How to create a private mobile media gathering ecosystem

Sponsored Many brands and media teams have a growing need to collect, distribute and store digital content received from community members, internal personnel, content freelancers, brand ambassadors or influencers.

The digitally innovative brands, such as Red Bull, that have established their own private mobile media gathering ecosystems, are able to request, categorise and preview digital media, collaborate and operate more efficiently.

As an organisation, it makes...

1 December 2020 | Advertising

A modern approach to brand building: Empathy, storytelling and alignment

As 44% of CMOs take on the challenge of mid-year budget cuts in 2020 – a direct result of the Covid-19 pandemic – a modern approach to brand building is needed. At its core, this approach is about tapping into the wealth of information already owned by your brand, more efficiently and to greater impact.

The amplification of empathetic experiences

Covid-19 accelerates digital customer behaviours and amplifies the importance of empathetic experiences. Current behaviours...

25 November 2020 | Branding

Sherwin-Williams, influencer marketing and UGC trends: Why consumers were left shaken but not stirred

The story of a Sherwin-Williams employee who was fired after the company saw his viral TikTok channel focused on paint mixing has led to plenty of reaction around the decision, as well as discussion around wider influencer marketing and user-generated content (UGC) strategies.

Tony Piloseno, who worked part-time at a Sherwin-Williams store in Ohio, had built a 1.2 million-strong TikTok audience for his channel which showcased paint mixing. As reported by BuzzFeed, Piloseno was...

24 November 2020 | Branding

As eCommerce becomes more vital, the right content strategy is required – whatever your industry

The Covid-19 pandemic has forced marketers' hands in a variety of areas. One of the most evident is around the near-exclusivity of eCommerce - or, anything which isn't bricks and mortar.

Writing for this publication in July, Joel Davis, co-founder and CEO of Mighty Social, noted the need for change in messaging. "Take into account that during the crisis many consumers closely re-evaluated their consumption habits, what they define as essential products, as well as how to live...

17 November 2020 | Best Practice

Green is the new black: What sustainable brands look like heading into 2021

2020 has been a year of many important conversations and the environment is top of the list. This year, 66% of Raconteur readers noted “more sustainable” and “environmentally friendly” as the top traits they wanted brands to have. In a world of high market saturation and unlimited choices, it’s impossible to ignore what the consumer values. The smartest brands, in turn, have recognized this and have implemented sustainable practices. Let’s take a look at how some of the best...

12 November 2020 | Branding

How do you create a compelling digital proposition for 2021 after such an uncertain 2020?

If 2020 has taught us anything, it’s that things change quickly. And when things change quickly, a business needs to adapt and respond even quicker.

The impact of the Covid-19 pandemic over the last 6 months has seen changes that no one could have ever predicted: the global tourism industry facing the loss of 120 million jobs, the permanent closure of approximately 14,000 shops in the UK, and nearly half of people in employment in the UK working from home at some point this...

23 October 2020 | Best Practice

How brands can stand out on TikTok for the right reasons: A guide

All eyes are on TikTok; from users who can’t get enough of its content to the US companies making a bid for acquisition — and brands are waking up to the potential.

High on the list of attractions is scale. In just two years, the video app has gone from 55 million to almost 700 million monthly active users globally. Much of that growth is down to the pandemic-driven spike in demand for digital media, but it’s also fuelled by the specific appeal of TikTok’s short-form...

20 October 2020 | Branding

Trends in influencer marketing: Instagram and TikTok key, brand collaboration promising

The influencer marketing industry continues to grow with Instagram and TikTok key channels - but as Covid-19 continues to rage, a new report has found promising areas of collaboration in uncertain times.

The report from Tribe Dynamics, which surveyed more than 60 brands and more than 250 influencers, found manpower and resources remain roadblocks to program success. 91% of influencer marketing teams were between one and five people in size. More than four in five (81%) said their...

12 October 2020 | Branding

How to capitalise on interactive voice advertising: A guide

Until fairly recently, advertising has been limited to one-way communications. Advertisers attempt to make lasting impressions on mostly passive audiences in short periods via billboards, broadcast, print, and other mediums. Sometimes their efforts pay off, but it’s hard to track engagement.

That’s because all brands continuously bombard people with static, one-dimensional ads. Consumers grew adept at tuning out dry or repetitive radio, TV, and internet ads — a psychological...

9 October 2020 | Advertising

How to use emojis in digital marketing – but not overdo it

Have you texted “😀” to a friend or co-worker recently? Believe it or not, you’ve used a form of language that’s been compared to Egyptian hieroglyphics. And millions of people do this every day.

Hieroglyphics and emojis are actually considered writing systems, not languages. However, pictograms are still powerful symbols that illustrate the way people think, speak, and communicate. For example, “😂” is used to convey not only extreme hilarity but sarcasm,...

25 September 2020 | Branding