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By In #SxSW, Marketing, Social Media, Trends

The Hottest Marketing Trends at SXSWi 2016

SXSW-2016-930x581Some trends we saw pop up at SXSW this year in marketing that we would like to share with you.

Messaging becomes bigger than social media

As we saw in our last article, the messaging apps are in the top 10 most used apps on mobile. It is impossible to ignore its importance as billions of messages are being sent every day. According to Adweek, the younger generation is spending a lot less time on social media and much more on messaging apps such as Whatsapp, Kik and Facebook Messenger.

So now we have to consider marketing through messaging if we want to reach the elusive Millenials and especially Generation Z. The trick here is to make sure that, as a brand, you stay relevant and natural. Venturebeat mentions that “Marketeers need to find the key moments to passively enable a conversation through visual language or by creating compelling customer experiences via messaging channels.” We know that young consumers use messaging when in-store, sharing pictures of the products and asking for advice from their peers. Should brands position themselves as “peers” this generation feels comfortable with asking for advice? All we need now is a platform that meets the consumer’s needs for an intimate way to share and connect.

Being aware of dark social

Dark social is on the rise, especially with Generation Z. It simply includes apps such as Snapchat and Eroder – social media/apps that allow people to share moments of their life with their peers or followers but which are erased hours later. This gives a sense of security to the user, knowing that these will not endanger any future career plans (or the wrath of their parents now that they have befriended their children on classic social media such as Facebook and Instagram 😉 ).

Dark social is not making it easy for marketeers to use to their own means; there is no way to analyse any data from these platforms. Some brands are using these platforms effectively, creating fun dialogues with their audience, but this remains very limited in visibility and there is currently no way to grab useful data and learnings from these.

From text to visual

Emoji’s, stickers, Snapchat, video (360° or regular) – all of these are on the rise, and most of them also in marketing. This means there is a clear shift from text to visual marketing and brands need to make sure they follow this shift. In our last blog post, Instagram was pushed forward with some great examples of how, as a brand, you can position yourself as an inspiration all the while branding your content and being relevant for your audience. Not always an easy feat but entirely worth it should you find a way to incorporate your brand in a creative, visual way.

Virtual Reality is taking over

Images of people at SXSW wearing VR gear popped up pretty much everywhere on our social media feeds; a sign that might mean that VR was a hot topic at SXSW 😉 This year, the Samsung Gear VR wanted to push SXSW goers to try VR by pushing the #VRonDemand campaign. According to Venturebeat, if you tweeted the hashtag and responded to their following DM, the Samsung team brought you Samsung Gear VR to your location. A fun way to bring VR to the average consumer!

Artificial Intelligence

The tables have turned when it comes to robotics. Cynthia Breazeal from MIT introduced us to emotive computing in 2015, and this year emotive AI returned to Austin as she brought along her friend again: Jibo. Jibo is a super advanced robot, connecting to humans on an emotional level and creating a human-to-human connction rather than a human-to-robot experience. Venturebeat mentions that “the key to the concept of emotive robotics is its ability to take a consumer’s emotional response into consideration, making consumer interactions with these devices more positive and personal.” So, are you looking forward to your first emotional connection to AI?

jibo

Curious? Interested? Questions? Drop us a line at info@mediabrands.pub and we will be happy to discuss these topics with you!

Inspired by Adweek and Venturebeat

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By In Content Creation, Marketing, Social Media

Facebook Visual Communication Summit in Belgium

Yesterday, 17/3, MBP attended the Facebook Visual Communication Summit in Belgium. I would like to share with you some of the learnings of the day.

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Together, growth and being mobile are the 3 key terms with which we were introduced into the afternoon of talks on Social Media. Be open, be bold; the world is becoming more and more mobile and we need to adapt. Is your mobile investment following the trend?

The first person to take the stage was Paula Bonomo. She informed us that within 5 hours, people tend to consume 7 hours of content. Multitasking has changed: whereas before people would be knitting while watching TV, now people tend to spend their time consuming information on multiple platforms at the same time. Everything is in competition with everything for attention, so it is harder to be noticed and therefore important to be meaningful.

To communicate with people in a natural and relevant way is to create an engaged audience for your brand, which will feel more connected to you and your brand.

