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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Three key digital marketing trends from Q4 2014 - Fourth Source

Three key digital marketing trends from Q4 2014 - Fourth Source | Integrated Brand Communications | Scoop.it

At the end of each quarter, Kenshoo analyses the performance of search and social advertising based on over 6,000 advertisers and agencies who use our platform. Our sample includes only clients who have been active on the platform for 5 consecutive quarters and covers more than 425 billion impressions, 6 billion clicks and $3.75 billion in advertiser spend from 51 countries around the world.

 

Here are the three most important trends we saw in Q4 2014

Russ Merz, Ph.D.'s insight:

A statistical comparison of performance metrics for #search vs #socialmedia marketing and advertising.

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8 Advanced Trends In Social And Digital Marketing (Infographic)

8 Advanced Trends In Social And Digital Marketing (Infographic) | Integrated Brand Communications | Scoop.it

Consider yourself something of an expert in digital marketing? Think you already know SMM trends a year out?

Then I’ve got a challenge for you.

Take a look at Signal’s new infographic, “The 8 Biggest Digital Marketing Trends in 2015,” to see a list of advanced digital marketing trends that may surprise you. I’ve shared the entire infographic at the bottom of this post. Below are the standout insights that every expert or would-be expert should know for 2015…

Essential Knowledge: Digital Marketing Trends In 2015

Russ Merz, Ph.D.'s insight:

How many of these #digitalmarketing trends are you ready to act on in 2015?

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Sue Walsh's curator insight, January 29, 8:22 PM

Well worth checking out this article. Logical but also a good stocktake on what you are actually using (or not).

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The Latest Visual Content Trends: What's Going to Be Hot in 2015 [Infographic]

The Latest Visual Content Trends: What's Going to Be Hot in 2015 [Infographic] | Integrated Brand Communications | Scoop.it

Creative trends can be fickle. Remember those super glossy CTAs that used to be on every website? Now, flat, minimalistic design is in. 

Whether you're a seasoned or amateur designer, no marketer should be in the dark about the latest design trends. So what's in store for 2015 in the creative world? Using their impressive collection of video clips, music tracks, and over 47 million images, Shutterstock created an infographic that predicts this year's up-and-coming design trends.

Check it out below to learn what trends are on the up-and-up around the world.

Russ Merz, Ph.D.'s insight:

How does your #visual content compare to these global design trends? 

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15 B2B case studies show how content marketing drives ROI |

15 B2B case studies show how content marketing drives ROI | | Integrated Brand Communications | Scoop.it

Could content marketing drive your B2B business? Here are 15 B2B case studies that show how content marketing drive ROI

Russ Merz, Ph.D.'s insight:

More case studies that make the linkage between #contentmarketing and B2B #ROI. Definitely a keeper.

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Digital, Social & Mobile in 2015

2014 was a landmark year for growth across all things digital, and We Are Social’s newDigital, Social and Mobile in 2015 report indicates that this year will see even more impressive numbers.

 

Including stats for more than 240 countries around the world, and profiling 30 of the world’s biggest economies in detail, this report is the most comprehensive, free compendium of up-to-date digital statistics and data you’ll find.

 

So what do its 376 pages reveal?

 

As we’ve seen in our on-going series of Digital Statshot reports, mobile increasingly dominates the digital world, and we’re confident that ‘ubiquitous connectivity’ will gather even more pace during 2015, as cheaper handsets and more affordable data connections reach further around the world.

What’s more, with mobile-oriented services like WhatsApp, WeChat and Facebook Messenger achieving the top social media ranking spots in some of the world’s biggest economies, it’s clear that much of our digital behaviour is now converging around mobile devices.

Based on the trends within this data, we expect that mobile will help to push internet penetration beyond 50% of the world’s population during mid to late 2016.

Before that, though, we  expect to see social media penetration reach one-third of the world’s population – likely by the end of 2015 – with new users in  developing nations accounting for almost all of this growth.

