#MarketingTitbits – Marmite, Tesco, TED talks

marmite-tesco-tedtalks-smaller1. Marmite – the marketing story even the haters love
Marmite has recently won Brand of the Year at Marketing Week’s Engage Awards, but the brand only generated around £37million in sales in 2013, so why is this? Well, however small in financial terms the brand may be, it is a prominent and iconic edition to households across the UK for both lovers and haters.

You may have seen the ‘End Marmite Neglect’ campaign in August of last year, which focused on tugging at the nation’s heart strings to end the dull days that Marmite jars often spend in the backs of people’s cupboards. Its success resulted in a 14% increase in sales over eight weeks, along with 12,000 new social media followers in three months.

Unilever, who own the brand, are considering another push in Marmite’s marketing over the coming months, with the possibility of another TV appearance for the brand that even the haters love.

To read more about Marmite’s success, click here.

2. Secret marketer: Tesco’s reputation for choice is being eroded by its corner shop acquisitions

Tesco was founded upon and grew on its ability to give consumers outstanding personal service, but with the negativity that the retailer is facing at present, could they be drifting away from what actually made Tesco, Tesco?

Most places you visit across the country will be home to one of Tesco’s larger hypermarkets, but you are also likely to spot anywhere between two and five smaller ‘Express’ or ‘Local’ stores. These are ideal for convenience, but is this also an underlying problem? Being found lacking in the ‘customer-focused atmosphere’ department could be a factor behind the recent swapping of Tesco customers to discounters such as Aldi and Lidl.

What is your experience of Tesco as a consumer? To read more, click here.

3. The 20 most popular TED talks of all time

TED is a non-profit organisation that launched in the 80s to share life changing ideas across the globe.  TED brings together thought leaders from a wide range of sectors, who give 18 minute talks on ways to change the world for the better. Of the 1,800+ talks delivered so far, Business Insider reveals the 20 most popular of all time.

The list includes talks from some of the world’s most highly influential people and includes topics as diverse as brain magic, how to spot a liar, body language, the science behind motivation and more.

If you are interested in watching TED’s top 20, click here.

/0 Comments/by

#MarketingTitbits – customer reviews, domains, John Lewis

reviews-domains-johnlewis-smaller1. What to do when customer reviews turn ugly?
Customer reviews are typically seen as a positive thing for businesses, generating an additional 40% increase in revenue per year if used effectively. And although 83% of reviews written are positive, what happens if they you get a negative one?

Some firms have been known to go as far as hiring freelancers to write either glowing reviews for themselves, or to actually post fake negative reviews about competitors and their products, hoping that this will bring consumers to their door. However, a good way to avoid this can be to use a verification system that can often deter any fake reviews. It is also common for customers to blackmail businesses with dreadful reviews in an attempt to be given discounts and incentives. So, what if this happens to you?

The main things to remember if reviews turn ugly are to stay calm, avoid over-reacting, put the review in context and remember that the good often outweighs the bad.

If you’d like to read more, click here.

2. 5 points to consider when choosing a domain name for your business

Domains are extremely important in determining the presence that your business has on the web. So what should you keep in mind?

Do you go for keywords or your business name – or both? Do you also purchase a series of similar domain names so that even with as spelling mistakes, consumers are still be directed to you?

To find out what else to consider, click here.

3. John Lewis 2014 Christmas ad smashes record for most shared

If you haven’t been living under a rock for the last week or so, you’ll know that John Lewis have released their Christmas ad offering. The clip is set to be the most shared Christmas ad in John Lewis’s history, overtaking previous favourites, such as ’The Bear and the Hare’. In the unlikely event that you have yet to see it, visit Marketing Magazine.

In its first 24 hours, the ad was shared 202,953 times, up 2% on 2013’s edition. People are now starting to believe that launching on a Thursday is the key to success for adverts, due to nearly half of shares taking place between Wednesdays and Fridays.

