Archive | March, 2016

What Marketers Should Know About Snapchat’s Update

Stickers, Video, Audio Calls and Notes Provide More Robust Interaction

Snapchat today announced a significant update to its chat function, a move that could give other messaging apps increased competition.

Snapchat, which says it has more than 100 million daily active users and more than 8 billion video views every day, is calling its update Chat 2.0 and gives users a much broader way to communicate with other Snapchat users. Among the updates are more than 200 stickers (a very popular feature in messaging apps); video and audio notes, which lets you send videos up to 10 seconds long; or just an audio one if you can’t type but want to communicate; and audio and video calls, which can now be made even if the friend you’re trying to reach isn’t in the chat at that time.

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Love Him or Hate Him, Marketers Can Learn a Thing or Two From Trump

GOP Hopeful’s Focus on Live Events, Earned Media and Proactive Speech Make for Interesting Case Study

Jabin Botsford/The Washington Post/Getty Images

Donald Trump may be the most polarizing figure of this election cycle. And he’s ridden a wave of social media and earned media to go from political oddity to the man to beat in the Republican primary, besting competitors who’ve outspent him exponentially. So it’s no surprise that many in adland might be tempted to see him as a marketing case study.

There’s no arguing with the results so far, but a lot of what works for Mr. Trump would seem like brand suicide for a traditional marketer. The juvenile attacks on the competition, his lack of messaging consistency over the years, the absence of a detailed product benefit and a questionable relationship with the truth — which has been called out by fact checkers, the media and the competition — are all things that would likely sink a brand tempted to embrace them.

But there is a method to the madness, and from finding a need and filling (or exploiting) it to the use of engaging live events to tapping into consumer emotions, lessons can be gleaned from the campaign.

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