In Context: 12 Months of Amazing Growth

The digital world passed some impressive milestones in 2014:

Worldwide social media users exceeded 2 billion back in August;Worldwide penetration of mobile phones passed 50% in September;The number of global internet users passed 3 billion in early November;The number of active mobile connections surpassed the total world population just last month;

Excitingly, the numbers in our new 2015 report suggest that this growth shows no signs of slowing anytime soon:

Russ Merz, Ph.D.'s insight:

Looking for the latest set of #stats on #mobile, #social and #digital activities, this report has them. Definitely a keeper and one that you will refer to throughout the coming year.

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10 Essential Pillars Of Employee Engagement (Infographic)

10 Essential Pillars Of Employee Engagement (Infographic) | Integrated Brand Communications | Scoop.it

For an employee to be engaged, there needs to be a few core things that are taken care of.

Employees need to feel like they’re respected, that they’re part of the team, and that their ideas matter. Once that’s taken care of, they’ll be more likely to go above and beyond for their company and provide amazing service, come up with innovative ideas, and help the company grow.

There are 10 essential things that companies need to keep in mind when trying to engage employees. Here they are:

 

Russ Merz, Ph.D.'s insight:

A nice summary of the key workplace factors that relate to employee engagement. It is important to keep in mind that not all are equally important to all employees. So measuring and weighting their relative importance for particular groups is necessary. 

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Revezdailleurs's curator insight, January 21, 9:31 AM

Une très jolie infographie et de belles idées

Daniel Tremblay's curator insight, January 25, 4:36 PM

J'aime bien les résumés produit par Infographic...  Simples et visuels...

yveline jacob's curator insight, January 27, 4:19 AM

en france c'est sans aucun doute similaire

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An Insider’s Guide to Digital Marketing Analytics

An Insider’s Guide to Digital Marketing Analytics | Integrated Brand Communications | Scoop.it

Forbes proclaimed 2014 the Year of Digital Marketing Analytics, summing up the problem this way:

If most digital marketing programs or campaigns have a weak area, it’s analytics. One recent study identified that the biggest talent and hiring gap in online marketing is in the analytics space. 37% of companies surveyed said that they desperately needed staff with serious data chops.

If you take a look at the image above, courtesy of Avinash Kaushik on Occam’s Razor, you’ll see a similar emphasis on “Big brains” and there just aren’t enough of them going around.

The state of digital marketing analytics today

Well, in 2015 we still find too few analysts trained in digital marketing analytics, especially when it comes to more advanced analytics. What passes for digital marketing analytics is also pretty dismal, amounting to little more than rudimentary vanity metrics.

If you look at interest in digital marketing analytics over time, you find the term first appeared in search in 2011, but searches exploded in 2013. Google forecasts continued steep growth in searches for digital marketing analytics based on the graph below from Google Trends.

 

Russ Merz, Ph.D.'s insight:

Looking for a way to organize your thinking about ‪#‎digitalmarketing‬‪#‎analytics‬? This guide by Angela Hausman may be useful.

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Just Published: 2015 State of Marketing Report

Just Published: 2015 State of Marketing Report | Integrated Brand Communications | Scoop.it

It’s here — the definitive marketing report of 2015. We surveyed more than 5,000 marketers globally to understand top priorities for the year across all digital channels. Inside this second annual report, 2015 State of Marketing, you get an unparalleled look at marketers’ most pressing business challenges, top digital marketing success metrics, biggest shifts from 2014 to 2015, and an in-depth look at their approach to email, social, and mobile marketing.

According to 2015 State of Marketing, 38% of marketers plan to shift spend from traditional mass advertising to advertising on digital channels. Eighty-four percent of marketers plan to increase or maintain their overall marketing spend in 2015.

Here’s a quick highlight of the stats you’ll find inside.