The campaign, named ‘Monty the Penguin’, has also incorporated in-store experiential marketing with the introduction of ‘Monty’s Den’, allowing customers to buy their own Monty and to see the characters brought to life.

Click here to read more about the campaign’s success.

/0 Comments/by

#MarketingTitbits – cycling, Selfridges, marketing universities

cycling-selfridges-marketinguniversities-smaller1. How cycling became a mainstream lifestyle brand

Cycling has become a £1.4bn brand, but how did it happen? Check out Marketing Week’s article featuring exclusive interviews with Sir Bradley Wiggins and Team Sky coach Sir David Brailsford, as they reveal all.

Together, with Olympic golds and a Tour de France victory under their belts, it’s no surprise that they’ve helped to turn Britain into a nation obsessed with cycling. Brailsford believes that one of the top reasons for the surge in popularity can be attributed to Sky’s sponsorship and involvement with the sport, which has allowed cycling to market itself as part of people’s lifestyles. Cycling apparel sales are now worth £63m in the UK, and constantly growing.

To read more about the increasing success of cycling,click here.

2. How Selfridges uses digital to create extraordinary multichannel experiences

Multichannel marketing is vital for many businesses because it allows them to communicate with potential customers across a variety of platforms, providing flexibility and suitability. Selfridges has become a model for this, recently launching their new £40m website, as well as introducing interactive displays in their stores to suit the modern shopper.

Selfridges’ head of digital marketing, Claire Higgins, believes that social media is transforming their clientele, with personal shoppers building huge followings on sites such as Instagram and driving people to the stores that they promote. But other digital set-ups in store (such as their photo booths included in window displays, which links up with Google+) have driven a more personal experience for shoppers.

What do you think of Selfridges’ efforts? To see more on their multichannel journey, click here.

3. These are the 25 best universities in the UK if you want a job in marketing

If you’re looking to enter a career in marketing and are worried that your degree isn’t suitable for the industry, then don’t worry. It’s common for many executives in marketing or advertising to take a less straightforward academic route, with degrees frequently coming from areas non-marketing related. LinkedIn has put together a list of the top 25 universities to attend if you want a career in marketing.

Top of LinkedIn’s 25 best universities for marketing is The London School of Economics and Political Science. It also features others institutions, such as Bournemouth, Loughborough and Bath.

To see the full list, click here.

 

/0 Comments/by

#MarketingTitbits – adverts, body language, internet

ads-bodylanguage-internet-smaller1. The top 20 most-shared ads of 2014With 2015 now just around the corner, it’s time to reminisce on the weird and wonderful ads that have been presented to us this past year.

Top of the list, collecting 405 million views and nearly 6 million shares, is Shakira and the team behind this year’s World Cup promotion, which picked up the most-shared ad of all time accolade. Next in line is probably the weirdest of them all. The ‘Devil Baby Prank’ promotion for the film Devils Due is a must-see if you’re a pranking fan. Other ads included offerings from brands such as Volkswagen, Nike and Procter & Gamble.

To watch the full list, click here.

2. How to read body language

Did you know that 55% of the messages people convey are sourced from their body language? The science and psychology behind body language has grown increasingly popular, and Psychology Today has now compiled a list of 17 tactics to help you on the way to reading even the most complicated of people.

If you’d like to read into the meanings behind eye contact, crossed legs, raised voices and more, you can do so by clicking here.

3. Almost half the world’s population will have web access by 2018, says eMarketer

eMarketer believes that by 2018, 3.6 billion people around the world will be able to access the internet at least once a month. This is down to projections that developing nations, such as India and Brazil, will have internet populations that overtake the more established economic powers, such as Japan or even USA. As you might expect, China is expected to have the largest online population by 2018.

To read more about the rise of global internet access,click here.

 

/0 Comments/by

#MarketingTitbits – digital qualifications, vloggers, Macmillian’s award

digital-oreovloggers-macmillan-smaller1. Government launches qualifications to meet UK digital marketing needs
The UK Government has now acknowledged the need for digital marketing qualifications in order to fill the growing hole covering a range of jobs such as app developing, multimedia programming and web developing.

