Unless you’ve been living under a rock, you’ve probably read recently about different companies launching sustainability manifestos, thus putting down in writing pledges to run more eco-friendly companies and manufacture greener products. This month, for example, Scottish craft-beer company BrewDog set out its pledges, including providing vegan alternatives, eliminating plastics in its packaging and favouring recyclable materials.
2019 has been a rollercoaster of a year, especially when it comes to marketing and digital. We have seen campaigns take us by storm, positively and negatively, and the clear impact of the consumer voice becoming louder and louder across the digital atmosphere. We thought that it was time to take a look back at the good, the bad and the quirky of all-things-digital-marketing of 2019, to take these lessons with us, as we move into a new digital landscape in 2020. Here are the main things the team have been talking about this year.
In the era of ‘fake news’ people are becoming wise to how social media isn’t always what it seems.
Many of our much loved ‘gram celebs have been embracing the idea of ‘Instagram V Reality’ to show how what is being posted is highly edited, specifically shot and a matter of perspective. However, the deception doesn’t just stop there.
Brands themselves are guilty of buying followers, using bots and trying to game the system to make themselves seem more attractive to real followers. While this may initially seem like a good tactic for your company, it isn’t as effective as you might think.
It’s not news to anyone that, in the age of social revolution and #metoo movements, purpose-driven marketing is the new black. The days of the passive consumer are over, and those of the customer who demands transparency have arrived.
Ever since the first early adopter brands recognised the potential in social media marketing, return on investment (ROI) has been under scrutiny. Whether it be allocating resources for creating content and running accounts or putting media spend behind content, brands have always been sceptical of the ROI value. Currently, social media marketers view sales as the most important KPI and almost have to disregard other statistics as they are under pressure to deliver quantifiable results to clients or department heads.
There has been a lot of talk around influencer marketing recently and whether or not it is a worthwhile venture for brands in 2018. We have seen lots of examples of how influencer marketing can give brands access to audiences through a different voice of an influencer. As influencer marketing has gathered pace, we have seen prices soar and brands have started asking the question is it really worth it?