Communication is becoming:

  • Immediate
  • Expressive
  • Immersive
facebook video

Facebook Video Section

This explains why the most used apps are messenger apps. You will find 1B people on Whatsapp and 800M users on Facebook messenger.

Because the human brain processes images 60.000 times faster than words, visuals are becoming more and more pertinent for advertisers. This takes us to video advertising on social media. On Facebook we are seeing around 8B video views per day, even on mobile. It seems that emotional closeness compensates for the size of the screen. Facebook has developed a video section which allows a total immersion in video viewing. Later on, Facebook will unroll a storytelling medium called Canvas, which will allow for even more immersion in your storytelling experience as a consumer.

The next step will be Virtual Reality and Augmented Reality. We are looking forward to the possibilities Facebook will bring us with Oculus, a new computing platform.

Paula summarised:

  • Reach people where they are
  • Embrace messaging
  • Experiment with expressive storytelling
  • Embrace new formats

Next up was Bert Hendrickx of GfK Belgium. According to him, 29% of people go on Facebook to discover new information. It has become their news platform as well as a place to connect with friends.

A very interesting habit Millenials are picking up is using your mobile in-store for extra information. Not only do they go to websites to compare the market, but also to ask friends their opinion on what they are buying/should buy.

However, we are seeing a trend that if people actually shop online through their mobile, they tend to spend less (€50 on average in their cart) when shopping on their smartphones than they do on tablet and desktop (€110 on average in their cart). Is mobile disrupting e-commerce?

We see separate functions in each piece of equipment we use:

  • Smartphones are for staying connected
  • Tablets are for entertainment (and often shared within a household)
  • Desktops are seen as a work device (larger screen for convenience)

–> people do tend to skip between devices.

Camilla Desmond‘s talk was all about video. Here is what she highlighted during her talk:

  1. Mobile is different
    • People are consuming more video on mobile – >75% of views
    • Consumers are more visual
    • Visual is the way to communicate
    • Virtual Reality will become a key player in brand communication
      • 1.7 seconds are needed to consume content on mobile
  2. Business Outcomes
    • Outcome needs to be measurable
    • Less is more – try and keep them interested
    • Earn attention – learn how to connect with your audience
    • Creative – tailor your communication to your consumer
    • Experiment – it is important to test, learn and iterate
  3. How to earn a consumer’s attention
    • Look for what matters to your consumer.
    • Create longer exposure
    • Use the Facebook function for automated captions (coming soon): Facebook creates captions for your video’s; good for a sound-off environment.
    • Transparency in reporting

Julie Pellet charmed us all with her french accent during her presentation: Instagram, from text to image.

She reminded us that images are a universal language and that if you have a smartphone, you are a photographer. Capturing images has become very easy for us and second nature to a lot of us, a behaviour we see especially in Millenials. Apps such as Snapchat and Instagram make this possible for all of us.

Capture and share the world’s moments – Instagram is a place for creativity and inspiration: have a look at 15-year-old Adeline from Nivelles who was inspired and now inspires more than 17.000 people every time she posts:

There's a whole world out there

A post shared by Adeline Wantiez (@toxicspiritss) on

Each Instagram feed is unique, different, because we all choose who we follow based on our interests. It can be seen as a fingerprint. 80M photo’s are shared on Instagram every day, inspiring many of us.

When placing a brand in the Instagram environment, it is important to keep in mind that you need to remain an inspiration to your followers: place your brand at the center of visual inspiration:

  • 60% learn about brands on IG
  • 75% take action after being inspired by content on IG

As a brand on IG, branding drives awareness: make sure the brand is visible, but in a relevant way. A great example of this is Ben & Jerry’s:

Don't burn up your Leap Day without celebrating. We've got 20 ways to do it – link in profile. #LeapDay

A post shared by Ben & Jerry's (@benandjerrys) on

As well as relevant branding, it is important to create a concept for your IG account. See what your target is into and inspire yourself to inspire others. A concept drives brand lift.

Some things to keep in mind when turning to Instagram to communicate to (potential) followers about your brand:

  • Think about the consumer journey
  • Create and use a distinct visual voice
  • Combine Facebook and Instagram (both have the same targeting options in ads)

 

So, how do you see your brand evolving on social media? Will you be creating more visual communication? Would you like to brush up on your video skills? Don’t hesitate to contact us for more information, we will sure be able to help you with all of these questions, and more: info@mediabrands.pub

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By In Content Creation, Marketing, Social Media

FTC: disclose Native Advertising

The U.S. Federal Trade Commission (FTC) updated its guidance on native advertising just before attacking the Christmas diner. With the guidance, the FTC tries to make sure to protect consumers from advertising in disguise.

