Major traditional brands are choosing Instagram Reels for short-form video content while challenger brands prefer TikTok -- a sign that established advertisers are more inclined to play it safe on social media. The main differences for marketers to note are that Reels tends to favor brand accounts, while TikTok's algorithm rewards shareable content and individual users.
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D-MAK Productions' Joe Forte offers tips and advice on how brands can engage social media users with five types of video -- livestreams, tutorials, informational, behind-the-scenes and user-generated. Make tutorials entertaining and educational, Forte recommends, citing videos for Absolut vodka as an example, and use behind-the-scenes videos to showcase brand identity and build trust.
Marketers can boost email open rates by employing tools that enable message personalization based on each recipient's interests, behavior, preferences and history, NetBlaze's Steven Clayton writes. Send emails that bring value to prospects, use eye-catching design that incorporates interactivity and craft compelling subject lines, Clayton recommends.
Luxury retailer Bottega Veneta says it is refocusing its social media presence by deleting all content on Weibo, closing its corporate Instagram account and is instead, moving content to brand ambassadors. "Luxury brands are based on a subtle blend of desirability and exclusivity," said luxury marketer David Sadigh. "Does this move help in fostering this? Absolutely yes."
[Article] Rebooting the digital workplace As organizations manage a growing number of remote employees, many are beginning to accept the inevitability of a digital workplace. Despite its deficits and ambiguities, the digital workplace's tech and tools can provide insights that optimize employee performance and personalization. Read more
Digital Marketing Predictions for 2021 and Beyond From fully remote employment to all-digital events, 2020 has taught marketers some valuable lessons about adapting to an abrupt new reality. Download this cheat sheet to discover emerging trends and find out how they can help you get a head start on your marketing plan for the new year and beyond.
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Ogilvy created an augmented reality "escape room" experience for IKEA on Snapchat, which challenges users to solve a puzzle set in a virtual IKEA bedroom using the retailer's products. "AR is actually becoming a tool that a lot of retailers are using in the home furnishing sphere to allow consumers to visualize products in their own home," says IKEA US' Paul Anderson.
Connected TV: Elevated TV Advertising Consumer habits are changing. It's time to stop guessing if your TV spot will reach your target demo. Connected TV (CTV) bridges the gap between linear TV and insights-driven targeting. Check out this comprehensive CTV guide to learn more.
A Facebook analysis of more than 500 campaigns run by 21 businesses with the support of Analytic Partners and GroupM revealed that direct-response campaigns are more expensive and generate higher conversions than brand-building efforts, while brand building proved to be more cost-effective for some vertical segments when factoring cost-per-conversion. The research highlights the value of taking a tiered approach with campaigns split into three elements with a focus on segmentation.
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Search engine optimization platform seoClarity reports that 65.7% of US consumers find Google the most trustworthy technology giant, followed by Amazon at 65.1%, with Facebook and TikTok at the bottom of the list. Almost 62% would support more regulation for tech firms, and 72.5% say fact-checking is a good idea.
This article showcases some of the most popular virtual reality YouTube videos from 2020. Fortnite's "End of Season" event attracted more than 3.6 million views, David Blaine's VR version of his "Ascension" stunt attracted nearly 500,000 views and National Geographic's "Lockdown Around the World" has garnered more than 384,000 views.
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