The top five areas for increased marketing spending are:

      Social media advertising (70% of marketers)      Social media marketing (70% of marketers)      Social media engagement (67% of marketers)      Location-based mobile tracking (67% of marketers)      Mobile applications (66% of marketers)

 The three technologies most critical to creating a cohesive customer journey:

      Mobile applications (57%)      Marketing analytics (54%)      CRM tools (54%)

The top three business challenges:

      New business development      Quality of leads      Remaining up to date with current marketing technology and trends

This report includes executive summaries for B2B and B2C marketers, as well as summaries for Australia, Brazil, Canada, France, Germany, Japan, the Nordics, United Kingdom, and the US.

Download now and see how your own 2015 marketing plans match up.

Russ Merz, Ph.D.'s insight:

A must read report that provides in depth, the priorities of 5000 marketers worldwide for 2015. #Socialmediamarketing dominates with the first three positions of the top 5 areas for increased spending.

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5 Brand Strategies to Uniquely Position Your Ecommerce Business Above the Competition – Shopify

5 Brand Strategies to Uniquely Position Your Ecommerce Business Above the Competition – Shopify | Integrated Brand Communications | Scoop.it

You need something to help a runny nose, so you ask someone to pass you the Kleenex.  Why? Because of an extremely effective brand strategy.

And yes, that’s actually the brand name and not the name of the product they sell.

With brand loyalty on the decline for the third straight year, building a strong customer base is more important than ever before.

The Internet has turned people into savvy online shoppers, and the power has shifted from business to consumer.  Often, shoppers bypass the idea of brand loyalty if the product is available at a lower price somewhere else.

So how can you combat that?

In this post, we’ll take a look at ways to build a powerful brand strategy for your ecommerce store. We’ll go over actionable ideas you can implement straight away, and take a look at some phenomenal examples.

Let's get into it.

 

 

 

Russ Merz, Ph.D.'s insight:

Definitely a "must read" for brand managers looking for positioning guidelines. The author presents 5 components of a successful online brand positioning strategy.

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Are You Paying for Bots? - eMarketer

Are You Paying for Bots? - eMarketer | Integrated Brand Communications | Scoop.it
In 2015, global advertisers will lose $6.3 billion to bots—nonhuman traffic capable of consuming any digital content including text, video images, audio and more. Many ad types can fall victim to bots, but video and retargeted placements are the most susceptible.
Russ Merz, Ph.D.'s insight:

Do you know where your #digital #advertising dollars are going? This report by eMarketer reveals that large amounts are being consumed by #bots. This raises many questions about the prevalence of ad fraud and issues about the actual viewability of online ads.

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The Art and Science of Content Engagement

The Art and Science of Content Engagement | Integrated Brand Communications | Scoop.it

Achieving successful content engagement relies on higher-order understanding and advanced techniques.

 

The amount of information delivered to consumers today far exceeds the amount we can take in. In 2015, the amount of media delivered will exceed 74 gigabytes daily, which is equal to approximately nine DVDs worth of data sent to the average consumer on a typical day. 

To date, we’ve responded to this by increasing the number of hours we spend with media, and by attempting to “multi-task.” Americans are expected to consume media for an average of 15.5 hours per person per day in 2015, not counting workplace time. Depending on what combination of devices we’re using, we spend more than half of this time with multiple screens.

In “How Much Media? 2013 Report on American Consumers,” the author writes:

As we increase the number of simultaneous media streams going into the home, and increase our multi-tasking behaviors, a lot of content assumes the role of background or secondary content streams. Moreover, this increasing level of multi-tasking is creating competition between media streams to be the dominant stream at any one time.

 
Russ Merz, Ph.D.'s insight:

Some great guidelines for how to improve a brand's content engagement.

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Twitter, Facebook, Google+, Pinterest: Sensible Social Media Marketing Checklist for Business [INFOGRAPHIC]

Twitter, Facebook, Google+, Pinterest: Sensible Social Media Marketing Checklist for Business [INFOGRAPHIC] | Integrated Brand Communications | Scoop.it

Are you wondering how to target the right audience on social media, every time? And how to create interesting content for them and to engage with them? Then wonder no more!

