Marketoonist on wannabe influencer marketing
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
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Beware the ‘binfluencer’
Thomas BartaDon’t trust the specious, evidence-free claims of supposed marketing ‘influencers’. Instead focus on real customer truths and spread the word among clients and colleagues.
Virtual influencers might be easier to mould but they’re not necessarily a safer option
Sarah PennyIt may be easier to shape the conversation virtual influencers have about your brand, but given their creators are often anonymous and would have no qualms starting again with a new personality the risks don’t necessarily outweigh the rewards.
The pros and cons of hitching your brand to a celebrity influencer
Harry LangWorking with celebrities comes with risks and rewards, but self-made social media influencers offer an affordable route to fame for canny marketers.
Pepsi on why big, simple brand ideas are usually the best
Molly FlemingAs PepsiCo launches its a new campaign for its Champions League sponsorship, it warns that marketers should not to be “seduced by new technology” and instead focus on the big ideas.
All the gear and no idea: How marketers can overcome the challenges of CRM
Charlotte RogersNew research from BBH London reveals that just 48% of marketers are confident their investment in CRM has resulted in a better experience for customers. Where are they going wrong?
Does your advertising pass the ‘give peas a chance’ test?
Matt StockbridgeIf you have had success with a campaign it is tempting to over-analyse and post-rationalise. Don’t. Just move on and get some perspective.
User testing: An introduction for marketers
Econsultancy TeamMaking a start in user testing? Econsultancy offers an overview to help marketers understand the discipline.