I always liked it to try out new things – to be the first. For example, when I bought this tea-to-go cup with integrated tea strainer and the specific tea just produced for that, or the vegetable powder which makes it possible to have kale and spinach for my smoothies always at home without buying it fresh – or do you remember Tamagotchi back in the days? I was the first amongst my friends with one. All the people around me got interested and asked me where I bought it and suddenly they also bought it. Can you relate to that? Wouldn’t it be great to find these influencers online and get them to ‘sell’ your products? But how to identify such influencers in communities and network?Read More
As digital technology is evolving, it's getting more important for digital marketers to be multifaceted and combine both creativity and innovation (being an artist) and handling data and analytics (being a scientist). Engaging with customers on an emotional level is equally important as to analyse data in order to improve its effectiveness. Handling big data, inferring the right decisions and creating content which is convincing – This is the key to success.Read More
Do you remember the viral spreading of Dave Caroll’s video “United breaks guitars”? It was one of the first big viral threats companies still fear nowadays. The good thing, we can learn from the past and since "United breaks Guitars" a lot of these kinds of threats happened to a lot of companies. Classical example is also the KitKat ad which Greenpeace used to make aware of the problem that Nestle used palm oil. These problems can appear on a daily basis, but it's important to know what influence them and how to treat them.Read More
You can have 500 Facebook friends and nobody could care less about 1920’s vintage dresses or farm tractors, but on Pinterest you can find a community of every niche interest. It is a social bookmarking site to collect and organize all links as visual bookmarks on a digital pin board. These boards can be organized into categories with similar characteristics such as food recipes, travel tips, planning a wedding or DIY instructions. However, Pinterest is not only about collecting and organizing – it is a social network where users can like, comment and repin (=share) a pin.
Choate investigated in a recent paper the value of pins and how exposure can be maximized among the millions of pins each day. He identified four key drivers that influence the shareability of image-based content on Pinterest.Read More