The infographic below, designed by TheWholeBrainGroup, is loaded with easy-to-follow suggestions and tips that will help you create a consistent social media presence on multiple channels (including Facebook, Twitter, Pinterest, LinkeIn, GooglePlus, YouTube, and SlideShare).

It is a great resource for businesses of all sizes who have heard great things about social media marketing but don't know where to start.

A key tip to remember is this: keep analyzing the impact of your work so you understand what strategies are and are not working!

Russ Merz, Ph.D.'s insight:

Looking for some sensible guidelines for planning brand #socialmediamarketing programs? Here is a concise checklist by TheWholeBrainGroup that can help.

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Starbucks Corporation's High-End Strategy Could Help It Win Back Coffee Snobs

Starbucks Corporation's High-End Strategy Could Help It Win Back Coffee Snobs | Integrated Brand Communications | Scoop.it

Starbucks (NASDAQ: SBUX  ) recently opened its first high-end Reserve Roastery and Tasting Room in Seattle, nine blocks away from its first store in Pike Place Market. The Reserve Roastery is a massive, 15,000 square foot "coffee lab" for small-batch roasting of its premium line Reserve coffee.

 

Starbucks intends to eventually start offering Reserve coffee -- which was previously sold at select locations for $13-$50 per eight-ounce bag -- to 1,500 global locations. It also plans to open more than 100 Tasting Rooms across the U.S. over the next five years, starting in Chicago, Los Angeles, New York, San Francisco, and Washington D.C.

 

But is it enough?

 

http://www.fool.com/investing/general/2014/12/28/starbucks-corporations-high-end-strategy-could-hel.aspx

 

Russ Merz, Ph.D.'s insight:

Can the Starbucks move into the "high-end" coffee market drive growth for the  brand that has seen annual sales growth slow to about 5%?  

 

This Motley Fool article seems to paint an optimistic picture.

 

However, in branding circles, it is well known that trying to move a low/mid market brand up-market requires a complete separation from its mid level baggage. Often this means a new brand name--like Honda (Acura), Toyota (Lexus) and Nissan (Infiniti).

 

Will Starbucks do that? What brand equity do they have with the Starbucks brand that will allow them to gain entry and success in the upscale coffee market? 

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What Works Best for Digital Marketing in 2015? [Infographic]

What Works Best for Digital Marketing in 2015? [Infographic] | Integrated Brand Communications | Scoop.it

Digital marketing is evolving at a rapid rate. As each year passes, the importance of having a properly structured digital marketing strategy is becoming more and more obvious. Smart Insights carried out a massive market research operation and blended it with other research from the best market research sources and the result was the following infographic.

It’s broken down into 3 sections; an overview of global consumer usage; an overview of benchmarks across customer life-cycle followed by research on the most effective techniques for managing digital marketing – according to industry peers.

Russ Merz, Ph.D.'s insight:

The research reported in this article reveals the very large #digitalmarketing growth potential world-wide. It also provides some solid advice for brands trying to manage a digital marketing program.  A worthwhile read.

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Mark Attridge's curator insight, January 30, 9:14 PM

An area of marketing I'm hoping I can get a good foot in. Everything is about proposition.

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How to Create a Benchmark to Measure Content Marketing ROI

How to Create a Benchmark to Measure Content Marketing ROI | Integrated Brand Communications | Scoop.it

How do you measure the ROI of content marketing? First, you need to create a benchmark. Here's how.

 

According to the Content Marketing Institute’s 2015 B2B and B2C benchmark reports, less than a quarter of marketers are able to prove content marketing ROI. Measurement is a key area of difficulty: 49% of B2B and 51% of B2C marketers were challenged with measuring content effectiveness in 2014.

 

While definitions of effectiveness may vary by team, it should at least be simple to figure out if you’re successful once you define what “success” means. Here are two simple steps to establish a baseline for content effectiveness and prove if it’s failing (or not).

 
Russ Merz, Ph.D.'s insight:

Looking for a way to measures the ROI of your brand's content marketing? Here are two simple steps that might help.

