The past year has been tough for Chipotle Mexican Grill.
After multi-state E. coli outbreaks infected dozens of customers, the high-flying American fast food chain fell back to earth and has been struggling to heal its brand and encourage consumers to stay loyal.
In an effort to reach consumers via social channels, in recent years a growing number of brands large and small have embraced influencer marketing.
But as evidenced by Essena O’Neill, a popular 18-year-old influencer from Australia, influencer marketing has a dark side.
Despite the fact that there are more ways than ever to target and reach audiences, marketers face numerous challenges.
And perhaps few face the number of challenges that confront healthcare marketers.
Here are seven of the biggest that this group must contend with.
Measurement is top of mind for marketers and the organizations they serve, but it’s rarely a cut-and-dry matter.
That’s particularly true for healthcare marketers.
For years, local businesses have been told that customer reviews sites like Yelp can make or break them, but is that still the case?
It’s that time of year again.
#EdBallsDay is the top Twitter trend worldwide, and everyone outside the UK frantically searches ‘Ed Balls’ to get in on the joke.
With many major brands having years of social media experience under their belts, one would expect that the most cringeworthy examples of social media faux pas would be well in the past.
But that isn’t the case.
Last week, I looked at how the the Democratic presidential candidates are using social media to bolster their campaigns.
Yesterday, Donald Trump became the presumptive Republican nominee.
Here’s how he has been using social media.
Today’s consumers are more empowered than ever to raise their voices and speak out when brands do something to spark their ire.
And it would seem that the old adage “there’s no such thing as bad publicity” isn’t quite true in the realm of social media.
But is that really the case?
It’s social media best practice: be authentic and honest.
But when it comes to telling your followers what they probably don’t want to hear, is there such a thing as too much candor?
They’re often claimed to be one of the hardest groups to advertise to, but according to the sixth annual Makovsky/Kelton Pulse of Online Search survey, millennials are “by far the most receptive to pharmaceutical marketing.”
How receptive? According to the survey (PDF), which polled more than 1,000 Americans over the age of 18, 51% of millennials indicated that they would be motivated by a digital, television or print ad to visit a pharma-sponsored website.
Celebrities and athletes often turn to Twitter to interact with their fans, but for one of the National Basketball Association’s biggest stars the popular platform became too noisy.
As his following grew into the millions, Stephen Curry of the Golden State Warriors started using Twitter less and less, something his former university roommate, Bryant Barr, noticed.