Posts Tagged :

Google

UK’s love for cars tops social media posts

A report by social media analytics platform, Netbase, has revealed the UK’s love of luxury car brands.

The Brand Love List report looks at the brands consumers express the most love for in social media posts, with Jaguar, Land Rover, BMW 3 Series and Porsche 911 just some of the models that consumers are crazy about, with BMW, Audi and Porsche all featuring in the report’s top 10.

This is the second year that the report has been run. In the UK, Apple held onto the top spot, but showed that Google, in second place, was narrowing the gap which last year was 400,000, now down to 130,000 along with a lot of positive sentiment for Google Classroom. The remainder of the top five was unchanged with Lego in third with an abundance of shared excitement for themed Lego such as Lego Batman, Tesco in fourth with popular campaign hashtags including #triedforless and #bagsofhelp while BMW was ranked fifth.

The European Top Five brands differed only slightly from the UK with BMW taking fourth spot and consumer goods brand Adidas coming in at fifth place. The automotive sector once again proved popular with customers expressing much love, particularly in relation to the Porsche 911. While consumer goods brands including Gucci, Adidas, Lego and Christian Dior S.A. accounted for nearly 45% of the top loved brands, they only represented 21% of the mentions. Conversely, technology which was dominated by Apple and Google but also included SAP, Siemens and Dyson, represented 10% of the conversation they also represented over 55% of mentions.

While there’s much love for consumer goods brands, they still don’t even come close to the volume of technology conversation across Europe.

The data was gathered using NetBase’s social media analytics platform to surface the strongest, most positive consumer emotions towards brands from 2.4 million English language posts of earned mentions. Earned mentions mean those posts that were not posted by the brand itself, inclusive of Twitter, Facebook, Instagram, Tumblr and millions of other sources during the one-year period April 2016 to April 2017. It then identified the 25 UK brands that get the most love.

The European report used the same sources across the same period from 6.5 million English language posts of earned mentions in 50+ European countries and identified a list of the 50 most loved brands.

Commenting on the UK report Paige Leidig, Chief Marketing Officer, NetBase said: “What’s interesting about automotive is that brands represent 25% of the list but account for only 13% of the conversation suggesting that there is an opportunity for them to spread the love and engage more influencers in conversation.

“The dominance of technology in social conversation is no surprise but the fact that Apple and Google are so far out in front indicates that they have now become an everyday part of the English language.”

www.netbase.com

CIM

INDUSTRY SPOTLIGHT: Chartered Institute of Marketing cites YouGov survey on ethical advertising

Pulling advertising from YouTube and other parts of Google might appear an extreme reaction by M&S and HSBC, but they could be just the tip of the iceberg, says Chris Daly, CEO of the Chartered Institute of Marketing.

This year it will become increasingly common to see brands taking action to build an ethical company name, and ensure they are engaging in reputable marketing practices.

The CIM’s recent YouGov survey revealed almost nine out of ten (87%) of marketers feel there is now more pressure for their brand to act ethically and provide a role model for society.

This is not just because it’s a good thing to do so: 89% believe the internet, and particularly social media, is giving consumers more information on how brands behave and more power to affect change.

“It is no surprise, then, that 70% reported they were concerned about factors outside of marketing that could affect their ability to protect the brand,” said Daly. “To get a handle on this, marketing needs to have a much stronger influence throughout an organisation to shape ethical policies and protect brand reputation.”

www.cim.co.uk

Guest Blog, Catherine Spencer: The real problem with content marketing…

‘Content’ as a word has seemingly got itself a bad name and it’s starting to cause a real problem for our industry – or so a number of recent articles would have it. It is a vague term that’s entered our marketing lexicon but, love it or hate it, it’s here to stay. Content marketing itself is not the problem, it’s the fact that most content has little to no impact on its target audience and really, it’s helping no one. We just get overwhelmed with clutter.

Take a look at any major UK company’s blog and you’ll see that most of the “content” they’re churning out doesn’t do the following:

  • Teach visitors something new or useful;
  • Give away handy resources for free (such as templates, cheat sheets and how-to-guides);
  • Inspire their visitors;
  • Clearly and concisely answer the question implied by the title.

