This post is by Mike Morgan, Founder and Director of High Profile Enterprises and Content Director for TrinityP3. Mike has been collaborating with TrinityP3 on a Content Marketing, SEO and Social Media strategy since early 2011.
In partnership with King Content and TrinityP3, Warc will be co-hosting a seminar on How to be an Effective Content Marketer in Sydney (Friday, 21 March 2014). Click here to book your ticket. And read on for some key points to consider from one of our event partners for developing a successful content marketing strategy...
Content marketing has become an industry buzzword over the past two years – no doubt about that.
Large numbers of businesses have launched themselves into the new digital arena where "Content is King" and where rewards are great for those that are able to nail the complexity involved with effective strategy.
“It’s advertising, but shouldn’t act like it (even though it should definitely be labelled as such)” – Ryan Skinner, analyst at Forrester
A nascent advertising platform, native advertising is gaining an increasing amount of attention in the marcomms industry. Indeed Warc recently reported that growth in the sector is gathering pace, with Mozilla, the internet browser, joining the likes of other media owners such as Facebook, Hearst Newspapers and Pandora, the music streaming service, in developing native strategies.
So we thought it was time to take a closer look at this growing media platform.
China is the world's largest ecommerce market, having grown at 71% annually since 2009 and set to be worth $541bn by 2015. Of the country's 591 million internet users, 49% made an online purchase in 2013 – ahead of the global average of 40%. Online shoppers tend to be younger and more affluent, and enjoy the convenience of online for price comparison (a big motivator) and accessing product reviews.
You'd better accept it now: your January detox is bound to fail. The British Liver Trust has described short-term New Year abstinence as 'medically futile', but we don't need scientists to tell us that attempting to embrace salads and spinning classes at what is possibly the darkest, coldest and most anticlimactic time of year is dumb. Instead, I recommend you stock the boardroom with biscuits and motivate your team to shed some flabby social media habits in time for spring.
Marketers are always being told what to do in social media, but they're rarely told what to cut loose. So here are three toxic behaviours that commonly clog brands' communication colons, with ideas for how to cut them out.
Another year is upon us!
As we re-commit to a fresh list of resolutions and reflect on the year gone by, we can't help but notice the buzz hitting our newsfeeds on the 'hot topics' marketers need to embrace to stay at the top of their game this year. Predictions, Top 10 things to watch out for, 5 'must-know' areas to master – what a lot to get our heads round.
To help simplify, we've reflected on a few trends that consistently emerge in our work with leading global clients - Data, Digital and Customer Experience - and what that means for organisations' marketing capability development.
Social commerce – where the act of shopping becomes seamlessly embedded in the creation, sharing and consumption of social media content – has always been the pot of gold at the end of the social media rainbow. According to McKinsey, word of mouth drives 20-50% of purchase decisions, so enabling people to buy in the same venues and contexts where they're chatting with their peers makes total sense.
Unfortunately, it's had a less-than-salubrious history. Facebook has found it particularly hard to nail. First there was 2007's short-lived Beacon plug-in, which published users' creditcard activity in their friends' news feeds. Presumably intended to inspire copycat purchases, it actually inspired shame, lawsuits and divorce threats. Then came in-page F-Commerce stores, which were prohibitively expensive for brands and an utterly disjointed experience for consumers. Finally, last year's mobile app, Facebook Gifts, offered users a chance to share real and physical gifts from retailers. Users promptly declined, and the service has been dramatically scaled back after only eight months.
Warc's new Content Marketing report takes centre stage of this update, joined by an Admap special on brand-building in the digital age and a round-up of our event reports from around the world. Elsewhere, we take a look ahead to the hottest trends of the coming year, have a last-chance reminder to enter the Warc Prize for Social Strategy and bring news of our first conference of 2014.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
There's a growing amount of attention being given to customer experience: the critical moments when your desired brand positioning is expressed in practice, across every touchpoint, every interaction and every step of the customer journey. Not only does it require a strong, joined up and insightful brand plan – it also requires stretching leadership to join up every business function in delivering a coherent, brilliantly branded, customer-centred experience.
Digital technology has catalysed this growing attention – it offers superb opportunities to deliver value and connectivity with customers – but also brings omnichannel complexity while raising customers' expectations of what brands should deliver.
"Big Data" has evolved from a marketing buzz-phrase to a marketing cliché over recent years. But brands still have a way to go before they understand, let alone fully utilise, the potential of the datasets available to them. That was the overriding message of Blind Data, an event organised by UK commercial TV trade body Thinkbox and held in London this morning.
A view from the client-side came from Peter Duffy, marketing director at easyJet, the low-cost airline, who offered a pretty compelling case study showing how the company is using a mix of its own data and sets from external sources to optimise its media planning. And there's no reason why many of the lessons from easyJet's story aren't applicable to brands in other categories.