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Marketing

Burberry London Snapchat Map
Apr 05 2016

Luxury on SnapChat – Becoming Mr. Burberry

Burberry is cementing their place as the luxury leader in digital. There is no doubt that many major brands have become eager to leverage the power of SnapChat in the last few months. With its actively engaged audience, variety of content options, and full screen viewing, the platform has a lot to offer. However, luxury brands have been conservative in their adoption of digital tools, including SnapChat, realizing that maintaining the integrity of their brand identity is paramount when creating content. With their 24 hour sponsorship of SnapChat Discover, Burberry created...

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Mar 09 2016

STOP! Steps to Take Before You Start Using Influencer Marketing

  So you’ve decided to pursue influencer marketing, great! You have big ideas about who you want to work with and all of the great content you will create with them that will bring in droves of new fans and thrill your current fans. But before you start building your editorial calendar, make sure your influencer strategy factors in the keys to creating a successful campaign. Follow these rules to reap the benefits of influencer marketing without the headaches.   1. Influencers must match your brand – To be effective, the influencer you...

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Feb 18 2016

Know Before You Post – Using User Generated Content

It is no secret that consumers have taken the reigns in determining what flies in the world of content marketing, but have you considered the value in the content they  contribute in addition to the content you create for them? A 2015 Content Marketing Institute study showed that 78% of B2C brands were planning on using user generated content (UGC) in their marketing mix. That’s no number to scoff at, especially given the large number of companies who have seen success in using the content of their fans and advocates....

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Feb 03 2016

Is Influencer Marketing Your Golden Goose of Content?

Let’s talk Influencer Marketing: the new darling of marketing buzzwords. The reach of those considered influential to a market has long been a tool in marketer’s pocket but has recently stepped into the spotlight. As the focus of marketing has shifted from interrupting the conversation to becoming part of it, influencers have offered brands a way to earn an invitation to a community and develop the relationships that deliver brand engagement and loyalty.  The key in effective influencer marketing is maintaining authenticity. Influencers are valuable not only because of their...

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Jan 21 2016

Social Scoop – Emoji on the Rise

  Everyone has a favorite, the heart, the praise hands, maybe the puppy or the whale.  Those tiny cartoons we call emoji have become an integral part of how we text, tweet, message, and post, spurring not only an expansion in the number of native device emoji, but independent apps and keyboard extensions dedicated to enhancing and sometimes overriding text conversations. A recent study by Instagram evaluated the penetration of emoji into posts on the platform and revealed that 38% of US posts contained an emoji. That figure jumped to 63%...

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Jan 11 2016

How Luxury Went Digital

There is a lot that goes into building a luxury brand. The prestige, the glamor, and the awe that accompanies the word luxury are traditionally not easy to come by, and thus once obtained, are fiercely guarded. From the design of products, through the outlets they are distributed, and the mediums of promotion that are used, luxury brands have long strived to differentiate themselves from the crowd. For marketers, that often meant not using tools that decreased the perceived level of exclusivity to the brand. A 2014 study showed that...

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Dec 02 2015

Click to Shop – Redefining the Shopping Network

Have you ever watched a video or even an ad and been enamored with something the subject was wearing or using? How do you track those items down? In sponsored videos they are generally called out by the host or listed in the video description, but what about those that are not?  With 60% of consumers willing to make a purchase through social media, how do brands leverage digital platforms as the new shopping destinations? Software companies such as Clicktivated, WireWax, and Cinematique work with brands to create various levels...

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Sep 30 2015

Are You SMART?

  High profits, increased engagement, market share: success means many things to many people. But across the spectrum of success there is a close relationship with achieving goals. Goals provide a benchmark for success, indicating whether the individual or organization accomplished what they set out to do. It is generally accepted that setting goals is important, but how often is it emphasized that goals should be smart? Smart in the sense that they make sense for the firm yes, but also SMART in that they deliver real insights and results. This distinction is often left...

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Validation for Video Views?

Video has become the gold standard for content marketing and the right video is an irreplaceable tool for driving website traffic, brand discussion, and social chatter.  However, with the cost of creation and disbursement, success metrics and ROI of those videos are thrown into the limelight. So what defines success for a video? Many marketers look to video views to tell them how successful they were at reaching and engaging the market, but is that really the best indicator? Views are measured differently on each social platform, with...

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Sep 17 2015

Ads Shall Not Pass: Ad Blocking From All Angles

  $50.7 billion. That is how much was spent on digital advertising in 2014.  While $19 million was spent on mobile advertising, digital display ads accounted for $22.2 billion. In a world where concerns of shrinking ad revenue in traditional media are rampant, digital advertising has been hailed as a saving grace, particularly for publishers. But what happens when that saving grace is faced with its own form of kryptonite? Enter ad blockers. While not a new technology by any means, these electronic gatekeepers’ growing prevalence among mainstream consumers is raising warning...

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