In the BIS Small Business Survey from 2012, it was found that only 61% of SMEs had a website, while over half were selling their goods online. It’s predicted that if the remaining businesses had an online presence, annual turnover could reach £18.8 billion per year.

What do you think of this new push to go digital?

To read more, click here.

2. Oreo raises questions on the relationship between brands and vloggers after ASA announcement

Recently, the popularity of vloggers and the benefits they can bring brands has surged, with more and more leaving celebrity endorsement campaigns behind, in favour of vloggers. Vloggers have a special relationship with their sometimes millions of viewers or subscribers, and therefore they make great candidates to promote a product or brand.

But now the ASA are coming forward after Oreo’s ‘lick race’ promotion breached the code, suggesting that it has now become unclear what videos are editorial content and what are advertising communications. A ruling has now stated that advertising must be ‘obviously identifiable’. Will this discourage the relationship between vloggers and brands? Only time will tell.

To see more about the new rules, click here.

3. Macmillan Cancer Support scoops Brand of the Year Award

One of the UK’s most admired cancer charities has picked up the Brand of the Year award at the Marketing Societies annual dinner, fighting off competition from the likes of Baileys, O2 and easyJet.

Macmillian Cancer Support has seen a surge in awareness over the last few years with campaigns like the ‘World’s Biggest Coffee Morning’, which helped revenue jump to £20 million, up from £15 million the previous year. They have now joined the list of Brands of the Year, which contains the likes of Sainsbury’s and Procter and Gamble.

Find out more about Macmillian’s award, by clicking here.

/0 Comments/by

#MarketingTitbits – Google+, Black Friday emails, worst

googleplus-emails-adverts-smaller1. Former Google+ designer slams the service for being ‘Facebook lite’
One of Google’s former employees has described Google+ as ‘adrift at sea’, with the social network leaving behind big opportunities and a ‘ton of value on the table’.

Chris Messina believes that Google+ is too similar to rival Facebook, and that they should have embraced the concept of identity by creating connections from the information that is shared online by Google users.

Could Google be slowly moving away from its Google+ brand? Right now, it’s unclear. But watch this space.

To read more about Google+, click here.

2. Black Friday email marketing: eight retail examples

Black Friday seemed to cause mayhem across the UK, both online and in shops. Now that the dust has settled, David Moth from Econsultancy reviews the emails he was receiving in the lead-up to the infamous wallet-emptying weekend.

He found that retailers such as Topshop, Urban Outfitters and Quicksilver were all keen to start early, sending out emails offering savings across their lines in advance of the big day. When Black Friday arrived, we were bombarded by emails, declaring 10% – 50% off items.

Brands such as House of Fraser and Office decided to steer clear of a generic Black Friday title and simply presented consumers with sale details. In contrast, other retailers, such as River Island, embraced the event to the full, making the deals available online only.

What was your experience of Black Friday?

To read more, click here.

3. The 10 worst ads of 2014

The time of year has finally come – no, it’s not Christmas just yet. Instead, it is time for us to sit back, relax and look over some of the worst ads from the past year. Business Insider has compiled its rankings of the top 10 fails in advertising. Here is a taste.

The top 10 includes some poor taste humour from brands, such as Paddy Power, who were placing bets on the murder trial of athlete Oscar Pistorious, a spot of corporate feminism from Dove and their ‘Patches’ product and a three-minute Scottish travel agent ad, using a series of questionable effects and props.

From cheesy soundtracks to some odd laxative issues, the list doesn’t fail to disappoint in the ‘really?’ department. So, click here if you can cope with seeing some.

