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.
Heavily reliant on social media marketing and increasingly in search of data insights, festival brands are investing in creativity as they look to capture a greater share of consumer time and attention.
The emergence of TikTok suggests short-form video is more resilient, among both consumers and advertisers, than might previously have been believed but it will face challenges to maintain its popularity.
Greggs’ marketing prowess has contributed to a year of stellar business results, culminating in being shortlisted for Marketing Week Masters Brand of the Year, powered by YouGov.
Twitter has always relied heavily on users when it comes to innovation, but its recently launched prototype app will play a fundamental role in helping the brand stay ahead of consumer demand.
Carlsberg kicks off marketing activity for its rebrewed namesake lager with a social campaign that sees staff react to the ‘colourful’ things Twitter users have said about the brand.
The ethical beauty brand’s desire to “stop fighting with algorithms” and reconnect with consumers is admirable, but ditching social to do so could prove a costly error.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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.
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.
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.
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.
