The word “authenticity” is thrown around a lot in modern marketing, but why exactly should brands care so much about it? The answer is simple: Consumers expect it. And when you win them over, they are your best advertiser.
Furthermore, consumers can sense when brands are overextending their reach at the expense of their existing market. According to a study by Stackla, 57% of consumers think that less than half of brands create content that resonates as authentic.
Read MoreFor some marketers, social media algorithms are intriguing data puzzles waiting to be solved. For others, they’re the great unknown that’s holding their content down. Put simply, algorithms are at the core of the decision-making process for social media platforms.
The purpose of algorithms largely boils down to a profit-making mechanism. Personal feeds are created by advanced software that analyzes tens of thousands of data points in order to maximize the amount of time people spend on a platform. The longer a social networking service can keep you engaging with content, the more revenue they will likely earn from advertisements.
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 MoreMemes have become so ingrained in modern culture, it was inevitable that brands would pick up on the trend at some point. Because they have a special way of communicating attitudes, feelings, and relevant situations, brands have tapped into their power. On social media, memes generally take the form of a static picture and oftentimes have text layered on top.
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 MoreWhile the coronavirus crisis tests us all, marketers need to keep building their brands, protecting employees and consumers, and staying true to their values.
Nobody knows how long this restrictive period will last, but the mere uncertainty of the pandemic’s duration will force companies to develop long-term coping strategies. Planned campaigns will need to be delayed or adjusted, and crisis communications will become the new norm. But despite this global pandemic and pending recession, the economy needs marketing.
Read MoreShould you outsource your marketing, or hire a team to do it in-house? This has been a longstanding debate for years. The solution boils down to what the right fit is for your company. In recent years, there has been an ongoing migration of marketing functions from an agency to in-house. Some companies are even experimenting with a blend of in-house and outsourcing — choosing to keep projects with quick turnarounds in-house and outsource bigger, more complex campaigns.
Read MoreRemote work is the new norm as many of us have transitioned to home offices due to the coronavirus pandemic. As thousands of workers adapt to working at home, productivity is put to a test. Besides being legally mandated to forbid onsite work, businesses are implementing remote work policies to encourage #socialdistancing. This phenomenon — which has become a new business buzzword — is one of the only proven tactics for curbing the spread of COVID-19.
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 MoreAs technology evolves to take over manual tasks, it frees up the time we spend on tasks that require human imagination and understanding. However, while robots are great at optimizing old ideas, creative employees are the ones that will conceive the ideas of tomorrow. They are you’re lifeline for keeping your business a step ahead of the rest.
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 MoreiGeneration, Centennials, Zoomers — whatever you choose to call them, Gen Z is comprised digital natives that are inserting themselves into the dialogue between brand and consumer in entirely new ways. From insights into their values to the types of content that drive their purchases, here is everything you need to know about getting through to this tricky, but impactful, demographic.
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