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#MarketingTitbits – ice bucket challenge, Red Bull vs. GoPro, CEOs

icebucket-redbullgopro-ceos-smaller1. Charity defeats memes: ice bucket challenge hits 1 billion YouTube views
The Ice Bucket Challenge has been sweeping the globe over the past few months, but who could have predicted that it would become one of the internet’s biggest video memes in history? The challenge has topped the ‘Harlem Shake’ craze of 2013, having reached the 1 billion views milestone on YouTube, whilst raising awareness for ALS and over $100 million dollars in donations.

ALS is a neurodegenerative disease and its Wikipedia page views reached 2.89 million in August alone, coinciding with ‘Ice Bucket Challenge’ searches topping YouTube in the same month. It goes to show the power of social media and begs the question – what will the next viral craze be?

To check out the most-viewed challenge videos,  click here.

2. Red Bull vs GoPro: taking content marketing to the extreme

Two brands in opposite corners, fighting it out for content marketing supremacy. But who will be crowned the champion? Econsultancy decides.

Both Red Bull and GoPro have revolutionised the content marketing world, through broadcasting heart-stopping events or positioning us at the centre of the action on helmet cams and cockpits, as sports are taken to the extremes. Not even GoPro can rival Red Bull’s Stratos jump – resulting in Felix Baumgartner breaking the speed of sound as he fell from the edge of space. Perhaps no one can for the foreseeable future. However, GoPro produces content that its audience finds entertaining, unique and exciting, proving that the brand is a force to be reckoned with. Both brands’ YouTube channels also enjoy expressing their love for the extraordinary, so if you haven’t had your fill of exhilaration, then this is the place to go. However, rivalry aside, arguably each owe their success to the other’s existence?

To see who came out on top, click here.

3. What CEOs wish they knew about money in their 20s

Some CEOs have finally confirmed what we’ve all thought; not everyone knows everything. So, what were some of the things they would have loved to know all those years ago?

Contrary to what many of us think, according to Matt Maloney, money is not the route to happiness. The CEO of grubHub believes a key lesson to learn is that passion is a driver of success, and this brings you happiness, rather than the money itself. It seems that TOMS founder, Blake Mycoskie, agrees and recommends enjoying life rather than chasing money.

To hear the other billionaire tycoons’ views on wealth, click here.

#MarketingTitbits – personalities, authentic brands, social media

personalities-authenticity-socialmedia-smaller1. The best jobs for every personality type
Ever wondered what job you are best suited for? If you don’t, taking the Myers-Briggs Type Indicator personality test could be a start. You may not have come across it before, but this test has been an established tool within business for decades. Simply answer the questions and the results will outline what 5 job types you are most suited for, easy!

Let us know if you get anything surprising.

To take the test and find out what your top five are,click here.

2. How to be an authentic brand

Firefish has recently conducted a survey into the ‘authenticity’ of brands from the views of 1000 consumers. Many of the world’s most well-known brands hit the top 20, but there were also a few surprises. Heinz fought off competition from Apple, who came in 6th, and Coca Cola, who hit unlucky 13th, to come out in pole position. To be authentic, a brand needs to be culturally relevant to the target consumer, but how is this determined?

According to the study, there are particular values that can boost your ability to thrive as an authentic brand, including originality, expertise and passion. But, as recommended by Heinz’s vice-principal of marketing, Giles Jepson, your key to being authentic is to be clear about what you stand for. But is it always that simple?

To read more about the rankings, click here.

3. 5 Social Media mistakes to avoid

If you or your business is looking to master the world of social media, then there are certain things you need to steer clear of, as reported by Entrepreneur. Incomplete profiles mean an incomplete brand in the social media world. How is a potential customer supposed to gain all the relevant information about a business when the details aren’t placed in front of them?

Constant bombardments of sales pitches will also divert customers away from your profiles, so try to break up your feed by adding personal touches rather than violating Terms of Service agreements by spamming users. It is highly important to see you profiles through the eyes of potential customers, in order to achieve the best results from social media. If you succeed in this, then you are ideally positioned to reap the rewards that social media mastery offers.

Click here to find out what else you should aim to avoid when creating your profiles.

#MarketingTitbits – YouTube ads, negative SEO, Marmite

youtube-negativeseo-marmite-smaller1. The top 10 most popular YouTube ads of 2014
Now-a-days, the most popular YouTube ads tend to be made for an online campaigns, instead of airing on TV, so it’s no surprise that most of the top 10 featured in Marketing Week’s article have followed this trend.

