The advertising world is renowned for being hard to crack. Creative individuals (who wish to join this industry) are constantly looking for new, eye catching and talent flaunting ways to just get an interview at these creative businesses!
In the past social media billboards seemed to be the most favoured:
This may still work, yet doesn’t target direct industries, costs at least £500 and you have no way of tracking who has looked at your ad!
The hashtag phenomenon has got a little crazy lately. Recently, a hashtag take over has taken place… and I think it’s pretty innovative!
A Dutch student created different Instagram accounts which allowed him to post a mosaic of images on different advertising agencies feeds to form the name of the website that the user must visit: wehaveyourhashtag.com. By visiting, the company can save their hashtag from being electrocuted, grilled or dumped into shark-infested waters! All they have to do is invite this Dutch student for a cuppa… pretty simple!
Instagram has recently allowed advertisers to post adverts (as long as the image is the most stunning image ever created). However, if you were allowed to create an advert mosaic, as the Dutch student did, then your advert could cover a larger area, target people specifically looking at that hashtag and potentially track which users have visited your website!
Although it is unclear whether this Dutch student has received his desired cup of tea! What can be concluded is that he has had a great idea and executed it very well!
Although January is quickly drawing to a close and the whole ‘new-year-new-me’ thing is getting a bit old, 2015 is still in many ways a blank page, waiting to be filled with innovation. This metaphor is especially appropriate when talking about content production – this new year is the perfect opportunity to really take the time to develop a solid content strategy.
So how to put your best creative foot forward?
Always, always, always: quality over quantity. Your focus should never be on the volume of work produced, but coming up with unique, interesting concepts.
That being said, the common misconception is that all successful online media should be geared towards those with tiny attention spans. Perhaps we think that because more users are consuming content on mobile devices we feel that the material has to be equally compact? In fact, long form content marketing is alive and thriving: according to BuzzSumo, longer posts perform well in search results and on the social web despite being accessed on a smartphone.
And in sticking to the theme of quality over quantity, there is a shift to improve what already works. While it’s important to cultivate new ideas, businesses are updating existing content that has already had significant impacts on traffic and leads.
You might be thinking at this point, okay I get it: make good stuff. But how?! Unfortunately, there’s no universal formula. But one thing to keep in mind? Think like a journalist. When formulating new ideas to try out, ask yourself the 5 W’s/1H: who, what, when, where, why, and how. This will help you stay focused on your objective, on your audience, on your method, and on your way to creating newsworthy content!
And once you start producing high-quality pieces – be it articles, infographics, or videos – you will start to gain trust with an audience. Your brand will become recognised as an authority on creative content in your given field, giving you an automatic readership and you will see more positive results.
Other retailers would usually object to scribbling and doodling all over their catalogue, however, when one British illustrator did this to Ikea’s, the largely successful business welcomed the idea.
Sarah Horne, a British illustrator, used the Ikea Catalogue as a canvas for all her creative and magical ideas, depicting fantastical scenes of mythical creatures in day to day living situations and settings. Horne explained, “although I’m all grown up, my mind runs riot with the fantastical meals I always wished I could be a part of, using pages from my favourite Ikea catalogue as a canvas to bring my mythical creations a little more into reality.”
Ikea loved this idea so much they decided to use it as a marketing technique and Horne became Ikea’s first ever ‘Children’s Illustrator in Residence’. She was invited to the Wembley store in North London where she collaborated with hundreds of children and discovered their dream dinner. She then included their ideas in her finished illustrations which included fairies, yetis & more all having a dinner party together. However, the food was also of importance to the children. Therefore, in the drawings, the creatures eat such things as monkey soup and char-grilled elephant leg while using such tools as a 600 watt microwave wand.
Horne’s creative idea allowed Ikea to develop a new marketing technique. The company would use these pictures to reinforce the importance of family dinner to children and their parents. Thus, not only do the illustrations allow Ikea to emphasise their morals to their consumers, they also cleverly draw attention and advertise their products attracting adults as well as children.
The Christmas holidays are over, and 2015 has officially begun. But first, let’s take a look at what happened last year. The world of SEO is fast-paced field which is constantly changing, and 2014 was no exception. So without further ado, here are 4 ways SEO changed in 2014:
Ad Fraud is one of the most prevalent problems within programmatic advertising at the moment; and with the use of programmatic only becoming more widespread, it’s becoming more and more of a problem. The Association of National Advertisers in the US predicted that $6.3billion of losses in ad revenue will be made by advertisers worldwide in 2015 due to ad fraud. Here, we’ll explain how ad fraud occurs and what you can do to avoid it.
Ad Fraud is defined by having ‘wasteful’ impressions and clicks which generate no revenue for the advertisers because the intention of the fraudsters is not to purchase the product or even to learn more about it. These ‘wasteful’ impressions and clicks mean that reporting is incredibly difficult and can mean that programmatic advertisers find it difficult to justify the benefits of programmatic advertising to businesses, as the ROI is significantly diminished. By eliminating ad fraud from the industry this loss of confidence in programmatic advertising will be subverted and advertisers and publishers will be able to get better returns on their increasing investments in the industry.
There are two main types of ad fraud; page fraud and bot fraud. Continue reading here…
The term ‘social media ambassador’ has gained traction recently and is set to make even more waves in 2015. For those of you scratching your heads over this term, a social media ambassador (SMBA) is someone who represents and champions a company in a positive way. They are someone who embodies the brand, providing credible promotion via social media networks.
The National Board for the Promotion of Sweden’s Twitter account, @Sweden, isn’t brand spanking new but it is the embodiment of social media ambassadorship. The premise of the Twitter account is that every week, the account is handed over to a Swedish citizen who exclusively has free reign to represent Sweden. The idea is that the curators will paint a picture of the country through a mix of skills, experiences, and opinions. They describe themselves as the ‘world’s most democratic Twitter account’. The seventy-nine thousand followers are a testament to its success.
Ambassadorship doesn’t exclusively dwell in the confines of external marketing. Internal company training turns all employees into social media authorities. Adobe is empowering their 11,000 employees into becoming SMBAs. Not only have they been successful in building customer goodwill but the action has influenced sales as well. During this journey a Photoshop ambassador generated more revenue than the official Photoshop Twitter account. Since implementing this program, Adobe has consistently ranked in the top three of the ‘company employee advocacy’ chart. A 357k Twitter follower base reflects the fact that it’s a pretty decent strategy.
It’s no wonder that more marketers are jumping on the bandwagon. Nuun, a portable hydration tab company, takes it one step further and streamlines the process of becoming an ambassador where you simply fill out an online form. It’s a symbiotic relationship where Nuun offers perks like discounts and free swag and in return they receive unparalleled exposure by their ambassadors.
Chief marketing officer of The Coca Cola Company, Joe Tripodi, says it best: “Awareness is fine but advocacy will take your business to the next level”. While handing over the reigns of a brands social media presence can be risky, the pros certainly outweigh the cons. A SMBA humanizes the product, something that lacks in traditional marketing practice. It also causes a ripple effect of word-of-mouth advertising, which is positive more often than not. They also serve as your online reputation outside the 9-5 timetable. To pepper in a few more pros, they build trust, they’re cost effective and they drive new customers.
In a world were 70% of brand perception by consumers is determined by an individual experience of the brand, the customer-brand relationship is one that needs special attention now more than ever. All in all, SMBAs improve online reputation, drive sales, referrals and long-term quality customers whether it be external or internal. All the while being easy on the pocket book. Who can argue with that?