Posts Tagged :

Engagement

LinkedIn joins ASOS and John Lewis for marcomms campaign…

The world’s largest online professional network, LinkedIn, has joined forces with retail companies John Lewis and ASOS with the launch of its new international B2C and B2B marcomms campaign, designed to drive awareness of its ‘Jobs’ function as well as support engagement amongst its global members.

The Way In, which is a content-led marketing campaign, focuses on delivering inspirational stories from LinkedIn members who love their jobs, and details how professionals can achieve greater fulfilment from their careers. The integrated campaign features dedicated content, social and PR elements that will run from throughout the month of October, and marks the brand’s biggest UK campaign of the year.

Content is hosted on the campaign’s microsite and includes member and recruiter interview videos from ASOS and John Lewis. Additionally, ASOS UK headquarters have opened their doors to produce 360 degree videos that provide a behind-the-scenes look at the eTailer’s operations.

Director of consumer marketing, EMEA at LinkedIn, Peter Maxmin, explained how the campaign was created: “Being fulfilled in your job plays a big factor in both your personal and professional happiness and development. It seemed natural for us to develop a campaign that inspires professionals to think about what they love about their jobs and how to be more fulfilled in their careers. It’s great to be teaming up with some of the world’s biggest and most recognisable brands to help people find the way into their dream career.”

‘The Way In’ will also include comprehensive research conducted across eight markets: the Netherlands, UK, the US, Germany, France, Australia Canada and Singapore.

To find out more about campaign, visit: lnkd.in/thewayin.

 

You can also join the conversation on Twitter using @LinkedInUK #TheWayIn

Poor digital ad views lead marketers to continue ‘wasting money’…

A new research study compiled by Lumen has found that a significant amount of digital advertising is not being viewed at all, and suggests many marketers are not productively applying the effective techniques learned from other platforms.

Conducted in partnership with Aimia, analysis commenced in January of this year and researchers installed laptop-mounted eye tracking cameras on 300 consumers’ laptops to gather visual data on what they notice while online; recording a total of 30,000 minutes of data and  evidence relating to around 15,000 digital ads.

Results concluded with only 44 per cent of digital display ads receiving any views at all, and just nine per cent of those ads received more than one second of attention. In addition, four per cent of the ads in question garnered more than two seconds of engagement.

Managing director at Lumen, Mike Follett, commented: “The best digital ads do get looked at – but they tend to be simple, elegant, beautiful ads that a creative department would be proud of, rather than moving direct mail pieces. When developing digital ads, creatives should ‘think like a poster’ rather than taking their cues from ‘performance marketers’, who have literally nothing to teach the advertising industry.”

Read more on the study here