Instagram continues to pitch itself to brands and agencies as a complement to TV campaigns but with its cheaper prices and more personalised offering experts believe it could steal ad dollars, as long as brands understand its points of difference.
Instagram has launched a new targeting segment for advertisers, which allows brands to reach people who are highly engaged with content related to Black Friday, Cyber Monday and Christmas purchases.
Most fashion and beauty brands plan to up their budget for influencer marketing as the prominence of social media content creators continues to grow, but they face a challenge in finding the right face to fit their brand.
Warning of a ‘cultural cringe’ and sense of insecurity within marketing, Professor Byron Sharp is calling on marketers to stop the self-hatred and have more pride in their profession.
Rather than allowing themselves to be pigeonholed as the ‘colouring-in department’, marketers should demonstrate what they deliver for the business, argues Nationwide CMO Sara Bennison.
As marketers continue to be charged with driving faster growth on tighter budgets, businesses should not ignore the opportunity cost of failing to invest in their brand, warns Eve Sleep CEO Cheryl Calverley.
From celebrating fans’ attempts to recreate their favourite fried chicken at home, to pausing its ‘Finger Lickin’ Good’ slogan for the benefit of national health, it’s been a stellar 12 months for KFC.