Original budgets have been flip-flopped, and planned campaigns have been scrapped for more time-sensitive ones. What’s more, marketers are hard at work staying ahead of consumer behaviors brought on by months of quarantine and social distancing guidelines. Still, more than half of advertisers plan to ramp up ad spending for this quarter.
Read MoreHow do you imitate the convenience of browsing vast aisles of inventory without a physical presence? Or the experience of seeing, feeling, and smelling various products to make a purchasing decision? Due to the coronavirus pandemic, these are questions brands have had to navigate over the past couple of months.
Read MoreWhile it seems like Mother’s Day just passed, brands are actively preparing for a virtual Father’s Day. And with a near-record $17 billion at stake for Father’s Day weekend 2020, marketers aren’t taking any chances.
As men reexamine their role in the home, brands reassess their portrayal in advertising. Today’s fathers want to be shown as cuddly caregivers who contribute just as much to parenting duties as the mother as the household.
And many forward-thinking brands have taken note of this.
Read MoreThe digital transformation has allowed companies to supply instantaneous communication, seamless cross-channel support, and unique customer journeys. On top of that, innovative forms of marketing have elevated digital content to a whole new level. Why, then, are some marketers still missing the mark?
Read MoreYou know the meme, viral video, or inside joke you texted to your friend? There’s actually a name for this phenomenon: dark social.
Messaging apps are now bigger than social networks — which means more people are sharing content through private channels including messaging apps, text messages, and emails. Sharing content privately is referred to as “dark” social — dark being the challenge that marketers face trying to measure the ROI and traffic of these private messages.
Read MoreToday, Memorial Day is synonymous with bbqs, picnics, and pool floats — but the historical significance of the holiday stretches far beyond a three-day weekend.
Read MoreTrying to stand out on a platform with 1 billion active monthly users is a difficult task — and that’s where the value of hashtags come to play. Hashtags are ingenious. They function as a way to label your content and make it discoverable for people everywhere. The right hashtag can connect you with your audience on social media, help leverage your digital identity, and create a ton of user-generated content.
But hashtag marketing is not as simple as slapping a “#” on just any word or phrase. Instead, it requires taking careful consideration of how you want to categorize and brand your content.
Read MoreIn 2010, Instagram came about as a simple photo-sharing platform. Now, it’s the most influential app of our generation — crawling with brands, marketers, and influencers.
In its 10 years of existence, Instagram has grown into a new sales channel for businesses and a source of income for creators, and it’s now the second most logged into social networking site for daily use after Facebook.
Read MoreCultivating more sales this spring — with peak occasions like Mother’s Day, graduation season, and Father’s Day — is more important than ever. Return from ad spending might be lower than usual, but your brand’s continual effort will yield more sales in the back half of the year.
With cities still on stay-at-home mandates and many businesses closed, the coronavirus will impact Mother’s Day quite a bit this year.
Read MoreIn the world of marketing, we often see clever videos that amass hundreds of thousands of views in a matter of hours. The question at hand is, how do you turn a standard video into a viral sensation?
But making content go viral is out of the control of any marketer, no matter how savvy they may be. Rather, it’s all in the hands of consumers. Content has to be likeable, be shareable, and catch on at the right time — which is more challenging than it seems.
But making content go viral is out of the control of any marketer, no matter how savvy they may be.
Read MoreIn recent years, there has been a questionable statistic floating around about the human attention span: it’s down to a mere eight seconds from 12 seconds in 2000. Articles even claim that a human has a shorter attention span than that of a goldfish. If this were really accurate, how are people able to binge watch a Netflix series or a dozen YouTube videos?
Read MoreEveryone has loyalties to different brands. Chances are, some of your favorite products have come as a result of companies working together. Brand partnerships involve two brands — corporations, nonprofits, retailers, media properties, or even celebrities — collaborating in a joint venture. The premise of partnership marketing is very promising: brands can leverage each other’s audiences and combine resources to achieve a mutually beneficial goal.
Read MoreThe most successful brands practice sustainability throughout the year — but if there’s any one day to take action and show appreciation for our planet, it’s Earth Day. This year, April 22nd will mark the 15th anniversary of Earth Day. Since its inception in 1970 - when people demanded an end to toxic air, water, and soil pollution - Earth Day has inspired brands to commit to sustainable practices
Read MoreGoods are tangible, services are intangible, but experiences are memorable. The last decade has seen a massive shift in consumer spending from possessions to experiences, from materialism to meaningfulness. As something once purely attributed to millennials, the growing importance of experiences is true across the board — irrespective of age. In this article, we’ll dive into the basics of brand experiences, why this shift is happening, and some common brand experience trends that are contributing to customer loyalty.
Read MoreYou scroll through your Instagram feed and see a video watermarked with a vibrating TikTok logo, accompanied by an upbeat remix of a popular song. Navigate to the TikTok app, and you’ll find a whole world of video that doesn’t exist anywhere else on the web — including YouTube. Known for its short-form video dance crazes, TikTok has captivated the world with its humorous and unrefined content. Despite what it seems, TikTok is not just limited to frivility and fun — from dance challenges to internet jokes to full-blown lip-syncing. It’s a hub for unapologetically wholesome content, which might be exactly what the world needs right now.
Read MoreIn the modern age of social media, what makes people laugh makes them share. As the one day a year where brands can play pranks on their consumers without furious backlash, April Fool’s Day presents a unique marketing opportunity. While scrolling through social media feeds and emails on April 1st, it can sometimes be hard to distinguish what is real and what is fake.
Read MoreDigital media campaigns require marketers to be able to think quickly and execute even quicker all while being hyper aware of how to constantly develop successful content that puts them ahead of the competition and in the spotlight.
When we analyzed some of the most iconic digital campaigns, we noted many similarities: a focus on safety, rewarding loyal consumers, selfies, and taking radical steps to create word-of-mouth.
Read MoreFrom immersive imagery to minimalist composition, and from vibrant colors to natural settings, the trends of photography run the gamut from bold to authentic. However, there is one common denominator that unites this upcoming year’s photography trends: realness. People crave photography that focuses on precise reproductions of the world and our times.
Read MoreSustainable marketing is more than just a buzzword — it's a fundamental shift in how consumers perceive the products and services they are purchasing. Each year, consumers demand more “responsible” brands. As a result, a new kind of marketing has emerged for brands — green marketing — that involves them being more transparent about their production habits and sustainability credentials.
Read MoreJustifying marketing spend has been a challenge since the beginning of time. Do you know whether you're leaving money on the table with your content marketing plan, hemorrhaging your budget, or missing potential revenue?
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