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Digital Digest #204: Cold front

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by Erin Collett, Victoria Neufeld, Alexandra Fahmey and Lauren Gross.

We can’t even remember fall season now that holidays and snow are upon us. This week, we examine some cold weather campaigns, along with the most recent internet hashtag sensations. Read more »

November 13, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #203: Let’s Get Fresh

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by Caitlin Stewart, Victoria Neufeld, Erin Collett, and Jeff Lang-Weir.

The first step to creating great content has always been about understanding your audience and what they’re looking for (particularly if they don’t yet know they’re looking for it). But what happens when the ways that you reach those audiences change, while the goals, and those watching, stay the same? This week, we look at some of the ways brands are tailoring their content to new platforms or shifting their approach to cut through the clutter and deliver the same message in new ways.

Tech Updates

Instagraphics

Instagram’s impressive growth is turning heads and marketers are taking note. Brands are now utilizing the mobile app to enhance their visual marketing strategy, and for good reason. Engagement on Instagram during Q3 2014 has risen 415 percent compared to the same period 2012 and now that Instagram is going to roll out paid advertising support, the game is only going to get more competitive! This shift has marketers thinking about how best to position content to drive quality results. Simply Measured crunched some numbers and Adweek provided some helpful tips for success, including:

  • Using @mentions in the caption results in 56 percent more engagement
  • Using at least one #hashtag drives 12.6 more engagement
  • Tagging a location results in 79 percent more engagement

[AdWeekStarbucks, mentioned in this article, is an Edelman client, Michael Kors and H&M are competitors to Edelman client LOFT, Mercedes-Benz and BMW are competitors to Edelman client Volkswagen

Risky business

Conventional wisdom has long held that brands should distance themselves from controversy, but recently some brands have become more willing to stake out a position on social issues. For example, Apple CEO Tim Cook became the first openly gay Fortune 500 CEO last Thursday in an essay in Bloomberg Businessweek. He linked his announcement with Apple’s corporate values and respect for equality. As well, Starbucks has released a video in partnership with OutTV filmed during World Pride 2014 in Toronto. The video featured contestants from Ru Paul’s Drag Race. OutTV Chief Operation Officer Brad Danks said that public interest was so high that Starbucks had to move the shoot to avoid disruptions from fans and cited positive reaction from the gay community. While brands still run the risk that not all of their consumers will agree with their positions, more and more are finding it to be a risk worth taking.  [DigiDay] [Marketing MagStarbucks, mentioned in this article, is an Edelman client, Apple and Sony are competitors to Edelman clients Samsung and Microsoft

If you can’t beat em…

Last week, we talked about Facebook’s push for brands to host their content in-platform and while many publishers are resistant, the decline in homepage visitors are forcing them to look for more efficient ways to deliver content. This week, we’re watching the ways different brands are testing the waters. Buzzfeed, for example, has created a new division that will strictly on producing content for social media. Interestingly, we’ve also seen traditional news outlets embrace social media publishing. CNN Politics created a series of videos for the United States elections. It has recognized that content needs to be tailored to each platform and made these videos for those who may not be as invested in political content as the average CNN viewer (or are wondering how many Pumpkin Spice Lattes could be purchased with campaign spending. Hint: A lot.) For years, various outlets have suggested best-practices for content length. Recently SumAll and Buffer have published an infographic with character and time limits for brands to use as a guideline when publishing online content. While content should definitely be tailored by platform, at the end of the day, the most important factor is the content. The infographic advises that YouTube-style videos be 3 minutes but CNN Politics get to the point in 15 to 30 seconds. No brand wants to concede to Facebook taking their publishing rights but some brands simply can’t afford to miss out on those engagement opportunities. [Digiday] [Ragan]

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog on Thursdays. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going. 

November 7, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #202: The Monster Mash(up)

We were working in the office late one night, when our eyes beheld an eerie sight: a Monster Mash(up) of this week’s best reads in digital marketing and strategy. Today, we share some scary good Halloween content, look at how brands are thinking outside of the box to drive app downloads and explain the latest from Facebook.

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October 31, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #201: Move Over Baby Boomers, There’s a New Kid in Town

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by Victoria Neufeld, Caitlin StewartErin Collett, and Jeff Lang-Weir.

As the largest demographic, baby boomers, without a doubt, largely influence consumer trends but there’s another group that shouldn’t be forgotten. Millennials are climbing up the ranks and, not to mention, driving social media. This week’s Digital Digest looks at brands that zeroed in on their millennial followers and how they benefited.

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October 23, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #200: Pass the Mic

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by, Erin CollettMeghan SharpLauren Gross, Jeff Lang-Weir, Alison Fleming and Matt Hayles

Note from the (former) editors: In celebration of this, the 200th edition of Digital Digest, we thought it would be a good time to let you all know why we have put our pixilated hearts and souls into this little piece, week after week. “The Digest”, as we affectionately refer to it, allows for us digi-nerds to come together once a week and discuss our professional passion. It’s also completely led by junior staff, and we’d like to give a big thank you to Erin Collett for carrying on the torch. We hope you continue to enjoy our output. –Matthew and Alison.   

We are very excited that this is our 200th Digital Digest! We started this blog back in 2010 and as the digital world evolved, so have we. Going forward, Digital Digest is going to Show Up Differently, moving our publication to Thursdays of each week. To mark this change, what’s more fitting than a #TBT: Digital Digest #1 (where we mull over the concept of an app called ‘UberCab’ and discuss Calgary’s new mayor, Naheed Nenshi).

