ExactDrive News

The Automotive Industry’s Biggest And Best PR Stunts

Posted by Adam Parikh

Sep 16, 2014 9:00:00 AM

PR stunts are a brilliant way to show off your latest product and to get your brand noticed. People remember them; they always incite emotion and sometimes cause controversy. Car manufacturers in particular are always looking for new ways to launch their newest model and to make sure their brand leaps out and sets them apart from the competition. These are some of the biggest and the best publicity stunts by car makers.

Mercedes-Benz: interactive game.

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Topics: Cars, Public Relations, Automotive Industry, PR Stunts

Neuroscience & Marketing

Posted by Tim Nichols

Sep 15, 2014 9:00:00 AM

In June, Facebook came under heavy fire for revealing that it had run a week-long experiment on its network in 2012 that intentionally manipulated the emotions of users without telling them. The purpose of the experiment was to find out how mood transferred through social groups - would seeing a sad status make people feel sad? What about happy updates? To test this, Facebook experimented with nearly 700,000 user accounts, by posting either more negative or more positive updates on their news feeds than normal. They then tracked what all the users posted after they viewed the news feeds.

The exercise incited heavy criticism from Facebook users and regulating bodies, who are investigating whether the social media site has broken data protection laws with their research.

Despite the concern about this experiment, companies are increasingly experimenting with neuromarketing (the study of consumers' sensorimotor, cognitive, and affective response to marketing stimuli), in order to find new ways of engaging with them.

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Topics: Marketing Strategy, Neuroscience, Neuromarketing, Cognitive

Twitter To Become An Online Shopping Mall With Buy Now Button

Posted by Tim Nichols

Sep 14, 2014 9:43:00 AM

For a long time, Twitter's revenue stream has been made up almost entirely of advertising dollars, but last week, the social media company announced that it is diversifying, by taking a step into the world of e-commerce.

The social networking company is currently trialing a system that enables businesses to embed “buy now” buttons in their tweets, so customers can purchase products directly through the site. The button is being marketed as a fun way for users to shop and find deals on exclusive merchandise, but the new offering ultimately represents the company's latest bid to claw back revenue, following a decline in user growth.

The feature is initially being tested on a small group of brands including, The Home Depot, Burberry and non-profit group (RED), but Twitter expects to roll the service out and increase the visibility of its e-commerce tweets, in the lead up to the holiday shopping season.

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Topics: Shopping Online, E-Commerce, Twitter, Social Media Advertising, Social Media

Geomarketing With Google

Posted by Eric Greener

Sep 12, 2014 9:00:00 AM

Mobile marketing has become a highly targeted environment in today’s interconnected world. What started as simple text messages to customers offering money-off coupons, has evolved into a personalized, real-time content delivery system. 

As mobile phones become a more essential part of people’s daily lives, it is important for businesses to look at ways of delivering more effective and targeted mobile marketing. This is where geomarketing comes in.

What is geomarketing?

GeoMarketing (or location based marketing) uses geographic information to gain a better understanding of how people in a certain area act or spend their money. This method of marketing creates maps all around the world and within each map there is information specific to how consumers act in that that area.

While geomarketing’s definition is the association of data and maps in the traditional sense, the emergence of social media, mobile marketing and new technologies also make it an extremely powerful marketing tool in the digital arena.

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Topics: Mobile Advertising, Geomarketing, Google Now, Mobile Marketing

The Importance Of Blogging In The Digital World

Posted by Tim Nichols

Sep 11, 2014 9:30:00 AM

Blogging has come a long way since it first appeared in the late 1990’s. It was originally used as a platform to share a person’s thoughts, feelings and opinions. In today’s digital world however, blogging is regarded as a powerful, long-term marketing asset that can generate traffic and leads to your business.

If your company does not have a blog that is updated on a regular basis, you are missing out on an opportunity to increase your company’s visibility, client base and bottom line.

Why is blogging important?

1.) Blogging drives traffic to your website:

Blogging is an ideal way to increase the amount of traffic your website receives. If you provide information that is engaging and relevant to your audience, it will encourage repeat visits to your website.  