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The Good and the Bad of Social Media Marketing [Infographic]

The Good and the Bad of Social Media Marketing [Infographic] | Integrated Brand Communications | Scoop.it

Still not convinced whether social media marketing is worth your company's time, energy, and effort?

You're not alone. The C-suite at half of brands isn't convinced of social's value, according to the following infographic by Outmarket.

Here's a look at social media marketing's pros and cns.

One reason in favor of it is that "more than 80% of consumers look at online reviews weekly before buying," states Outmarket.

However, on the negative side, social media accounts for only 1.14% of all e-commerce traffic.


Another pro: "90% of the world's data was created within the past two years, thanks to social media," states Outmarket.

Yet social media programs aren't high on the list of CMO's concerns, ranking just sixth.

To find out more about the profs and cons of social media marketing, check out the infographic:

 

Russ Merz, Ph.D.'s insight:

Are you balancing the good versus the bad of #socialmedia marketing (#SMM)? Here are three ways to do it.

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Marketing Trends Road Map for 2015 [INFOGRAPHIC]

Marketing Trends Road Map for 2015 [INFOGRAPHIC] | Integrated Brand Communications | Scoop.it

Feeling a little lost? Does your marketing plan for 2015 look like it was drawn on a napkin? Uberflip, a content publishing platform, has an infographic that may help guide you through the year.

If you’re just getting started with content marketing or looking for a little help, Uberflip has outlined some of the major trends and things to watch for this year.

Russ Merz, Ph.D.'s insight:

Do you have a roadmap for planning #B2B #marketingcontent? This might help.

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Catharine Bramkamp's curator insight, January 29, 12:32 PM

Not surprising, this infographic reports that the use of infographics is on the rise.  A take away for writers - peer reviews.  We know that reviews are critical for Amazon rankings, but how, how, how to get those reviews?  That's probably the biggest challenge authors face right now.  So if you are asked to review a book for a friend/author, do, the Karma will serve you well - and no, I don't have an info-graphic for that.

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How To Send Your Best Employees To Your Competitors

How To Send Your Best Employees To Your Competitors | Integrated Brand Communications | Scoop.it

The mantra right now in HR circles is Employee Engagement. It’s engagement this, engagement that all day long. Everybody struggles with the topic of engagement. We send out surveys to measure it. We don’t even know what we’re measuring.

We ask questions like “How likely are you to look for a new job this year?” We ask that question like we think that people know the answer to any reliable degree, in the absence of an actual invitation to apply for an actual job.

We delude ourselves that we can measure a person’s likelihood of leaving us in the abstract, when they don’t have a job offer on the table.

Russ Merz, Ph.D.'s insight:

Some great observations about why organizations need to listen to employees so they can overcome barriers to the creation of a better workplace. 

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Russ Merz, Ph.D.'s curator insight, January 20, 12:29 PM

Some great observations about why organizations need to listen to employees so they can overcome barriers to the creation of a better workplace. 

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Tips For Measuring The ROI Of Digital Marketing

Tips For Measuring The ROI Of Digital Marketing | Integrated Brand Communications | Scoop.it

In the bad old days, digital marketing was a free-for-all where instant gurus touted their money-making formulas (usually little better than snake oil salesmen) and deluded followers into spending thousands for coaching programs that didn’t work. Of course, without metrics for measuring the ROI of digital marketing, these gurus continued raking in the money from gullible and desperate businesses.

This isn’t a new problem and it’s unique to digital marketing. As far back as the late 1800’s John Wannamaker is quoted as saying:

Half the money I spend on advertising is wasted; the trouble is I don’t know which half.

Traditional advertising faces a similar problem with companies allocating 60 percent of their media budget to television when only 18 percent of TV advertising campaigns generate a positive ROI, according to Nielsen.