The ‘Definition Problem’

One of the quirks of this industry is that we love coming up with complicated or vague words to describe what we do – and often they stick a little too strongly.

Remember when “selfie” became the Oxford Dictionary word of 2013 and we collectively went mad over how our country was going to the dogs? Well the unfortunate bystanders in the marketing industry mightn’t like it, but new words like “native advertising” and “content marketing” have quickly become the new normal.

Just by looking at Google search trends, it is clear that ‘content marketing’ has become widely accepted within the industry above ‘marketing communications’ since 2004.

 

equimedia-image-1

The ‘Practicality Problem’

While it is agreed that “content marketing” fits under the definition of “marketing communications”, referring to web content as “Marketing Communications” is tricky when working day-to-day in the ad industry. Actually, content marketing is just a small part of the overall marketing communications strategy.

When you’re working for global brands, you’ll find referring to a blog post as “marketing communications” will create more confusion than it’s worth. Confusion costs time and money in our industry and it goes back to the definitions problem – you might not like it, but the easiest way to be on the same page is to use the same language.

The ‘Content Problem’

Whilst most content indeed fails, it doesn’t mean content marketing itself is the problem. It means the people who’ve made the content maybe.

We’re not here to defend crappy content. But content marketing done right has tremendous value, there’s a reason it’s so big! It just needs to be matched with relevance.

To succeed with content, marketers need to develop content around a brilliant idea, focus on overwhelming the target audience with value, amplify the message by sharing the content with the right people, and finally ask for (and listen to) audience feedback.

Are we using the wrong word to describe content marketing? Maybe.

But let’s not forget the bigger picture: we should be focusing on value, not semantics. Whatever the buzzword might be that describes how we’re doing it, we really just need to get on and do it.

 

Catherine is a senior content, PR & social executive at equimedia. She joined equimedia in 2015, previously having worked in-house for a large charity. Today, Catherine manages marketing campaigns for a number of our large charity clients, as well as retail and insurance, from planning and production right through to delivery.

Privacy concerns hindering Allo’s chance of messaging success?

Although reports have suggested that Google’s newly launched messaging service, Allo, is already causing some privacy concerns, the multinational technology company is defiant in ensuring users can safely navigate the app – despite its integration with Google’s new artificial intelligence (AI) assistant, which requires all messages to be sent without end-to-end encryption.

As a result, not only can Google’s Assistant access and read the messages, but Google as a whole can too; as well as national security organisations. With its developers announcing back in May that Allo would include revolutionary message retention policies unheard of among other messaging apps such as iMessage and WhatsApp, industry insiders have found that all messages are linked directly to an account and stored indefinitely – failing to keep its promise of ‘transiently’ storing chat logs and making sure all conversations are not permanently placed on Google’s servers.

A Google spokesperson said in a statement: “We’ve given users transparency and control over their data in Google Allo. And our approach is simple – your chat history is saved for you until you choose to delete it.”

“You can delete single messages or entire conversations in Allo. We also provide the option to chat in Incognito mode, where messages are end-to-end encrypted and you can set a timer to automatically delete messages for your device and the person you’re chatting with’s device at a set time.”

Ted Baker optimising its social channels with new ‘Mission Impeccable’ campaign…

The British luxury fashion chain, Ted Baker, is reaping the extensive benefits associated with social media marketing with the recent launch of its brand new James Bond-themed campaign, ‘Mission Impeccable’.

As well as sharing ‘classified documents’ (picture sharing) via its existing social media channels including Twitter, Instagram and Facebook – where customers can participate in an online scavenger hunt and decode – the campaign comprises of a film directed by Guy Ritchie which enables consumers to click and purchase the autumn/winter clothes that the actors are wearing.

Google also takes centre stage with the inclusion of a prize giveaway to those who read a phrase displayed on Ted Baker store windows to the Google Voice app, which generates clues before a prize is awarded.

 

Learn more about the Mission Impeccable campaign here