/0 Comments/by

#MarketingTitbits – social media fails, YouTube, Twitter’s year

fails-youtube-twitter-smaller1. The top 20 fail-iest social media fails of 2014
As the impact of New Year’s exploits begin to wear off, it’s an ideal time to look back on 2014 and reminisce about some of the greatest brand fails on social media last year! Thanks to Econsultancy, you can scroll through their list of awkwardness which will have you shaking your head at some businesses thoughtlessness.

Proving that not all brands are as smart as they seem, is LG, who ‘cleverly’ mock the iPhone, whilst using the very device they are critiquing during their mocking tweet. Others putting businesses to shame include US airline, Delta, who may need to polish up on their geography knowledge, and logistics giant, DHL, who did a lot more bad than good with their ‘like to send Jules your best wishes’ post.

Click here to check out some of the others, including fails from celebrities like Rita Ora and Robin Thicke.

2. YouTube crams every big Internet moment of the year into one insane mashup

Since 2010, YouTube have released their yearly ‘Rewind’, reminding us of the biggest moments from the year gone by. This year is no different as last month they debuted ‘Turn Down for 2014’. One thing that the video reinforces is that we spent the majority of the year very, very wet.

The video re-enacts some big moments from 2014, including, the Ice Bucket Challenge, viral videos like ‘First Kiss’ and the ‘Devil Baby Prank’, which we spoke about a few weeks ago. You’ll also find references to other things, such as popular songs that have topped the charts. Can you spot them all?

Grab some popcorn, press pause on 2015 for 5 minutes and rewind by clicking here.

3. Twitter’s year in review: World Cup, Ferguson and Ellen’s golden tweet

Twitter’s Year in Review microsite allows you to look back on 2014 through the eyes of Twitter. If it happened in 2014, then it happened on Twitter, which reinforces the ever growing influence of social media in modern day life.

Some of the biggest moments from the previous 12 months include a few of the world’s biggest entertainment awards ceremonies, with the likes of The Brits, The Grammys and The Golden Globes all making an appearance. Other events that played out over Twitter include the World Cup and Ferguson riots.

If you’d like to throwback to the biggest moments of 2014, then you can do so by clicking here.

/0 Comments/by

#MarketingTitbits – Facebook video, Mark Zuckerberg, news articles

facebook-markzuckerberg-articles-smaller1. Facebook video use has increased by 75% globally
In March last year, Facebook launched its premium video platform, competing with the might of dominant video rival YouTube. Statistics have recently been released indicating that 75% of smartphone users now watch videos via Facebook from their devices 2-3 times per day. With predictions for the use of video to grow even more, it’s no surprise that the likes of Twitter and other social networks may be planning to join in.

Brands are becoming increasingly aware of the power that video has to offer, with positive reviews from many brands who say metrics improved as a result.

What do you think of the evolution of video? Will you be using it for your business? To see more, click here.

2. Join Mark Zuckerberg on his 2015 reading challenge

Each year, Mark Zuckerberg makes a rather extreme New Year’s resolution, and this year is no different. Previously, he chose resolutions that included vowing to eat only meat from animals he’d killed himself, while another year involved learning to speak Mandarin. After thousands of suggestions as to what his 2015 resolution should be, Zuckerberg has chosen to read a new book every other week and is challenging you to do the same.

The purpose of this challenge is to learn more about the world we live in – about culture, beliefs, technology and history, etc. If you’d like to get involved with the Facebook founder’s year ahead, he’s set up a page named ‘A Year of Books’, which you can like to join in with the discussions.

To read more into the announcement, click here.

3. The Marketing Year – the top 10 news articles

2014 was a year of ups and downs for the retail world, but what was included in Marketing Week’s top 10 articles of the year?

Tesco is one of the brands that will be wishing 2014 a swift goodbye after appearing in the list 3 times, resulting from the accountancy scandal and the ever-lasting discussions surrounding the future of their original building block – the Tesco Clubcard. Others hitting the top 10 include Coke and John Lewis, while brands such as Paddy Power sit with their heads bowed as they faced the wrath of the ASA with controversial ads.

f you’d like see more about the articles, you can do so by clicking here.

