongly focusing on promotional emails. </p> <p>Despite promotional emails (i.e. emails that highlight a particular service, offer, or event) accounting for more than 70% of all messages in the study, it’s one of the most poorly performing campaign types, seeing a read rate of just 19% and a deleted-before-reading rate of 12%.</p> <p>Other takeaways from the report include the recognition that welcome emails are effective for building new subscriber relationships. However, this type of campaign was found to have the lowest inbox placement rate out of all studied, showing that it still presents a big challenge for marketers.</p> <p>Finally, post-purchase emails were found to outperform every other campaign type, typically seeing a high read rate and a low deleted before reading rate.</p> <p><img src="https://assets.econsultancy.com/images/0009/1629/post_purchase.JPG" alt="" width="250" height="687"></p> <p><strong>More on email marketing:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69675-what-were-the-biggest-email-trends-in-2017" target="_blank">What were the biggest email trends in 2017?</a></li> <li><a href="https://econsultancy.com/blog/69688-email-trends-in-2018-what-do-the-experts-predict" target="_blank">Email trends in 2018: What do the experts predict?</a></li> </ul> <h3>Leaked data shows poor performance of Snapchat maps</h3> <p>Snapchat is notoriously secretive about its usage stats, however <a href="https://www.thedailybeast.com/this-is-the-data-snapchat-doesnt-want-you-to-see" target="_blank">leaked data</a> obtained by the Daily Beast shows that new features are failing to capture the imagination of long-term users.</p> <p>Maps, which tells you the location of friends on a map, had 30m daily users when it first launched. However, this has now fallen to just 19m (11% of Snapchat’s daily active user-base). Stats also show that just 21% of people use Discover on a daily basis, which includes content from news brands and magazines likes The New York Times and Buzzfeed.</p> <p><img src="https://assets.econsultancy.com/images/0009/1627/snapchat_maps.JPG" alt="" width="780" height="467"></p> <p>It’s not all bad news however. With users sending an average of 34 messages a day during the period of June to September 2017, it appears the app’s core functionality is still keeping users on the platform.</p> <p><strong>More on Snapchat:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/69623-how-will-snapchat-s-redesign-affect-branded-content" target="_blank">How will Snapchat's redesign affect branded content?</a></li> <li><a href="https://econsultancy.com/blog/69623-how-will-snapchat-s-redesign-affect-branded-content" target="_blank">Snapchat opens up to the web in a big way with new Paperclip linking feature</a></li> <li><a href="https://econsultancy.com/reports/snapchat-how-brands-are-getting-creative-on-the-service" target="_blank">Snapchat: How brands are getting creative on the service</a></li> </ul> <h3>Failed Christmas deliveries in UK predicted to cost £464.9m in return</h3> <p><a href="http://sorted.co.uk/p/24IJ-6W6/coming-together-the-blueprint-for-collaborative-commerce" target="_blank">According to research</a> from Sorted, failed Christmas deliveries will cause an estimated £464.9m of returns in January. This prediction comes from an original survey of 2,000 shoppers in the UK based on their attitudes and opinions towards delivery.</p> <p>It predicts that even after ‘Take Back Tuesday’ – the first working day of the New Year, when gift return volumes double the daily average – returns will continue to squeeze already tight margins for retailers. </p> <p>The report also suggests that this could lead to a ripple effect, with 20% of shoppers who send back one item due to late delivery also likely to return the rest of their basket. Meanwhile, it also poses bad news for loyalty, as 38% of shoppers say a complex or difficult returns experience would make them less likely to shop with that same brand in future.</p> <p><strong>More on delivery and returns:</strong></p> <ul> <li><a href="https://econsultancy.com/blog/68677-how-10-ecommerce-sites-present-returns-policies/" target="_blank">How 10 ecommerce sites present returns policies</a></li> <li><a href="https://www.econsultancy.com/blog/69301-how-10-online-retailers-promote-free-and-fast-shipping" target="_blank">How 10 online retailers promote free and fast shipping</a></li> </ul> <h3>Consumers favour socially-conscious brands</h3> <p>Sprout Social <a href="https://sproutsocial.com/insights/data/championing-change-in-the-age-of-social-media/" target="_blank">has surveyed</a> more than 1,000 US consumers to find out their opinion on brands that weigh in on social and political events. The results show that brands face greater reward than risk, as consumers are more likely to share on social if they agree, but take no action if they don’t. Meanwhile, ‘intrigued’, ‘impressed’ and ‘engaged’ were the top three emotions cited in association with brands taking a stand.</p> <p>Interestingly, it appears brands that express an opinion on social issues can do more than just generate awareness. While 66% of respondents say posts from brands rarely or never influence their opinions, 37% say that brands encourage them to take specific steps to support a cause or make a donation.</p> <p>So, which brands have taken a stand in advertising campaigns? Read about <a href="https://www.econsultancy.com/blog/69702-five-brand-campaigns-that-took-a-stand-on-social-issues/" target="_blank">five successful examples here</a>.</p> <h3>UK shoppers spent an extra £1bn this Christmas</h3> <p>Kantar Worldpanel has revealed that the average UK household spent an average of £1,054 on groceries in the three months leading up to Christmas 2017, also spending a total of £747m on 22nd December alone.</p> <p>Kantar also found shoppers spent a total of £469m on premium own label lines in December, with chilled items, fresh meat and bakery among the most popular food categories. With an extra £1bn being spent compared to the previous year, it resulted in huge sales for the biggest supermarkets. </p> <p>While Lidl and Aldi were the fastest growing year-on-year, Tesco actually saw the fastest growth over the Christmas period, with sales up 3.1% during the 12 weeks.