"no one's going to buy big phones" May 2014:What’s New in Marketing? In this month’s round-up, the two main alerts are in the sections about search marketing (notifying about a major Google algorithm update) and social media marketing (an alert about the impending Facebook brand page change).
We start by looking at advice on applying two classic marketing planning techniques. Strategy and planning Applying Pareto’s 80:20 rule to marketing – this post proved one of the most popular of the month – many find Pareto’s rule familiar! Examples of TOWS analysis. Everyone in business knows about SWOT analysis, but I find when training that, relatively few know the much more powerful TOWS analysis that helps you plan forwards rather than look backwards. Mistakes to avoid when creating a social media marketing plan. Search marketing Panda 4.0 Google update advisory. Latest SEO techniques from SMX London – Gavin Llewellyn reported on 5 SEO trends to be aware of. User experience, analytics and conversion optimisation Email marketing and CRM. Outsider brands + #2014WorldCup. The samba beats are getting louder as the World Cup in Brazil draws closer.
Simultaneously, campaign noise from brands builds every day. Yet I'll wager that it won't be an official sponsor topping the engagement polls when the trophy is raised in the Maracana on 13 July. If, like Red Bull at Sochi, your brand positioning aligns seamlessly with the values of a major sporting event, you're at a considerable advantage. That's less prophetic and more statement of fact when you consider recent history. Connected Branding. Connectedness.
Intimacy. Shared Experiences. Interactivity. These are all keys to long-term relationship success. Not only amongst individuals, but when it comes to kinship between brands and individuals, too. In a move away from perfect models such as Angelina Jolie, Louis Vuitton recently launched a line-up of brand ambassadors via its website – a group of men at the World Economic Forum. Brands have always needed to inspire us, make us aspire to achieve something that seems beyond grasp. The new Louis Vuitton campaign marks a milestone – an exclusive brand evolving into a completely different type of fashion advertising, adding extra layers and depth to the brand. E-cigarette firms & customer loyalty. At a time when cigarette consumption is in long-term decline in this country, e-cigarettes present a new and untapped market.
For the first time in years we have seen smoking advertised on TV, albeit it in a new and updated guise, one that is touted as less harmful, more sociable and even less expensive. Brands such as Vype, Njoy and E-Lites have been quick to go down a route that has been closed to their non-electronic counterparts for years. According to the British Medical Journal, UK advertising and promotional spending on related smoking materials, including e-cigarettes increased from £1.7m in 2010 to £13.1m in 2012. In 2013, British American Tobacco spent £3.6m in just two months to promote Vype. Regulatory framework The regulatory framework in the UK remains relatively open for e-cigarettes, so while the government ponders how it will regulate the market, the timing is ripe for brands to entrench customer loyalty.
Thought Leadership in 5 steps. What is thought leadership?
Like most buzzwords, thought leadership is an often misused and misunderstood term. But what is it really? And why do you need to consider developing and publishing thought leadership. 2013 may finally be the year when content marketing becomes a mainstream discipline in marketing departments. Thought leadership is a key component of content marketing. What Is Thought Leadership? 5 Must DO with Pinterest. Pinterest, the tool for collecting and organising things you love, enables users to share and pin photos and short videos.
As brides-to-be "pin" their favourite wedding dress designs and new homeowners follow DIY window treatment boards, the image-sharing social network is the ultimate wish list, radiating millions upon millions of consumers’ intent to purchase. Just how big has Pinterest grown? The latest statistics reveal 70m people use it every day, while 9% of all Fortune 500 brands are active on the platform as well.
Emotional Content by WRENSTUDIO. Brand Fatigue. People in countries with long established consumer spending power feel less connected to brands than those in emerging markets, says recent research by Momentum Worldwide.
More than half of those surveyed in Britain, Japan and the US report indifference towards some of the best-known brands in the market, for example McDonald’s and Apple. “Brand fatigue exists, especially when brands just copy and paste the above-the-line marketing campaign into the social sphere and expect it to resonate,” says Sam Thomson, UK brand and values director at The Body Shop. H2B a Visionary Marketer. Visionary marketers are challenging, risk-taking, determined and receptive and these are all traits that can be nurtured and developed.
Here, learn how members of Marketing Week’s Vision 100 transformed themselves into top-class practitioners essential to their brands’ success. Businesses look towards their marketing teams for the most innovative, creative and, above all, visionary thinkers to solve their problems and drive growth. From the executives on the board to grass-roots staff, companies need marketers who have visionary abilities to spot opportunities and ‘join the dots’ invisible to others. The inaugural Marketing Week Vision 100, in association with Adobe, celebrates the most visionary people working in marketing today, including those at the cutting edge of technology and marketers who have created genuine change at their brand.
The Marketing Week Vision 100 homepage Trust your gut… to an extent.