Today’s social media habits have rewritten the rules of sports marketing and now teams must engage with fans long before the game begins as well as after it ends. In fact, the shape of the fan’s customer journey has changed considerably over the last few years, resulting in a larger window of opportunity for a sports team to stay top of mind. By understanding who their fans are and using their preferred social media channel to regularly communicate with them, a sports team ca

At a cost of $5,000,000 for a 30-second spot, the price of advertising in this year’s Super Bowl has increased year-on-year by 11%. And looking at the television commercial line-up, many brands are using comedians to deliver their marketing message. Bud Light’s commercials will feature Amy Schumer and Seth Rogen, while Squarespace has selected comedy duo Keegan-Michael Kelly and Jordan Peele from Comedian Central’s “Key & Peele.” Not to be outdone, Billy Eichner from Funny or

Alibaba was recently named the most valuable brand in the world by BrandZ’s global annual ranking, but how did it get there? And how did it get there is such a short period of time? The answer lies in what a recent Harvard Business Review article highlighted, it’s their ability to self-tune. According to the @HarvardBiz article called The Self-Tuning Enterprise, Alibaba continually reinvents itself and continuously self-tunes in algorithmic-style thinking. As with a self-tuni

It’s not very often UK consumers can snub their noses at their consumer cousins across the pond and say, “You mean you don’t already have that?” However, the US only recently announced a single loyalty programme where consumers can earn points across multiple companies ranging from paying phone bills to buying groceries. It’s called Plenti (@plenti)and it is part of AmEx, although you don’t need an AmEx card to participate. In the UK we may not now have a coalition government

Brands taking hold of an initiative like self-esteem, body shape or empowering the inner athlete in women seem like noble ideas. It’s a chance to redraw the landscape around stereotypes and help the unspoken have a voice. In today’s world, these initiatives thrive in social media and begin with a hashtag. Take #LikeAGirl for example. The campaign is run by the feminine hygiene brand Always and, in their words, “We’re kicking off an epic battle to make sure that girls everywhe

Last week I made two fun discoveries and both made me chuckle. Weeks and weeks go by with standard marketing approaches and then within one week I learn how companies are using humour in their marketing approach. What a fresh perspective! My first discovery was the fact that The Onion also does content marketing for brands. For those of you who don’t know, The Onion is a US-based satirical weekly publication read largely by university students and twenty-somethings. Companies

Influencer marketing has stealthily crept up upon us and I am beginning to notice it in a lot of corners of the internet, particularly on Twitter. I am now getting confused about what people really like and what they say they like. This trendy marketing tactic consists of a brand piggy backing a relationship an online personality has built with their audience. The key is to let the influencer create the content on behalf of the brand. Some commercial posts are fairly obvious,