</p> <p><img src="https://assets.econsultancy.com/images/0009/1628/kantar.JPG" alt="" width="642" height="538"></p> <p><strong>More on supermarkets:</strong></p> <ul> <li><a href="https://www.econsultancy.com/blog/69172-10-supermarkets-with-10-very-different-email-opt-in-opt-out-strategies" target="_blank">10 supermarkets with 10 very different email opt-in/opt out strategies</a></li> <li><a href="https://www.econsultancy.com/blog/69645-10-of-the-best-ad-campaigns-from-the-uk-s-top-supermarkets" target="_blank">10 of the best ad campaigns from the UK’s top supermarkets</a></li> <li><a href="https://www.econsultancy.com/blog/67992-how-amazonfresh-is-hoping-to-threaten-the-uk-s-big-four-supermarkets" target="_blank">How AmazonFresh is hoping to threaten the UK’s ‘big four’ supermarkets</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69709 2018-01-09T15:00:00+00:00 2018-01-09T15:00:00+00:00 Will influencer marketing take a hit after the Logan Paul firestorm? Patricio Robles <p>But Paul's gravy train might be nearing its end following his posting of a disturbing video filmed in Japan's Aokigahara, a forest that has come to be known as “the suicide forest.”</p> <p>The video, which has since been taken down, sparked international outrage as it shows a dead body Paul and his friends discovered, as well as their less-than-sensitive reactions to it.</p> <p>Not surprisingly, Paul has since issued an apology, but additional footage released from his Japan trip shows the mega influencer engaging in callously disrespectful behavior that some are pointing to as evidence that Paul's fame and fortune has gone to his head.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Turns out, Logan Paul's trip to Japan was problematic for many reasons <a href="https://t.co/yhj2BYgk4G">pic.twitter.com/yhj2BYgk4G</a></p> — We The Unicorns (@wetheunicorns) <a href="https://twitter.com/wetheunicorns/status/949297972986163200?ref_src=twsrc%5Etfw">January 5, 2018</a> </blockquote> <h3>Another blow to influencer marketing</h3> <p>With brand safety top of mind, the Paul backlash has caused some to begin asking: is brand safety even a possibility in the realm of influencer marketing?</p> <p>It's a reasonable question given that Paul is not the first high-profile influencer who has seen the viability of his career called into question after finding himself in a media firestorm. Last year, another homegrown YouTube star, Felix Kjellberg, who goes by the name PewDiePie, found himself facing a backlash when videos he published were called out for being anti-semitic.</p> <p>As a result of the backlash, some of Kjellberg's biggest partners, including Disney's Maker Studios and YouTube itself, <a href="https://www.econsultancy.com/blog/69209-six-inconvenient-truths-about-influencer-marketing">terminated their relationships</a>. Kjellberg is said to have earned $11m last year and was the highest-paid influencer the year prior with estimated earnings of $15m.</p> <p>While Kjellberg's fall from grace was surprising, Paul's might be even more stunning because of the strides he had made to cross over to traditional media stardom.</p> <p>In January 2016, <a href="http://www.adweek.com/brand-marketing/how-vines-hunky-goofball-logan-paul-plans-become-mainstream-superstar-169152/">Paul graced the cover of AdWeek's print magazine</a> and in the associated article about his internet stardom and plans to make himself a Hollywood powerhouse, AdWeek's T.L. Stanley wrote:</p> <blockquote> <p>Trolls, be warned: slamming Paul would be like punching a puppy. He's just that earnest and adorable. Instead of talking smack, watch where he might go, which, if he has his way, is to mainstream superstardom on the level of his idols, Will Smith and Dwayne Johnson.</p> </blockquote> <p>Stanley added that Paul “has also established a squeaky-clean reputation, though he says he's shifting 'from PG to PG-13' material as his act evolves.”</p> <p>Two years later, it seems likely that Paul's behavior in Japan could very well ensure that nobody will refer to a “squeaky-clean reputation” alongside his name again.</p> <h3>What's up with influencers?</h3> <p>In light of Kjellberg and Paul fiascoes, it's worth asking: why do influencers seem so prone to meltdowns? It's not that they don't have adequate management. Paul, for instance, is repped by Creative Artists Agency (CAA), one of Hollywood's most powerful talent agencies.</p> <p>So if it's not that the most prominent influencers don't have access to the same guidance as the world's most successful traditional media stars, what is it?</p> <p>James G. Brooks, CEO of social video distribution platform GlassView, <a href="http://www.adweek.com/digital/james-g-brooks-glassview-guest-post-logan-paul-youtube/">has a theory</a>: “when you give a young person with an inflated ego a camera, they are apt to do or say something stupid.” As a result, brands he says “should calculate a certain amount of brand risk into every YouTube buy.”</p> <p>Brands would be wise to consider this but so long as their engagements with influencers are one-offs and they don't enter into broader partnerships, such as long-term endorsement deals, the good news is that there's no real evidence yet that their past work with fallen influencers will have lasting effects on their reputations. </p> <p>For example, brands that have worked with Kjellberg and Paul have not seen their names dragged into the mud by consumers.</p> <p>Obviously, brands should tread carefully when contemplating new projects with influencers who carry baggage. For instance, if the dust settles and Paul is able to restore his reputation, at least partially, brands would still be wise to tread carefully. </p> <p>But despite all of the discussion around influencers' inability to be brand safe in the wake of the Paul firestorm, brands have less to worry about than many are suggesting and that means that brand investment in influencer marketing will likely continue to grow in 2018.</p> tag:econsultancy.com,2008:BlogPost/69697 2018-01-08T10:57:00+00:00 2018-01-08T10:57:00+00:00 Is the influencer marketing bubble set to burst? Nikki Gilliland <p>Rakuten Marketing <a href="https://www.emarketer.com/Article/Influencer-Marketing-Prices-Rising-UK/1016283" target="_blank">found that 75%</a> of marketers plan to spend even more on influencers in the months to come, while Celebrity Intelligence says that <a href="https://www.econsultancy.com/blog/69620-only-29-of-influencer-campaigns-use-trackable-urls-for-attribution" target="_blank">digital influencers</a> are the most popular choice for brand endorsements.