MARKETING TRENDS: Telling Our Stories In Authentic Ways

 

CREATING BUZZ 

This is a top priority for me this year – as it should be for most entrepreneurs. We have to make what we’re doing interesting to the media and the general public. And I am going to be using all of my social media platforms (especially video) for this from Snapchat to Insta to Facebook Stories. They will become my broadcast channels – like it or not, you will be seeing a lot of me. As Mike McDerment, Founder of Freshbooks says:

“You need to make yourself interesting at all costs. Create novel and quirky stories to grab eyeballs, and then share them with the media and on social channels.”

In my experience, people want you to share your journey with them. They want to know your story, what set you on this path, what have been your struggles and successes. The media, likewise, is partial to founder stories. Remember: Be authentic, people gravitate to the “real.”

(Source: Craig Corbett, Publicize)

Read on below for more on the new Adidas corporate strategy that has seen sales increase by 50%, hyperlocalisation success stories and the latest on what Amazon is up to that has the advertising world in a tizzy.

ADIDAS: “CREATING THE NEW” WITH SOCIAL MEDIA INFLUENCERS

  • Adidas is going the social media influencer route, recently adding one of my faves: Hannah Bronfman
  • Adidas, which also owns Reebok, projects North American sales to increase by 50% thru 2020 to $5.3 billion.
  • The new corporate strategy, called “Creating the New,” will focus on developing the brand’s culture and digital channels for ecommerce sales.

 

HYPERLOCALISATION, PAIRED WITH DATA, IS A MARKETING MARRIAGE MADE IN HEAVEN!!

  • We’ve all heard that personalization is the future of marketing, and here’s why.
  • The more personal conversations are, the deeper the point of engagement between the parties.
  • The reason this type of marketing is so powerful is because it draws on data from very specific user sessions, but it taps into feelings that are universal and reverberate through individuals when they view the ad.
  • Spotify created a best-in-class example of how this works.
  • At the end of 2016, it used the wealth of data it had to tell unique stories about its users’ listening preferences.
  • Using the overall weirdness of 2016, it created hyperlocalised ads for specific markets e.g. in the U.K., the campaign keyed off Britain’s controversial decision to exit the EU, with the billboard reading: “Dear 3,749 people who streamed ‘It’s the End of the World As We Know It’ the day of the Brexit Vote, hang in there.”

 

AMAZON GETTING INTO THE AD BIZ – AND THEY KNOW MORE ABOUT PEOPLE’S CONSUMPTION CHOICES THAN ANYONE IN THE WORLD!

  • Currently they only get a tiny portion of the digital ad market but their ad revenue jumped by 60% in 2016. (Source: Mashable)
  • Amazon will generate more than $1 billion in U.S. ad revenue in 2017
  • Facebook, Google and other digital platforms have lots of online information but people still generally leave their platform when they actually want to buy things. Amazon doesn’t have that problem.
  • Marketers will shift a larger percentage of ad budgets to digital. U.S. digital ad spend expected to reach $83 billion this year, up 16%

In the meantime, Google and Facebook still dominate:

  • Google will bring in about $28.6 billion from search ads, up 16%
  • Google takes 78% of all U.S. search ad spend
  • Google’s growth comes from mobile. Android is the most popular mobile operating system in the U.S., and Google is the default search engine on iOS, the second most popular mobile operating system.
  • Americans use Google for 94% of searches on mobile. As mobile continues to account for more of our time, Google’s lead in search will grow wider.
  • Facebook is dominant in display ads which will grow 32.1% to $16.33 billion this year. (Google generates $5.24 billion from display ads.)
  • Mobile accounted for 84% of Facebook’s total ad revenue last quarter.
  • Twitter’s mobile ad revenue declined for the first time in its history – falling 5% to $1.15 billion.
  • Snapchat is growing its video ads – up 158% to $770 million.

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