What is the future of customer engagement? A few decades ago, the most effort that the average brand made to “engage” with its customers would be broadcasting a message at them via a billboard, magazine, or television ad. The best way to persuade customers to buy products was thought to be by proclaiming their greatness, usually in a catchy or memorable way, to as wide an audience as possible.
According to research by Skift, the majority of travel companies around the world are experimenting with at least some form of personalisation. It’s been suggested that consumer resistance to sharing data is complicating matters, with this – to some extent – leading to limited success.
For years, marketers have talked about Reddit. Depending on who you asked, Reddit has been the next big thing in digital advertising, or a mirage of epic proportions.
While the jury is still out, Reddit’s popularity can’t be disputed. Reddit is just as large as Twitter, if not larger following the latter’s fake account purge, and has far higher engagement. In fact, as measured by time spent per user per day, Reddit’s audience is more engaged than Facebook’s.
Reddit, the self-styled “front page of the internet”, is moving to position itself as a new digital distribution point for publishers. Historically, the 13-year-old internet community has been a fairly hostile environment for publishers, due to staunch rules against self-promotion and commercialisation. Journalists looking to share their content on Reddit have run afoul of Reddit’s […]
On Monday, Amazon held its fourth annual Prime Day, its summer answer to the infamous Black Friday and Cyber Monday shopping holidays held every November.
On Prime Day, Amazon rewards Prime members – of which there are now more than 100m – with deals galore, including deals on items sold by Whole Foods, which Amazon acquired last year for nearly $14bn.
The beauty industry used to be ruled by large cosmetics companies like L’Oréal and Estee Lauder.
These days, while they’re still generating success, major brands are increasingly feeling the heat from a number of new brands intent on shaking up the industry.
Brands have embraced influencer marketing and are now collectively spending billions of dollars a year on influencer marketing campaigns.
But despite the spend, many brands aren’t realizing influencer marketing’s full potential.
When it comes to finding people to promote or champion a brand, companies typically look outwards in search of happy customers.
However, this means many could be overlooking a far more valuable internal asset – their own employees.
In certain product categories, such as fashion and beauty, consumers are increasingly discovering new products through social platforms like Instagram, Snapchat and Pinterest.
To capitalize on this, these platforms have been rolling out so-called “shoppable experiences.” Instagram’s shoppable posts format, for instance, allows retailers to tag products in their Instagram posts and link them to their websites.
It’s difficult to sum up or sell a destination.
More often than not, places mean different things to different people, holding appeal based on personal preferences or interests.
Not only is Cadbury one of Britain’s most well-known brands, it’s also one of the nation’s oldest – first established in 1824.
Though taken over by Mondelez International in 2010, it has managed to retain its British headquarters (and its decidedly British disposition).
A marketing friend recently pointed out an observation: all the GDPR best practice guides are recommending the same thing. Namely, to go all in on inbound, content-led campaigns (so potential customers are willing to offer up their personal data).
This sent a bit of a shiver down my spine because, at one stage, the thing to go all in on was SEO. Or it was about going all in on social. Or a particular social network. And we all know how crammed full of noise and rubbish those quickly became.