Confused and confusing
A study from contently.com stated the obvious: consumers are utterly confused about what is advertising, and what is not. They have difficulties to detect native advertising within ‘real’ editorial content. The key-findings of the study:

  • On nearly every publication tested, consumers tend to identify native advertising as an article, not an advertisement.
  • Consumers often have a difficult time identifying the brand associated with a piece of native advertising, but it varies greatly, from as low as 63 percent (on The Onion) to as high as 88 percent (on Forbes).
  • Consumers who read native ads that they identified as high quality reported a significantly higher level of trust for the sponsoring brand.
  • 62 percent of respondents think a news site loses credibility when it publishes native ads. In a separate study conducted a year ago, 59 percent of respondents said the same.
  • 48 percent have felt deceived upon realizing a piece of content was sponsored by a brand—a 15 percent decrease from last year’s survey.

While this might look as great and fab to some advertisers and their agencies, it is clear that the FTC is not amused. Their guidance clearly aims to over time enforce a guarantee that native advertising is very clearly labeled as such.

Shared responsibility
The FTC puts the responsibility of correctly labeling the native advertising as advertising jointly to the advertisers, their agencies, and the publishers that own the content platform, be it on- or offline. It expects not only that the commercial piece is clearly labeled as such, but moreover that the visual presentation of the native advertising piece leaves no doubt for the consumer that it is “different” from the regular content.

Ethical behavior
FTC put out a guidance in the US that is completely in line with its view on the commercial use of influentials and bloggers: asking for complete transparency and disclosure. The FTC guidelines and policies historically become textbook best practice guides real quickly in Europe.
Personally, I think that as well the advertisers, the agencies as the publishers have a moral duty to disclose, and be fully transparent. Duping the consumer into thinking that a piece of content is genuinely editorial is just plain wrong. There is room enough to be creative with native advertising without having to dupe the consumer in any way.

FTC guidelines on real time advertising
FTC guidelines on real time advertising

 

(This post first appeared here)

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By In Marketing

Indrukwekkende YouTube 360 graden video’s nu met advertentie mogelijkheden

YouTube heeft onlangs de mogelijkheid gelanceerd om 360 graden video’s te bekijken op haar platform. De resultaten zijn verbluffend. Zo moet je maar eens kijken naar de video’s die geschoten zijn op Tomorrowland. Maar er is meer: vanaf nu kunnen ook marketeers zo’n video’s loslaten op het YouTube-publiek:

 

 

360 graden trueviews ads

YouTube brengt de mogelijkheid om te adverteren met 360 graden Trueview advertenties. Kijkers zien trueview advertenties wanneer ze hun favoriete video’s bekijken of op zoek zijn naar video’s of bladeren door aanbevolen video’s op YouTube.

In de Trueview advertenties die in 360 graden geschoten zijn kunnen gebruikers zelf het gezichtspunt veranderen door het slepen van de muis of te werken met de pijltjes. De mobiele kijkers kunnen dan weer de gehele omgeving verkennen door met hun telefoon te bewegen.

360 graden video’s werden sinds maart 2015 mogelijk geïntroduceerd, maar pas sinds recent brengt de videogigant deze mogelijkheid ook ter beschikking bij trueview advertenties. Volgens YouTube zal dit de adverteerders helpen om meer engagement te krijgen van hun gebruikers.

Nescafé bijt de spits af in België

Nescafé was de eerste adverteerder die in België een 360 graden video lanceerde. In de video kreeg je een tour van de koffieplantages in Brazilië. Voor het merk dé kans bij uitstek om een blik achter de schermen te tonen aan de hand van exceptionele beelden.

Met hun 360° pre-roll is Nescafé de eerste adverteerder in België die van deze functie gebruik maakt. Mensen die deze advertentie nog niet tegengekomen zijn op YouTube kunnen hieronder de video bekijken:

Engagement

Eerder dit jaar kwam YouTube ook al met een andere nieuwe functie op de proppen om de engagement tussen adverteerder en gebruiker te verhogen, de YouTube cards. Dit is een interactieve laag die je kan toevoegen aan een video. Met deze cards kan je mensen van je video laten doorklikken naar je website. Handig als je bijvoorbeeld een webshop hebt en het zo verleidelijker is geworden voor de gebruiker om door te klikken naar je webwinkel.