Included in the list are the likes of Sainsbury’s, John Lewis, Nike, Marks & Spencer, Always and Pepsi, who all created ads with a social media audience in mind, however, also aired shorter versions on TV. A lot of brands are now creating and sharing stories within their advertisements and this can be difficult to do in a TV ad space of typically 30 to 60 seconds, and this is where YouTube comes in. Consumers are now happier to spend time with branded content online, dependent on the entertainment and relevance delivered.

If you’d like to see the top 10 adverts, you can click here.

2. What is Negative SEO and how can you protect your website?

Negative SEO is the process of using techniques similar to those of black hat SEO, but to attack and undermine a rival’s website that can lead on to damage their rankings in search results.

This can be done in many ways, including:

  • Having a huge number of links directed to your site that are low-quality and spam-heavy with keywords that have little to no relevance.
  • Copying content from your website that is then distributed across the internet, which could possibly interfere with Google’s policy on duplicate content.
  • Damaging your reputation by being negative about your business. That could involve fake social media profiles being created, etc.

You can click here to learn more about negative SEO and the steps you can take for your business to avoid it.

3. Marmite looks to replicate 2013 success by bringing back revamped ‘End Marmite Neglect’ campaign

We spoke about the ‘love it or hate it’ brand back in November when they picked up 2014’s Brand of the Year Award, and as predicted, Unilever have chosen to start a ‘full-scale Marmageddon’ with their parody on animal rescue programmes, entitled ‘End Marmite Neglect’. Although this approach attracted over 500 complaints back in 2013, the ASA chose to take no further action with the ad, allowing the jar to make a comeback this year.

But will this campaign follow in the footsteps of the 14% sales increase that it produced in its first run?

Keep an eye out for the ad, but for now, you can read more by clicking here.

#MarketingTitbits – Keep Calm.., World Cup, speaking

slogan-videos-speaking-smaller1. Keep Calm and Carry On – the unlikely success of a failed slogan
“Keep Calm and Carry On” is now one of the most iconic British slogans. The slogan itself, as well as various interpretations, is used all over the world on a wide range of merchandise.

Despite being produced in 1939, the original poster was not seen by the public until 2001 when a second-hand book shop owner found a copy in a box of books bought at an auction. The poster was displayed in the bookshop and they began selling reproductions later that year.

To read more about this slogan and its place in today’s society, click here.

 

2. 20 best branded Vines and Instagram videos from World Cup 2014

As you probably already know, the World Cup has finally come to a close with Germany taking the trophy. This is a great time to look back on the last four weeks and the many brands that have cashed in on the football tournament.

We’ve seen tropical, ‘Brazil’ inspired flavours of vodka, sweets and even fried chicken. Have a look at this article from Econsultancy that highlights the best branded Vine and Instagram videos of the last 4 weeks. To read more, click here. 

 

3. 7 bad speaking habits that turn people off

Last year, author Julian Treasure gave a TED talk showing that anyone can speak effectively and exactly how to do it. As well as giving tips of what you can do, he outlines exactly what not to do and explained about bad speaking habits that you should eliminate.

To find out what the main bad habits most of us are guilty of are, click here.

#MarketingTitbits – social media fails, YouTube, Twitter’s year

fails-youtube-twitter-smaller1. The top 20 fail-iest social media fails of 2014
As the impact of New Year’s exploits begin to wear off, it’s an ideal time to look back on 2014 and reminisce about some of the greatest brand fails on social media last year! Thanks to Econsultancy, you can scroll through their list of awkwardness which will have you shaking your head at some businesses thoughtlessness.

Proving that not all brands are as smart as they seem, is LG, who ‘cleverly’ mock the iPhone, whilst using the very device they are critiquing during their mocking tweet. Others putting businesses to shame include US airline, Delta, who may need to polish up on their geography knowledge, and logistics giant, DHL, who did a lot more bad than good with their ‘like to send Jules your best wishes’ post.

Click here to check out some of the others, including fails from celebrities like Rita Ora and Robin Thicke.

2. YouTube crams every big Internet moment of the year into one insane mashup

Since 2010, YouTube have released their yearly ‘Rewind’, reminding us of the biggest moments from the year gone by. This year is no different as last month they debuted ‘Turn Down for 2014’. One thing that the video reinforces is that we spent the majority of the year very, very wet.

