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#MarketingTitbits – Coca-Cola’s Marketing, YouTube’s Viral Moments, Brands Colours

cocacola-youtube-brands1. How Coca-Cola overhauled its marketing in 2015
From its ‘single brand’ strategy to lower calorie, flavoured products, Coca-Cola are determined to keep up with changing consumer tastes. Back in March this year, the soft drinks company introduced a one brand strategy, where its four product family – Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life, were placed under one master.

The new branding came from its consumer research which found that half of consumers didn’t know that Coke Zero has no sugar or calories, as well as not knowing the difference between Coke Zero and Diet Coke. Bobby Brittain, GB marketing director for Coca-Cola says “We’ve failed to communicate clearly enough the product differentiation. That’s a major wakeup call for us”.

Want to read more on Coca-Cola’s marketing? Click here.

2. YouTube has released its annual video mashup of the biggest viral moments of 2015

YouTube have recently paid tribute to all the biggest viral moments and people of 2015, and it already has 44 million views! From the tribute, people who are well-versed in internet culture and YouTube stars will recognise dozens of in-house jokes; others on the other hand, may not.

YouTube’s culture executive, Kevin Allocca, shared that shooting for the 7-minute piece took 21 days across multiple cities, in the US and around the world. He shares: “Some of these (YouTube creators) are pretty huge stars who are busy with crazy schedules, so to have them in the same place is really fun”.

Watch the video now by clicking here.

3. Quiz: do you know why these brands chose their famous colours?

For many brands, their choice of colouring can be just as iconic as their logo, and sometimes even their name. Have you ever wondered why brands like Coca-Cola chose red and white, or why Starbucks chose green?

Coca-Cola’s colours go back to the mid-1890s, when the company began painting its syrup barrels red so that the tax agents could easily tell them apart from alcohol during transport. Google on the other hand, chose a rainbow-coloured logo as it implied playfulness, particularly the order of the colours. Cadbury’s also shared that the colour purple was first introduced as a tribute to Queen Victoria, as it was her favourite colour – how sweet!

To see other brands’ reasoning for their colours, click here.

#MarketingTitbits – Android Pay, YouTube ads, Pizza Hut projector box

android-youtube-pizza-smaller1. What Google’s Android Pay will mean for brands
Earlier this month, Google announced the launch of the much anticipated Android Pay to take on rival Apple, as they enter the mobile payments market. Google could be seen as already having an advantage over their tech giant rival, as Android holds the majority of smartphone users, but they will require the support of both businesses and consumers in order to succeed.

An advantage of mobile payments that has become clear through the launch of Apple Pay is the low transaction costs for businesses, alongside the increase in security that customers are actively searching for. Brands, therefore, have much greater motivation to support mobile payments as the platform continues to change the way consumers engage with commerce.

To find out more, click here.

2. Watch: the 5 most popular YouTube ads of the past decade

YouTube has gained immense popularity over the past decade since it was introduced to the world in 2005, and now, in honour of its 10th birthday, YouTube has asked viewers to vote for their favourite ads of all time.

Entrepreneur has compiled a list of the top 5 voted for ads, and you may be surprised to discover which one hit the top spot! Click here to take a look at the adverts and see which is your favourite.

3. Pizza Hut has a new box that turns into a movie projector for your smartphone

Pizza Hut’s latest marketing stunt is bringing Hollywood blockbusters to your doorstep through the design of their new ‘Blockbuster Box’. Along with their pizza, Hong Kong residents will find a special lens and a perforated hole with which to begin their movie night.

For customers who aren’t Netflix users, Pizza Hut has printed a QR code that can be scanned with a smartphone to download a free movie. The Blockbuster Box comes in four different styles to appeal to all movie fans: action, sci-fi, romance or scary movie genres.

Click here to find out more about the limited edition boxes.

