The voice of the customer has always been one of the most powerful concepts in marketing, and today’s social media platforms act as one giant megaphone for that voice. In fact, social media has fundamentally changed the balance of power between customers and brands because it enables peer recommendations to play [...]
She may not write about wizards and Quidditch, but 24-year-old Zoe Sugg, better known as Zoella, is on track to become the most financially successful British writer since J.K. Rowling. Sugg, who became a viral video star thanks to her beauty and fashion videos on YouTube, just published her first novel, Girl Online. The book flew off the shelves, selling more copies it its first week than any other debut novel in the UK on record. That's right: She eclipsed the first week sales of Harry Potter.
When it comes to social media, stars come in all shapes and sizes. The brightest among them can quickly become influencers and marketing darlings, and for many of them, their time is now. Sixty percent of marketers are increasing what they spend on influencer marketing, and 22 percent said it's their top customer acquisition tool.
Off late , there’s an increase in the ongoing trend of capitalising on the reach and virality of YouTube. We’ve earlier seen how brands are releasing the commercial ads on youtube first and later as a TVC.
American teenager Brent Rivera spent the holiday season posting six-second videos online of himself dressed as his grandmother in the hope of persuading shoppers to spend more at retailers such as Best Buy. He is one of a new generation of so-called
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