The video re-enacts some big moments from 2014, including, the Ice Bucket Challenge, viral videos like ‘First Kiss’ and the ‘Devil Baby Prank’, which we spoke about a few weeks ago. You’ll also find references to other things, such as popular songs that have topped the charts. Can you spot them all?

Grab some popcorn, press pause on 2015 for 5 minutes and rewind by clicking here.

3. Twitter’s year in review: World Cup, Ferguson and Ellen’s golden tweet

Twitter’s Year in Review microsite allows you to look back on 2014 through the eyes of Twitter. If it happened in 2014, then it happened on Twitter, which reinforces the ever growing influence of social media in modern day life.

Some of the biggest moments from the previous 12 months include a few of the world’s biggest entertainment awards ceremonies, with the likes of The Brits, The Grammys and The Golden Globes all making an appearance. Other events that played out over Twitter include the World Cup and Ferguson riots.

If you’d like to throwback to the biggest moments of 2014, then you can do so by clicking here.

#MarketingTitbits – Google, app, social media

google-scent-socialmedia-smaller1. 10 Google Doodle is celebrating the World Cup in style

For those of you who use Google, you are probably now used to the company celebrating historic moments through their Google doodles. The animations, interactive games and imaginative cartoons have been used in the past to celebrate things such as Valentine’s Day and the birthday of the Rubik’s Cube.

However, this month Google have been brightening up the search engine with a new Google doodle for every day of the World Cup. If you have missed these ingenious doodles then click here to see all of them. 

 

2. This app can send scented text messages

Last week, a Harvard University professor unveiled a brand new app for the iPhone. oSnap has been developed by him and his students and allows the user to send text messages accompanied by a photo and a scent to one another.

The app lets you take a photo and then asks you to tag scent notes that go along with it, up to 8 in total. The message is then sent and the user on the other end can use the oPhone to receive the photo and accompanying smell. Despite the fact that the phone is currently only available at the Natural History Museum in New York and Le Laboratoire in Paris, the team are currently raising support hoping to make the phone available in homes.

To read more, click here. 

 

3. 19 social media fails of this year so far

Especially for those who are new to it, it can be hard to find the right content to use on your social media channels. Our first piece of advice is to find content that is relevant to your followers and post as regularly as possible.

Our second piece of advice is to not do what these people have done. Have a look at this article from Econsultancy that highlights some of the most cringe worthy and horrific social media fails of the year so far, enjoy!

#MarketingTitbits – Google+, Black Friday emails, worst

googleplus-emails-adverts-smaller1. Former Google+ designer slams the service for being ‘Facebook lite’
One of Google’s former employees has described Google+ as ‘adrift at sea’, with the social network leaving behind big opportunities and a ‘ton of value on the table’.

Chris Messina believes that Google+ is too similar to rival Facebook, and that they should have embraced the concept of identity by creating connections from the information that is shared online by Google users.

Could Google be slowly moving away from its Google+ brand? Right now, it’s unclear. But watch this space.

To read more about Google+, click here.

2. Black Friday email marketing: eight retail examples

Black Friday seemed to cause mayhem across the UK, both online and in shops. Now that the dust has settled, David Moth from Econsultancy reviews the emails he was receiving in the lead-up to the infamous wallet-emptying weekend.

He found that retailers such as Topshop, Urban Outfitters and Quicksilver were all keen to start early, sending out emails offering savings across their lines in advance of the big day. When Black Friday arrived, we were bombarded by emails, declaring 10% – 50% off items.

Brands such as House of Fraser and Office decided to steer clear of a generic Black Friday title and simply presented consumers with sale details. In contrast, other retailers, such as River Island, embraced the event to the full, making the deals available online only.

What was your experience of Black Friday?

To read more, click here.

3. The 10 worst ads of 2014

The time of year has finally come – no, it’s not Christmas just yet. Instead, it is time for us to sit back, relax and look over some of the worst ads from the past year. Business Insider has compiled its rankings of the top 10 fails in advertising. Here is a taste.

The top 10 includes some poor taste humour from brands, such as Paddy Power, who were placing bets on the murder trial of athlete Oscar Pistorious, a spot of corporate feminism from Dove and their ‘Patches’ product and a three-minute Scottish travel agent ad, using a series of questionable effects and props.

From cheesy soundtracks to some odd laxative issues, the list doesn’t fail to disappoint in the ‘really?’ department. So, click here if you can cope with seeing some.