</p> <p>But while this indicates that the industry is booming, it’s hard to ignore murmurings that it could also be in danger of bursting. From fake Instagram ‘<a href="https://econsultancy.com/blog/69064-will-instagram-pods-impact-influencer-marketing">pods</a>’ to troubles with attribution – there are certainly many issues to tackle.</p> <p>So, is influencer marketing really a safe bet for 2018? Here’s bit more on the state of the industry, and what marketers can do to minimise the risks involved. </p> <h3>Fraud and fakes</h3> <p>Authenticity and trust is key to any successful influencer campaign, as consumers become all the more sceptical when it comes to forced and purely-commercial partnerships. </p> <p>One common example is the one-off paid Instagram post, whereby celebrities or influencers are paid to promote a particular product or service. Sometimes, this can work out fine – if the influencer in question is a natural fit or genuinely uses the product. On the other hand, it can also result in failure.</p> <p>We’ve previously seen the likes of Scott Disick and Naomi Campbell demonstrate disingenuous brand partnerships, having clearly copied and pasted pre-written copy on their paid-for posts. </p> <p><img src="https://assets.econsultancy.com/images/0009/1433/scott_disick.JPG" alt="" width="780" height="375"></p> <p>Similarly, even when the quality of the content is greater, disclosure remains a huge problem across the board. Many influencers fail to highlight when a post is sponsored or if there has been brand involvement. In turn, this contributes to a lack of trust from a consumer perspective, and in the worst cases, result in punishment from the FTC or ASA. </p> <p>Alongside this lack of authenticity, blatant fraud is also plaguing the industry, with influencers now using so-called ‘instapods’ to artificially enhance their number of followers or likes. These pods are made up of 30 or so people who commit to commenting on or engaging with each other’s posts, with the end-goal being to get noticed by brands and earn money.</p> <p>Of course, this also means that any campaign involving an artificially-enhanced influencer will be based on skewed data – which also means the brand will potentially be backing a dud, as the influencer could have no actual influence or effect on a real-life audience. </p> <h3>Measuring ROI</h3> <p>According to Rakuten, investment in influencer marketing is still on the up. Marketers are reportedly willing to pay in excess of £100,000 for a single post mentioning their brand, and yet, a massive 86% of marketers admit that they aren’t entirely sure how influencer fees are calculated. </p> <p>Celebrity Intelligence’s <a href="https://hello.celebrityintelligence.com/age-of-influence/" target="_blank">Age of Social Influence</a> report also highlights confusion around ROI, with marketers finding it difficult to measure true success, and instead relying on outdated metrics such as mainstream press coverage.</p> <p>The report states that just 41% of respondents say they are measuring revenue generation, and just 29% say they are using trackable attribution links within influencer content.</p> <p><img src="https://assets.econsultancy.com/images/0009/1434/celeb_intelligence.JPG" alt="" width="350" height="500"></p> <p>Altogether, this means that the potential for fraud is further increased, with brands unable to differentiate between real and fake engagement. </p> <p>Last July, MediaKix demonstrated just how easy it is for influencers to pull the wool over brands’ eyes, creating<a href="https://econsultancy.com/blog/69343-are-marketers-underestimating-the-fraud-threat-to-influencer-marketing"> two fake profiles</a> made up of stock images. After just two months, both accounts had accumulated thousands of (paid-for) followers and had misleadingly high engagement levels. On the back of this, MediaKix secured four brand endorsement deals, with influencer content eventually being exchanged for money and free products. </p> <p>This goes to show the need for greater or perhaps more diverse measurement, which takes into account a wider variety of metrics (and not just the most obvious).</p> <h3>Advocacy or influence?</h3> <p>Finally, another reason investment in influencer marketing might not come to fruition could be due to changes in what actually generates real success. </p> <p>Last year, the general consensus seemed to be that micro-influencers were the key – i.e. individuals with 10,000 to 100,000 followers and theoretically a highly engaged audience. However, it has been suggested that the trend is perhaps a scam started by influencer marketing platforms. Essentially, as brands work with an increasing pool of small-scale influencers, ‘high’ engagement levels could be misleading - failing to translate to legitimate or large-scale impact, as well as diluting the quality of content.</p> <p>Looking at alternatives, some have suggested that advocacy could be the next big trend, with <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns" target="_blank">user-generated content</a> potentially leading to higher levels of engagement. </p> <p>So, what’s the difference between influence and advocacy? In broad terms, it seems the former is focused on driving awareness, while the latter is much more laser-focused on helping others to have the same positive experience as them.</p> <p>Advocates can therefore be anyone that has experienced a brand or product, regardless of the size of their social media audience or how much engagement they have previously generated. This point is the key, as it ultimately takes away the competition element (and even the danger of fraud) as selection is purely based on genuine promotion and support for brands. </p> <p><img src="https://assets.econsultancy.com/images/0009/1435/brand_advocacy.JPG" alt="" width="649" height="470"></p> <h3>The road to success </h3> <p>So, does this mean that brands will turn their back on larger influencers for everyday folk? Maybe not entirely, as research suggests that the strategy in its original form – i.e. utilising the power of known and trusted individuals – can still be of great benefit. </p> <p>However, it might also mean that marketers will be more fluid within their strategies, utilising a wide range of influencers (and channels) rather than the most obvious or mainstream tactics. This could mean focusing on both user-generated content as well as larger influencers, most importantly depending on what is the best fit for the audience and their values. </p> <p>Perhaps then, instead of valuing the influencer’s audience (in terms of numbers), brands should start to focus more on who their own audience is following and why.