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Topics: SEO, SEO Recommendations, Social Media, Blog

Using Live Chat As A Marketing Tool

Posted by Tim Nichols

Sep 10, 2014 9:30:00 AM

As people continue to move towards the online environment for communication, entertainment and shopping, it is more important than ever for your brand to stand out from your competitors. Advancements in technology mean that there are opportunities that you can use to better your business’ position in the market.

One of the more recent developments is that of live chat. Also known as “web chat”, it involves the use of real-time, text-based communication via the Internet. It is a viable alternative to long-established practices such as telephone and email support, which can be costly for companies and incur long waiting times for customers.

While live chat is most commonly thought of as a customer support platform, it has some untapped potential that could make it an effective marketing tool, due to the interactivity it provides and its ease of use. Why?

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Topics: Marketing Strategy, Customer Service, Live Support, Live Chat

LinkedIn: The Content Platform of the Future?

Posted by Scott Bagguley

Sep 9, 2014 11:30:00 AM

Most people think that LinkedIn is just a digital repository for resumes, but the site, which now boasts over 300 million members, is slowly repositioning its business around content marketing, to make the site more business-friendly and relevant for social media lead generation and B2B marketing.

As part of its strategy, the company launched two new products earlier this year, in an effort to assist businesses with their content marketing efforts.

Content Marketing Score (CMS)

The Content Marketing Score is an analytics tool that provides users with insight into the impact of both their paid and organic LinkedIn activity.

Content-marketing scores are calculated by dividing the number of LinkedIn users who've engaged with a brand's content (via sponsored updates, company pages, LinkedIn Groups, employee updates and influencer posts) in the past month by the target audience of users who have been active in that monthly period. The number is then multiplied by 1 million.

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Topics: Twitter, Social Media, Content Marketing, Facebook, Linkedin

Using Selfies As A Marketing Tool

Posted by Rob Wagner

Sep 8, 2014 11:30:00 AM

The Internet is often captivated by a craze and one such craze that’s taken off in recent years is that of the ‘selfie’. Named as Oxford Dictionary’s word of the year in 2013, many people thought that the selfie was a passing trend, but it seems to be here to stay.

Over the past two years, a growing number of companies have been leveraging the power of the selfie to benefit their marketing efforts. In January 2013, 13 brands used selfies in their Facebook campaigns and by December, that number had increased to 207. On Twitter, the number started at 252 and grew to more than 780.

Successful Selfie Campaigns

Some brands have seen great success with selfie campaigns, reporting increases in user engagement and sales.

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Topics: Twitter, Social Media, Marketing Strategy, Instagram, Facebook, Selfies

Using Both Brain Marketing - Right Left Brain

Posted by Eric Greener

Sep 6, 2014 11:30:00 AM

Psychologists have long believed there to be differences between the right and the left sides of the brain. The right side of your brain is responsible for imagination and creativity, while the left side handles the details and implementation.

Marketing was once considered to be the realm of creative, right-brain types, but with advances in technology and the wealth of demographic, behavioral and transactional data at our disposal, many marketers now regard analytics as an integral part of their marketing strategy.

Left-brain marketing focuses on automation, analytics, and consumer insight gained through data and numbers. It is often referred to as a “black and white” approach, while the right side of the brain brings the ‘color, imagination and personality to a campaign.

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Topics: Advertising, Marketing Strategy, Right Left Brain, Both Brain Marketing

Infographics As Part Of Your Content Marketing Strategy

Posted by Adam Parikh

Sep 5, 2014 11:30:00 AM

In the digital age, consumers are increasingly flooded with information from a wide variety of media. Research has found that we create and share 1.5 billion pieces of content, 140 million tweets and 2 million videos each day. With the proliferation of information available and a demand for instant and easily palatable content from consumers, businesses are looking to visual marketing methods such as infographics to explain, share and promote content.

What are infographics?

Information graphics or ‘infographics’, are visual representations of data, that present complex information quickly and clearly.

As the majority of people are visual learners, infographics serve them well, as they’re easy to scan and easily shareable. They can therefore be a useful way to educate your audience. 

