In 2010, branded content was one the largest trends among retailers and brands. In 2011, branded content shifted to branded entertainment. Now, in 2012, we’ll look toward content cultivation and aggregation.
By creatively using Pinterest and Tumblr, brands are becoming enthralled with consumer curation, primarily because these types of curated sites create non-linear paths to purchases.
First, retailers post visually appealing images and ideas that are accessible to the online user/consumer. Then, consumers post those images to curated sites. From there, retailers can build brand awareness by directly linking to product pages and encouraging purchase conversions.
“We’re demonstrating the power of peer-to-peer shopping search,” says Buyosphere’s Tara Hunt. “Algorithms are a long way off from picking up nuances that a person can. And personal taste is full of nuance.”
The future of ecommerce, search and social marketing is now tied to personality-influenced consumer curation. Here are 10 product discovery and sharing sites worth paying attention to.
The Kitcatt Nohr loyalty club curse appears to have struck again after it was revealed that its Starbucks client is talking to rival agencies about its direct marketing and CRM account.
Publicis-owned Kitcatt Nohr has held the coffee chain’s business since 2011, when it beat off Havas EHS to become Starbucks’ first dedicated UK direct agency. It went on to devise the My Starbucks Rewards card, which allows customers to collect “stars” each time they buy a drink, and is also available as a mobile app.
With 21 million people following her on Facebook and 18 million on Twitter, pop singer Ariana Grande can’t personally chat with each of her loves, as she affectionately calls her fans.
So she and many other stars are spreading their messages through new-style social networks, via mobile apps that are more associated with private, intimate conversation, hoping that marketing in a cozier digital setting adds a breath of warmth and a dash of personality.
It’s the Internet’s equivalent of mailing postcards rather than plastering a billboard. [more…]
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What is a “brand promise”?
It’s simply what it says it is, a promise from the brand to its customer. They are shaped by many factors. The brand offer, the marketplace it operates in, the capability of the brand and in some cases the promises of competing brands.
Today's generation of increasingly child-centric parents will smile in recognition at this U.K. spot for the Volkswagen Tiguan, which highlights the lengths they will go to for their kids with a gentle, wry humour.
It features a dad who looks increasingly wistful as he misses out on a golf trip to take his daughter to ballet, is marched off to a kid-friendly eaterie, sits watching "The Powerpuff Girls" with his daughter, and misses the goal in a soccer match because his son's in the bathroom.
AffiliRed (www.affilired.com), the performance marketing company for the travel and tourism sector, has appointed Irene Otero in a strategic move that focuses on driving business in critical European markets .
A graduate in Cultural Communication and Journalism, Irene has a great deal of experience in marketing and PR, with previous roles in the audio-visual sector as well as international promotion for the Ministry of Foreign Affairs in Spain.