However improbably, December has already arrived, and with it, the traditional impulse to take stock of the year drawing to a close and try to imagine what we’ll be getting ourselves into with the next one. Digital marketing is particularly rich soil for this treatment both because of the blinding pace at which the underlying technologies evolve, and the fact that most of us in the field are more than a little inclined toward the sentimental. Accordingly, we at Anvil enjoy making a formal exercise every year out of having this conversation, and it’s time to have it again, so take a break from wrapping presents and meet me over at the crystal ball.
Tags: 2015 marketing predictions, 2015 planning, 2015 predictions, anvil, anvil media, Digital Marketing, digital marketing predictions, marketing, marketing predictions
Posted in Creative Best Practices, Email, Media Planning & Buying, Opinions, Search, Social Media, Targeting, Video, Web Analytics, Websites | No Comments »
A look at the campaigns major CPG soft drink companies are running on Facebook, Twitter and Instagram. Brands in report are Coca-cola, Pepsi, Mountain Dew, Sprite, Dr Pepper and Fanta.
Each campaign had a different social network drive the bulk of the engagement.
Each campaign employed a tactic for generating audience participation.
Twitter is the network with the highest posting volume in each campaign.
Twitter, despite having lower fan counts than the corresponding Facebook pages, delivered more engagements on 2 of the 3 campaigns.
Facebook is the dominant network for reach, with over 92% of the average fan count.
Tags: content marketing, content marketing strategy, cpg, facebook marketing, Facebook strategy, Instagram, Social Media, social media metrics, twitter
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Opinions, Research, Social Media, Web Analytics, Word of Mouth | No Comments »
Let’s just say I had a head start on my 2015 mobile marketing predictions.
In 2005, my first book, BRANDING UNBOUND, hit bookshelves proclaiming a new era for marketing – one where the most measurable, personal and direct link to consumers ever created would change the world of marketing forever.
Written in 2003 and 2004, and published in June of ’05, I prognosticated about Apple Pay, iPad, Google Glass, Nest – and trends like marketing personalization, mixed reality social apps, augmented reality and more.
The book came out in June 2005 - two full years before the first iPhone was launched and heralded seismic changes to our relationship with technology.
Advertising that anticipates what you want and offers it before you even think you want it.
Services that let you shop for pizza, music, books and movies – anywhere, anytime.
Offers sent to you in-store, based on your age, gender, location, stated preferences and past purchase history—and even what merchandise you’re holding in your hands, in real time.
Mobile, social platforms that let you do everything from get your gossip on to facilitating real-world meet ups between “crushes” who happen to be within 10 blocks of each others' physical location.
Stores... Read more
Tags: advertising, apps, brandng, marketing, media, mobile, Second Life, social, there, virtual, worlds
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Media Planning & Buying, Research, Social Media, Targeting, Video, Web Analytics, Websites, Wireless | No Comments »
All great marketers know – if your content isn’t performing well, you will need to dive into your analytics to see what’s really going on. The only way to optimize your content is to analyze your data, pinpoint areas of improvements, make the necessary changes and test - and it’s no different with video content.
While it might sound daunting to make changes to a complete video, it doesn’t have to be. There’s a formula to it really: divide your video into three distinct parts—Acts 1, 2 and 3—then analyze your drop-off rates for each section. When you think of your video as three separate pieces of content, it makes it much easier to analyze each section for variables and look for areas of improvement.
Tags: content marketing, Digital Marketing, marketing, online marketing, Social Media, Video, video marketing, youtube
Posted in Creative Best Practices, Opinions, Video, Web Analytics | No Comments »
We just published a 6-brand comparison of social media posting and content performance across the three networks. The brands analyzed are Burberry, Chevrolet, Coca-cola, Covergirl, Oreo and Red Bull. These are brands we've seen be very active on Instagram, and thought it would be interesting to compare their content activities across the three networks.
Red Bull posted over half the content, and generated more than 55% of the total engagements.
Red Bull posted 574 times during October
Coca-cola only posted 39 times
Coca-cola’s engagement rate is more than 3x the average among all brands
Oreo had the most equally-distributed posting volume across all 3 networks. And the 2nd highest engagement rate.