#MarketingTitbits – Coca-Cola, World Cup, inventions

coke-inventions-worldcup-smaller1. Coke launches free fitness classes as part of £20m anti-obesity drive
Coca-Cola Great Britain is in the process of launching a new anti-obesity drive. The programme, Coca-Cola Zero ParkLives, will bring free sports activities to parks all over the country including badminton, Pilates and Zumba.

The company are spending £20million on Coca-Cola Zero ParkLives and they aim to get 1 million people active by 2020. The success of ParkLives will be measured by a panel put together by UKactive. 

 

2. World Cup 2014: what should we expect from brands?

Every time a major international sporting event takes place, brands of all shapes and sizes take the opportunity to jump on the band wagon and launch themed marketing campaigns.

This year’s World Cup in Brazil is no exception and brands such as Coca-Cola, Cadbury, Adidas, Google and Continental have already released their World Cup themed advertising. To have a look at what we should expect from them and other brands over the coming month, click here. 

 

3. Accidental inventions that changed the world

The majority of the products we use today were invented for a specific purpose with time, money, effort poured into them for the specific goal of realising them. For example, the first iPod or Mac Computer didn’t happen by chance.

However, despite this, there are a large number of inventions that we have come to rely on today that were invented by accident or by someone trying to invent something else entirely. Coca-Cola, penicillin and Post-it notes are to name but a few. To have a look at a full list, click here.

#MarketingTitbits – digital qualifications, vloggers, Macmillian’s award

digital-oreovloggers-macmillan-smaller1. Government launches qualifications to meet UK digital marketing needs
The UK Government has now acknowledged the need for digital marketing qualifications in order to fill the growing hole covering a range of jobs such as app developing, multimedia programming and web developing.

In the BIS Small Business Survey from 2012, it was found that only 61% of SMEs had a website, while over half were selling their goods online. It’s predicted that if the remaining businesses had an online presence, annual turnover could reach £18.8 billion per year.

What do you think of this new push to go digital?

To read more, click here.

2. Oreo raises questions on the relationship between brands and vloggers after ASA announcement

Recently, the popularity of vloggers and the benefits they can bring brands has surged, with more and more leaving celebrity endorsement campaigns behind, in favour of vloggers. Vloggers have a special relationship with their sometimes millions of viewers or subscribers, and therefore they make great candidates to promote a product or brand.

But now the ASA are coming forward after Oreo’s ‘lick race’ promotion breached the code, suggesting that it has now become unclear what videos are editorial content and what are advertising communications. A ruling has now stated that advertising must be ‘obviously identifiable’. Will this discourage the relationship between vloggers and brands? Only time will tell.

To see more about the new rules, click here.

3. Macmillan Cancer Support scoops Brand of the Year Award

One of the UK’s most admired cancer charities has picked up the Brand of the Year award at the Marketing Societies annual dinner, fighting off competition from the likes of Baileys, O2 and easyJet.

Macmillian Cancer Support has seen a surge in awareness over the last few years with campaigns like the ‘World’s Biggest Coffee Morning’, which helped revenue jump to £20 million, up from £15 million the previous year. They have now joined the list of Brands of the Year, which contains the likes of Sainsbury’s and Procter and Gamble.

Find out more about Macmillian’s award, by clicking here.

Growth Vouchers – up to £2000 match funding!

e-shot-image-may14
Growth Vouchers were first announced by the Chancellor in the 2013 budget. The drive behind them is designed to help SMEs access the advice they need to help them grow. The businesses that participate will be allocated a voucher up to the value of £2,000, matched with their own funds, to spend on advice and guidance from industry experts. The advice areas include ‘Marketing, attracting and keeping customers’.

If you think you could benefit from strategic marketing advice to grow your business, you may be eligible for match funding of up to £2,000.

If you meet the criteria you will be taken through a diagnostic that assesses your business needs. If you are successful, you will receive a voucher. Once you have your voucher, you are free to choose your supplier; all suppliers are members of Founding Trade & Professional Bodies, to ensure the advice you receive is coming from experienced professionals.

TLC Business are delighted to have been accredited as Growth Advisors for this £30million government funded scheme, in the field of marketing.

We have already started working with businesses awarded Growth Vouchers to help get their marketing on track in 2014. With the extension of the scheme until March 2015, there is still time for your business to apply for a Growth Voucher and benefit from the funding to put towards expanding your business.

To find out if you are eligible for a voucher click here or give us a call for any additional information, on 01962 600 147.