</p> <p><strong><em>More on influencer marketing:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/69196-11-impressive-influencer-marketing-campaigns" target="_blank">11 impressive influencer marketing campaigns</a></em></li> <li><em><a href="https://www.econsultancy.com/blog/69209-six-inconvenient-truths-about-influencer-marketing" target="_blank">Six inconvenient truths about influencer marketing</a></em></li> <li><em><a href="https://econsultancy.com/blog/69365-five-steps-to-successful-b2b-influencer-marketing" target="_blank">Five steps to successful B2B influencer marketing</a></em></li> </ul> tag:econsultancy.com,2008:BlogPost/69685 2018-01-03T09:36:27+00:00 2018-01-03T09:36:27+00:00 Three brand campaigns that successfully engaged Gen Z Nikki Gilliland <p>Part and parcel of this is of course digital technology, with <a href="https://blog.globalwebindex.net/chart-of-the-day/gen-z-spending-3-5-hours-mobiles-daily/">96% of Gen Z owning a smartphone</a>, and spending an average of three hours and 38 minutes online each day.</p> <p>It might be easy to assume then that growing up a digital native might result in a passive, perhaps even lazier generation, but in contrast, Generation Z is said to be more go-getting, money-savvy and socially-aware than ever before. A Lincoln <a href="http://newsroom.lfg.com/press-release/corporate/thought-leaders-outline-actions-designed-increase-financial-literacy-enhance" target="_blank">survey found</a> that saving for the future is a top priority for US teens, alongside getting a degree and a valuable job. Meanwhile, 80% of Gen Z is said to have a greater tendency to buy products that have a positive social or environmental impact.</p> <p>So, with all this complexity, how can brands truly connect and engage with the youth of today? Here are a few examples of those that have succeeded, and the reasons why.</p> <h3>Vodafone &amp; Voxi</h3> <p>Vodafone is clearly set on capturing the youth market, having specifically launched a new mobile network for people aged under 25. The idea behind Voxi is that young people use their mobile phones differently to other demographics, placing greater value on data rather than calls or SMS messages. As a result, the network enables users to access apps like Snapchat and Messenger without cutting into their data plan.</p> <p>Unsurprisingly, Vodafone has utilised social to target a young audience, first enlisting the help of 50 creatives to create content for various channels. It also signed ad deals with both Snapchat and Twitter, and held <a href="https://econsultancy.com/blog/69570-how-higher-education-providers-are-marketing-to-new-students" target="_blank">events in UK universities</a> during Fresher’s Week.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FVOXIUK%2Fvideos%2F1172566752874182%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>Voxi has a strong brand promise – one that is designed to give young people a way to connect to the things that matter to them, in the places that matter most. i.e. social media. But is it also in danger of stereotyping young people? </p> <p>With the recognition that young people are diverse, both in terms of social and economic background as well as what interests them – I think Vodafone has been able to avoid this to a certain extent. By putting young creatives at the heart of its marketing, it hasn’t imposed its own perception about what young people of today are interested in, but instead let its audience dictate the message. </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">VOXI creators @lauren_mustoe_ Meg Jepson @lydiadique @charliepryorvisuals and @waynecreativ spent a day with our curator and founder of <a href="https://twitter.com/WAHNAILS?ref_src=twsrc%5Etfw">@wahnails</a> <a href="https://twitter.com/sharmadeanreid?ref_src=twsrc%5Etfw">@sharmadeanreid</a> for a masterclass on creativity and entrepreneurship! <a href="https://twitter.com/hashtag/mentor?src=hash&amp;ref_src=twsrc%5Etfw">#mentor</a> <a href="https://twitter.com/hashtag/youngtalent?src=hash&amp;ref_src=twsrc%5Etfw">#youngtalent</a> <a href="https://twitter.com/hashtag/VOXIcreators?src=hash&amp;ref_src=twsrc%5Etfw">#VOXIcreators</a> <a href="https://t.co/Z4OnDJfbEE">pic.twitter.com/Z4OnDJfbEE</a></p> — VOXI (@VOXI_UK) <a href="https://twitter.com/VOXI_UK/status/941716618299805698?ref_src=twsrc%5Etfw">December 15, 2017</a> </blockquote> <h3>Adidas and Stormzy</h3> <p>Brands often draw on popular culture to attract an audience, with the worlds of music and sport most typically being used to target youngsters. Adidas’s partnership with UK grime artist Stormzy is a prime example of this, with the UK grime artist being specifically used to market the brand’s sportswear range as more youth-focused and cutting edge.</p> <p>Adidas’s affiliation with sport and music means that it has a unique opportunity to tap into both world’s simultaneously. In 2016, it took the opportunity to generate hype around the transfer window – specifically Paul Pogba’s move to Manchester United (which also happened to be the most expensive football transfer in history). In response, Adidas created a music video featuring both Pogba and Stormzy, with its supposedly ‘accidental’ <a href="https://econsultancy.com/blog/68785-how-adidas-originals-uses-social-media-to-drive-sales" target="_blank">release on social media</a> leading to viral success. </p> <p><iframe src="https://www.youtube.com/embed/vhhJB1tPRaE?wmode=transparent" width="854" height="480"></iframe></p> <p>It was an incredibly smart move by Adidas, and one that ensured its name being involved in any conversation surrounding Pogba’s potentially imminent move. What’s more, by creating a splash online before the news broke in traditional media, the digital-first audience felt much more involved – almost as if they were in on the secret.