#MarketingTitbits – YouTube, LinkedIn, billboard campaigns

youtube-linkedin-billboards-smaller1. YouTube tops the list as favourite digital brand among children
Childwise, a market research company, has published a report highlighting that YouTube was the most popular site for 5 – 16 year olds over a 7-day period following a survey of the age group.

YouTube visits outnumbered the likes of Facebook, Snapchat and Google, and children / teenagers rate the video streaming platform as their favourite website (23%) and favourite app (8%). Amongst the children surveyed, 11-16 year olds were more likely to put video sites and vloggers at the tops of their favourite brand lists, whereas 5-10 year olds preferred social gaming brands.

It was notable that the popularity of Facebook amongst younger audiences continues to deteriorate. Do these findings indicate a changing of the social media guard?

To read more about the survey, click here.

2. How to use LinkedIn’s publishing tool to increase your social reach

Last year, LinkedIn released its publishing tool which allowed users in the US to create and post blogs on the platform. It has now granted publishing power to those outside of the US too, which means LinkedIners in the UK can now benefit from the function. You can add a headline, insert images to support  the blog and header, and copy and paste directly into the text box, which will preserve any links you have. How can you use this to your advantage?

One way of doing this is explained by Matt Owen from Econsultancy. The concept involves multiple people posting different blogs to their own LinkedIn pages, covering a wide range of connections.

For a thorough explanation on how you can make the most of LinkedIn’s publishing tool, just click here.

3. Bruised woman on London billboard heals as people pay attention to her

Canary Wharf in London saw the first in a short series of billboard campaigns surrounding the issue of domestic violence last week. Using facial recognition technology, the ad is designed to catch the eyes of busy passers-by.

The poster promotes a simple message, informing people to look at the bruised face of a woman and watch as the bruises heal when more people pay attention. The campaign was brought together by ad agency WCRS, charity Women’s Aid and the photographer Rankin.

To take a look at the striking adverts, head to Mashable.

#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 – 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 – Facebook, Vine, YouTube

Facebook-Vine-YouTube-smaller1. This is what happens on Facebook when you die
You may have never wondered what happens to your social media profiles when you die. It is not something most people would think about. However, different social media channels treat death in different ways. Until recently, Facebook has chosen to restrict a person’s privacy settings to just friends once they have died; however this has now changed.

Now, when a person dies, their Facebook privacy settings stay the same, they say they “are respecting the choices a person made in life while giving their extended community of family and friends ongoing visibility to the same content they could always see.”

Facebook have also added an extra touch for friends and family. If you are a Facebook user you will know that recently you have been able to access your “Look back” video, showing you your life on Facebook. After a father’s plea on YouTube to be able to see his deceased son’s “Look back” video, users can now request to see their friend’s videos upon request after they die.

To read more, click here. 

 

2. 14 best branded Vines of February 2014

Today, many brands are using Vine to connect with their customers. Companies such as McDonalds, Xbox, Microsoft and General Electric are doing great things on Vine and using the relatively new social media platform in an innovative way.

If you’re in need of inspiration on how to use Vine or just want to have a look at who is doing it well, have a look at the 14 best branded Vines of February 2014here. 

 

3. YouTube’s 20 most shared ads of February

Unruly Media have put together a list of the most shared adverts on YouTube from February 2014.

Three’s “Sing It Kitty”, Coca-Cola’s “Social Media Guard” and Budweiser’s “Puppy Love” all feature on the list. To have a look at the full 20, click here.

SEO: Video makes a difference

seo-image-final!Last month, we provided you with a series of top tips to help you improve the visibility of your website, by uploading regular, quality content.  To help you make the most of your website, the second part of our ‘demystifying SEO’ blog delves into the world of video and viral marketing.
If executed correctly, video content can be extremely beneficial when trying to improve your organisation’s position online.  The average internet user views 32.2 videos a month and it’s been shown that videos can increase the number of website visits by 55%. It has also been predicted that by 2014, 90% of website traffic will be video. With numbers that significant, what business would argue against the incredible opportunity video can offer your organisation?

