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Scoop.it!
Millennials make up a crucial group of consumers. 
Tom Pick's curator insight,
June 16, 2016 8:38 AM
What your brand stands for matters.
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Scoop.it!
"Brand" will always be a nebulous term. Arguments rage about its true value, especially on social media... Although recent research shows that it can be responsible for nearly 15% of your total worth (Or much, much more, if you’re J.K.Rowling), it’s still seen by many as the ultimate wooly metric. There’s no doubt that being a household name will improve your chances of success in social, but just how far will it take you? I’ve taken a look at the world’s top ten brands, and matched up their profiles across the biggest social media platforms.Let’s see what’s in a name...
Jeff Domansky's insight:
Lots of social media insight from this post which looks in detail at how leading global trends perform in various social media. I found a lot of valuable insight and actionable marketing ideas.
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Scoop.it!
...Millions are spent on content creation and propagation across many channels and media. Multi-channel marketing concepts can be fitted to this alternate use case by helping brand marketers understand the contribution of content investments to an engaged audience of individual consumers. It’s like placing iBeacons on branded content such that marketing spend can be optimized around the messaging that connects best with consumers. Metrics such as open rates and website visitor dwell times become indicators of content quality comparable on a relative basis.It takes a blend of informed creative brilliance and technology enablement to pull this off – key is informed. To these ends, it’s essential to reign in the insights digital channels capture to fuel a profile of individual consumers that lives, grows, and evolves just like the person it describes. These insights help both agencies and brand marketers inform brand storytelling with knowledge of their consumers beyond superficial characteristics. In this way, you could say consumers help write the story....
Jeff Domansky's insight:
Brian Solis explores how content marketing is becoming a "beacon" for success in marketing.
Scoop.it!
... Nearly 40% of CMOs do not think they have the right people and resources to meet their goals, says an Accenture report entitled “Turbulence for the CMO”. Martin Sorrell, the boss of WPP, the world’s biggest marketing and advertising group, says that since the 2008 financial crisis marketers have been elbowed aside by finance and procurement chiefs.
Dominique Turpin, the head of IMD, a Swiss business school, writes that “the CMO is dead”. Yet some have never felt perkier. With new digital tools marketers can reach the likeliest customers when they are most in the mood to buy.
Last summer Wall’s ice cream and O2, a mobile-phone network, teamed up to send advertisements to Londoners’ smartphones when temperatures climbed. When the weather cooled Kleenex, a brand of tissues, used Google search terms and health-service data to target ad spending to areas likely to suffer the most sneezes. Andy Fennell, the marketing boss of Diageo, a drinks firm, thinks this is “a golden era for brand builders”....
Jeff Domansky's insight:
Brands and social media are a potent mix as these examples show.
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Note the great point that the brands favored by millennials are those that engage them most on social media. A valuable marketing take away.