With the exponential rise of Facebook and Twitter, and the introduction of Google+ to the social media arena, would marketers be foolish to still consider search as a query-driven disciple? Is it that these ever developing online social destinations are infact the new search engines through which consumers find and follow the information, products and brands they have an interest in- after all YouTube is the officially the second largest search-destination on the internet.
How often do we, as agencies, hear the request to create a “viral” for our clients? Much against the common opinions of our clients, “Viral” is not a destination, neither is it a type of content. “Viral” is a result of successfully producing content which is infectious, shareable and provides fuel for social conversation. The very first virals were made, often accidentally, on low quality equipment and consequently flew under the radar of consumers whose anti-advertising mechanics were bypassed by their seemingly un-official appearance. Seeing the success of such content, agencies and brands began to create their own content seeking the Mecca of “viral”. Read more »
Last week I attended a fantastic conference, hosted by WARC, on Measuring Advertising Performance. After listening to over 20 speakers from the UKs top agencies and brands, a number of key themes seemed to arise- of these, the need to move past last click attribution was by far the most prevalent. Read more »
If the buzz across the social sphere is to be believed, Facebook and Google executives have entered initial acquisition talks with Twitter, estimating the value of the microblogging site upwards of £10 billion. Combine this with LinkedIn’s recent IPO announcement and we have proof beyond Facebook that there is big money in social media – quite literally. Read more »
In the first digital generation, marketing employed a system which favoured interruption and direct sale. Brands would force their stories onto unsuspecting spectators, purchasing online real estate in mass and appearing, without warning,….and it worked!
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