In order to use video to boost your online presence, it is important to consider the following points.

1.  Outline your SEO goals, strategy and content:

With SEO and video, it’s important to first establish what you want to achieve. Do you want to increase your social presence? Generate lots of views on YouTube, or perhaps create more tailored traffic to your website? Designing and making the video is the simple part, but companies often fail when it comes to defining goals and putting an online strategy in place. Goals can include:

  • Improving website traffic as a whole or for specific pages
  • Generating social shares and creating a viral campaign
  • Increase sales from your website
  • Building your brand awareness online

In addition to this, you will need to decide what type of video you want to produce. Over 80% of the videos that list in Google’s search results are informational. Pushy sales videos do not tend to rank as well within Google, so it is important that you produce content that appeals to your target market and adds value.  Video content can include.

  • Client testimonials
  • Introducing your organisation and team
  • Product demonstrations
  • Top industry tips
  • Fun viral video about your organisation

2.  Include a title and description within your videos:

Search engines look at the information you have provided about the video and compare it with the context of the page that the video is on. If the page title and the video title match up, there is more of a chance that you will get a higher ranking on Google.  It is also very important to make your video’s title specific; you are much more likely to rank higher when the keyword is not too general.

3.  Take into account the length of your video – less is more

Most people would rather spend two minutes watching an interesting video than spend ten minutes reading an article. Statistics show that people tend to engage with online videos for 2.5 minutes on average, so when making your video, try not to make it too long in order to keep you audience interested.

4.  Duplicate your video across several platforms.

To reap the SEO benefits associated with video, you will need to include your content on several different platforms. There are numerous outlets for you to take advantage of, the most important being YouTube.  Having recently celebrated their 8th birthday, YouTube is now one of the most viewed websites in the world, generating billions of hits. Once you have created a YouTube channel, you can then embed the video on to your website and include it on social media sites like Facebook and LinkedIn to increase the exposure and linking potential.

5.  Create a Video Sitemap

Once you have included the video on your website, you will need to create a Video Sitemap. Currently search engines can’t look at what is in the video, so the Video Sitemap tells the search engine everything it needs to know about the content, for example, the title, description and duration.

6.  Measure the success of your video with Google Analytics:

Like any other marketing activity, you will need to measure your results.  Free tools such as Google Analytics will help you establish if your video content has increased the level of traffic to your website.  You could produce a couple of different videos and compare the results, this will determine the type of content that your audience responds the best to.

Even though video isn’t new to the web, many businesses fail to make the best use of tools that will take their video and SEO results to the next level. If you are going to invest time and money in boosting your SEO, start considering video in your marketing mix.

Not only is video a great way to share your story, it’s also  an effective way to build links back to your site and if you target your audience in an exciting, unique way, maybe your video will even go viral. This is where the major search engine optimisation benefit comes into play.

#MarketingTitbits – Marketing Lessons From Mourinho, Pinterest for SMEs and a ‘video puzzle’!

1. How small business can use PinterestIf you haven’t heard about Pinterest by now, it is surely only a matter of time. We brought this great social media tool to your attention over a year ago now and since then it has gone from strength to strength, moving away from its humble beginnings as an American housewives’ favourite to a global social media powerhouse attracting the attention of all the big brands.

As of February, the site had over 25 million users and companies with Facebook and Pinterest brand pages report that Pinterest followers spend up to 15 times more time on their page than Facebook followers.

Pinterest is not only for the big brands and corporates though. SMEs can also benefit greatly from getting to grips with the platform.

To help you get started, we found this simple, easy to understand article on Forbes.com that gives small businesses a great start point.

2. 5 marketing lessons from Jose Mourinho

We found this interesting article in marketing magazine last week that gave some thought as to what marketers can learn from one of the world’s most high-profile and charismatic managers.

