Content marketing is not new, but marketers still have questions
It’s hard to believe, but it’s been eight years since the term ‘content marketing’ became a popular umbrella term for a brand’s commercial, but not-really-advertising, output.
10 inspiring digital marketing campaigns from Coca-Cola
Coca-Cola has achieved notable successes in digital marketing, not least its massive following on social media and various polar bear campaigns. Let’s delve into 10 of its most interesting digital initiatives, some of which involve massive global campaigns while others are unique local examples. And remember, Econsultancy offers excellent digital marketing training and a wealth […]
17 marketing campaigns with a positive message for women
The marketing and advertising industries have historically been more about fantasy than reality, and female idealisation rather than empowerment. Today, however, we’re seeing a sea-change in the way brands represent and market to women, fuelled by social and political movements. There’s still work to be done, of course. That beach body campaign wasn’t all that […]
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10 very cool examples of experiential marketing
Experiential marketing, what is it good for?
Seven charity marketing campaigns that used fun & humour
They say laughter is the best medicine.
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10 examples of great fashion marketing campaigns
Fashion marketing campaigns tend to be creative, sometimes controversial, but always at the forefront of what’s cool. Whether or not the clothes are wearable… well, that’s beside the point. Here are a few of my favourites from over the past few years. For more on this topic, readers can explore: Social Media Advertising Best Practice […]
Storytelling for Marketers
1. Introduction 1.1 Executive summary This report identifies best practice approaches, techniques, challenges and opportunities around storytelling in the context of marketing. It explores how marketers perceive the importance of storytelling to the practice of marketing and the best practice application of storytelling principles to support marketing objectives and activity. The following topics are covered […]
Great storytelling: Why your brand should be the supporting character, not the hero
According to a recent independent study sponsored by Prezi, 42% of respondents have become more selective in the content they consume. Furthermore, 66% of respondents consume content they didn’t expressly set out to find, even though 40% of consumers stated they feel bombarded by such content.
Hello Kitty: Why the iconic brand partners with micro-influencers
On day one of the Festival of Marketing 2018, Martina Longueira, EMEA and Australia Marketing Lead for Hello Kitty, spoke about how one of the world’s most iconic and recognisable characters does digital marketing.
Papier, the stationery brand using partnerships, content marketing & events
Perhaps more associated with cheap and cheerful thank you cards – stationery isn’t exactly the sexiest of products. The market seems to have gone through something of a resurgence in recent years, however, partly thanks to a swathe of cool new brands like Papier.
Three trends shaping the future of customer engagement in marketing
What is the future of customer engagement? A few decades ago, the most effort that the average brand made to “engage” with its customers would be broadcasting a message at them via a billboard, magazine, or television ad. The best way to persuade customers to buy products was thought to be by proclaiming their greatness, usually in a catchy or memorable way, to as wide an audience as possible.
How tourism boards are using personalised content
According to research by Skift, the majority of travel companies around the world are experimenting with at least some form of personalisation. It’s been suggested that consumer resistance to sharing data is complicating matters, with this – to some extent – leading to limited success.