In light of this bi-centennial milestone, we decided to highlight a few campaigns showcasing one of our favourite art forms – storytelling. But enough about us, let’s take a look at some notable campaigns that passed the mic over to the consumer and gave them a platform to share their story.

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October 16, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #199: Up in My Space

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by, Meghan SharpErin MeagherLauren Gross and Erin Collett. 

Brands became our friends long ago. Connecting with us on every platform, engaging us and understanding our temperaments, just like our ‘real life’ BFFs. As a marketing tool, this works. If brands are part of our inner circle, we accept them with open arms, tout them to others and support them with passion. But can they get too close? Become the clingy friend that never lets up?

This week we examine the complexity behind brands (and apps!) that market themselves as our friends, but have perhaps become a wee bit too close for comfort… Read more »

October 3, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #198: Keep Your Finger on the Pulse

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Meghan SharpAdam WeitnerLauren Gross and Erin Collett.

It’s no easy feat staying on top of the digital world. It feels like the iPhone 5 was justreleased, yet this week, Apple released the iPhone 6 and 6 plus. One month a brand has a commendable digital strategy and by the next, it’s irrelevant. This week’s Digital Digest takes a look at some clever tricks and tools brands are using to re-invent themselves and stay relevant. Read more »

September 19, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #197: Under Pressure

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Adam Weitner,  Jeff Lang-Weir, and Erin Collett

It’s a tough world out there for advertisers. Consumers often don’t care about brands beyond what’s in it for themselves. They rarely trust for-profit companies and are prepared to attack at a moment’s notice. This means brands are being held to a higher standard than ever before and they better deliver. This week’s Digital Digest takes a look at a few brands that are currently under fire (and it ain’t pretty). Read more »

August 8, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #196 – Don’t be lazy

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Adam WeitnerJill De Larzac, and Jeff Lang-Weir.

The emergence of digital channels has provided an opportunity for marketers to tell their stories in new and innovative ways, but the impact of those stories can be limited by the amount of hard work we’re willing to put in. Familiarity with established marketing channels, traditional metrics and relying on the faith that our audiences will produce enough decent content on their own are the kinds of attitudes that can lead to OK work. However, in today’s Digital Digest, we examine the ways that we can step up our game by continually challenging ourselves to look for the best, most innovative ways to reach our audiences. In short, the advantages we find when we remember to follow one simple rule: don’t be lazy.
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August 1, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #195: Straight Talk

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Adam Weitner, Erin Collett, and Meghan Sharp.

We know that marketers are living in a time of declining attention spans so what’s a brand to do? This week, we take a look at how a few brands are elevating the conversation and connecting with consumers in ways that are intelligent, thoughtful and discerning.

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July 25, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #194: Come on Feel the Noise

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Lauren GrossErin CollettJeff Lang-Weir and Erin Meagher

When consumers see themselves as an extension, or part of, a brand, they quickly become ambassadors. Brands often try too hard to do this and it can come across as pushy and aggressive. This week’s Digital Digest takes a look at a few very different brands that successfully created a camaraderie with their target audience, and in turn, garnered support, loyalty and created a lot noise around the brand.   Read more »

July 18, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #193: Support the Cause

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Jill de LarzacLauren GrossAdam Weitner and Erin Collett.  

From a product donation system to a cryptic Facebook status update, cause marketing can come in many shapes and sizes. We’ve taken a look at some of the latest campaigns and asked ourselves, “Does this work?” When a cause marketing campaign challenges perception and truly encourages someone to take action it’s a win-win, but lately on social we’ve seen slacktivism become all too common place. When digital cause marketing campaigns hit the planning table, consider what some of the below examples did right & wrong to set it up for success. Read more »

July 11, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #192: Blurred Lines

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Meghan Sharp, Lauren Gross, Erika Strong and Erin Collett.  

It’s no secret that getting to know your target audience is necessary for a brand’s success, and it’s good market research that provides the insights needed to inform smart programs. But how far is too far? In this week’s Digital Digest, we explore personal boundaries and take a look at how some brands are getting creative, and creepy (we’re looking at you, Facebook!) in their approaches.

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July 4, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #191: Let’s Pick a Fight

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Erin CollettLauren Gross, Jeff Lang-Weir, Jordana Levine and Meghan Sharp.

Luis Suarez isn’t the only one with a taste for a fight. The bite-happy Urguay striker has been one of the hottest news items this week, which got us thinking about the competition. Creating conflict is a great way to get into the limelight, and this week’s Digital Digest takes a look at how brands invite engagement by pitting people against each other. Whether it’s an argument between individuals, countries or groups of friends, this week’s brands have pushed people to pick sides and stick to their guns.

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June 27, 2014 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #190: Break the Rules

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by Jeff Lang-WeirMeghan Sharp Jordana Levine and Erin Collett.

We’re really proud that Edelman picked up the Cannes Grand Prix for the Chipotle Scarecrow campaign this week. It got us thinking about great campaigns where teams focused on creating a great user experience, while delivering an important message for the brand. Tips and best practices are always helpful, but at the same time, every brand is different and has a different relationship with its consumers. Sometimes you gotta throw away the rules and reach your consumers in your ownbest way. This week, we collected a few examples of brands who broke the rules to win. Read more »

June 20, 2014 by in Digital Digest, Our Ideas | 0 comments