/0 Comments/by

#MarketingTitbits – YouTube ads, negative SEO, Marmite

youtube-negativeseo-marmite-smaller1. The top 10 most popular YouTube ads of 2014
Now-a-days, the most popular YouTube ads tend to be made for an online campaigns, instead of airing on TV, so it’s no surprise that most of the top 10 featured in Marketing Week’s article have followed this trend.

Included in the list are the likes of Sainsbury’s, John Lewis, Nike, Marks & Spencer, Always and Pepsi, who all created ads with a social media audience in mind, however, also aired shorter versions on TV. A lot of brands are now creating and sharing stories within their advertisements and this can be difficult to do in a TV ad space of typically 30 to 60 seconds, and this is where YouTube comes in. Consumers are now happier to spend time with branded content online, dependent on the entertainment and relevance delivered.

If you’d like to see the top 10 adverts, you can click here.

2. What is Negative SEO and how can you protect your website?

Negative SEO is the process of using techniques similar to those of black hat SEO, but to attack and undermine a rival’s website that can lead on to damage their rankings in search results.

This can be done in many ways, including:

  • Having a huge number of links directed to your site that are low-quality and spam-heavy with keywords that have little to no relevance.
  • Copying content from your website that is then distributed across the internet, which could possibly interfere with Google’s policy on duplicate content.
  • Damaging your reputation by being negative about your business. That could involve fake social media profiles being created, etc.

You can click here to learn more about negative SEO and the steps you can take for your business to avoid it.

3. Marmite looks to replicate 2013 success by bringing back revamped ‘End Marmite Neglect’ campaign

We spoke about the ‘love it or hate it’ brand back in November when they picked up 2014’s Brand of the Year Award, and as predicted, Unilever have chosen to start a ‘full-scale Marmageddon’ with their parody on animal rescue programmes, entitled ‘End Marmite Neglect’. Although this approach attracted over 500 complaints back in 2013, the ASA chose to take no further action with the ad, allowing the jar to make a comeback this year.

But will this campaign follow in the footsteps of the 14% sales increase that it produced in its first run?

Keep an eye out for the ad, but for now, you can read more by clicking here.

/0 Comments/by

#MarketingTitbits – Google Translate, Twitter, SEO

googletranslate-twitter-seo-smaller1. Report: Google app will soon let you translate voice to text in real time
Google Translate has helped many of us over the years to overcome the language barrier, but now Google are taking their electronic dictionary to new heights with the introduction of real-time voice translation. Although the app offers voice-to-text translation at present, the update will allow it to automatically recognise a language and then translate it to the language you desire.

It’s not yet apparent when the new update will be released and with 90 languages to work on, it’s no wonder the project started way back now, in July 2013.

To learn more about the upcoming feature, click here.

2. Prince William and Kate now have an official Twitter account

The day has finally come! Kensington Palace, which is home to the Duke and Duchess of Cambridge and Prince Harry, has created its own Twitter account, gaining over 130K followers in just over a week. Much to the disappointment of many around the world, there are no plans yet for the royals to be tweeting personally.

Instead, the Twitter account will provide updates on engagements, following in the steps of Clarence House and The British Monarchy, who both have Twitter accounts officially dedicated to the Royals.

To check out more details, click here.

3. How social and mobile work with SEO

Marketing generally works best when it is integrated. Different channels interact and build on the work each other does, combining to deliver an enhanced ROI. With this in mind, consider how can social media and mobile marketing work together to lead to improved SEO rankings?

One of the keys to making this work is to optimise the posts and content you are putting out through your social media channels – think keywords and location. The new Google Pigeon update, which focuses on geographic location when generating mobile-based search results, delivers the most relevant local businesses for the searcher. Google will reward sites that are mobile-optimised, so maybe it’s time to get working on that responsive-designed site.

Click here to discover more tips on how to succeed in the SEO, mobile and social media world.

/0 Comments/by