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">HE'S BACK. <a href="https://twitter.com/hashtag/FirstNeverFollows?src=hash&amp;ref_src=twsrc%5Etfw">#FirstNeverFollows</a> cc: <a href="https://twitter.com/paulpogba?ref_src=twsrc%5Etfw">@paulpogba</a> <a href="https://twitter.com/adidasfootball?ref_src=twsrc%5Etfw">@adidasfootball</a> <a href="https://twitter.com/ManUtd?ref_src=twsrc%5Etfw">@ManUtd</a> <a href="https://t.co/UVtl9NRjl7">pic.twitter.com/UVtl9NRjl7</a></p> — #GSAP (@Stormzy1) <a href="https://twitter.com/Stormzy1/status/762796696426479616?ref_src=twsrc%5Etfw">August 8, 2016</a> </blockquote> <h3>AXE and #PraiseUp</h3> <p>Recently, an increasing number of brands have been turning their backs on traditional gender roles to <a href="https://econsultancy.com/blog/69291-how-brands-are-fighting-against-gender-stereotypes" target="_blank">display greater inclusivity.</a> This is largely due to changing perceptions among young people, with 56% of consumers aged 13 to 20-years-old saying someone they know uses gender-neutral pronouns. Similarly, J. Walter Thompson reports that one third of Gen Z survey respondents agree that gender does not define a person as much as it used to.</p> <p>While brands like Cover Girl and Rimmel are striving to promote a strong gender fluid image, others are finding their own ways to be more inclusive. Earlier this year, Axe Canada launched #PraiseUp – a campaign designed to combat the outdated and harmful norms of male stereotypes. It was based on its own research, which found that men aged 15 to 25 are more inclusive and accepting, with a growing number also more inclined to express their emotions and affections. This is despite that fact that 70% of young men have been told that a ‘real man’ behaves a certain way.</p> <p>In order to celebrate and reaffirm the notion that young men should be more open and complimentary, Axe challenged its audience to record themselves giving praise to their friends and post the video on social media. The brand also enlisted the help of popular Toronto sports stars Marcus Stroman and Kyle Lowry in order to maximise interest online.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">If you're reading this, I nominate you to <a href="https://twitter.com/hashtag/PraiseUp?src=hash&amp;ref_src=twsrc%5Etfw">#PraiseUp</a> a friend. Watch me and <a href="https://twitter.com/MStrooo6?ref_src=twsrc%5Etfw">@MStrooo6</a> show you how it's done! <a href="https://twitter.com/hashtag/YouGotSomething?src=hash&amp;ref_src=twsrc%5Etfw">#YouGotSomething</a> <a href="https://twitter.com/AXECanada?ref_src=twsrc%5Etfw">@AXECanada</a> <a href="https://t.co/yGGw6IX6Kl">pic.twitter.com/yGGw6IX6Kl</a></p> — Kyle Lowry (@Klow7) <a href="https://twitter.com/Klow7/status/865692169897738242?ref_src=twsrc%5Etfw">19 May 2017</a> </blockquote> <p>By drawing on customer intelligence, Axe was able to show great insight into its target audience, and deepen its connection with consumers on a much more emotional level. This tactic has also worked for the brand in the past, with its similarly empowering ‘Find your magic’ campaign reportedly resulting in a rise to 70% positive brand sentiment.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Inspiring the next generation of youth with <a href="https://twitter.com/AXECanada?ref_src=twsrc%5Etfw">@AXECanada</a>. Stay focused and keep climbing! ⚡️ <a href="https://twitter.com/hashtag/YouGotSomething?src=hash&amp;ref_src=twsrc%5Etfw">#YouGotSomething</a> <a href="https://twitter.com/hashtag/AXEPartner?src=hash&amp;ref_src=twsrc%5Etfw">#AXEPartner</a> <a href="https://t.co/hhIQS1GsWH">pic.twitter.com/hhIQS1GsWH</a></p> — Marcus Stroman (@MStrooo6) <a href="https://twitter.com/MStrooo6/status/910882746800713728?ref_src=twsrc%5Etfw">21 September 2017</a> </blockquote> <p>So, what do these examples tell us about marketing to a younger generation? Let’s leave you with some key takeaways:</p> <h4>Use insight – don’t impose</h4> <p>It’s clear that Generation Z hate stereotypes (perhaps even more than millennials). This is obvious from a consumer perspective – we’re all different regardless of age – but from a marketing one it’s more difficult to separate trends from typecasting. One of the best ways to avoid this is to display authenticity, namely by doing extensive customer research or utilising data. Or, in the case of Voxi, using the opinions and perspectives of young people themselves to inform content.</p> <h4>Tap into popular culture</h4> <p>While the term ‘popular culture’ might denote popularity across the board, it doesn’t mean it’ll always resonate with a brand or its audience. In the case of Adidas, however, its success stemmed from the fact that its existing target market is already highly engaged in the two worlds of sport and music. By combining this power, and using two high-profile personalities in a viral campaign, it ensured maximum engagement.</p> <h4>Reflect shifting attitudes</h4> <p>I think the biggest takeaway from these youth-focused marketing campaigns is how they all reflect the open and increasingly inclusive attitudes of the younger generation. With Generation Z being more diverse and even less willing to accept stereotypes, it is important for brands to shift their perspective accordingly, and reflect it in their marketing.  </p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://econsultancy.com/blog/68778-four-ways-travel-hospitality-brands-are-targeting-younger-consumers">Four ways travel &amp; hospitality brands are targeting younger consumers</a></em></li> <li><em><a href="https://econsultancy.com/blog/67327-six-ways-brands-can-relate-to-generation-z/">Six ways brands can relate to Generation Z</a></em></li> <li><em><a href="https://econsultancy.com/blog/67830-young-users-aren-t-fans-of-targeted-social-ads-report/">Young users aren't fans of targeted social ads: Report</a></em></li> </ul> tag:econsultancy.com,2008:Report/3008 2017-12-27T11:33:00+00:00 2017-12-27T11:33:00+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 across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/69682 2017-12-19T09:30:00+00:00 2017-12-19T09:30:00+00:00 Social media trends in 2018: What do the experts predict? Nikki Gilliland <p>For more, check out these additional resources:</p> <ul> <li><a href="https://econsultancy.com/reports/social-media-best-practice-guide" target="_blank">Social Media Best Practice Guide</a></li> <li><a href="https://econsultancy.com/training/courses/topics/social/" target="_blank">Social training</a></li> <li><a href="https://econsultancy.com/reports/paid-social-media-advertising/" target="_blank">Paid Social Media Advertising Best Practice Guide</a></li> </ul> <h3>Trouble ahead for Twitter?