 

Dit artikel is eerder verschenen op Bloovi.be

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By In Content Creation, Marketing, Social Media

How my field hockey team used Tinder to find a coach…

We all know how Tinder works and we all know what it is for: dates, a connection with someone of just simply a booty call. But what happens if you need something else, something different, how can you use Tinder for other purposes?

Quote_Alicia

– Deepak Chopra

My field hockey team needed a new coach and the start of a new season was looming. A slight panic started setting in about a month ago and we brainstormed to find a solution. After a few jokes about how people find bad dates on Tinder we realised what we needed to do! To announce our predicament widely across Brussels, we made a Tinder profile for our team mentioning specifically we were looking for a coach.

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Coach wanted! My great hockey team is looking for a motivated coach (EN/FR/NL) to accompany its first season in the 2nd Regional Division. Are you ready for a challenge?

A week later, our new (at that moment potential) coach turned up and our team as been in a winning relationship with him ever since.

In the last year, Tinder has been used for many marketing purposes. Like that time an animal charity matched people with pets they could adopt. Or how do you remember Ava? The possibilities are endless and (at the moment) free. All you need is a little bit of creativity 😉

tinder

Want to discuss how your business can be the perfect match with us? Unfortunately we don’t have a MBP Tinder profile (yet), but you can always send us an e-mail via info@mediabrands.pub 😉

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By In Content Creation, Marketing

Food For Thought…

contentHorse

 

*Found on contently.com

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By In Marketing

Green marketing : conseils pour se mettre au vert

En 2015, l’heure est plus que jamais à la responsabilisation des entreprises face à leur empreinte écologique. Les consommateurs, de plus en plus conscients des enjeux planétaires, attachent un soin plus spécifique à la provenance des produits qu’ils achètent. Mais comment faire pour gagner leur confiance et éviter de tomber dans le greenwashing ? Petits conseils pour une green attitude au top.

 

Si vous ne l’avez pas encore fait, identifiez les opportunités de développement durable au sein de votre entreprise. Quelles sont les actions que vous pourriez mettre en place pour y arriver ? De nombreuses solutions existent à l’heure actuelle afin de remplacer les traditionnelles façons de faire par des alternatives écologiques. Pourquoi ne pas opter pour certaines d’entre elles ? Utiliser du papier recyclé, trier ses déchets ou encore privilégier les supports digitaux constituent les premiers pas dans une démarche durable mais il existe bien d’autres possibilités pour aller plus loin. Pourquoi ne pas être un pionnier dans votre domaine ? Cela ferait parler de vous !

 

Soyez proactifs et communiquez sur vos valeurs. Le fait de partager les lignes directrices de votre culture d’entreprise permet d’établir une connexion émotionnelle avec vos clients ou futurs clients – qui partagent votre vision du monde. Mais attention, cette démarche nécessite de la cohérence. Pas question de vous positionner en faveur du développement durable sans rien mettre en place de concret pour cela. Vous risquez alors d’être accusés de “greenwashing”, c’est-à-dire de redorer votre image de marque en vous tournant vers l’écologie. Il importe donc d’être transparent et intègre quant à votre positionnement.

 

Identifiez des façons d’impliquer vos employés et de les responsabiliser dans votre démarche durable. Vos équipes incarnent la vitrine de votre entreprise. Pourquoi ne pas en faire les ambassadeurs de vos réflexions sur le changement climatique, les technologies vertes et la consommation responsable ? En outre, vos employés sensibilisent directement vos clients en incarnant vos idées. Vous faites donc d’une pierre deux coups : vous gagnez en crédibilité et en intégrité tout en faisant des bénéfices. Votre image de marque s’en trouvera grandie.

 

Enfin, gardez à l’esprit que ce type de démarche ne se fait pas en un jour : la composante temporelle occupe une grande place dans cette stratégie. En effet, les changements que vous opérerez peuvent prendre du temps à se mettre en place, tout comme il faut du temps pour construire une image de marque. Mettre du vert dans vos valeurs est à l’effigie de ce tournant nécessaire… et durable.

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