They identified 5 key lessons that all marketers should bear in mind when marketing their organisation:

Don’t be afraid to polarize opinion
Embrace the ‘siege mentality’
Protect your team
Who cares the most wins (sometimes)
Rules are for breaking

Find out how you can apply these principles by clicking here.

3. Got 4 iPhones and want to create a YouTube video?

Joe Penna is a great example of how someone can harness the power and reach of YouTube. His YouTube channel has over 2.5 million subscribers and his innovative videos are fast-propelling him up the list of the world’s top directors . People that have watched his videos will know what a talented and innovative individual he is.

We came across this ‘video puzzle’ last week and thought we’d share it. Enjoy.

 

#MarketingTitbits – Tagging On Instagram, Tips From Obama’s Marketing Team & YouTube 8 Years On

Instagram introduces taggingIf you are a Facebook user, you’ll be familiar with tagging. Social media picture sharing app Instagram has now introduced the feature to its platform, which enables users to tag anything or anyone that has an Instagram username, in an image.

This includes people, places, companies and brands.

The new feature potentially opens up the opportunity of free advertising for companies and brands; who will no doubt be keen to tap into this new tool to build awareness and loyalty.

For those of you unfamiliar with Instagram, find out more here. The social media app’s engagement statistic make a compelling argument for taking it seriously – every second over 8,500 photos are liked and over 1,000 comments are posted on Instagram.

 

10 marketing lessons from Barak Obama’s CTO

When Barack Obama secured his 2nd term as US President, many commentators pointed to his team’s mastery of the digital marketing arena, as a key foundation for his success.

At the recent DMA Technology Summit in London, Harper Reed, Chief Technology Officer for Obama’s 2012 campaign, outlined the winning strategy and techniques that helped Obama to extend his presidency into a 2nd term. These have been distilled into 10 key points byMarketing magazine’s Nicola Kemp, including:

1. Building a great team

2. Embracing diversity

3. Focusing on user experience

4. Facilitating community

To find out more about each point and see the full list, click here.

 

YouTube 8 Years on

On April 23rd this year, YouTube turned 8 years old. It is hard to believe even its founders foresaw its impact on society across the globe. The statistics are mind blowing:

  • In excess of  1 billion unique users each month
  • Over 4 billion hours of video viewed every month
  • 72 hours of video uploaded every minute
  • YouTube is localized in 53 countries and across 61 languages

The first, somewhat uninspiring, video uploaded to YouTube was entitled ‘Me at the zoo’ and was posted by YouTube founder Jawed Karim.

The current most viewed video in YouTube history, with an incredible 1.5 billion + views, is South Korean pop sensation Psy’s Gangnam Style video. Who knows how long it will be before Psy is knocked off top spot, what is certain is that it will happen and the video in question will make its owner a very wealthy individual!

 

Marketing Titbits – Top campaigns, youtube videos and marketing infographics of 2012

Take a look at the ‘Marketing Titbits’ we’ve found for you this month. There are sources of inspiration in there for everyone:1. Top 10 Campaigns of 2012

Take a look at Marketing Week’s top 10 pick of this year’s marketing campaigns. Red Bull’s sponsorship of Felix Baumgartner’s 24-mile drop from space, Channel 4’s Paralympic TV ads and Southern Comfort’s latest offering are our favourites.

Top 10 Marketing Campaign’s of 2012

2. Top 10 YouTube Videos of 2012

Unless you’ve been living under a rock for the last 3 months, you will have come across South Korea’s answer to Michael Jackson – PSY. His Gangnam Style video is far and away the most popular video of the year, nearly clocking up 1 billion views. But there are some other notable inclusion. Take a look at the run down below.

Top 10 YouTube Videos of 2012

3. Top 14 Marketing Infographics of 2012

We see a lot of infographics now but the kind people at eConsultancy have put together there list of the top 12 they have seen this year. We think the Social Media Sizing Cheat Sheet has to be one of the handiest! See all of them below.

Top 14 Marketing Infographics of 2012