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Social media planning & buying

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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 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.

Article

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.

Article

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.

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

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

Article

This article shows how Pinterest is growing in influence and efficiency as a way of driving sales, due to the quality of engagement, rather than reach - a trend that brands can leverage to build a more direct dialogue with consumers through an effective connection strategy.

Opinion

Mobile’s share of total UK internet adspend rose to over a third last year, and mobile accounted for 99% of new online ad money in 2016, according to the latest results from the AA/WARC Expenditure Report, released this week.

News

LONDON: Mobile's share of digital advertising expenditure in the UK has grown ninefold over the past five years, with spending on mobile video more than doubling during 2016, new figures show.

News

LONDON: More than half (58%) of B2B marketers don't rate their ability to measure social media at all, according to a new survey of 150 senior marketers in the UK.

Article

This article shows how Honda US employed a wide range of social media strategies to reach Millennials through timely and relevant videos, finding them where they predominantly go to research car purchases.

News

GLOBAL: Global internet advertising expenditure will grow 13% to reach US$205bn in 2017, overtaking television spending for the first time, according to Zenith.

Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

Article

This article covers the key content marketing trends in Asia - specifically popular content pillars, distribution choices and social channels as selling channels.

Article

This article takes a look at the current state of play in programmatic, and examines how it has given a new lease of life to native advertising - as well as the challenges faced in this - offering tips to advertisers who are looking to trial it.

News

GLOBAL: Widespread use of social channels and mobile devices coupled with shortened attention spans mean that brands increasingly need to understand the emotional needs of consumers in those fleeting moments when they may become relevant, a new ...

Article

This article explores the reading and thinking surrounding the 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 explores the current reading and thinking about Instagram, the Facebook-owned photo 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.

Article

This article presents four steps brands can take to ensure they succeed with moment marketing through social media, as they engage with potential customers, often in conjunction with TV viewing.

Article

This article takes a look at five ways in which brands can interact positively to build influence during the many micro-moments when consumers fleetingly use their phone in the course of a day.

Article

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

Article

This article offers guidelines for marketers to help them rethink how they can best use social media platforms - offering innovations to expand reach at lower cost - to deliver the greatest value to advertisers.