The rise of social media has changed the traditional way of doing marketing (Brawise & Meehan, 2010). Today brands need to interact with customers and tell them stories they believe in (Gunelius, 2013). The ability for companies to engage and collaborate with customers has grown since the beginning of Web 2.0 and the increased use of social media around the world (Brawise & Meehan, 2010). Through social media costumers are empowered to interact with both brands and other people (Christodoulides, 2009). The one-side communication model used in traditional marketing has become unsuitable for the Web 2.0 (Armelini & Villanueva, 2011; Christodoulides, 2009). Instead of being informed by companies, people want a dialogue between the brand and themselves. With other words people seek for a two-way communication with the ability to share thoughts and opinions (Christodoulides, 2009).
Read moreFrom fast food to pop-culture - A content marketing study of Quiznos’ Toasty.TV platform
Since the dawn of humanity, the art of storytelling has been of utmost importance. It has provided us with a knowledge pool, past on from former generations, enabling humans to understand their world as well as themselves. As stories were passed on from generation to generation they took part in the shaping of society and some of these stories live on to this day. But what was decisive in terms of deciding which story that were to survive over the years? Was it the morals or knowledge embedded in these stories?
Read moreSNAPCHAT STORYTELLING: WHY BRANDS MIGHT FIND THE MOBILE PLATFORM USEFUL IN DIGITAL MARKETING – PT. 2
As with anything else, Snapchat has its pros and cons. Brands are reluctant about using the mobile app because of the lack of analytics and targeting opportunities and, since late 2014, the money to pay for an ad space. It might feel like an expensive shot in the dark. On the other hand, many global brands such as Disney, Universal Pictures, Heineken, McDonalds and Audi have added Snapchat to their digital marketing toolbox. They became Snapchat brands, hereafter called the self-invented word ‘brandsnappers’ – keep reading to find out why.
Read moreSNAPCHAT STORYTELLING: WHY BRANDS MIGHT FIND THE MOBILE PLATFORM USEFUL IN DIGITAL MARKETING – PT. 1
Facebook, Twitter, Snapchat, Instagram, Vine and YouTube might sound familiar to you. At least for many it does since these social networking sites are used all over the globe. We certainly reside in a world where 24/7 connection and collaboration is mundane, which can only be described as ubiquitous. (Hoffman & Novak, 2013; Hanna, Rohm & Crittenden, 2011) Even though social media already is popular, it looks like it is growing in popularity by the minute. As online social networking behaviors increase in an ever-connected and mobile world, it becomes important for brands to find a way to employ social media in a proper way (Hoffman & Novak, 2013).
Read moreThe Coca-Cola Company: Analyzing its Content 2020 Strategy Part II
In order to answer the in part one raised question, namely “How Does Coca-Cola Use Storytelling in its Content Marketing Strategy to Emotionally Connect with its Users?”, this second part will analyze the company’s strategy based on the revealed theoretical background in part one.
Read moreHow Does the Coca-Cola Company Use Storytelling in its Content Marketing Strategy to Emotionally Connect with its Users? Part 1
This citation by the content marketing expert Joe Pulizzi already claims the basic meaning and the overall purpose of this blog post: To show that storytelling in one’s content marketing strategy is key to establish an emotional relationship with one’s users in today’s world (Pulizzi, 2012; Singh and Sonnenburg, 2012).
Read moreSustainability Communication in the Social Media Environment
Sustainability can no longer be classified as a passing fad. In fact, its increasing importance results in the formation of new markets and target groups. Each year the “Best Global Green Brands” are announced- 50 companies with an outstanding performance regarding social and ecological principles (Interbrand, 2014). Through an efficient communicational approach, these companies are also perceived as true sustainability brands among consumers. However, the emergence of social media, has strongly affected communication strategies of sustainability brands (Fieseler et. al, 2010), which raises the following issues:
Read moreTransmedia Storytelling - How to keep media multitasking audiences happy. Part 2
What is transmedia storytelling? How can marketers use it to capture the attention of media multitaskers? How did Coca Cola implement this strategy into their “Happiness Factory” campaign?
Read moreTransmedia Storytelling - How to keep media multitasking audiences happy. Part 1
What is transmedia storytelling? How can marketers use it to capture the attention of media multitaskers? How did Coca Cola implement this strategy into their “Happiness Factory” campaign?
Read moreHow has digitalisation changed the way films and TV shows are promoted? Part 2
How the promotion of TV shows and films has changed as a consequence of the digital revolution brought by digitalisation.
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