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Entries from Digital Intelligence tagged with "brands"

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Viral video marketing case studies – the best virals of 2012

2012 was another great year for viral video marketing case studies. As online ads get smarter and more engaging, viral marketing briefs are becoming the toughest that any creative agency can receive. For a viral to really travel it needs the combination of a brilliant creative idea, the right timing for its audience and the right seeding. That’s why we collated together 25 of our favourite viral marketing case studies from 2012 which clearly checked all the boxes. Grab a coffee, leave the browser open, sit back, relax, and enjoy…

27/11/2012  |  Full story...

How often should you make Facebook posts? New survey shows most Facebook brand pages ‘are inactive’

Over two-thirds (70%) of brand pages on Facebook post less than one update per month, with company pages among the least social, according to new research. The study, from Recommend.ly, looked at 5.7 million pages and examined a few different factors, particularly which categories are most and least active.

23/11/2012  |  Full story...

Content marketing and SEO: Why every website article should start with keyphrase thinking

Getting your content discovered in search engines has been the battle digital marketers have been fighting for almost 20 years. It’s a combination of both art and science, and there are simple steps that should be on every marketers’ agenda. Danny Meadows-Klue has been teaching Search Engine Optimisation since the late 90s, and here he explains how consumer brands should approach content marketing and SEO.

Read the full article here

21/11/2012

Video viral of the week: Oak stages ‘reverse robberies’ to promote milk drink on Facebook

US flavoured milk brand Oak claimed it had been ‘inundated with fans complaining they coundn’t buy thier product in their local stores. In response, parent company Parmalat staged a series of ‘reverse robberies’ and posted the results on YouTube and Facebook. See why its our video viral of the week below…

20/11/2012  |  Full story...

Pinterest debuts tools for businesses- new channel for marketers

Pinterest has taken another step towards monetisation, offering brands a dedicated business profile on its social bookmarking site. The new business site, gives organisations the opportunity to verify their account, add buttons (Pin It, Follow) and widgets (Profile, Board), and receive updates on future products and services.

16/11/2012  |  Full story...

Instagram debuts ‘Facebook-style’ user profiles- new channel for brands?

Instagram has launched online profiles that let users showcase themselves and photos they’ve taken with the Facebook-owned smartphone app. The move follows Facebook’s acquisition of the company earlier this year, as it looks to boost its photo sharing capabilities and keep users on its social network.

06/11/2012  |  Full story...

Nutella Facebook ad campaign outperforms TV

Last Christmas, Nutella ran a cross-platform ad campaign in Germany, mixing traditional and new media spend, including TV and Facebook. This case study looks at how the Facebook campaign generated more sales than TV ads for the food brand.

06/11/2012  |  Full story...

UK companies missing trick with online customer service

UK consumers are being let down by substandard customer service on the web and email, and in many cases, service has got worst since 2011, according to a new study. The 2012 Eptica Multichannel Customer Experience Study found that websites could only answer just over half (53%) of customer questions, while company responses to email queries has worsened since 2011. Social media use had doubled, although many still failed to integrate social media into their overall customer service strategy.

06/11/2012  |  Full story...

Tesco debuts ‘online commuter zone’ for busy shoppers

Tesco has launched a new commuter zone on its grocery website, aimed at bringing together everything busy customers need for the working week. The zone is designed as a quick way for commuters to shop as they travel to and from work.

05/11/2012  |  Full story...

Creating a social media campaign in Russia

In some countries, social media isn’t just about Facebook. With so many brands focusing on the BRIC markets, Patrick Eve, MD of international translation agency, TranslateMedia, gives the lowdown on social media use in Russia.

02/11/2012  |  Full story...

Microsoft advertising: 25 major brands sign up for Windows 8 app campaigns

BBC Worldwide, Sky, Lloyds TSB and Vodafone are amongst 25 global brands that have signed up to Microsoft's new Windows 8 advertising platform. These brands will be rolling out Windows 8 Ads in Apps campaigns over the next couple of months. These will include Bing apps, Xbox apps, the Skype app and third-party apps independently developed by publishing partners.

02/11/2012  |  Full story...

Facebook marketing trends- Paid media 'gets 5 times more reach than free fan pages'

Among a selection of the 100 leading brand pages on Facebook, those using paid media reached 5.4 times more people on average than those using no paid media, according to a new study.
The report, ‘Understanding Paid & Earned Reach On Facebook,’ published by Facebook together with comScore, forms part of Facebook’s attempts to persuade sceptical brand marketers to migrate their efforts from free fan pages to paid for sponsored stories.

01/11/2012  |  Full story...

Young shoppers ‘most likely to complain publicly on social media when customer service fails’

UK shoppers seek customer service support by email (49%) or phone (43%), and younger shoppers are highly likely to turn to social channels when these touch points fail, with 46% of under 25s and 33% of 25-33 year olds using social to air their grievances more publically, according to new research.