</h3> <p><strong><a href="https://willfrancis.com/" target="_blank">Will Francis</a>, co-founder and creative director, Vandal:</strong></p> <p>I’m sad to say that 2018 may be the year Twitter’s cooling off turns into terminal decline. Their product increasingly lacks focus and is unwelcoming to newcomers, whilst stagnant user growth and internal issues remain signs of trouble ahead.</p> <p>The recent doubling of the character limit is a classic tech product death rattle, achieving nothing more than further blurring of the proposition.</p> <p><img src="https://assets.econsultancy.com/images/0009/1216/twitter.JPG" alt="" width="650" height="373"></p> <h3>Greater focus on messaging apps</h3> <p><strong><a href="https://joandcompany.co.uk/" target="_blank">Joanna Halton</a>, founder, Jo &amp; Co:</strong></p> <p>Chatbots/OTT messaging are coming of age. The last year or so has been all about the hype and innovators, but now businesses are seriously working out what value they can offer them and how they can incorporate them into their current systems and processes.</p> <p>The results may be less sexy than some of the fun campaigns we've seen previously, but big players are banking on the technology making them big savings, especially from a customer service perspective. Juniper research forecasts that that this technology could save businesses $8 billion annually worldwide by 2022, up from $20 million this year.</p> <p><strong><a href="https://www.linkedin.com/in/tompepperlinkedin" target="_blank">Tom Pepper</a>, head of marketing solutions UK, LinkedIn:</strong></p> <p>I think 2018 will bring something of an advent in the way marketers use messaging apps. We’ve already seen a growing trend for social media messaging platforms such as Facebook Messenger - and even a rise in chatbots - but next year some of those tools are likely to be completely reinvented, giving brands a route to effectively communicate with audiences throughout every step of the marketing funnel.</p> <h3>Ephemeral content </h3> <p><strong>Will Francis:</strong></p> <p>As more people and brands adopt Instagram Stories and Snapchat, these fleeting photos and videos become increasingly the default language in digital. 2018 may be the year that ‘traditional’ social media posts start to feel stiff and corporate - just another marketing channel - whilst disposable content is where brand personality is crafted and true love and engagement earned.</p> <p><img src="https://assets.econsultancy.com/images/0009/1215/ephemeral_content.JPG" alt="" width="650" height="344"></p> <h3>Augmented Reality</h3> <p><strong>Joanna Halton:</strong></p> <p>We're going to see a lot more from AR next year. Not just from the likes of Snapchat's dancing hot dog that got more than 1.5bn views. But brands starting to look how they can use the technology in a way that suits them and their customers.</p> <p>An example of this is BMW's latest foray where users could see what a new X2 would look like on their driveway without having to visit a garage. When the newest Apple devices incorporate special features and promote their ability to support a technology, like they have with AR, it's worth keeping an ear to the ground about where it's going.</p> <p><strong><a href="https://www.linkedin.com/in/depeshmandalia/" target="_blank">Depesh Mandalia</a>, founder and CEO, S M Commerce:</strong></p> <p>The two big waves to ride in 2018 are influencer marketing, which has seen a continued year on year rise in importance for brands, and potentially augmented reality taking video to the next level. Instagram and Snapchat are investing heavily in the video experience.</p> <p>This opens up opportunity for brand engagement in more novel ways, putting control into the hands of the end user to create new, rich, immersive experiences.</p> <p><img src="https://assets.econsultancy.com/images/0009/1214/snapchat_hotdog.JPG" alt="" width="650" height="359"></p> <h3>Platforms and publishers working together</h3> <p><strong>Tom Pepper:</strong></p> <p>Looking ahead to the coming year, I believe that we’ll continue to see social media platforms using assets like live streaming and original content to keep users hooked. In particular, I’m excited to see more partnerships formed between social media platforms and publishers.</p> <h3>Alignment with IoT</h3> <p><strong>Depesh Mandalia:</strong></p> <p>In an ideal world I'd love to see social media converging with the internet of things to create an intelligence that's connected across your life. Imagine asking Alexa or Google Home for ideas of what food to order for home delivery, and recommendations based on your social connections or what others have recently ordered in your local area.</p> <p>The potential implications are huge for both the end user and for brands. Perhaps this is where we may see AI converging right down the middle to give us faster, better options to the age-old question of what to eat tonight.</p> <p><img src="https://assets.econsultancy.com/images/0009/1219/Alexa.JPG" alt="" width="600" height="405"></p> <h3>Better measurement</h3> <p><strong>Tom Pepper:</strong></p> <p>Measurement is the word on everyone’s lips at the moment but, beyond that, we really need to help marketers truly exhibit the great work they’re doing.</p> <p>I’d love to see marketers step outside their comfort zone and not just measure what they know through traditional marketing metrics, but focus their efforts on measuring business value too. Doing so will allow marketers to prove the impact their activity has on a business’s bottom line.</p> <h3>Variety within video</h3> <p><strong>Joanna Halton:</strong></p> <p>It shouldn't come as a shock to anyone, but video is going to continue to grow as a predominant medium across social and digital overall. The predictions vary, whether it's Cisco's 80% of internet traffic by 2019 or Mark Zuckerberg's estimation that 90% of Facebook's content will be video-based by 2018.