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But not a lot of brands are taking up this opportunity.

The 2019 Effective Social Strategy Report highlights the growing importance of social in strategies. It notes it ability to fulfill both long-term and short-term business objectives. Lucy Aitken, managing editor Case Studies at WARC says that social allows for opportunities for “participation-led campaigns, but not enough brands taking advantage of it.”

There article cites a McDonalds’ case study from Lebanon wherein the brand used social to motivate the defeated football fans during 2018 World Cup. The brand saw a year-on-year sales increase of nearly 90%.

Additionally, under social, influencer marketing is a long-term commitment where selecting a fitting voice can lead to engagement and effectiveness. Callum McCahon, strategy director at Born Social notes social’s unrivalled ability to “form a crowd”, break barriers and smash conventions.

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