Conversation my arse — Asbury & Asbury
Andrex has become a great case study in modern marketing, because it represents the logical outcome of two dominant trends: the mission escalation trend and the conversation trend. Both are waves of brand thinking that have swept all before them in recent years, and it’s not exactly Andrex’s fault that they have been caught up in it. It’s just that the nature of their business means stretching both trends to breaking point. First, there’s the mission escalation trend. This is the homeopathy of marketing. It involves taking the functional purpose of any given product, diluting it to a slightly more abstract level, then diluting it again and repeating the process until you reach a level of abstraction so remote that any sense of specific purpose has been lost entirely. So if your product is a bar of chocolate, it’s not about giving people something chocolatey to eat, it’s about giving them a tasty treat. And it’s not about giving them a tasty treat, it’s about giving them a treat in a wider sense. And it’s not about the treat as such, but the enjoyment you get from that treat. And it’s not about the physical enjoyment, but the emotional enjoyment. And it’s not about the emotional enjoyment, but joy itself. And it’s not about experiencing joy, it’s about believing in joy. And now your brand purpose is more closely aligned to Buddhism than it is to chocolate.
The effectiveness of public health advertisements to promote health: a randomized-controlled trial on 794,000 participants | npj Digital Medicine
Our results show that 48% of people who were exposed to the ads made future searches for weight loss information, compared with 32% of those in the control group—a 50% increase. The advertisements varied in efficacy. However, the effectiveness of the advertisements may be greatly improved by targeting individuals based on their lifestyle preferences and/or sociodemographic characteristics, which together explain 49% of the variation in response to the ads. These results demonstrate that online advertisements hold promise as a mechanism for changing population health behaviors.
Social Advertising Isn't Really Driving Conversions - eMarketer
An August 2017 survey from CivicScience, a next-generation consumer and media analytics company, found that very few US internet users have made a purchase based on ads they saw on social platforms, like Facebook or Snapchat.
LITERATURE REVIEW ON EFFECTIVENESS OF THE USE OF SOCIAL MEDIA: A REPORT FOR PEEL PUBLIC HEALTH
Digital Health Practices, Social Media Use, and Mental Well-Being Among Teens and Young Adults in the U.S.
A National Survey Sponsored By Hopelab and Well Being Trust 2018
Teens Debate Big Issues on Instagram Flop Accounts - The Atlantic
Recorded Calls Beat Facebook Ads in Getting Residents to Request Free Smoke Alarm, Study Suggests - 2018 - News Releases - News - Johns Hopkins Bloomberg School of Public Health
Experts trusted more on social media than celebrities - Axios
Technical experts and their peers are considered the most credible for information on social media, according to the latest 2018 Edelman Trust Barometer survey. By comparison, celebrities, corporate executives and journalists are considered far less credible.
Zika rumors got three times more shares than real Zika stories. What can health educators do? » Nieman Journalism Lab
15 Easy LinkedIn Profile Tips You Should Do Today | Science of People
Hashtag movements call for a new type of leader
JMIR-Vaccine Images on Twitter: Analysis of What Images are Shared | Chen | Journal of Medical Internet Research
A 61-million-person experiment in social influence and political mobilization | Nature
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I chatted with 3 Gen Z girls about how they use their mobiles, and it was mind-blowing | Business Insider
10 Must-Listen Podcasts for Every Social Change-Maker - +Acumen
This researcher programmed bots to fight racism on Twitter. It worked. - The Washington Post
To Get More Out of Social Media, Think Like an Anthropologist
How to Use Reddit in Your Social Media Strategy - DreamGrow
The Online Video View: We Can Count It, but Can We Count on It? - The New York Times
Who Is Louise Delage? The Troubling Truth Behind an Overnight Instagram Success | Adweek
FTC Compliance and Disclosures: How to Keep it Real - WOMMA
How to Perform a Hashtag Search Across Multiple Channels