Now, of course, digital marketing is much more sophisticated and it’s harder for false gurus to seduce business owners without proving the ROI resulting from their digital marketing programs. Below are results from studies showing the ROI of digital marketing:


Russ Merz, Ph.D.'s insight:

An insightful look at the complexity behind the development of a measurement system for measuring #digitalmarketing #ROI and how to deal with it.

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How to build a strategy for social influence in 8 steps |

How to build a strategy for social influence in 8 steps | | Integrated Brand Communications | Scoop.it

Social influence is a reason companies turn to social media. But, there has be a roadmap that define a plan, actions and measurements to achieve success.

 

78% of people say companies’ social media posts impact their purchase decisions71% are more likely to make a purchase based on social media referrals25% of social media users have purchased a product after sharing it or marking it as a Favorite on Facebook, Twitter or Pinterest (source: Digital Information World; an infographic from invesp is below)

These facts show social influence plays an important role in our purchase decisions.

Social influence is a reason companies turn to social media. But, to get desired results, there has to a strategy: A roadmap with guiding principles that defines a plan, actions and measurements to achieve success.

Is social influence a reason your business is in social media? Do you have a strategy?

Here’s how to build a business strategy for social influence in 8 steps.

Russ Merz, Ph.D.'s insight:

Rob Peterson lays out a concise planning guide for how to develop a social influence strategy for a brand. Definitely a must read and a keeper for future reference.

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How To Plan And Build A Successful Content Marketing Strategy

Did you know that every day on the internet:

There are 4.75 Billion pieces of content sharedThere are 1.8 Billion photos uploadedThere are 700 Million SnapchatsThere are 500 Million tweets

Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.

Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.

Russ Merz, Ph.D.'s insight:

Looking for some solid guidelines about developing your brand's #contentmarketing program? This detailed article byMichael Brenner should be very useful.   

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Kaitie Vonderschmitt's curator insight, January 21, 9:20 AM

Remember to add diversity to your content strategy, interactive content is a great way to mix things up.

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An Inside Look At Chandon's Strategy For Conquering The Millennial Bubbles Market

An Inside Look At Chandon's Strategy For Conquering The Millennial Bubbles Market | Integrated Brand Communications | Scoop.it
When champagne started popping up in rap videos, sparkling wine purveyor Chandon saw an opportunity to get in with millennials.
Russ Merz, Ph.D.'s insight:

Happy New Year!

While you are celebrating here is a timely brand development case study to go along with the mood.

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8 studies prove digital advertising works for brands |

8 studies prove digital advertising works for brands | | Integrated Brand Communications | Scoop.it
Trends indicate leading brand companies are moving spending to digital, but the question asked: Does digital advertising really work for brand advertisers?
Russ Merz, Ph.D.'s insight:

Rob Peterson has compiled a collection of research findings that convincingly shows how well #digital #advertising works for #brands. This is a must read article and a keeper for future reference.

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Patrick Cox's curator insight, January 6, 9:08 PM

What are your advertising plans for 2015?

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When Will the Social Struggles Stop? - eMarketer

When Will the Social Struggles Stop? - eMarketer | Integrated Brand Communications | Scoop.it
Nearly nine in 10 US marketers use social media. However, the challenges just won't quit. According to recent research, the main issues with social media involve a lack of in-house resources, inability to measure return on investment and problems forming an overall social strategy.
Russ Merz, Ph.D.'s insight:

The barriers and challenges to #socialmediamarketing success continue to keep plague marketers according to this recent survey. Clearly there are many opportunities for improvement.

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Awesome Things Brands Did on YouTube, Facebook & Twitter in 2014 [INFOGRAPHIC]

Awesome Things Brands Did on YouTube, Facebook & Twitter in 2014 [INFOGRAPHIC] | Integrated Brand Communications | Scoop.it

Facebook organic reach may have tanked, but that didn't stop brands from doing awesome things on social media. Here's an infographic timeline, created by Unmetric, that highlights the most shared advertising campaigns, tweets and videos.

Russ Merz, Ph.D.'s insight:

Interesting review of what is possible on #socialmedia by #brands.

 

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