Brands such as Bud Light are finding meme marketing valuable in boosting positive brand sentiment, engagement and account followers, but Kelton's Kuba Kierlanczyk warns, "Memes are a different language than brands are used to." To avoid becoming fodder for online jokes, Kristina Monllos writes, "agency execs say the key is to figure out how to make memes that feel like memes rather than ads."
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Wrapify's James Heller explores how marketers are finding new ways to engage audiences during the pandemic with empathetic campaigns and highlights competitive deals for data-driven messaging across out-of-home and social media. "One thing is for certain: doing nothing is no longer an option -- for marketers, or for businesses," Heller writes.
Orci's Byron Beach urges agency creatives dependent on Instagram for social content to experiment with Pinterest, Twitch, Twitter, Snapchat, TikTok and YouTube to broaden their horizons. "[D]iverse voices come from diverse platforms and monopoly is rarely the friend of creative innovation," Beach writes.
WPBeginner's Syed Balkhi describes six common mistakes in business-to-business content marketing and offers fixes. They include only using one content format, which can be rectified with a content calendar that displays formats and topics, and creating content that has no goal, which can be fixed by working from a strategy.
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Listening to consumers has been key to navigating the pandemic for e.l.f. Cosmetics, which entered the skin care market last year, said Kory Marchisotto, chief marketing officer. "We look to [consumers] every day to inform our brand, product innovation and content creation strategies -- like our 'No BS (Beauty Secrets) With Anna' education series, which is crafted according to consumer requests," said Marchisotto.
Driving customer engagement with B2B commerce With restrictions on physical meetings, B2B Commerce sales teams are forced to rethink how they engage with customers and conduct transactions remotely. Clients are looking to upgrade their tools and add new capabilities to empower their B2B Commerce sales teams to interact differently with their customers. Learn more in this webinar on on Sept 10, 2 PM ET.
Facebook has launched an invite-only test of its Horizon social virtual reality experience platform, which enables up to eight users to interact in a virtual world with a safe zone to avoid online bullying. Andrew Hutchinson predicts VR "will become increasingly relevant, in many different ways, over the next few years," and notes, "That will also mean new opportunities for advertising, marketing, personal branding and related elements."
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Slightly more than 70% of Americans say they've never bought anything on a social platform, per eMarketer and Bizrate Insights. Among those who have made a purchase on social, the majority did so via Facebook.
A Dunkin' Donuts sign that reads, "UH OH SPICY! PUMPKIN! HAHAHAHA PUMPKIN TASTY," went viral on Facebook and Twitter and then on TikTok after user @macdoes posted a video in which he does a dramatic reading of the sign. The video, accompanied by the caption, "Glad to see Dunkin fully supporting the mental state of America," has attracted more than 2.5 million likes.
As people are learning to tune out advertising more and more, which is a trend everyone is aware of, your organic social channels become more important.
Conor Mason, senior director of digital marketing for Bud Light, as quoted by Digiday
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