Category Archive: Marketing

Messaging platforms have all the eyeballs – but when will they see the marketing $$$?

Near the end of 2015 – monthly active users for the “big 4” messaging apps surpassed the “big 4” social networking apps. This rapid move in consumer attention has been staggering and should have sparked a shift in marketing spend in 2016 – as brands pushed more $$$ into these messaging platforms.  However, this move hasn’t happened yet – partially driven by the fact that brand marketers have not been provided with easy [...]

So why did that guy #hashtag my brand?

While doing some casual browsing, I recently stumbled on a model showing how the world’s best brand builders seek to continuously iterate with consumers/3rd parties as they build powerful brands.

As the chart highlights, brands/consumers/influencers are in a continual iterative dialog on social platforms – with all stakeholders adding meaning to the brand with every consumer generated or branded post. (chart courtesy of Grant McCracken).

Visual Brand Tag

Increasingly, consumers are choosing to “return meaning” to [...]

The Age of Authentic Imperfection

The extreme desire for authenticity is clearly in the zeitgeist.  After decades of listening to scripted, highly polished politicians tell half-truths and outright lies, voters were looking for a deeper level of authenticity from Presidential candidates in 2016.

It is interesting that despite his own tenuous relationship with the truth, Trump used social media and unscripted events to build an aura of authenticity and imperfection – winning the [...]

Turning micro-influencers into brand ambassadors

Just this past week, Markerly released a study detailing the rise of the micro-influencer.

Markerly found that as an influencer on Instagram grows his/her audience–engagement typically drops.  In many cases, micro-influencers provide higher engagement levels and conversion potential for brands – especially within niche audiences – according to the study.  Hence, pulling together a plan on how best to identify and work with micro-influencers makes sense for brands looking to go beyond a [...]

The insane rise of User Generated Content

User Generated Content has been on the rise for years – but over the past couple of years it has accelerated with incredible speed.  In 1999, when Kodak was at its peak, consumers were taking about 80 Billion photos yearly. 

No one really knows how many photos are taken yearly, but Benedict Evans did some “back of the envelope” work to give us a sense for the [...]

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