Investment in social media has increased more in the past 12 months than ever before yet most marketers admit they still can’t measure its impact. So how can brands prove their investment is paying off?
The brands have teamed up with Channel 4 to broadcast a primetime ad break takeover that aims to highlight the hateful and sometimes violent social media posts aimed at real people cast in their ads, with the hope it will get more people to think about the impact such comments can have.
Platforms like Facebook and Instagram are providing a rich ground for direct-to-consumer brands to launch at scale and become an instant part of their customers’ everyday lives, as long as they can create reasons to keep engaging.
In a world of data breaches, hacking and fake news, social media giants will need to take greater responsibility for their communities if they are to avoid hefty regulation over the next 12 months.
Adidas football is shaking up how it speaks to consumers, from using dark social to build a community to launching its first app and rethinking its “outdated” ad strategy, as it looks to stay one tackle ahead of the competition.
Clinique didn’t know the offline effect of its Facebook video ads until it undertook a landmark six-month study to demonstrate their impact on metrics including in-store sales and product consideration.
The coffee giant is trying to bring its marketing and product development closer together so it can jump on trends faster and get better insight on what resonates.
Watch on demand to find out the key data points marketers should be gathering from social media, in order to get more from their analytics and strengthen engagement with their target consumers.
The world’s largest social media publisher is dialling up its commitment to being a force for good with a new direction focused on everyday empowerment following its acquisition of rival Unilad.
Marketing Week predicts the key issues and challenges that will reshape marketers’ working world in the year ahead.
Most marketers are missing out on the full potential of Facebook dynamic ads by failing to target the users most likely to buy.
NHS Blood and Transplant increased black registrations by 6% with zero budget through a targeted social media campaign to help raise awareness of a rare blood type and change perceptions.
The ride-sharing company is shifting its focus from customer acquisition to brand reputation as it looks to build its brand story following a turbulent 2017.
A deliberate ploy to gain publicity or a genuine attempt to raise awareness: whatever the motivation, Iceland’s tie-up with Greenpeace this Christmas shows why taking an ethical stance can change the game.
The broadcasting giant, and owner of MTV and Channel 5, says it’s focused on “being where the audience is” as it looks to boost brand awareness by creating a social currency around its programmes.
Black Friday is one of only two sales a year for fitness brand Gymshark, and for last November’s promotion its finely tuned timing and stand-out creative led to a huge influx of sales via Instagram.
In 2017 Macmillan Cancer Support set out to raise awareness of its best-known fundraising event, World’s Biggest Coffee Morning, and encourage even more people to get involved. Facebook video played a key part in helping Macmillan to achieve this.
Marketers’ social media spend has increased more in the past 12 month than in any other year despite more than a third not being able to measure its impact.
From retail giants to the smaller players, Pinterest can be a haven for brands wanting to exploit its ‘visual discovery element’ but it must fend off other platforms looking to take a slice of the crowded digital ad market.
With Stories representing a top priority for Instagram, the social media giant is on mission to educate brands about the importance of creating vertical video.
Unprecedented access to the athletes’ journeys as they attempted to run the first sub-two hour marathon was at the heart of #Breaking2’s global appeal, says Nike brand communications director Mark McCambridge.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Brands need to realise the huge benefits that influencer marketing can bring, says Influencer Champions’ Gary Knight.
Influencer marketing suffers not just from the problems of fake followers and viewability, but from a lack of credibility, as I proved when I paid influencers to make a picture of my posterior go viral.
Beauty marketers look to ramp up budgets for influencer marketing despite measuring return on investment being one of the biggest challenges.
There are numerous ways for brands to reach Snapchat’s 191 million daily users, and yet many marketers remain unconvinced, so what are the opportunities?
How Simba is using creative best practice and clever targeting to promote its products and build its brand on Facebook and Instagram.
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