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  • YouTube: the “fake views” business doesn’t benefit the brands brand

    According to a recent survey conducted by the Pew Research Center, YouTube is teenagers’ favorite platform, even more loved than Instagram and Snapchat. In this case percentages are clear: 85% of the over 740 interviewees have claimed to like the former best, 75% prefer Instagram, 69% Snapchat and only 51% Facebook. With its billion views every day, YouTube is, today, the virtual place where users,  both under and over 18, carry out most searches, even more than they do through Google. And it is always here then can efficiently promote their brands global marketing campaigns, build up new careers ( see young youtubers ) and spread political programs. We are talking about mega figures which, however, go together with “collateral…

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  • For the B2B it is time to refresh communications. Copying B2C.

    Mirroring B2C engagement strategies and apply them to B2B: at the time of targeting, big data and two-way communications between producers and buyers, B2B must innovate its strategy for the positioning of their brand onto the market. B2B marketers shall also start thinking about customizing their contents: messages shall be targeted to accounts involving purchasing managers and not to general accounts, so that they can be turned into real business opportunities. Forbes has especially insisted on this, recommending the use of the most B2B oriented social platforms, such as LinkedIn, actively involving employees in the process. A recent survey has actually revealed that when brand messages are also shared and reposted by employees of the brand, they record an increase…

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  • The Blockchain renovates retailing. A few examples

    The Blockchain, much more than cryptocurrencies, is bound to take retail by storm, affecting the whole supply chain down to delivery. It is therefore no surprise that some of the biggest brands are implementing a series of ambitious projects based on the Distributed Ledger technology. The target is to improve the service provided both internally and externally and to offer customers more efficiency and higher quality. First of all, the implementation of fraud prevention systems which, especially, in the food industry, are crucial to make sure what ends up on the consumers’ tables is exactly what they have paid for, that is to say, to prevent further “Tesco cases” (Horsemeat scandal: Tesco reveals 60% content in dish) from occurring again….

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  • Digital ADV, the next step is mood

    Users who are emotionally involved by news, appreciate advertising more. According to a survey conducted by the London School of Economics concerning 600 readers of the Times and the Sun, those who had read an involving article ( both positively or negatively exciting ) are 45% more likely to then watch a video commercial, compared to those who had been exposed to “cold” contents. Similarly, readers coming off pleasant contents, are 32% more likely to watch the whole video than those coming off unpleasant contents (News UK looks to convince brands to advertise around hard news). Targeting readers’ mood and adding it to their preferences consequently means being able to direct their attention to a given set of digital Adv…

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  • Facebook creaks and shows the first cracks. Causes are various.

    If some of the big players of the web (see Google) are not shining bright at the moment, neither are people at Zuckerberg’s. To say it bluntly, Facebook is not doing well. And when figures are not the ones expected, investors start playing the De Profundis. Two weeks ago, their shares dove 20%, shedding $120 billion. And if until yesterday the Cambridge Analytica scandal had seemed not to have harmed the giant, today the social media has started showing some scars. Obviously, Menlo Park’s founder is not doomed to live a life in poverty, since, despite not having met expectations and going slower than forecast, the last quarter has been quite good. However, the issue has cost the guy 15…

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