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Twitter and snack foods: An industry overview

While there are a lot of questions lately about Twitter, it’s business model, and its role for brands in the social media landscape, one thing is certain: Brands are continuing to use it.

Below is an analysis for some of the world’s leading snack food brands. To start, notice their volume of posting on Twitter vs the other networks. Whatever is being debated about the value of Twitter for brands, in this industry, every brand posts on Twitter more than any other network. Usually the difference is by a wide margin.

So how are they posting on Twitter? The Posts chart below is an analysis of the overall posting volume, as well as a Posting Calendar breakout for each brand.

It’s notable that despite Twitter photos having been around since 2011, only half of this industry’s tweets were photos. While photos on Facebook have performed considerably better than text for a while now, and brands have reflected that in their format selection for Facebook posts, brands are still using text posts significantly on Twitter.

Lastly, let’s look at...

The Robot Swarm Is Upon Us

Exterminate, exterminate.”

-Briefing warning from the Daleks before firing their extermination rays on various "Doctor Who” episodes

What is one of the most well-known catch phrases on the long-running BBC series, “Doctor Who,” might eventually be uttered by a robot greeting you at your front door to take care of your termites.

Farfetched? Maybe right now, but a robot may soon be coming to your home to spray pesticides, clean your windows, and perhaps even tutor your kids.

ABI Research expects the global market for consumer robots to top $6.5 billion by 2017. BI Intelligence says the market for consumer and office robots will grow at a CAGR of 17% between 2015-2019, seven times faster than the market for manufacturing robots.

And some other key takeaways from BI Intelligence in their ‘The Robotics Market Report’:

• Three distinct categories will dominate the consumer/office side: home cleaning and maintenance; telepresence (i.e., telecommuting to events or remote offices) and advanced robots for home entertainment.

• The ubiquity of smartphones and tablets is making it easier to develop robots for consumer and office applications. The report says mobile devices offer designers the opportunity to ‘outsource’ computing and user interface tasks...

How to do effective content marketing in the B2B industry

Posted by Ian Mcgrath in Opinions on June 25th, 2015 at 1:08 pm

Marketing in the B2B industry is a long-drawn process. The time between soliciting a prospect and potentially winning a contract can be anywhere between a few weeks to as much as a year or more. The job of a sales executive is to keep the prospect engaged and continue to interact with them till they make a purchase. While this has been the norm in the B2B industry for decades, the dynamics have started to change over the past few years. Thanks to the proliferation of the internet and social media, even industries that were immune to the internet have now started getting influenced to the online trends.

A direct fallout of this is the influence internet exerts on the marketing strategies of B2B companies. This is both an opportunity and a challenge. While on one hand, the barriers to entry in a competitive B2B landscape can quickly be overcome through your online presence, it is a challenge to traditional businesses that have not adapted to the new environment as swiftly as competitors. No matter how long your business has existed, a new prospect may be less inclined to buy from you if your competitor has a better manged website...

Facebook, Twitter & Instagram: How much are brands posting on each?

In this review, we’ll look not only at how much brands are posting on Facebook, Twitter and Instagram, but also what levels of engagement they’re getting, as well.

The industries under review are Luxury Autos, Pet Foods, Luxury Fashion, and Yogurt. The view is of all activity during the month of May, and we’re only going to consider brands that posted at least one time during the month on each network. Given that some brands don’t have accounts in all networks, that narrows our field a bit.

Looking at the charts below, it’s notable how similar the distribution of posting is across all four industries. Roughly 45% on Twitter, 25% on Facebook, and 30% on Instagram.

In the Posts charts below are the posting volumes for each industry, as well as the engagement distribution in the Engagements chart. If you’re curious how the posting and engagement happened over time, the Posting By Day and Engagement By Day charts have that analysis.

When Others Vacation, Marketers Need to Get Busy: Four Tips to Reach the Traveling Consumer

Posted by Willie Pena in Creative Best Practices on June 24th, 2015 at 5:52 pm

The following is a guest post by Ben Tepfer, product marketing manager for Adobe Campaign.

This week marks the first week of summer. That means consumers are swinging into high gear, picking their next vacation destination and planning weekend getaways. As a marketer trying to effectively reach customers in the summer, it’s important to understand vacationers’ desires and consider the customer journey in light of the customers’ actual journeys. Whether it’s a tropical beach vacation or one full of exploration and history, here are four key ways to effectively reach customers wherever their summer trips may take them.

Build your marketing itinerary.

Enhancing a customer’s vacation begins before they even leave. They’ll need to get ready for their trip and this is a good opportunity to help them. They’ll need traveling clothes, travel-sized toiletries, luggage, and the like. They’ll need to book rooms, flights and trains, and they’ll be checking rates and maps. They’ll want their cars in good working order, gassed up and ready to go. Let the customer’s behavior influence you. Don’t ignore the upcoming trip, focus on it and fuel the excitement....