In an increasingly privacy-conscious web, contextual ad targeting is having a moment. Discussion website and self-proclaimed ‘front page of the internet’, Reddit, recently announced the acquisition of Spiketrap, an audience contextualisation company. As well as further building out Reddit’s advertising offering, the move to acquire Spiketrap highlights Reddit’s intention to capitalise on advertising that matches […]
In an ideal world, every company hopes to build legions of loyal, satisfied customers who will not only provide them with repeat business, but enthusiastically promote their company to friends and family.
The world of social media is vast and full of potentially useful conversations for brands.
According to many of today’s advocates for data-driven organisations, predictive analytics sounds the most exciting. It apparently lets us ‘predict the future using data from the past’.
While being able to see the future sounds great, the reality of predictive analytics is a bit more mundane. It does, however, still have the potential to make real business impact in the present.
Following Brexit and the US presidential election, many brands have responded to the polarized times by choosing to weigh in on political and social issues.
But brands face numerous challenges in trying to do this successfully. Chief among them: how do brands connect with consumers at a time when so many of them don’t see eye-to-eye on some of the most important issues of our time?
Starbucks is one of the brands that isn’t afraid to get political in an increasingly polarized world.
Its most recent political statement: it announced plans to hire 10,000 refugees following US President Donald Trump’s enactment of a temporary travel ban targeting individuals from a number of predominantly Muslim countries.
Social media has dominated my working life since its inception.
It’s been fascinating to see the evolution of brand communication as it moved away from brands talking at people, towards the creation of a dialogue with customers, fans and followers.
In the Mad Men era of marketing, appealing to the customer’s emotional drivers was the standard – the “go-to” play.
Appeals to the heart won the wallet. Take a more recent example, from a category with a very emotional appeal: the Budweiser Clydesdale horse campaign.
Celebrities and athletes often turn to Twitter to interact with their fans, but for one of the National Basketball Association’s biggest stars the popular platform became too noisy.
As his following grew into the millions, Stephen Curry of the Golden State Warriors started using Twitter less and less, something his former university roommate, Bryant Barr, noticed.
It’s finally here: after months of speculation following Mark Zuckerberg’s comments about the creation of a Dislike button, Facebook has unveiled an extension to the Like button that will allow users to express emotion when reacting to content.
Last weekend, well-heeled advertisers spent $5m for 30-second ads during Super Bowl 50.
With more than 110m viewers tuning in to watch one of the sporting world’s largest single events, the justification is clear: Super Bowl ads deliver reach few other televised events can.
Social listening was once a novel technology, even as recently as two years ago.
Today, there are dozens of social listening and social monitoring software providers, each touting capabilities that vary wildly and generally sound like black-box, secret-sauce voodoo magic.