In the luxury industry, social media are a paradox. On one hand, they allow brands to establish their presence with an increasingly connected consumer base; on the other, the Web 2.0 platforms expose advertisers to events and risks that are beyond their control. With these double-edged communication channels, what is at stake for luxury brands? 1. Keep the […]
Internet users and, by extension, consumers, are inundated by content. It is already difficult for them to consume all of the content that is offered to them. Consuming all the goods and services associated with this content is, thus, even more difficult. The content shock raises the question of the interest of content marketing for […]
Many different content formats coexist in the wide world of content marketing. There is no absolute standard, and each format has characteristics that make it particularly suitable for certain scenarios.
Social media, by definition, are not sales channels. They are rather spaces where brands and consumers can engage each other in a conversation that may eventually result in sales. Despite it all, there are three different ways of generating sales through social media. Here is an overview.
Even though Content Marketing is more in vogue every day, this approach to marketing is still criticized because the return on investment is considered limited or, at the least, difficult to measure. This is where tools such as Google Analytics can be used to measure the ROI of branded content campaigns. Here is an overview.
These days, as soon as we need to publish marketing content, social media sit firmly at the top of the list of choices. A newsletter is undoubtedly no longer the fashionable choice, but it remains a pillar of digital communication and provides numerous benefits for content marketing. Here is why.
In the language of social media, “social reach” refers to the number of users who may see any given post. This concept, which should not be confused with the size of a community (which refers to the number of fans or subscribers), plays a key role in determining the ROI of your branding campaigns. Below, […]
Online marketing has exploded over the past decade. It is now standard practice for every brand to have an online presence. At a minimum, a company has a website and Facebook page, and most companies are branching out to Twitter, blogs, YouTube, and other platforms. The road to online success was paved with Search Engine […]
Publishing quality content on social media is a must for any brand that wants to generate new leads and raise its profile. The internet is flooded with articles that have been re-blogged and lightly rewritten. Although linking to content appearing on other websites is part of the social media landscape, publishing your own quality content on social […]