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Topics: Infographic, Social Media, Content Marketing

Instagram Introduces New Analytics Tools

Posted by Tim Nichols

Sep 4, 2014 11:30:00 AM

If you thought Instagram was just a photo sharing app, think again. The Facebook-owned social media network, which now boasts more than 75,000,000 daily users, has evolved into a powerful marketing tool and advertising platform

Instagram has rolled out the tools to its current advertising partners, including Banana Republic, Adidas and Michael Kors, whose striking visual ads perfectly fit the aesthetic that Instagram are striving for. The response from advertisers has been positive; Michael Kors gained 33,000 new followers in the wake of their Instagram ad campaign (16 times more than usual), but feedback has shown that companies want more insight into how their ads are performing and how people are engaging with their content.

In response to feedback, Instagram has launched three new marketing analytics tools, which will enable marketers to monitor how their posts are performing in real time, using detailed measurementsThe "Account Insights" tool tracks impressions, reach and engagement for a brand's unpaid posts. It also aggregates stats about an account's follower base, with demographic information such as the age and gender of users. It will also advise on the best times of day or week to post, based on user’s activity.

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Topics: Online Advertising, Advertising, Facebook Advertising, Social Media, Instagram

ALS Ice Bucket Challenge: What Marketers Can Learn

Posted by Tim Nichols

Sep 3, 2014 8:00:00 AM

In recent months, social networking sites have been bombarded with videos of celebrities and the general public throwing buckets of ice water on themselves in the name of ALS (Amyotrophic Lateral Sclerosis) research. After an icy soaking, participants make a small online donation and nominate three people to undertake the challenge within 24 hours.

The perfect mix of social media, celebrity engagement and philanthropy – the Ice Bucket Challenge has become a viral phenomenon. According to Facebook, between the period of June 1 and August 17, over 28 million people commented on, or liked a post about the challenge and 2.4 million videos were shared across the site.

To date, the campaign has secured donations of over $31.5 million for ALS, compared to $1.9 million over the same time period last year.

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Topics: Social Media, Facebook, ALS, Ice Bucket Challenge

The Rise Of Social Commerce

Posted by Eric Greener

Jul 31, 2014 11:30:00 AM

Frozen food brand Birds Eye recently celebrated the launch of its new ‘Inspirations’ range of meals by delving into the world of experiential marketing. As part of a social commerce experiment to measure the returns of Instagram, the Iglo Group owned business opened up a pop-up restaurant with a difference. In a world-first, customers were invited to settle their bill by taking photos of their meals and uploading them to Instagram, tagging #BirdsEyeInspirations.

Birds Eye introduced the ‘pay-by-picture’ campaign after consumer research revealed that 52% of Britons regularly take photos of their meals, with one in ten of us taking at least one snap of our food every week. This is backed up by the fact that there are currently 90 million photos of food on Instagram with a #food hashtag. Yes, that was 90 million.

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Topics: E-Commerce, Twitter, Social Media, Social Commerce, Instagram

Cause Related Marketing: Giving Value To Your Values

Posted by Adam Parikh

Jul 29, 2014 11:30:00 AM

Ever heard of Cause Related Marketing (CRM)? It’s a is bit of a trendy name, but how much do you know about it? The short and sweet version is that CRM refers to the formation of a commercial partnership between a company and a charity in order to market an image, product or service, for mutual benefit.

Background

The term was first used by American Express in 1983, as they launched a $6 million advertising campaign to raise funds for a Statue of Liberty restoration project.

The company contributed a penny from each charge on American Express cards, a penny from each purchase of traveler's checks, $1 from each new card issued and $1 from every holiday sold at an American Express store, (worth $500 or more).

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Topics: Cause Related Marketing, Social Corporate Responsibility

Use Guerrilla Marketing When On A Tight Budget: Provoke Emotions

Posted by Tim Nichols

Jul 24, 2014 11:30:00 AM

Unconventional, whacky marketing tactics like guerrilla advertising can have a massive impact. Guerrilla advertising is much like guerrilla warfare: placing ambushes, sabotages, raids and elements of surprise within the marketing industry. Despite it often being a low-cost tactic that delivers maximum results, it can be a risky business when the reputation if your brand is on the line. Guerrilla marketing undoubtedly provokes very strong opinions and emotional responses.

