Clarance Mamombe

How to prevent the dream of going viral turning into a nightmare

Who of us marketers hasn’t dreamt of a campaign going viral? But, to prevent that dream from turning into a nightmare, your website needs to be prepared for an unpredicted traffic spike. This is where cloud caching technology comes to the rescue.

The Internet has evolved into way more than a sales channel. It helps us connect with people at every stage of the customer journey. Although many consumers start their journey through social media channels, websites and mobile apps are their destinations. We build our campaigns and content to generate as many inbound leads as possible and to drive potential buyers to our sites. With the right mix of creativity and luck, a campaign can become a success and go viral.

A dream come true?

To many a marketer, this sounds like a dream come true, no doubt. But it also deserves a word of caution: when your company’s website can’t cope with huge spikes in traffic, that viral dream can quickly descend into a nightmare involving media backlash, Twitter shaming and lost business.

 

Source: Hildur Smaradottir

Pepsi’s brand image has improved 44% following ad fiasco

The survey was conducted by Morning Consult and asked 2000 Americans how their opinion of the global corporation changed after watching the advert. It found that 44% of people had a more favourable view of the fizzy drinks company after watching the ad, while only a quarter had a less favourable view.

Meanwhile, 32% of Americans said the ad made them more likely to buy Pepsi products, versus 20% who were less likely.

However, the advert itself didn’t appear to pull any favours for Jenner. Just 28% of those surveyed said it made them see Jenner more favourably.

The overall lift in brand perception will come as welcome news to Pepsi who admitted that it had “missed the mark” with the advert, which was criticised for trivialising social justice movements such as Black Lives Matter.

Source: The Drum

Digital Marketing

Probably on every digital marketing trends list since cell phones first had internet capabilities, the relentless increase of users accessing the web through mobile means its importance continues.

In fact, this year there were two important markers for mobile: Google announcing a mobile-first web index, and the fact that mobile traffic has overtaken desktop for internet usage.

Influencer Marketing

What’s more effective than an ad in selling your product? A lovable social media personality speaking highly about your product to his or her fans and followers. Influencer marketing is on the rise, because people tend to trust recommendations from people they see as thought leaders. The right influencers establish credibility through each social media post or advertisement. When they work with brands, it’s because they genuinely believe in them, and that trust is passed on to consumers.

Marketing Trends

 

While this doesn’t have a controlled sample of our free research reports like Managing Digital Marketing, it does canvas opinion widely. Note that these trends aren’t necessarily the most important channel by volume of leads or sales, rather it is the tactic which will give the biggest increase in the year ahead, so it shows what is becoming more important. By asking for just one tactic, this helps shows the the top 3, 5 or 10 top-level trends.

 

Immersive Marketing

The success of content marketing has been a mixed bag. It has given consumers entertaining, informative content. It has also seen a lot of rushed content published in the race to expand content volumes.

This increased competition has seen market leaders and innovators look for new ways to engage their audience, and developments in various technologies are helping to drive this phenomenon.

Both Facebook and YouTube have introduced 360-degree video, and some brands have already begun experimenting with the format for an interesting and innovative experience. Take a look at the 360-degree promo for Star Wars: Rogue One, or from GoPro.

The Power of Brand Collaboration

Playboy runs a lot of promotions with Stolichnaya Vodka (“Stoli”). For example, they brought in mixologist Eric Bugosh (of The Spare Room in Hollywood) to show how to make the Moscow Mule cocktail, with the assistance of Playmate Kim Phillips. The Facebook video for this received over 190K views.

It’s a simple 1:50 minute long video that focuses solely on the making of the drink. What makes this work? The major elements are similar to those that made the Red Bull — Danny MacAskill video work:

Playboy’s large-scale audience – on their website and across social platforms
Relevancy of the content to the audience – nightlife/spirits are part of their DNA.
Stoli’s recognizable brand
The non-commercial nature of the content – it’s truly content, not an ad.
The appeal of all three of these elements to Playboy’s audience