The Story: Twitter gives brands access to their organic tweet data, allowing advertisers to more effectively track performance and use these insights to inform their content and paid media strategies.
Why It Matters: Armed with detailed metrics like impressions, clicks-by-type, and engagement rate on each organic tweet, brands can more effectively apply a data-driven approach to their paid media and content strategies, swiftly allocating paid support to top-performing posts and using these granular insights to understand which types of their content perform best.
When Real Time Marketing Bites
The Story: The 2014 World Cup was like an exposé on brands trying to leverage cultural cachet to their advantage – and it got messy.
Why It Matters: During the World Cup, brands continued fighting for real-time relevance, some with purpose and others seemingly without. We’re not ones to call people out, but with so many gaffes and “Why are they tweeting about this?” moments, we have to remember: while timeliness and relevance are key components of a successful social media strategy, the content being published has to serve the brand. What are the long-term benefits of real-time brand commentary around the World Cup for a mouthwash brand, for example? Unless brands can clearly answer this question, they’re just mindlessly adding noise to the newsfeed, causing more harm than good.
Apple Poaches Yet Another Luxury Executive
The Story: Apple poached Tag Heuer’s former VP of sales & retail, Patrick Pruniaux, in a move that may signal brand movement in the luxury wearables category.
Why It Matters: Apple’s foray into wearables will not only be functional, but also fashionable. With their team of luxury executives, including YSL CEO Paul Deneve and former Burberry CEO Angela Ahrendts, the brand is also thinking beyond the Apple Store. Pruniaux provides Apple with a knowledge of the luxury wristwatch market, which no other smartwatch manufacturer is taking advantage of. Doubts remain around Apple’s ability to revolutionize the category in a post-Steve Jobs world. Can they revamp wearables like they did smartphones with the iPhone?
LeBron Decision 2.0 - a Lesson in Effective PR
The Story: It’s been four years since LeBron took his talents to South Beach, now he’s back in Cleveland. What we learned is a lesson in effective PR.
Why It Matters: Writing a sincere letter was a simple but effective move in owning his announcement and finding a way to speak directly to his fanbase. This was a complete 180 from the PR circus around his move to the Heat in 2010, and there was a lot less backlash as a result. The way “Decision 2.0” was orchestrated ultimately shows that transparency, emotion and pragmatism make an effective PR strategy.
Potato Salad Kickstarter
The Story: A guy from Columbus, OH raised over $50,000 on Kickstarter to fund his first-ever attempt at making homemade potato salad.
Why It Matters: Yes, it was a simple stunt, but over 6,200 backers and $51,000 later, Zack “Danger” Brown created an Internet-backed phenomenon. This just illustrates the Internet’s fascination with promoting crazy ideas and the power of the bandwagon effect. It only takes that first share to start a phenomenon. If content is authentic, resonant and shareable, it’ll spread. At the end of the day, sometimes the simplest idea wins.
Email Newsletters: Don’t Call It a Comeback
The Story: Email newsletters have a “renaissance.”
Why It Matters: While some are confused why e-mail newsletters, covered with laughing irony by David Carr, are apparently “back” as a viable communications channel, for many marketers, email feels like a direct signal through the clutter of noise on the Internet. Perhaps with information overload on blogs and social media, a ping in the inbox is of greater value than ever. And proof for B2B marketers: 60% of executives now check an email newsletter daily.