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#MarketingTitbits – ice bucket challenge, Red Bull vs. GoPro, CEOs

icebucket-redbullgopro-ceos-smaller1. Charity defeats memes: ice bucket challenge hits 1 billion YouTube views
The Ice Bucket Challenge has been sweeping the globe over the past few months, but who could have predicted that it would become one of the internet’s biggest video memes in history? The challenge has topped the ‘Harlem Shake’ craze of 2013, having reached the 1 billion views milestone on YouTube, whilst raising awareness for ALS and over $100 million dollars in donations.

ALS is a neurodegenerative disease and its Wikipedia page views reached 2.89 million in August alone, coinciding with ‘Ice Bucket Challenge’ searches topping YouTube in the same month. It goes to show the power of social media and begs the question – what will the next viral craze be?

To check out the most-viewed challenge videos,  click here.

2. Red Bull vs GoPro: taking content marketing to the extreme

Two brands in opposite corners, fighting it out for content marketing supremacy. But who will be crowned the champion? Econsultancy decides.

Both Red Bull and GoPro have revolutionised the content marketing world, through broadcasting heart-stopping events or positioning us at the centre of the action on helmet cams and cockpits, as sports are taken to the extremes. Not even GoPro can rival Red Bull’s Stratos jump – resulting in Felix Baumgartner breaking the speed of sound as he fell from the edge of space. Perhaps no one can for the foreseeable future. However, GoPro produces content that its audience finds entertaining, unique and exciting, proving that the brand is a force to be reckoned with. Both brands’ YouTube channels also enjoy expressing their love for the extraordinary, so if you haven’t had your fill of exhilaration, then this is the place to go. However, rivalry aside, arguably each owe their success to the other’s existence?

To see who came out on top, click here.

3. What CEOs wish they knew about money in their 20s

Some CEOs have finally confirmed what we’ve all thought; not everyone knows everything. So, what were some of the things they would have loved to know all those years ago?

Contrary to what many of us think, according to Matt Maloney, money is not the route to happiness. The CEO of grubHub believes a key lesson to learn is that passion is a driver of success, and this brings you happiness, rather than the money itself. It seems that TOMS founder, Blake Mycoskie, agrees and recommends enjoying life rather than chasing money.

To hear the other billionaire tycoons’ views on wealth, click here.

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#MarketingTitbits – Facebook ads, Jack Daniel’s stories, Google structured snippets

facebookads-jackdaniels-google-smaller1. Nine best practice tips for Facebook advertising

E-Consultancy has compiled a list of the best marketing practices to use with Facebook. The tips include engaging with a vast audience in order to facilitate the opportunity for more clicks on your links, to separating mobile and desktop campaigns due to the behaviour changes in users depending on which platform they are using. Surprisingly, according to previous research, mobile users are more likely to click on links.

To read the other tips on optimising your Facebook ads, click here.

2. How Jack Daniel’s uses storytelling to personalise the brand

Many brands across the world employ focusing on the tradition and heritage of their existence; Jack Daniel’s is one of them.  On their website, the brand describes their timeline as a story of ‘independence and craftsmanship using years as chapters’. For brands such as Jack Daniel’s, the importance of history is clear and September happens to be the month of ‘Mr Jack’s birthday’, although no one knows the actual date. Much of the time, the stories that are told fail to mention the brand in any way, creating a more authentic and engaging atmosphere around ‘Jack’. On the Jack Daniels website you can rewind back to the early 1900’s by scrolling through the timeline of events that have followed the brand throughout its history.

To read the story of Jack for yourself, click here.

3. Google introduces ‘structured snippets’ into search results

Google is starting to test out ways to improve CTRs (click-through rate). The introduction of ‘structured snippets’ is one of the initiatives they are testing. You can see exactly what this means for yourself by Googling ‘Nikon D7100’ or ‘Superman’. You’ll see that extra detail is added to directly to the search listing on the result page itself, informing us of the camera specifications or Superman’s origins without the need to click through to the webpage the search result is directing you to. Structured snippets certainly help a result to stand out more but will this improve CTRs or will it have the opposite effect?

To see more, click here.

 

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#MarketingTitbits – Facebook, uni blunders, real-time marketing

facebook-uniblunders-realtimemarketing-smaller1. Facebook just changed mobile advertising. Here’s how…
Facebook has set itself on a new mission – to combat ‘the mobile problem’. In the UK alone, Econsultancy believes that there is £1.9 billion+ of opportunity that isn’t being grasped for brands to buy more mobile ad space and reap the rewards of the ever-increasing use of mobile platforms.

Fear not, as Facebook has now introduced Atlas, a new ad buying service that will use Facebook’s user data to target audiences across other websites on multiple platforms. Buyers will be able to track the journey of a user, from the first sighting of an advert, to the possible click-through and potential conversion. The idea is that marketers will now be able to see if their mobile ads work and consequently whether they should buy more of them.

Will it increase mobile advertising? We’ll have to see.

Click here to read more.

2. Five toe-curling blunders from university marketing teams

The university market has become increasingly competitive through the rise of tuition fees, meaning most are constantly developing their marketing strategies to embrace and engage with the younger generations. But sometimes even the biggest universities get it wrong.

