Why marketers believe social media is overrated
Molly InnesFrom issues around measurement to lack of authenticity, why do marketers think social media is the most overrated skill by businesses?
From issues around measurement to lack of authenticity, why do marketers think social media is the most overrated skill by businesses?
Real-time reactive communications, far from being intrusive, can be key to offering support to your target consumers at the moments when it is most valuable to them.
Determined to cement its status as a “social media pirate”, Aldi borrowed from the high fashion playbook to ensure its fashion line sold out in four hours.
From a reshaped viewing landscape and in-game audio advertising, to the rise of attention metrics, Marketing Week predicts the trends that will shape media in 2023.
A carefully choreographed plan of teasers, exclusive pop-ups and product drops helped Greggs and Primark build hype nationwide for their high street fashion collaboration.
Regardless of commercial impact, marketing director Annabelle Baker says the decision was the correct one ethically, as the retailer curates “fandoms” on other platforms.
On a budget of just £120,000, suicide prevention charity CALM used footage of iconic sporting moments to challenge the stigma around mental health.
Over half a billon people are watching esports, while today’s social celebrities command audiences of millions that put Hollywood stars in the shade.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
A wave of platforms are hoping to take social media in a new direction, mixing community and wellbeing with revamped funding models.
Our marketing columnist examines the underwhelming response of the major social media brands to the TikTok threat and explores the perils of competitor orientation.
Just two years old and boasting a 10 million-strong waiting list when its invite only model ended, Clubhouse is on a mission to lead the surging social audio market, explains head of global marketing Maya Watson.
Marmite’s squirrel-fronted Pancake Day video scored in the top 10% of ads on its ability to grab attention, as well as being highly rated for enjoyability, branding and differentiation.
Wickes CMO Gary Kibble explains Covid not only opened the brand up to new customers and channels, it gave the wider marketing discipline the “wake up” call it needed.
By keeping its ear to the pulse on social, Weetabix launched a bold and attention-grabbing campaign for just a few thousand pounds.