One was a masterclass and one a bit of a mess: Burger King and Walkers, their risk-taking personalisation strategies and their campaign results, are explored here. But marketers, be warned: learn from these experts, but be cautious – assess all potential outcomes (and don’t underestimate the quick-witted public) – before rolling out risky advertising.
Luxury brands are mastering social content, using it as a powerful vehicle to drive brand awareness and consumer engagement. George Aliferis has studied the types of content and platforms used by brands such as Chanel and displays his results along this catwalk:
Ranging from which consumers are most likely to purchase to which campaigns are most effective, marketing automation tools with their heads in the cloud keep marketers’ feet firmly on the ground, presenting them with instant information and access to data. But there are giants out there, vying to be the best automation platform. Daniel Wiglas has been personally testing and studying form avidly – as part of his Master’s thesis – and here presents a round-up of his findings:
There have been plenty of cases where vexed staff have criticised employers on social media – but what can companies do to prevent ‘brand-bashing’? Award-winning author Luan Wise says the key is in setting up an effective social media policy – here’s her strategy on limiting potential damage.
It’s a new kind of business model which can scale rapidly (Airbnb, Uber) by harnessing network effects: platform marketing . . . here’s how it works:
Brands aim to truly connect with their audiences and UGC is proving to be an excellent way of engaging existing and potential consumers. But does your brand know the rules? Do you understand user generated content licensing regulations? Avoid a litigious path of potential banana skins, says Simon Banks at Lobster – get to grips with the rights and wrongs of using UGC.
Data analysis and careful research will lead to better audience profiling – knowing your customers and thus aiming more clearly at your target market through individualisation and personalisation. Understand the 4 key marketing disciplines to define your audience and get a better return on ROI:
Brands need to enable consumers to browse the aisles of an e-commerce site the way they would a physical store, to encourage impulse purchasing – so don’t ‘kill the mood’, give them that emotional experience on your website. Here’s why you should leverage user generated content:
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.
Data analytics can help identify the right contacts in the right accounts – but newer forms of predictive analytics, combined with sales and marketing data, can help gain an even deeper understanding, enabling companies to identify those who are in the market to buy. Engagement science transforms a one-size-fits-all sales cycle to an individualised approach that will develop sustainable relationships with customers.