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What’s more important to marketers: Knowing what their audience is talking about or knowing what their audience thinks about what they’re talking about? The short answer is both. The useful answer is a little more complicated. When brands analyze social media data, the first step is often to look at the volume of conversation about a topic.
If I could wake up tomorrow with a superpower of my choice, time travel would be high on my list. Think about it: With open access to the past and future, you’d have unlimited knowledge within reach. You’d know how decisions play out in the long run, and the full context behind the events of the present. It would be overwhelming at times, but as a marketer, it would be fascinating.
It’s almost hard to remember at this point, but it wasn’t long ago that Black Friday took place on a single, in-store day. Today, driven by online shopping’s steady growth and inherent flexibility, Black Friday can feel like an entire season; brands are launching sale days in advance and wrapping Cyber Monday into the same campaigns.
If you’re an impulsive person, online shopping might be your best friend, worst enemy or a little bit of both. In the past year in the US, shoppers spent more than $300 billion online, and their spending in the past quarter accounted for 8.4 percent of all retail revenue in the US. This holiday season is predicted to be even bigger than last for online sales, with $92 billio ...
Not long ago, when you needed a ride in your city, you’d call a cab — completely unaware the market could offer another option. When you were booking a place to stay for an upcoming trip, your mind probably wouldn’t wander beyond the idea of a hotel. Today, however, the sharing economy is so deeply entrenched in major industries and consumers’ lifestyles that it’s almost hard ...
For the modern traveler, planning a trip is a lot more involved than packing a suitcase. The prominence of travel review sites, fare aggregator engines and home-sharing services are all part of the new way that travelers plan, experience and evaluate their trips. Social media plays a role in each phase of the travel experience; consumers use social channels to seek advice on ...
As marketers, we all want to be storytellers. We want to capture our brands’ unique journeys and share them with the world in hopes of resonating with our target consumers. And sure, we could talk about how social insights help us do that. But let’s be real: Social text analysis might not be enough anymore.
When you think about the persona of a video-gamer or a sci-fi movie buff, you may draw up images of the stereotypical “Star Wars” die-hard, the Trekkie and the video game nerd. However, film and game studios have found that wider audiences have grown increasingly receptive to their content. Using social media analysis, developers, studios and others in the media and entertai ...
Advertising and marketing professionals are taught that agency work is based on instinct, but research matters, too. Whether they’re crafting pitches, doing media planning or proving return on investment (ROI), agency teams need to understand where to start and how to proceed. However, research is time-consuming and requires agencies to spend countless hours trying to cull d ...
With just a few weeks of holiday shopping left, brands have already seen massive sales both on- and offline. According to the National Retail Federation, sales are expected to rise nearly four percent from last year’s totals. The growth isn’t startling, but it’s a significant uptick for a number of businesses. And it’s not just about Black Friday and Cyber Monday, either.
So it’s all done. A season’s worth of episodes are ready to go. Viewers are ready. Networks are abuzz with the possibilities for every time slot. For advertisers, this time of year is stressful. Developing ad campaigns is about understanding where an audience is and what’s going to compel their interest.
Social media sites, Twitter and Facebook in particular, are increasingly touted as customer service platforms. Whether a consumer encounters a bug while playing a mobile game or an unexpected airline delay, there’s a good chance he’ll take to Twitter to air his grievances. As a result, many brands are upping their customer service games and dispatching representatives to res ...
Read any article about how the marketing landscape is changing, and you’re bound to find a common theme: The customer is at the heart of it. Mass advertising and campaign marketing are out. Today, the best marketers are the ones who authentically engage with customers and help them achieve their goals.
Inbound marketing isn’t new anymore. Brands of all sizes in any number of industries use it to generate qualified website traffic, leads and conversions. They’re writing articles, creating videos and sharing all kinds of content across the Web. It’s about sales, of course, but it’s also led to some really great content designed to improve the customer experience and increase brand awareness.
Most social marketers have a strong sense of what kind of traction their content gets on each social channel. They’ll also probably be able to tell you how those metrics compare to the brand’s main competitors. This is the type of information that marketers obsess over, since it helps them determine the successes and failures of a social marketing strategy and benchmark their campaigns.