01/11/2012  |  Full story...

Plans for ‘.uk’ domain names announced as alternative to ‘.co.uk’

Nominet, the not-for-profit organisation responsible for running the .uk infrastructure, has launched a consultation on the introduction of a new service which, if approved, would herald a significant change for the .uk domain name space. The proposed new service is aimed at businesses and would potentially offer shorter domain names registered at the second level (i.e. www.yourbusiness.uk) as well as one of the most comprehensive package of security features available. It would sit alongside the existing .uk portfolio, including .co.uk which already has more than 10 million domains registered.

01/11/2012  |  Full story...

PR agencies’ media monitoring habits revealed (video)

Most PR agencies in Europe rely on specialist monitoring tools on top of regular Google searches to evaluate the influence of their media campaigns, according to new research. Press Index, a Kantar Media group company, published the first European survey on media monitoring practices in Public Relations agencies.

29/10/2012  |  Full story...

LowCostHolidays gives free holiday to ‘Thomas Cook’ after Facebook snub

In a social media coup, a man who shares his name with travel agency Thomas Cook has won a free holiday, courtesy of rival LowCostHolidays. The man (named Thomas Cook) was awarded a trip to Paris after the travel agency Thomas Cook turned him down for a free vacation.

24/10/2012  |  Full story...

Facebook marketing effectiveness research – brand measurement affinity tools coming

To address concerns from brands about the lack of marketing effectiveness research for Facebook, new brand affinity measurement tools are being developed. With the rush to build Facebook brand pages, many marketers have questioned the value of fans, their fit with the brand’s target audience, and how to measure marketing effectiveness. Could this be the answer?

18/10/2012  |  Full story...

‘There’s no such thing as a happy period’: Spoof Bodyform CEO responds to Facebook man’s rant

UK maxi pad brand Bodyform has created a viral ad with a fictional CEO responding to a Facebook user, who accused the company of lying to the public. Facebook user Richard Neill wrote a sarcastic comment on Bodyform's page earlier this month poking fun at the company's depiction of a woman's "wonderful time of the month" in its TV ads. The spoof video - which has so far notched up 135,036 views on YouTube, 2,213 Facebook 'likes' and 211 comments - ends with the CEO thanking Richard for lifting the veil on their lies and exposing the truth.

18/10/2012  |  Full story...

New Nielsen metrics match online campaigns to target audiences

Nielsen has launched its Online Campaign Ratings (OCR) metric in the UK, allowing brands to measure whether their ads reached their intended audiences online. Initial tests reveal that on average less than half of all online ad impressions are reaching the advertiser’s intended audience, based on age and gender.

Watch a video explaining how the service works below:

17/10/2012  |  Full story...

Is Facebook driving down fan reach in favour of sponsored stories?

Facebook has been accused of making changes to the formula that determines if brands appear in the news feed of its fans pages, effectively driving them to paid advertising to improve their reach. According to a report in the FT, a number of brands running Facebook pages are finding their reach has dropped since the social network altered its EdgeRank algorithm last month (September 20th).

16/10/2012  |  Full story...

Mobile-ready websites ‘get 2 minutes more dwell time’

Dwell time is two minutes higher when brand sites are mobile-ready, but less than half of top UK brands have websites optimised for smartphones and tablets, according to a new study. The study proved how a significant percentage of the top 100 brands such as Tesco, B&Q and Boots are starting to sit up and listen, with nearly 40% now having a mobile-optimised website.

16/10/2012  |  Full story...

Top 10 travel brands in search- TripAdvisor drops down rankings

TripAdvisor.co.uk and Superbreak.com have dropped off the rankings of the ten most visible sites for hotel-related searches, according to new research. The latest research, ‘Hotels Sector Report - Issue 13’, by digital marketing agency, Greenlight, indicates that Marriott and Secret Escapes have risen up the rankings.

15/10/2012  |  Full story...

eBay revamps site with Pinterest-style layout

Online marketplace eBay has today rolled out a new website, with a strong visual style similar to Pinterest. The new look site allows users to create their own customised homepage as the firm moves away from its auction roots to focus more on instant purchases.

12/10/2012  |  Full story...

YouTube ads 'making as much revenue as US TV networks'

YouTube’s skippable ad format is now making Google as much revenue per hour as ads on cable TV, according to YouTube’s global head of content. Speaking at the Mipcom TV industry event, YouTube global head of content Robert Kyncl claimed the group’s skippable ads format means it is now matching US cable groups in terms of per-hour revenue.

11/10/2012  |  Full story...

Google offers to brand search results to appease EU monopoly charges

Google is reportedly offering to brand its search results to avoid the European Commission taking formal action against the company's alleged "abuse of dominance" in the search market. The Financial Times reports that Google is proposing to add its logo to products such as maps, airline flight details and other services that appear when people use the firm's search function.

11/10/2012  |  Full story...

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