The week in content marketing with Lieu Pham
Storms are brewing this week in social media land, with Facebook receiving backlash over censoring posts and content bias. Also this week, take a peek inside what it’d be like if VR and the physical world were blurred, and learn about the key to a young consumer’s heart. And have you ever wondered why minutes turn into hours when shopping at ASOS online (guilty)? Understand the elements that make the fashion brand’s digital user experience a cut above the rest.
Have a great week.
The use of tablets and smartphones has become child’s play, according to the latest Kids & Tech report by the Influence Central agency. Children are getting their own smartphones at the age of 10, and are opening social media accounts around the same time. The opportunity for marketers? A mobile-optimised approach to made-for-social content will be key for brands wanting to become king of the kids.
Young people are finding marketing material uninteresting, untrustworthy and too pushy, according to Rapt Media’s latest report. It seems, however, that millennials may not be a completely lost cause. The study also showed that by leaving people alone and letting them find content themselves, brands will get a higher level of engagement with the group. AdWeek provides some pretty interesting stats on Gen Millenn’s need for personalisation and self-exploration if they’re going to give brands the time of day.
The win/loss analysis is one of the oldest tools in the book for identifying gains and gaps in the sales process. It’s great for getting clear insight into what the customer is thinking before, during and after purchase. This resource doesn’t have to be limited to the sales team, however. If you’re planning on conducting customer research any time soon, be sure to incorporate these questions used in win/loss tests to strengthen your future marketing messages.
Ever imagined what the physical world and virtual reality would look like if they were merged together? Dream no longer. Directed by Keiichi Matsuda, the six-minute film Hyper-Reality presents a provocative, kaleidoscopic interpretation of what we could expect the future to look like, if VR really takes off.
Twitter is merging the old with the new to extend its ad network offering. While the Twitter Audience Platform (TAP) has always enabled brands to achieve goals via campaigns like promoted tweets, the third-most-popular social network (behind Facebook and YouTube) is enabling brands to promote themselves off-Twitter to increase clicks and conversions. Twitter is also using some old-school banner formats that used to be on Internet Explorer, for a bit of added nostalgia.
FB has been owned, once again. As users call foul on Facebook for censoring posts by not making them available all in feeds, and selective positioning of ‘trending’ items, Jim Rutenberg from The New York Times has uncovered Facebook’s growing issues of bias and censorship. According to Rutenberg, not everything we share on Facebook will reach our friends’ newsfeeds. It’s all based on who the FB algorithm determines will find it most engaging.
Here’s the issue with Facebook advertising: it looks and sounds easy, but there’s so much more involved than first anticipated. It’s very easy to blow thousands of dollars if you’re not completely aware of how the whole ad network operates. For those of you who feel like you’re not making the most of paid-for-social activity on FB, Neil Patel explains some important tools that will save you time and money.
As marketers, the word automation is thrown around like it’s the only tried and tested solution to lead nurturing. With all that martech speak, it’s easy to forget the one key element of the customer relationship: connection. Here are a couple of strategies to make sure your next campaign passes the captcha code test.
The slick search features, crystal clear navigation and super-simple checkout options, that’s why. The most important factors contributing to a high-quality user experience come down to aligning the functionality with engagement in the digital content. Derek Eccleston from eDigitalResearch explains why online fashion mogul ASOS is the crème de la crème of online user experiences.
It’s hard to imagine a point in time where Yahoo and Google were head-to-head in the race towards search engine stardom, but in 2003, this fight was in full swing. Mohit Aron, an ex-Google employee, goes back a decade and identifies what established Google as the frontrunner, while providing some lessons on building a sustainable business.
Founder & Editor: Lieu Pham
Associate Editor: Julia Mulcahy
Sub-Editor: Suzannah Pearce
Design: Lisa Millen