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Social media planning & buying

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Article

This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.

Article

This article introduces three steps brands can take in order to harness the power of social to increase sales as the model begins to take off in Western markets.

News

LONDON: In the quest to break through online clutter, brands need to challenge the capabilities and restrictions of social media formats in order to surprise consumers with something new, an AKQA planner has said.

Article

This article explores the reading and thinking surrounding Sina Weibo, a popular Chinese micro-blogging platform allowing users to post, share and explore Chinese-language content, but which also finds itself under pressure to censor unfavourable content by China's government.

Article

This article summarises the insights from a series of key papers on social commerce in South-East Asia, which is thriving in a mobile-first consumer culture, including wider trends in social media and the rise of messaging apps as commercial platforms.

Article

This event report describes how social media has shifted from a new, largely uncharted medium that prized likes and shares, to a mature channel with big spend and accountability; as a result of the change, the need for a fresh use of social formats has never been more necessary.

News

NEW YORK: Sir Martin Sorrell, CEO of holding group WPP, has revealed the company intends to double its spend on Snapchat, despite saying the platform is “a flea on the elephant’s backside”.

Article

This event report addresses how RESTASIS, a brand owned by pharmaceutical manufacturer Allergan, launched its first brand page on Facebook.

News

SAN DIEGO: Marriott, the hotel and hospitality company, has enjoyed considerable success in leveraging Snapchat, the mobile-messaging platform, to engage young consumers.

Article

This event report addresses how Marriott International, the hotelier, uses each of its main social media channels for a distinctive purpose.

Article

This article explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

Article

This article explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

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This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

Article

This article provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

This paper explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching two billion users every month.

Article

This article provides information and answers from Pinterest President Tim Kendall on questions about digital advertising and the digital consumer.

News

SYDNEY: Australian media buyers have expressed concerns over Facebook's viewability metrics, which appear to be well below what is expected, but the social media giant believes that advertisers need to look beyond current standards.

News

CANNES: Clarity about brand identity and having a simple digital product are two very important considerations for advertisers wanting to make the most from Twitter, the company's CMO has declared.

Article

This article explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

News

AUSTIN, TX: National Geographic, the media group focused on exploration and science, has built an Instagram fan base topping 77m people with an unconventional approach that sees the brand hand control of its account to 105 photographers.

Article

This article argues that the most successful media strategy for retailers takes into account the nuances between TV and social media platforms in order to produce fit-for-purpose content that customers truly want.

Article

This article argues that the scale and reach of TV and social media are critical to the success of FMCG brands but that marketers need to consider the wider marketing ecosystem in order to deliver effective campaigns.

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This article explores how brands can tap into a new 'shopkeeper/storyteller' paradigm on social media in order to facilitate authentic and honest discussion around brands.

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This article explains how FMCG marketers can best combine TV and social media, arguing that the most important thing is to start a conversation, keep it going and not hide if it becomes difficult.

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This event report outlines how National Geographic, the media group, has built an Instagram fanbase numbering more than 70 million people.