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Topics: Advertising, Marketing Strategy, Guerrilla Adertising

Experiential Marketing Helps The World Experience Your Brand

Posted by Tim Nichols

Jul 22, 2014 11:30:00 AM

Experiential marketing works because it connects customers to brands through live, face-to-face experiences. This strategy carries an inherent risk: if your campaign isn’t engaging and compelling, the result is probably worse than that of a poor flyer, email, or TV ad. With the latter, more traditional marketing methods, users already have an element of disconnection - they can turn away, click a mouse or change their TV channel. But with experiential marketing your target audience is slap bang in the middle of your campaign. For that reason, it’s vital to know what you’re dealing with and how to do it well. 

When experiential marketing campaigns succeed, they usually do so in explosive, incredible ways. It’s useful to highlight a couple of brilliant experiential marketing campaigns to take note of the creativity.

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Topics: Branded Entertainment, Advertising, Experiential Marketing

Content Marketing: The What, Why And How

Posted by Tim Nichols

Jul 17, 2014 11:30:00 AM

Contrary to popular opinion, the idea of ‘content marketing’ and its importance isn’t a new one. Bill Gates first drew attention to the concept in his appropriately-titled 1996 essay ‘Content Is King’. In the essay, he talks about his predictions for the Internet after its recent birth and his message is simple: understand that companies who find ways to inform and entertain will thrive on the Internet and reign supreme. Content marketing is on the rise.

Gates’ 18-year-old prediction was accurate - it’s still an extremely important issue today. Content marketing should be adopted as a philosophy, not taken to and tested like a trend. There are plenty of misconceptions and assumptions about content marketing, so what’s it all about?

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Topics: Internet Advertising, Infographic, SEO, SEO Recommendations, Content Marketing

Is It Time To Use Comic Books In Your Marketing Strategy?

Posted by Adam Parikh

Jul 15, 2014 11:30:00 AM

Comic books are cool. Everyone remembers reading them as a kid. Many of us still read them. Almost of all of us still love them. When it comes to storytelling, it’s hard to beat the success of the comic book. The history of the comic goes way back - scholars can trace its origins to as far back as the Lascaux cave paintings (over 1700 years ago).

And it’s fair to say that the comic book scene is extremely vibrant today. Despite technology and our ability to read content on smartphones, laptops and tablets, comic books are a visual medium that expresses ideas in a popular way. And it’s this storytelling prowess that marketers today can learn from when they plan their campaigns).

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Topics: Internet Advertising, Advertising Strategy, Comic Books, Marketing Strategy

Advertising Spend Trends On Facebook, Twitter and YouTube

Posted by Tim Nichols

Jul 9, 2014 11:30:00 AM

Although brands are increasing their spend on social media advertising, only a relatively small portion of it is going to ads - according to a new survey of Ad Age readers.  

Ad Age and RBC Capital Markets jointly conducted their fifth major survey of marketer attitudes toward social media and the survey polled 1,682 executives at marketing, agency and media companies for their opinions on FacebookTwitter and YouTube (which was included for the first time).

It seems that marketing teams are spending slightly more in digital and social media channels than in previous years, but this spend is still a relatively small part of overall advertising budgets. So what’s the thinking behind it?

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Topics: Online Advertising, Facebook Advertising, YouTube Advertising, Mobile Advertising, Twitter, Facebook Ads, Social Media Advertising, Social Media

Developing Countries Want To Advertise On Facebook

Posted by Tim Nichols

Jul 7, 2014 11:30:00 AM

As Facebook’s lead ad planner, Kelly Maclean’s job is to watch people watch advertisements. In emerging markets, the heat is on to study local activity so that Facebook can come up with advertising methods that perform well in developing countries. She travels to places like Brazil, Indonesia, South Africa to get an inside look at what works and what doesn’t.

So what’s the main difference between Facebook advertising in places like this and countries in Europe and the US? In the US it’s fair to say that social media advertising is rife, to the point where it can sometimes get in the way of ‘socializing’, or it becomes a bit of an intrusion on your digital world. It’s a cluttered marketplace where brands battle for their piece of the action, but it’s a very different story in the developing World where it’s still a novelty to see and hear what big brands have to say. MacLean said:

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Topics: Online Advertising, Facebook Advertising, Mobile Advertising, Facebook Ads

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