Engage your audience more effectively by harnessing emotional drivers and motivators: careful video storytelling can communicate a powerful message, connecting your customers to your brand. In this article, Jon Mowat examines the science – the chemistry – of storytelling and shares his video marketing formula to help you successfully resonate with your target audience.
The rise of Influencer Marketing 2.0. At the recent Wave 2017 conference, thought-leaders like Brian Solis laid out why we must move to a new model for influence and advocacy and how to make the most out of your ‘people channel’. We summarise the main talking points and look at what best practice influencer marketing should look like in 2018.
Are ‘cutesy’ pictures of wild animals shared online fuelling the illegal wildlife trade and can marketers serve the increasing demand for social media animal marketing, but in an ethical and responsible way? Phil Aiston shows how working with animals – but with a conscience – can be a force for good.
Are your ads having a more emotional impact than a large spider? Sadly not: consumer neuroscience shows that nearly two-thirds of today’s ads would be out-performed by an arachnid. Marketers may be failing with their campaigns because they are simply relying on their product messages, rather than leveraging emotional impact to better engage consumers.
How do marketers ensure that their company stands out from competitors, particularly when the message is not considered traditionally glamorous, such as in B2B marketing? Social psychologist Robert Cialdini has said that effective persuasion doesn’t lie in the message itself, but in the key moment before that message is delivered. Here, Robert Belgrave discusses Cialdini’s email engagement tactics, exploring ‘pre-suasion’ in action.
In an age of anxiety (recession, Brexit, Trump), how can brands ‘ride the wave’ of changing consumer behaviour? Using its own data looking into consumer behaviour, Exponential shows that marketers’ initial reaction in times of crisis – to pull an advert – is not necessarily the way forward.
Innovation and Leadership. Two words that scare the living daylights out of you or two that inspire you to do great things. Which? Delegates at the MINT Global conference in Amsterdam today were finding out.
The results follow a growing trend for Brits using social media and fashion blogging to drive crowd-sourced fashion choices, with one in seven (15%) of the nation even sharing images direct from the fitting room to canvas opinion, with one third (35%) of tech-savvy girls and boys aged 13 following suit.
This social fitting room has resulted in nearly one in three (28%) Brits spending over two hours choosing an outfit on the high street or (33%) online while we wait for a friend’s yes or no.
With one in five (21%) Brits admitting to taking selfies of their outfits when out, social media’s influence on fashion choices is not just limited to pre-purchase fashion choices. Two in five (43%) confessed they discarded an outfit that wasn’t social-media proof and got fewer than ten likes on Facebook and Instagram.
Social media sites are now the port of call for fashionistas looking for inspiration, with 43 per cent using Facebook, Pinterest and Instagram to learn about current trends and 38 per cent of men following celebrity profiles for advice.
With two in three (68%) shoppers stating they’d be more likely to buy an item of clothing worn by a fellow shopper, the traditional use of photos featuring professional models is seemingly falling out of favour.
Sharing fashion choices is definitely a young person’s game with those aged 28 deemed the most active social stylistas, following in the footsteps of snap-happy celebrities of the same age such as Rosie Huntington-Whitely, Blake Lively, Michelle Keegan, Ellie Goulding, Lady Gaga, Zac Efron and Drake.
The most commonly shared fashion items on social media have been revealed as evening dresses, wedding outfits, tops and women’s heeled shoes. Images of dull underwear, granny pants, purses / handbags and workwear the most likely to receive the least likes and be thrown away.
Dr Linda Papadopoulos (pictured), behavioural psychologist said: “These results are unsurprising as, although online shopping is becoming increasingly popular, many of us still rely on our friends’ approval when purchasing new clothes or accessories. The research by Shopa suggests that, as shopping has migrated online from in-store, social media ‘likes’ are now one of the keys to driving purchase.
“The ease of being able to share a visual representation of the look or style we’re trying to achieve makes it not only easier to reach out for validation, but indeed it also fits in with the norms of social networking; where acceptance of our choices is actively sought out. It’s not surprising therefore that some people are waiting up to two hours for that nod of approval before making a purchase.
“The poll’s findings regarding the fashion habits of those in relationships are also interesting. Clothing is a big part of how we express our identity, so, admitting that we don’t like our partner’s style can be difficult. It’s interesting to see the lengths people will go to, to avoid these tricky discussions, using covert means such as feigning ‘loss’ or going as far as to deliberately ruin something!”