</p> <p>Further supported by the launch of Facebook Watch and the success of Live. But either way, it's becoming the main way users prefer to consume content - especially mobile video. Marketers should consider that, according to the latest GlobalWebIndex report, mobile has now taken over as the primary way to access social media.</p> <p>Brands will need to work out how they can use the variety of different video formats effectively as part of their content marketing plans.</p> tag:econsultancy.com,2008:BlogPost/69660 2017-12-15T11:00:00+00:00 2017-12-15T11:00:00+00:00 What were the biggest social media trends in 2017? Nikki Gilliland <p>For more on social, be sure to check out these additional resources:</p> <ul> <li><a href="https://econsultancy.com/reports/social-media-best-practice-guide">Social Media Best Practice Guide</a></li> <li><a href="https://econsultancy.com/training/courses/topics/social/" target="_blank">Social training</a></li> <li><a href="https://econsultancy.com/reports/paid-social-media-advertising/" target="_blank">Paid Social Media Advertising Best Practice Guide</a></li> </ul> <h3>Instagram’s dominance</h3> <p><strong><a href="https://willfrancis.com/">Will Francis</a>, co-founder and creative director, Vandal:</strong></p> <p>Instagram Stories’ domination of the ephemeral content trend has been evident - we've seen disposable content move outside of the confines of Snapchat and into the mainstream, and of course a widely accessible paid advertising platform (Instagram/Facebook).</p> <p>Live video has now been integrated into pretty much every social platform but Facebook and Instagram seem to be winning, with superior products and strong adoption metrics.</p> <p><strong><a href="https://joandcompany.co.uk/" target="_blank">Joanna Halton</a>, founder, Jo &amp; Co:</strong></p> <p>This year, we've seen the continued 'Snapchatification' of Instagram and Facebook. With their aggressive adoption of Snapchat's more iconic features paying off - this August saw Instagram Stories daily use surpass Snapchat. Overall, from a consumer perspective, it has further normalised vertical video, scribbles and emojis on clips, filters, lenses and the like.</p> <p>The knock-on effect is that users' expectation of branded social content has also changed. In a world of chock-full of entertaining and interesting videos, brands will need to keep up the quality and target well to win their audiences' attention. The sad truth is that this may include producing more ephemeral content, which has less longevity than 'traditional' social formats.</p> <p>As the channels and their features become more disparate and the content becomes richer, planning needs to prioritise focus platforms and create efficiencies where possible. This will help to ensure that content produced is in the most appropriate formats for the audience and channel, whilst still within budgets. </p> <h3>Articulation of brand values</h3> <p><strong>Will Francis:</strong></p> <p>I love how Heineken took an (edited and measured) risk with its Heineken’s Worlds Apart campaign, providing a platform to, and challenging bigots in a surprisingly beautiful way. It’s becoming increasingly important for consumers to understand what a brand stands for, or against. </p> <p>Campaigns like these are raising the bar in that respect. A trend we’re all going to have to get a handle on in 2018 and beyond is this need from consumers to know a brand's key issues and where they stand on them.</p> <p><img src="https://assets.econsultancy.com/images/0009/1176/Heineken.JPG" alt="" width="500" height="284"></p> <h3>Demand for Facebook ad transparency</h3> <p><strong><a href="https://www.linkedin.com/in/depeshmandalia/">Depesh Mandalia</a>, founder and CEO, S M Commerce:</strong></p> <p>..perhaps the most worrying ['campaign'] was the meddling from Russia, allegedly, in the US elections through Facebook marketing. </p> <p>If anything this has caused the social media giant to take extra measures to provide more transparency to users which has come in the form of a rollout of ads that will be shown on a brand's page so users know what ads they're running. As a brand marketer and Facebook ads expert this doesn't bode well as I can’t imagine customers are going to be all over this as much as marketers themselves will be.</p> <p><img src="https://assets.econsultancy.com/images/0009/1175/Facebook.JPG" alt="" width="500" height="337"></p> <h3>Tipping point for video</h3> <p><strong><a href="https://www.linkedin.com/in/tompepperlinkedin">Tom Pepper</a>, head of marketing solutions UK, LinkedIn:</strong></p> <p>Whilst video content on social media is nothing new, this year has seen something of a tipping point. As well as Facebook enhancing its video advertising offer, with the launch of its new Watch feature, both Twitter and, latterly the team here at LinkedIn, have launched native video capabilities.</p> <p>Across B2B as well as B2C, marketers are using all of the tools in their arsenal to develop content that appeals to the changing needs of their audiences - and video is proving to be one of the most popular. </p> <p><strong>Depesh Mandalia:</strong></p> <p>Video has led the way as far as social media trends go in 2017. Literally every social media platform has taken advantage of the need to find new ways of sharing content. Facebook Live usage has exploded, LinkedIn launched their own video functionality and Instagram Stories has really started to chip away at Snapchat for those that were torn between the two apps.</p> <p>Video consumption (including live streaming) is one of the largest uses of the internet across the planet. Our hunger for an immersive content experience in our social feeds is immense and still growing.</p> <p><img src="https://assets.econsultancy.com/images/0009/1174/Instagram_stories.JPG" alt="" width="600" height="393"></p> <h3>The continued growth of sponsored content</h3> <p><strong>Tom Pepper:</strong></p> <p>Despite murmurings at the start of the year that social media ad spend could slow down as a result of the turbulent economic conditions, several industry bodies have - reassuringly - reported that it’s continued to grow significantly. When we look at sponsored content on social media as a whole, there’s been a definite drive for more storytelling, with brands really grabbing the opportunity to share content that’s new, exciting and engaging, without interrupting the user experience. </p> <h3>Audience expansion &amp; changing expectations</h3> <p><strong>Tom Pepper:</strong></p> <p>It’s not just millennials who are using and interacting with social media more than ever before. Whilst senior audiences have always been big users of LinkedIn, this trend has accelerated in 2017, and now the nine million C-suite LinkedIn members are some of the most engaged people on the platform.