Phase 1 was about information (internet availability) and Phase 2 mobile technology (social media). But Phase 3 of the digital evolution will have a faster adoption curve and a higher impact due to some fundamental differences, says Steven Van Belleghem, author of the award-winning book, ‘When Digital Becomes Human’.
Your social media strategy should be carefully tailored, research shows, because different demographics use multiple channels in unique ways – and a brand which uses the same approach across platforms and age groups is unlikely to get good results. Here’s why certain brands should examine their data and hone a Snapchat marketing strategy to target a particular audience.
Well, is there actually a ‘best time’ to post content on social media? Author and expert Luan Wise continues her series looking into social specifics and says that, through trial and measurement, you will find that certain days of the week and times of day provide more engagement than others.
Perfecting the art of ‘search engine optimisation’ is a job well done and a big tick in the marketer’s skillset – but how about making sure your website ranks highly around the world? If you’re marketing across borders, check out some clear international SEO advice from expert Ellie Morgan.
Why should businesses switch on to social media? Does all that liking and sharing truly drive sales? The GMA asked expert practitioner Clive Roach to shed light on how he has been harnessing the channel for the brand, Philips – showing how the company reaps the rewards of its social media success.
In 2016, the Donald Trump US Presidential Election campaign machinery effectively utilised massive free media exposure on cable news channels, tweeting, re-tweeting and social media ads to change the dynamic of campaign ad spending; for the first time in history, spending on US elections decreased.
The majority of PR crises either start or become worse on Twitter and one in five break on Twitter. This makes the platform more influential than Facebook and YouTube, says international study.
After initially being sidelined as the preserve of consumer marketing, social media has since made inroads into B2B. A new report from B2B market research agency, Circle Research, reveals just how far it has come, and where it’s going next. Andrew Dalglish discusses key highlights from the study.
More and more digitally-minded customers are interacting with companies through social media sites – particularly Twitter – providing valuable information in their tweets. Businesses that do nothing to analyse their social media engagement are missing valuable opportunities to provide reactive and proactive customer service. Richard McCrossan explains how businesses can address this customer service blind spot by using social analytics – and the beneficial impact this can have on customer retention.