Do marketers, especially e-marketers, focus on the most pivotal moment in the shopping journey? Sure, it’s important to target consumers during search and on social media. But one marketer thinks that those are not the best channels and that the most vital step in every customer’s journey and experience with a brand is the purchase.
With influencer marketing a fixture in many brands’ communications strategies, managing disclosures about these relationships gets tricky. A new study offers insights into conditions for transparency that can affect an influencer’s authenticity and engagement, depending on that person’s community size and the source of disclosure—whether the influencer, the platform or a lack of a message or no source.
Member Only AccessCompanies increasingly target nonprofit web and social media followers by using cause-related marketing display ads on the websites of charity or nonprofit organizations. Two key formats are used: either transactional (representing an explicit donation amount that a consumer can make to the nonprofit) or nontransactional (representing online cause sponsorship). Which one is more successful? A new study has some answers. Read the article.
One way for smaller brands to save money on advertising is to use their customers and employees as endorsers, rather than spend big bucks (and risk fame fallout) on a superstar. So, which type of noncelebrity endorser is most effective, and under what circumstances? Findings from European researchers offer practical solutions to these questions. Read the article.
Live, “shoppable” advertising has accelerated during the COVID-19 pandemic, along with big investments from influencers, brands and retailers. In response, researchers in London, Stockholm and the U.S. have collaborated on a typology for evaluating the value of this emerging platform. The work is essentially a launching pad for future investigation and measurement of liveness and shoppability in advertising. Read the article.
Live, “shoppable” advertising has accelerated during the COVID-19 pandemic, along with big investments from influencers, brands and retailers. In response, researchers in London, Stockholm and the U.S. have collaborated on a typology for evaluating the value of this emerging platform. The work is essentially a launching pad for future investigation and measurement of liveness and shoppability in advertising.
Member Only AccessPerspectives from GLAAD (The Gay and Lesbian Alliance Against Defamation) and five leading social media companies. Facebook, Twitter, Instagram, TikTok and YouTube — are all "categorically unsafe" for LGBTQ+ people, according to a new study from GLAAD. The report from GLAAD President and CEO Sarah Kate Ellis, lays out recommendations for all platforms, in addition to suggestions specific to each service. The broad recommendations include everything from tweaking algorithms to slow down the spread of misinformation, to hiring more human moderators to better enforcing existing harassment and discrimination policies. "There are real world consequences to what happens online," Ellis said. "There are direct lines you can draw between the over 100 anti-trans bills that are now circulating at the state (level) and what's being produced and pushed out within the social media world. I think that there are direct lines to, unfortunately, suicides of our community." Ellis noted that the online world, including social media, can still be an important gathering place for LGBTQ+ people. The report also gives a “thumbs up” for various things that GLAAD believes are positive steps, including Twitter’s rules against dehumanizing, including intentionally misgendering transgender people. “There are bright spots, there are absolutely bright spots,” Ellis said. “However, the challenge right now is that the negative is outweighing the positive." Here's what each of the social media platforms had to say in response to the report. Facebook/Instagram: "We believe deeply in the representation of and visibility for the LGBTQ+ community that GLAAD champions," CMO Alex Schultz said in a statement to Axios. "Finding the right balance between giving voice and taking action on harmful content is hard. This is why we partner with experts, non-profits and other stakeholders - like GLAAD - to try to get it right." YouTube: "Over the last few years, we’ve made significant progress in our ability to quickly remove hateful and harassing content against the LGBTQ+ community that violates our policies, prominently surface content in search results and recommendations from authoritative sources and limit the spread of extreme content by our recommendations," the Google-owned video site said in a statement to Axios. "This work is ongoing and we appreciate the thoughtful feedback from GLAAD." Twitter: "We welcome GLAAD’s initiative and the opportunity to better understand the experiences and needs of the LGBTQ+ communities on our service," Twitter said in a statement to Axios. "We’ve engaged with GLAAD to better understand their requests and are committed to an open dialogue to better inform our work to support LGBTQ safety." TikTok: "TikTok is committed to supporting and uplifting LGBTQ+ voices on and off the platform and we care deeply about fostering a welcoming and supportive experience for everyone," TikTok said in a statement to Axios. "We share GLAAD's dedication to the safety of the LGBTQ+ community and will continue working with GLAAD and other LGBTQ+ organizations to help inform and strengthen our work." Source: Fried, I. (2021, May 10). GLAAD finds top social media sites "categorically unsafe." Axios.
Member Only AccessOprah Winfrey, Drake, Elon Musk, Mark Zuckerberg and even White House Chief of Staff Ron Klain have signed up. It’s time to talk about Clubhouse! Celebrities, CEOs, politicians, as well as comedians, relationship gurus and self-styled big thinkers, are among the millions who have downloaded Clubhouse in recent weeks. The invite-only app is, judging from the hype, the future of social media. For those still waiting for an invitation, here's a primer.
Again, this year, Super Bowl commercials are a hot topic and we hear many announcements proclaiming which ads were audience favorites. Here are four reports that rank the ads. They use very different methods – and come to different conclusions. In next week’s NYCU, we will address a question one might consider even more important: “Are Super Bowl ads worth their price tag?”
Here are their findings:
Note – all the Ipsos award winners are available via the link below
Source: Howard, P. and Colligan, T. (2021, February 9). Ipsos Creative Excellence Award. Ipsos.
Why do some ads get shared more than others on social media? This study used facial coding algorithms to quantify the facial expressions of thousands of individuals in response to video ads. The findings help advertisers predict how different emotions influence sharing, and provide a deeper understanding of the complexities between emotion and transmission.
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