</p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68167-30-brands-with-excellent-social-media-strategies">30 brands with excellent social media strategies</a></li> </ul> tag:econsultancy.com,2008:TrainingDate/3387 2017-12-15T10:34:12+00:00 2017-12-15T10:34:12+00:00 Online Community Management <p>With so many free and low cost tools and channels it's never been easier to create online communities. But do you have a strategy and a thorough understanding of the dynamics of communities at the different stages of a community lifecycle?</p> <p>Are you comfortable with aligning your community to business and departmental objectives and do you have solid cross-departmental processes in place? Have you chosen appropriate tools and can your content and community engagement be described as best practice?</p> tag:econsultancy.com,2008:BlogPost/69650 2017-12-08T15:00:00+00:00 2017-12-08T15:00:00+00:00 What Amazon's entry into the pharmacy market might mean for pharma marketers Patricio Robles <h3>What it might mean for pharma marketers</h3> <p>The news of Amazon's interest in selling prescription drugs has, for obvious reasons, spooked investors in major pharmacy players like CVS, Walgreens and Express Scripts, all of which risk being disrupted by Amazon the way so many other businesses have.</p> <p>But pharmaceutical companies could find that Amazon's disruption is a boon for them.</p> <p><a href="https://www.washingtonpost.com/news/wonk/wp/2017/05/17/what-amazon-could-do-to-the-business-of-selling-prescription-drugs/">According to</a> Adam Fein, president of Pembroke Consulting, one of the easiest ways for Amazon to enter the market would be to focus on patients who pay cash for generic and brand-name drugs.</p> <p>Although prescription drug coverage is typically provided through health insurance plans – all plans offered under the Affordable Care Act (ACA) require it – a growing number of patients opt to pay cash for their prescription. As Doug Hirsch, the co-founder of GoodRx, a prescription drug pricing comparison service, explained to The Washington Post, this is a result of the fact that many patients have high deductibles and want to see if it's possible to get better deals.</p> <p>For pharma marketers, Amazon's entry into this market could increase the importance of their direct-to-consumer marketing efforts.</p> <p>Unfortunately, direct-to-consumer marketing is increasingly difficult for pharma companies and could potentially even become virtually impossible if some groups have their way. The American Medical Association supports a ban on direct-to-consumer ads that pitch prescription drugs and in California, a state legislator earlier this year <a href="https://www.fiercepharma.com/pharma/california-legislator-takes-aim-at-industry-s-copay-coupons-pricing-fight">introduced legislation</a> that would ban the use of copay coupons when an inexpensive generic drug alternative was available.</p> <p>A ban on direct-to-consumer ads would obviously complicate matters for pharma marketers, but until that day comes, one of the best ways they can prepare for the potential entry into the pharmacy market would be to evaluate their direct-to-consumer efforts in light of a changing landscape in which digital channels like <a href="https://econsultancy.com/blog/67993-why-pharma-marketers-are-increasingly-turning-to-social-media">social media</a> increasingly trump established channels <a href="https://econsultancy.com/blog/68120-as-tv-ads-lose-their-sway-pharma-marketers-need-to-adapt">like television</a>.</p> <p>They should also consider that if Amazon does enter the market, it could have the effect of increasing pricing transparency, something they would be wise to embrace rather than fight.</p> <h3>Amazon as frenemy?</h3> <p>While Amazon's entry into the retail pharmacy market could prove to be a net positive for pharma companies well-positioned to take advantage of it, there is also the potential that Amazon could become a frenemy.</p> <p>How? As drug supply chain expert Stephen Buck, co-founder of Courage Health, <a href="https://www.cnbc.com/2017/11/02/amazon-pharmaceutical-move-acquisition-targets.html">pointed out</a>, Amazon could eventually decide to manufacture its own generic medications. If that happened, pharma companies would find themselves competing with a company that also acts as, perhaps, one of their more important distribution channels.</p> <p>This possibility too also demonstrates the importance of direct-to-consumer marketing, as pharma companies will want to do everything they can to establish the superiority of their drugs over generics that could one day be manufactured by Amazon.</p> <p><em><strong>More on pharma:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/68851-six-ways-digital-is-changing-the-pharma-healthcare-industry">Six ways digital is changing the pharma &amp; healthcare industry</a></li> </ul> tag:econsultancy.com,2008:TrainingDate/3381 2017-12-04T05:26:05+00:00 2017-12-04T05:26:05+00:00 Econsultancy's Professional Certificate in Digital Marketing - Singapore <p>This is an intensive but complete digital marketing certification programme facilitated by a panel of experienced digital marketing professionals.</p> <p>In 7 days of live workshop, and guided self-learning (webinars, micro learning modules and reports), participants will gain expertise and skills in wide area of digital marketing topics including social media, analytics, search engine marketing and content marketing.</p> <p>Participants who successfully complete the programme will be awarded the Econsultancy’s Professional Certificate in Digital Marketing.</p> <p>Post-workshop mentoring completes the programme to help participants develop in the digital marketing roles.</p><p>Please take note of the face-to-face workshop dates:</p> <ul> <li>Day 1 – Wed, 21 Feb 2018</li> <li>Day 2 – Thu, 22 Feb 2018</li> <li>Day 3 – Fri, 23 Feb 2018</li> <li>Day 4 – Mon, 5 Mar 2018</li> <li>Day 5 – Tue, 6 Mar 2018</li> <li>Day 6 – Mon, 19 Mar 2018</li> <li>Day 7 – Tue, 20 Mar 2018</li> </ul>