Check out The Guardian’s article showing some of the worst mistakes made, including unfortunate acronyms created by Newcastle University when they attempted to trademark various names, and The University of California’s backlash after creating a new logo that some students believed resembled a flushing toilet.

Take 5 minutes and amuse yourself by clicking here.

3. Five lessons learned from leading brands’ real-time marketing efforts

Today, more and more brands are attempting to enter the pool of real-time marketing, or quite simply engaging audiences with content that is happening now.

By taking a look at The Guardian’s compilation of some recent examples, you can learn some valuable lessons. For example, it is useful to check your messages before they are sent out, as made.com found after the Scottish Referendum when they sent out the wrong verdict, and faced handing out discounts to those who had seen the blunder. One brand that succeeded with its real-time marketing is Samsung, who enjoyed picking at Apple’s launch of the iPhone 6 as part of their ‘it doesn’t take a genius campaign’.

To see other brands’ attempts and learn some lessons, click here.

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#MarketingTitbits – Facebook secrets, B&Q, startups

facebook-b&q-startups-smaller-11. Shh… three Facebook marketing secrets
You may have read some of our Facebook advertising news stories over the past few weeks, but this week even more has been revealed. Some of the most experienced Facebook marketers may be surprised to hear about some of the hidden features that they keep behind closed doors.

Now, Facebook can tell you all you need to know about your audience. For example, you can find out whether they’re using desktop or mobile, their age, and whether they’ve graduated or not. However, if you have an American audience of above 1000, then your ‘spying skills’ can gain much more depth, as you’re able to identify income brackets and even the cars they drive (although, this may be bordering on stalker tendencies).

To check out other insights, click here.

2. B&Q’s new £60m responsive website reviewed

What could you buy for £60m? Fifty Bugatti Veyrons? Possibly a chunk of Buckingham Palace? The list could be never-ending, yet did it cross your mind that you could also invest in a new website for yourself or your business? Maybe not, but that’s exactly what B&Q have done. Will their new web design blow you away?

Econsultancy undertakes a comparison between new and old, so you can make your judgements on whether the more contemporary design works for B&Q. They have now followed in many brands footsteps by introducing the ‘click and collect’ feature, although the products available to take advantage of this are unfortunately limited. An important point is has the company already lost customers by removing the option for a guest checkout, resulting in more shoppers ditching their virtual baskets?

To take a look at the review for yourself, click here.

3. 8 of the most first-world startups on the planet

Why are start-ups aimed at the world’s wealthiest people becoming increasingly popular? Well, it seems that 24% of your average app developers make nothing from their creations, so maybe attracting the millionaires of the world is the way to go. However, if you would like to indulge yourself in the high-life rather than create it for others,  these apps could be perfectly suited to you.

The apps consist of the seemingly normal and of course, the weird. For example, Priv is an app that allows users to pay rather steep amounts for professional beauty and wellness services sent straight to them. Whereas Hangover Club was created to send buyers specialised IV drips to cure the after-effects of the night before, for prices ranging from $175 to $250.

If these apps have interested you, then click here to see the remaining six

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#MarketingTitbits – life lessons, distractions, logos

lifelessons-distractions-logos-smaller1. 45 Valuable Life Lessons for People of Any Age
Everyone has moments where they need to be reminded of what’s important in life, and thanks ro Regina Brett (New York Times author), here is a comprehensive list to help give you that sense of perspective we all sometimes need from time to time.

Top of her list is ‘life isn’t fair, but it’s still good’, followed by ‘over prepare, then go with the flow’ and ‘however good or bad a situation is, it will change’.

Take a look at all 45 ‘lessons’ to see which ones you’ve still got to learn by clicking here.

2. Reclaim the Hour and a Half You’re Forfeiting to Distractions at Work (Infographic)

According to a study carried out by a subset of the Virgin Group, almost half of employees are distracted for 20 percent of the day. This means that the average worker will throw away between 1 and 2 hours of productive time every day. Surprising right? Fear not, as Entrepreneur has created an infographic to help you on your way to curbing those distractions.

54% of employees revealed that socialising with co-workers side-lined their focus, while 45% admitted that texting and emailing were top distracters. According to the infographic, in order to beat the distractions, a healthy lifestyle is key to getting down to business. For example, 70% of employees say that healthy habits improve their focus, but 70% of people rarely take part in any physical activity.

To read more about the distractions people face and how to overcome them, click here.

3. 40 Hidden Messages in Famous Brand Logos

In order for a brand to be successful, it will often come down to the design of their logos and the meanings they communicate. A logo should convey a brands identity, and as Oomph found out, many well-known brands do so very effectively.

FedEx cleverly hide an arrow between the ‘E’ and ‘X’ in their logo, advertising their speed and accuracy, while the Unilever logo incorporates small singular icons in the ‘U’ that represent aspects of their business. You may also be surprised to find out the origins of many brands like Toblerone and BMW.

Check out the remaining hidden messages by clicking here.

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#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.

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#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.

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#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.

 

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#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.

 

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#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.

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