Historically, brands have avoided getting involved in controversial subjects. Politics, religion, sex, and even social issues were avoided at all costs. But that’s changing. Subjects that would have been taboo ten years ago, have been embraced as a way for brands to form meaningful connections with like-minded consumers. Although two-thirds of consumers agree that it’s important for brands to take a public stand on social and political issues, marketers must be careful to engage only on those topics that feel organic and authentic. In other words, don’t take a position just to have one; smart marketers choose when to engage and have a strategy for addressing the issues they feel strongly about. Here are six things to consider before taking a stance on social issues.
Every brand has a voice on social media, but is it being heard by those consumers who matter most? If you’re not reaching the right consumer, on the right platform, at the right time, there’s little chance of meeting your objectives. Some brands are fighting for their lives with the recent social algorithm changes, so it’s more critical than ever to have a strong strategy that includes measurable goals and tactics for in-campaign optimization. Here, are seven questions our Social Media Senior Director, Jenna Manula, works with clients to fully answer before launching a campaign.
Retailers will be feeling the love this month as consumers are expected to spend $19.6 billion, an average of $143.56 per shopper, on Valentine’s Day. In our infographic, we look at the trends in gift-giving and on social media.
Amazon Echo and Google Home were the hot holiday gifts this season and consumers didn’t allow them to sit in their boxes for long: the Amazon Alexa app was the most-downloaded app on Christmas and the following day and Google Home was number six. So, do consumers think their devices live up to the hype? Here’s what they say about their digital voice assistants.
In 2017, U.S. adults spent more than half their day—an average of 12 hours, 1 minute, engaging with media. In 2018, that number is expected to grow by 4 minutes. Although overall time spent in front of a screen appears to be leveling off (people do have to sleep, after all!), digital continues to steal share from traditional media as consumers increasingly spend more time with mobile, social, and video.
When you want information, what’s the first thing you do? Google it. Search is a powerful tool for information-hungry shoppers when they know what they’re looking for, but increasingly search is becoming a source of inspiration for consumers at the top of the funnel. Google data reveals new trends into the role search is playing in the path-to-purchase which can help inform marketers’ SEO keyword and content strategies.
Social media has made it easy for consumers to engage with the brands they love and helps build relationships that generate loyalty. But it’s also created a call-out culture that can be a public relations nightmare for marketers if complaints are not taken seriously or responded to promptly. Forty six percent of consumers have used social to express their displeasure with a product, service, or business practice and that number increases when you look at the data on Millennials—56% have complained or called out brands on social. The practice is so widespread that it is second only to in-person complaints as the most common way to resolve customer service issues.
Pinterest is part search engine, part social network, and, while it’s highly visual like Instagram, it offers much more than pretty pictures. Pinterest is a place to explore passions, get ideas, and plan for the future. Its tech innovations apply machine learning, artificial intelligence, and visual search to understand what users want to see. As 2018 approaches, here are the trends in food and beverage, beauty, and health and wellness that Pinterest predicts will be rising in the new year.
Every family has their Thanksgiving traditions, but Americans also love to get creative when planning the biggest meal of the year. What we serve during the holidays is frequently influenced by food trends. In 1999, truffled mashed potatoes were the height of sophistication, but by 2002, Americans were experimenting with recipes for the three-birds-in-one medley known as “turducken,” a trend we’re just as happy didn’t linger. Today, marketers can use search and social media data to anticipate those holiday food trends, and shape web and social media content accordingly.
Consumers are increasingly turning to online retailers for their holiday shopping needs—this year 42% of consumers will spend about half of their holiday budget online, up from 38% last year. Although consumers may be spending more online, physical retail stores still play an important role. Understanding when consumers are shopping online and what they’re looking for in-store will be critical for marketers. In our infographic, we explore where consumers will be shopping (and when) and the little extras that draw them into retail stores.